Videos on Social Media: Navigating the Landscape

July 17, 2017

The social media landscape is constantly evolving. Things that worked a year ago no longer have the same effect. Strategy is changing to keep up with new platforms and capabilities.

However, one aspect of your digital presence that is consistent and growing is the importance of videos on social media. Social media gurus sing the praises of video content for organic SEO and live streaming, and how these can translate to increased business. What does this mean for your company, and how do you navigate the ever-changing landscape of videos on social media? We have some advice that will help you form a strategy.

Which Platform Should You Use for Videos on Social Media?

At any given time there are a minimum of 10 significant platforms that can be used. But trying to use them all is time consuming, and could result in you not being able to connect with your followers. Not being able to socialize with your followers defeats the purpose of having a presence in the first place.

Here a few of the most popular platforms for videos on social media:

• YouTube
• Facebook Live
• Periscope
• Meerkat
• Viddler
• Vine
• UStream

This list goes on. Here are some tips on how to use these platforms for your business in a way that does not monopolize your time.

YouTube

Before Google purchased it, YouTube was the second most commonly used search engine. Since then, these statistics have become less available. But with Google prioritizing video results and even providing an option for video results only, it is safe to say that the use of YouTube as a search engine is not decreasing. YouTube can be used to create your own channel of useful, valuable content for your clients and followers. Content ideas include:

• How to
• Opinion
• Advice
• Tips & Tricks
• About Us
• News

The channel is a great way to provide high-value content that is searchable. This will support your website’s organic search engine optimization, and can add to your reputation as an industry expert. However, if you are looking to build conversational relationships with your customers, YouTube might not be the best option as it is not real time, like other platforms.

Facebook Live

Facebook is known for constantly changing and evolving. As it stands, the videos are not searchable and cannot be categorized, therefore it’s not the best platform for building a large database of content. However, because of the real-time comments function, including feedback and likes, it’s a fantastic way to build relationships. Holding Q&A sessions are particularly popular and successful on Facebook as a means to spread the word about your product or service.

Periscope

A growing and emerging platform, Periscope allows businesses to build communities to reach followers purely interested in video content. It is becoming common for Periscope users to hold demonstrations, question and answer sessions, real-time updates and even conduct house viewings. Periscope also has the ability to save videos, although at present they cannot be indexed and searched, so structured content is likely not the best use.

How Often Should You Post Video Content?

Consistency is key. If you commit to streaming or producing one video per day or per week, stick to it. Your followers will learn to expect your updates, and it will keep them visiting for the latest content. When you launch a channel, it’s a good idea to have around five videos ready at launch and then update content on the schedule you decide.

What Content Should You Share?

How to

How-to guides can be anything from how to repair a car to how to do a yoga pose. Service professionals can share how to complete a successful interview, or how to negotiate. Regardless of your profession, people ask you for your advice and expertise- this is a way of demonstrating that.

Question & Answer

Social media is designed to be social. Completing Q&A sessions means you get a real-time understanding of what your followers actually want to know and allow you to build products and services on the back of that.

Commentary

In all industries there will be online commentary, news articles, research and best practices. Use your video platform to hold a short discussion on your thoughts around these points and share your views and expertise.

One point to be aware of: when video content was new, it became fashionable for thought leaders to rant about the latest news, resulting in followers knowing more about the ego of the channel owner than any valuable information on topic. The increase in video content means that (thankfully) this has lost popularity. We therefore recommend that you provide valuable, relevant and helpful content rather than simply expressing your opinion.

Are There Safety Concerns around Video Content?

Absolutely. The primary concern that is becoming more apparent is that when you stream live, your audience knows exactly where you are at that moment. This means that if you do a live stream sharing that you are on vacation, unseemly individuals know you are not at home and therefore your home is at risk of theft. Similarly, your personal safety is at risk if you share your location and whether or not you have valuables. The same rules apply to your safety with video content as with other social media types. But when used with thought and an understanding of your business’s and customers’ needs, you can make an impact on your digital presence through videos on social media, live-streaming and the many options available to you to bring in the customers you are looking for.

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