6 Steps for a Successful Social Video Strategy

We can’t say it enough - video content is here to stay.  

Video has exploded in popularity, so it’s no surprise that social platforms are constantly rolling out new functionalities to adapt to the changing landscape. Whether you’re a new or established brand, there’s no better time to learn how to implement video marketing into your business.

A successful video strategy is more than jumping on the latest Reels or TikTok trend (let’s be real though, it can certainly help!) – it’s about creating content that is valuable, engaging, and shareable to your target audience. You’re far more likely to show up in users’ feeds and expand your brand reach with this type of content. 

Navigating the video era of marketing, along with ever-changing algorithms - can be challenging to say the least. Luckily, there are many ways to incorporate video into the mix so you can stay ahead of the game. 

Here are six steps to creating an effective social video strategy. 

1. Define your marketing goals 

Before you start to create any content, it’s important to first define your marketing goals. Outlining your KPI’s, and desired result will ensure that your video content aligns with your overall objectives.0020  

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To begin, ask yourself the following questions:

• What is the purpose of creating a video?
• How will this video help the audience?
• What result am I expecting?
• How will I measure success?

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Setting specific goals will also help you determine at what stage to place video in your marketing funnel.  

2. Identify your target audience

Once your goals are set, get clear on what type of audience you want to attract with your videos. You likely already have a good idea of who your target audience is, but doing a quick analysis will help you adapt the content around them. 

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Make sure you understand their pain points and how your product or service solves the problem they are facing. You will also need to determine the types of video content that will resonate with your audience.

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3. Decide on your platform(s)

Not all social video platforms are the same. Choosing the right social media platform is essential to reaching the right audience. To get the most mileage of your video content, choose the social media channel where your audience hangs out most of the time. Bonus points if you can repurpose the same video to multiple platforms! 

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Here’s a quick reference guide on what types of video formats can be uploaded to each channel. 

Instagram

• Instagram Live
• Instagram Reels
• IGTV
• Feed video
• Instagram Stories

Facebook

• Facebook Stories
• Livestream
• Feed video

TikTok

• Feed video

Twitter

• Feed video
• Livestream

YouTube

• Landscape video
• Livestream
• Short videos

4. Determine your video types

There are many types of video content out there, so choose what works best for your brand, your audience, and your overall marketing strategy. 

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For example, if the audience is more professional, skip comedic video trends and aim for video that explains or demonstrates how a product or service works. On the other end, if you are targeting a younger demographic, short-form or influencer endorsed videos can be extremely effective. 

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5. Plan and produce video content

Planning out your content production ahead of time will save you a ton of time (and headaches) in the long run. Whether you’re working with an agency or producing your content in-house, here are a few important notes to optimize your social media videos:

• Identify the place, props, and people who are featured.
• Write out a script for the video and always include a call to action.
• Know where to send the footage to be edited (if applicable). 
• Never skimp out on quality and lighting!

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6. Schedule and promote videos

You’ve completed your video – congrats! Now it’s time to schedule and promote it. 

There are many platforms out there that can automatically publish your video content – we recommend trying out Later for this. 

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Videos can easily be promoted on your website, blog articles, or email newsletters. Don’t hesitate to use them (in addition to your social media channels) to get the most mileage from a video. You can also use different clips from the same video to create new content for promotion.

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We hope this guide helps you get your social video strategy off the ground, or if you’re already using video, inspires new strategies to implement into your marketing efforts!

If you’re looking to clear video content off your plate, we can also help with that. Check out Content Production services to learn more. 

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