It’s been said that a picture is worth a thousand words, and if so, then what is a video worth? Your brand’s message is how your audience can relate to your brand. Meaning that whatever you create whether it’s a blog post or a video, it needs to tie in with your message. In fact, why not take your audience on a journey behind the scenes in order to create new ways to engage with them online? And what better way to do that than with social video. In today’s Halloween Thought Hive, let’s review some key brand messaging tips that will booost your engagement and see how some great examples throughout the various social video platforms.
5 brand messaging tips using social media
- Keep your focus on your audience: When creating video content, be sure to ask yourself, “Is this something my audience needs, wants, or meets their interests?” The worse thing you can do as a brand is to forget your audience when it comes to your content. It is great to just create. But as a business, if it is not inline with your messaging and how your audience relates to you, then don’t post the video. Yet if you’re using video to really have a conversation with your audience, then create that video. It can be an entertaining how-to or a quick FAQ session. Whatever that type of content is just make sure it has your audience at the top of mind. Because let’s be honest top of mind awareness goes both ways.
- Your style, tone, and voice should be consistent across all platforms: From Twitter to your website, your style, tone, and voice should be consistent wherever you are online. In order for you to form a community around your brand, you have to establish trust. And the best way to establish it is through consistency. Use your style guide to make sure that what you are about to post reflects your message. Create an editorial calendar in order to keep track on what days and what times you post. And share your posting schedule with your audience. For example, if you post every Saturday on YouTube, put that information in your channel art and video description box—consistently letting both new and returning viewers know when you post.
- Know the language: Social media is a great place to share information around the world. And usually, social media is a place to escape, i.e., watching multiple cat videos. So when you’re on Twitter or Facebook, know the language that those communities are using. For example, with Twitter, you only have 140 characters to work with, and with Instagram, you use predominantly images and videos.
- Create a unique experience: Let’s say you create a Facebook post and you want to share it on Twitter. You can link that post within a tweet—allowing both communities to join in on the conversation. Thus, creating a shared experience. However, it’s best to create different types of content since your audience may follow you for different reasons. A person may prefer your Instagram over your Twitter. So don’t let them see the same things on both. Give them a unique experience by creating specific content for each of your social platforms.
- Transparency is key: Behind-the-scenes tour, interviews with your team members and industry thought leaders or weekly FAQs are just a few ways to be transparent with your audience. Nurture your audience by being transparent and genuine with them. Because giving them the inside scoop on something they love is just icing on the marketing cake.
With that said, let’s see these tips in action across various social media platforms as they use social video to boost their brand messaging while engaging with their audience.
YouTube is “the grandaddy of video content” and the librarian for social videos. Create your pre-recorded videos and upload it to this platform. Optimize it for search so that your video reaches your ideal audience. And make sure to share it to other social networks like Facebook and Twitter. Also, YouTube is a great library for other social videos like Vine compilations, Periscope broadcasts, Instagram videos, and Snapchat stories. So if you want to share your Snapchat story and make it last longer than 24 hours, YouTube is the platform to host it.
You’ve most likely seen YouTube in action. But if you want to see a brand utilize it for their business, then check out Marie Forleo. Marie Forleo created MarieTV as a show that hosts weekly Q&A’s and interviews with thought leaders, celebrities and other public figures. Watch the following video as she chats with Gary Vaynerchuk about the future of social media marketing:
No matter what you’re selling, no matter what your company does, if you don’t have a video marketing strategy for the biggest video platforms, you are going to lose.—Gary Vaynerchuk
Facebook and YouTube are definitely huge competitors when it comes to hosting your videos. Facebook is a social network as well as a social sharing site. While YouTube is just a video hosting and social sharing site. Meaning, Facebook has more opportunities to better target your audience and make sure your content makes it to the right people. For example, the Facebook algorithm picks ads that meet your needs based off of the things you like, comment, share, etc. on Facebook. For example, Halloween is obviously a trending topic today. So why not indulge in a behind-the-scenes transformation of Disneyland?
