Traditional advertising is dead. Whether it’s on YouTube, TiVo, or anywhere else, consumers refuse to pay attention to anything that looks or sounds like an ad. This is why it’s so crucially important to focus on content marketing in your videos, and share your videos on social media sites like Facebook, Twitter, and YouTube. Think about it: when you’re watching a television program on TiVo, you forward through all the ads. But on Facebook or YouTube, you willingly look up videos that interest you.
So why does this matter? Because the sooner you realize that social media trends have a direct effect on video marketing, the sooner you can take advantage of what social sites have to offer. By creating a powerful synergy between your video content and social marketing, you’ll be able to increase the reach of your brands. Social media trends that you should consider include:
- Emotion. From social rights issues to politics, it seems that social media stirs a national dialogue every time there’s breaking news in any of these genres. Of course, your business generally won’t want to engage in controversial content. However, the reason that social media users have posted endless statuses on gay rights, abortion, and infamous cases is because users are emotionally connected to these news stories. Likewise, the more often you can tie emotion into your video and social marketing strategies, the larger of a response you’ll receive from consumers.
- Short form content. From Twitter’s 140 characters to Snap Chat, social media is inspiring a culture that is focused on short form content and shorter attention spans than ever. While you’re video marketing efforts can certainly be much longer than a 6-second Vine video, it’s undeniable that unless your content is compelling, you won’t be able to hold the viewer’s attention for long.
Short form content has influenced video marketing in that videos now have to be shorter than previously created. If you insist on a longer video – which is completely fine – then you’ll benefit from investing in a professional editor who can help your video seamlessly flow from one segment to the next.
- Engagement matters. By focusing on providing valuable content to your viewers instead of simply promoting your brand, you’ll be able to encourage engagement such as comments, likes, and shares. Why does this matter? Because one of the key ingredients in going viral in today’s social media culture is to have high engagement rates that give your video and brand more exposure than ever before. While video marketing is an incredible platform to allow your brand’s voice to be heard, you also want to engage in conversation as well.
Don’t forget that YouTube is a social network that boasts over 800 million active users. Just as you would engage consumers on Facebook or Twitter, remember that YouTube should be treated as social media site as well. Furthermore, whenever you release a video, coordinate to promote the video on all your platforms at once. When your social media marketing is in synergy with its other components, you’ll find that your efforts are more seamless than ever before.