Jon Mowat


Social media and video go hand-in-hand, with most networking sites encouraging users to post native videos to boost engagement. (1) In fact, video is the most shared type of content on Facebook, especially amongst 18-34 year-olds, so if your brand is targeted towards a younger demographic then you can increase your potential reach by ensuring that video is central to your social strategy.

The medium of moving pictures is swiftly swallowing up the Web, with Syndecast predicting that 74% of all Internet traffic will be video by 2017, (2) so if you’re not already on the broadcast bandwagon, it’s highly likely that your competitors are.

The multitude of platforms present a big opportunity for building awareness and driving sales, so here’s a brief guide to getting the most out of your video marketing for social media…

Jon Mowat - Hurricane Media

Jon Mowat – Hurricane Media

 1. Create a compelling title

You should treat video content in the same way as blog posts; without a compelling title that grabs attention and tells people what to expect, you’re unlikely to get clicks and views. It should be something that is easily shared, i.e. short and snappy – Twitter is limited to 140 characters, so titles need to be tweet-friendly, leaving space for comment.

Also, Google truncates page titles at around 66 characters and YouTube automatically adds ‘Youtube’ – to all videos – eating up 10 characters – so keeping titles short will help with search engine optimisation. (3)

Typically, titles that include keywords such as ‘how to’, ‘tutorial’, ‘review’, ‘demo’ and/or ‘explain’ do well – so consider tailoring your marketing messages towards advice rather than straight sales.

2. Tell your story

Social media is the ideal platform for brand storytelling. Whether sharing your mission statement, brand values or origin, choosing to do so via video will help your audience buy into your story, giving you more credibility and helping customers make purchase decisions.

Social networks are where people head to get to know your brand, and what better way to help their understanding than to share a video that you have pinned to the top of your timeline, or that you casually post from time to time.

We recently worked alongside Michelmores solicitors (4) to create a video telling their brand story, getting to the core of what makes the firm tick and highlighting the fact that they’re ‘more than just solicitors’.

3. Keep it short

Your video content should fall between 30 seconds and three minutes, (5) allowing you to grab and keep viewer attention. This is ample time for B2B companies to highlight expertise by showing how to do something, or to offer a video case study – sharing success stories by interviewing happy clients and getting them to tell the world exactly how you helped them.

Social networks thrive because of the social aspect – real people interacting with each other – so if you feel your business could benefit from adding a personal touch, introduce your team members and let social followers have a real insight into the people behind the brand. Corporate videos don’t have to be boring, (6) so show the world who you are and what you can offer.

Vine only allows six second videos, and Instagram 15 seconds, but you can still make a big impact in small time-frames with creative and fun content that builds intrigue.

4. Know your audience phone-875488_640

Video marketing is just like any other form of marketing. If you want to successfully engage your target you need to know what they want, and provide it. Think about what message you are trying to send, what audience you want it to appeal to and then create accordingly.

5. Use live streaming to your advantage

Twitter’s live streaming app, Periscope, is steadily increasing in popularity, with two million daily users watching 110 years’ worth of live broadcasting every day. Viewers are empowered to watch live videos from anywhere in the world, meaning Periscope is perfect for hosting Q&A’s (7) or product launches, giving people a live experience of goings-on at your company.

Live streaming gives people an instant feel for what your brand has to say, and that immediacy can help to build trust. Don’t forget to share your recorded scope on your other networks, enabling people who aren’t signed up to Periscope to still view it after the event.

For more insight on Instavids, click here to read our recent blog post: 8 Instagram video marketing tips.

About the author: Jon Mowat runs Hurricane Media, specialists in online video marketing. You can follow @HurricaneMedia on Twitter and connect with Jon on LinkedIn.