With TikTok's future in the air, it's important to consider how you can continue making video content that not only resonates with your audience but reaches them where they migrate as well. This platform may have dominated short-form video content in recent years, but you can craft the right video marketing strategy on other social media sites to enhance your reach, visibility, and
conversions. Let's look at what to consider while pivoting away from TikTok.
Why Video Content Matters
Video content is an effective visual tool for capturing your audience's attention and communicating a message quickly. Static posts don't generate nearly as much engagement as videos, and this versatile marketing tool is perfect for a unique brand storytelling experience, product demonstrations, and much more. Plus, videos boost your credibility and foster trust with your customers.
Other Key Platforms for Video Marketing
Many platforms have jumped on the short-form
video content bandwagon, but there are also other platforms (like YouTube) that have changed the landscape of video marketing over the years. Here's how you can utilize these sites for your business.
YouTube
Did you know that YouTube is considered the second-largest search engine? Many users flock to YouTube for a variety of long-form content, from tutorials to thought leadership content. An account on this site can help your brand establish authority in your particular industry and build a loyal subscriber base.
Instagram Reels and Stories
Instagram took inspiration from both Snapchat and TikTok with their video content. Reels allow users to share bite-sized stories, promotions, and even behind-the-scenes looks in a matter of minutes. Stories last for just 24 hours, making them perfect for sharing limited-time deals, discounts, and exclusive content.
Facebook Video and Live
You can find a range of demographics on Facebook, and their video content (like lives) allows users to engage and interact in real-time with their favorite brands, influencers, and communities.
LinkedIn Video
LinkedIn is still a space for professionals to connect with others in their field, but the expansion of video content makes it even easier for B2B marketing. LinkedIn videos focus on thought leadership, industry insights, and storytelling that resonates with audiences.
Pinterest Video Pins
Pinterest is a visual platform great for creatives, especially with its one-of-a-kind experience of creating aesthetic boards and "pinning" (or favoriting) content. Short, engaging videos on this site can help drive traffic to your own brand while inspiring users.
Twitter/X Video
X, formerly Twitter, offers businesses a chance to craft concise messages and short videos. Consider this platform for quick updates, viral content, or special announcements.
Tips for Creating Compelling Video Content
As with any
marketing campaign, knowing how video content can be effective for your brand is key. Here are some tips for making video marketing work for you:
- Know Your Audience - Who is your target audience? What are their wants and needs, and how do you plan to address them? Ensuring your content is relevant to your audience and reaches them on the right platform is vital.
- Tell a Story - Does your video have a clear narrative structure? Is it easy to follow along and understand? Not just any content is transferable for video, so ensure your story can benefit from the visual advantages of this marketing.
- Optimize Across Platforms - Every social media site has varying best practices, so before scheduling your video content, optimize for the necessary length, captions, and style. For example, you wouldn’t post a YouTube-style tutorial on Instagram Reels, so pull the “highlights” from that long-form content to draw audiences in and entice them to visit the YouTube link.
- Keep Messaging Concise and Engaging - One great thing about video content is that it conveys many messages in one short form. Plus, attention spans are short, so you want to ensure you’re engaging audiences quickly and maintain their attention throughout.
- Use High-Quality Imaging and Production - Nothing is more frustrating than trying to watch an informational video when it’s blurry, slow to load, or looks cheaply made. Invest in the right tools and editing platforms to make your video content worthwhile. That includes the right audio equipment, lighting, and team.
- Leverage SEO and Hashtags - Don’t let SEO fall by the wayside with your videos. If audiences can’t discover your content, you’re essentially screaming into the void. Optimize your video titles, descriptions, and hashtags, which also ties into the bullet point above for optimizing across social media sites.
- Incorporate a CTA - What is your end goal for this particular video? A call-to-action drives potential customers to further engagement, whether that’s through visiting your site, subscribing to your email list, or making a purchase. It’s also helpful to ensure your CTA is visible both in the video and the caption itself.
Growing Your Brand With the Right Marketing Strategy
Though TikTok was a major player in video marketing, expanding to other platforms can help your brand reach broader audiences and diversify your digital strategy. By leveraging video content effectively across multiple channels, businesses can boost engagement, enhance brand visibility, and drive meaningful growth.
So, how about working with the right marketing agency to take your video content to the next level? At SMT, we tailor digital marketing strategies to fit YOUR needs.
Give us a call now to see how we can help! And don't worry – the introduction call is free, with no strings attached.