Video has become the powerhouse of marketing and it’s great for SMEs because they can do it themselves.
As a professional video creator specialising in social media content that features video extensively I wanted to bring this to your attention. If it’s appropriate for their business I encourage all of my clients to make their own videos and many of them do.
There are two Apps that my existing clients can use to boost their existing video content even more. Having said that, they all have well produced videos on their website and in their blog content.
Just in case you need any further convincing that you should give Vine, Instagram or other social video platforms a go, here’s a handy guide to why social video is important for brands.
Video is one of the most persuasive of all visual tools as it’s capable of delivering large amounts of information quickly and clearly. Especially if the information is about a new service or product.
If you’re talking about a product that someone wants to explore, it’s a step or two short of being able to put that product in their hands.
Accessible to everybody
As social video apps are mobile-first, anyone with a smartphone can access your content, and anyone with a smartphone can make a Vine or an Instagram. This basically means anyone in the world can access your content.
Looking back now, this was an incredible thing. Vine was a low budget filmmaker’s dream. It completely democratised filmmaking. It’s accessible to everyone and it’s made indie filmmakers of us all.
Easy for beginners
It’s really easy to get started with Vine and Instagram, sign-up takes a few seconds. All you need is a phone and a little imagination.
It’s free, or at least as cheap as you want it to be
There’s no cost involved. If you have zero budget, it doesn’t matter, work around it. Some of the best branded Vines clearly cost no money at all, so theoretically, the people in charge of your marketing budgets shouldn’t really need much persuading. Just get out there on your lunch break and give it a go.
Video can help build trust. If you feature your own face, or the face of an employee in a video, a viewer is more likely to trust your brand, and on social media integrity and authenticity is everything.
Marketing beyond marketing
Short-form videos run the whole spectrum of creativity. They’re not just for promotional content, they can also be entertaining, innovative, instructional or informative. If you get the tone right, you’re video will be shared beyond your own audience’s reach.
Social at its core
Before the launch of Vine we were all used to filming videos on our smartphones and showing them to our friends. With these apps, suddenly we have a much wider audience, because they aren’t merely video making tools.
As soon as you make a Vine or an Instagram it is immediately uploaded to your network of followers, therefore community and social sharing is an integral part of the package.
Just like Facebook or Twitter, you should Comment, Share, Like, Revine, Regram, whatever it takes to build a loyal audience. Encourage users to make Vines for your brand – run a competition for them! This will give them an audience, and this will in turn help build yours and make you an integral part of the community.
- Instagram has 300 million monthly active users
- The average Instagram user spends 21 minutes per day using the app
- The app is more popular among younger people, with usage at 41% among those aged 16-24 and at 35% among 24-34s
Vine has less users, but it’s still a considerable audience…
- 40 million users
- 100 million people watch Vines every month
- 12 million Vines are uploaded to Twitter daily
- 31.8% of US teenagers use Vine
The audience for social video is young, engaged and will share the heck out of anything they really like. If this is the audience that you’re after, then it’s vital that you should be on Vine or Instagram.
Instagram smashes Twitter for engagement
I’m sure you’re all using Twitter, you understand the value of Twitter and you get why it works.
Of the top 25 brands, the average post engagement rate is 3.31% on Instagram compared to 0.07% on Twitter.
Furthermore, average profile interactions were 19m on Instagram vs. 502,000 on Twitter.
Instagram or Vine or both?
Instagram and Vine have managed to remain unique in their own way, with brands tending to choose one or the other platform based on where its audience is, what kind of content they have and their tone of voice.
It’s therefore up to you to experiment with which one is right for you. For instance you might find that if you’re a luxury brand, Instagram might be more suitable.
At the time of writing I haven’t used either of these apps to make a video but I have read the reviews on both and as usual there are pros and cons.
It appears that Instagram has recently updated the app and the changes haven’t been met with a great deal of enthusiasm by many users, with many claiming that they’re going to look elsewhere.
As far as I can see they are both worth a try because the only way to find out if something works for you is to try it for yourself.
I have recommended to a new client to take videos of their projects. They could use these Apps very effectively, broadcasting their progress almost in real time. If they do that it will greatly increase the effectiveness of their social media campaign. And that has to be good!
Here’s how they could use video they create themselves
If IAQS (Indoor Air Quality Solutions) in Perth Western Australia use videos created on the Instagram and Vine Apps then they would be able to show real time case studies following the story from their first look at the symptoms, mould on the ceiling for example, to the discovery of the cause, the removal of the toxic mould from the ceiling and returning the house or office back to healthy clean breathable air.
These are just 11 of the reasons why you really should be using video to promote your product and/or service.