And with Facebook live, people have the power to livestream their everyday directly to their friends and other followers. The biggest success with Facebook live was through the video, It’s the simple joys in life, aka the Chewbacca Mom. Through this video, Kohl’s and, of course, Star Wars’ brand recognition increased:
What can this do for my business? Maybe host a live event where you livestream people’s reactions to your product demo. Or maybe you create exclusive videos and teasers on your Facebook page. You are not limited to what you can create. So just remember to keep your audience in mind while striving to create a unique experience for them and you’re good to go.
Another originator of app wide live streaming before Facebook is Periscope. Periscope allows you to record live and share your live broadcast link to your fellow followers as well as newbies to your brand. Want to see how you can use periscope for your business? Watch the following insight:
Even though Snapchat is a more personal social platform, brands are successfully finding ways to market to their audience. Snapchat is a way for you to post videos or images onto your profile or story as well as onto someone else’s profile. The only way for you to keep your snaps is by saving your individual pictures or videos or saving the full story onto your phone by clicking the download button. Just know that if you don’t, it’ll be gone after 24 hours.
A great example of using Snapchat to foster engagement is through the content creator, Chescaleigh or Franchesca Ramsey. After creating a YouTube video about fetishization of mixed children, Chescaleigh posed a question on her Snapchat where her audience replied back with their responses through their stories. Chesca then compiled those answers into a YouTube video to show the larger community just how bi-racial people feel in response. Check out the video below and see for yourself:
Again, people are still trying to define how to market on Snapchat. But if you like the personal touch through a more one on one approach when addressing your audience, use Snapchat and then save your stories for future use, i.e., for YouTube, Facebook, or other platforms.
Finally, let’s talk about Instagram. Originally, Instagram could only capture about 15 seconds worth of live video. Now you can upload pre-recorded videos, loop and upload still images as well as record your own with a video length limit of one minute like this fun, Halloween inspired how-to video:
Jack O' Lantern Chips And Dip Guacamole: 3 avocados, halved and pitted Juice of 1 lime 2 Roma tomatoes, diced 1/4 cup red onion, chopped 1/4 cup cilantro, chopped 1 garlic clove, minced 1 tsp salt 1/4 tsp chili powder Mash avocados with the lime juice. Add the rest of the ingredients and mix thoroughly. Queso: 1 Tbsp. butter 1 scallion clove, chopped 2 cups cheddar cheese 2 cups Monterey Jack cheese 1/2 cup milk 1 Tbsp. corn starch 4 oz canned mild green chiles, with juice In a pot over medium heat, melt 1 Tbsp. butter and sauté scallions. Add cheese, milk and cornstarch, and mix until melted and smooth. Add green chiles and mix until combined. Draw eyes and carve a sad mouth on a small pumpkin. Hollow out the inside and insert a bowl. Pour queso in the bowl and top with chopped tomatoes. Spoon guacamole coming out of the pumpkin’s mouth. Serve with chips!
A video posted by Tasty (@buzzfeedtasty) on
Another great example of focused brand messaging is through the use of transparency. For example, after Solange Knowles released her third studio album, A Seat at the Table, r she also began uploading behind-the-scenes pictures and videos that capture the process of what it took to create this album. The following is a behind-the-scenes look into the process of creating the now trending song, “Don’t Touch My Hair” as well as the music video with the song in its final form:
There’s a lot of tips and tutorials about to effectively use Instagram marketing for your business, and it’s not surprising that brands especially food and fashion have gravitated to this medium. For more examples, check out these best branded Instagram videos.
Even if you’re not in a similarly advantageous position, your business can still use social video for brand awareness. It’s simply a matter of reaching your consumers where they are. If you work as a real estate agent, a video tour from inside a home may not go viral across the web, but it can be very shareable amongst prospective buyers in your area.—Cameron Uganec
Social video is definitely changing the way we engage online. So if you want to join in on the conversation, start boosting your brand messaging this Halloween by experimenting with one of these platforms. That way, you can experience for yourself how social video can create engagement towards your brand and ultimately with your audience.
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