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5 types of video content to include in your social media marketing plan

If you’re developing a social media marketing plan, no doubt video is on your list of things to do. But how to you decide what types of video content  to include in your social media? In this post we share 5 video content ideas that will engage and inspire your social media followers.

Video content for social media

  1. Brand video

Set the scene with a brand video that shares your business’ values, culture and raison d’etre. Brand videos may showcase products or services but are most effective when they tell a story about your business, your people and your customers. In our opinion, brand videos should not look like advertisements, instead they should inspire your target audience to engage with your brand on an emotional level. Once they’re engaged they’ll be much more receptive to any sales related content you share with them at other times.

  1. Behind-the-scenes video

Social media is all about making your brand and business more personable. One of the most effective ways to do this is to share content about the people behind the brand. Behind-the-scenes videos are great for building relationships with customers, giving them insights into your business and putting faces to names. Use it to share how your business works, your culture and working environment, and highlight those things that really make your brand stand out.

Top tip: use live video and stories for day-to-day behind-the-scenes content. This is perfect for sharing video content like an employee’s birthday celebrations or content that might quickly go out of date. By sharing it live on Stories your video will disappear after 24 hours.

  1. Explainer or tutorial videos

Explainer or tutorial videos are a great way to showcase a product or service without it appearing to be a sales pitch. It also helps your customers envisage using your product and the experience it will deliver. Our client Silent Pool Gin Distillery has done this very effectively with a series of videos showing how to create different kinds of cocktails. For example, in this video (link below) shared on Facebook, they show their audience how to make a White Negroni and include the ingredients and method in the description.

  1. Testimonial videos

Another effective way of helping prospective customers explore the benefits of using your product, and your customer service, is to share testimonial videos on social media. Just a short clip of a customer highlighting a key benefit, what they like about your brand or, even better, what they like about the people behind the brand, can be highly engaging.

Top tip: Align the testimonial to your target audience and the social media platform. For example, if you find most of your followers on Instagram are younger than those on Facebook, share testimonials featuring younger customers on this platform.

  1. Announcement videos

Making an announcement creates some excitement around your brand and a sense of urgency to find out more. Using video to do this means you can share a large amount of information quickly, with a clear call to action. You can use this format to launch a new product or service, announce an event, communicate company news or celebrate your brand’s successes. Keep the video short and snappy, and make sure you tell your social media followers what to do next.

Top tip: A great call to action for any social media video content is to please ‘share’. By creating content your followers will want to share they can help your business reach more potential customers.

Finally, if you are planning to work with a video production company to produce a brand video or other content, consider whether you can get more for your money by creating content for social media clips. We often shoot additional footage for our clients’ social media channels, so they get more out of filming days.

You can also edit existing videos for social media, such as by extracting sound bites from a brand video. It’s worth exploring these options with your video production team so you have more video content to share.

To help you get more out of your video production days, read our post here sharing the ultimate video production brief!

Debbie Hills

Author Debbie Hills

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