10 Tips for Adding Video to Your Social Media Outreach

Posted on Sep 19, 2011 in Social Media Zone | 2 comments

Everyone dreams of their video going viral and driving millions of hits to their website. Frankly, that’s not going to ever happen if you aren’t producing video content.

To get you started, we’re going to do a quick list of ways you can add video to your social media so it might actually get your new customers, fans, and even revenue. We’ll keep it short and sweet – let’s get started, ok?

Tip #1 – Just do it

Video isn’t going away, so get on board. Eliminate the obstacles for you and your staff to put out video content. Big studio production methods are not required and can even sometimes distract from the look and feel you want.

Take-away: The way to incorporate video into your social media outreach is this simple – just do it. Now. Today. No excuses. No more waiting.

Tip #2 – Build trust and rapport

Faces personalize a brand. Especially in a commoditized industry, rather than play the price competition game down to the bottom, instead focus on showing your faces. Introduce your staff, yourself, and your facility.  Headshot distance is good, like you’re having coffee with the viewer.

Take-away: Videos let you metaphorically look the viewer in the eyes. It’s honest, it’s real, and it builds trust and rapport. Trust and rapport are the currency of social.

Tip #3 – Explain complex things

Patiently explain complex product features, processes, and industry knowledge. Be the friendly but firm professor who never judges or looks down on people but rather is there to walk you through your challenges. Share this type of video on your website and as a regular feature in your social stream.

Take-away: Video is more personable than a cold pdf file. Personable will win you fans on social.

Tip #4 – Be a concierge tour guide

If you’re proud of the massive website you’ve built that’s packed with fantastic content, good for you. Don’t let your ego let you forget that big isn’t always bigger. If navigation is complex and the complexity hinders quick answers, adding video overview tours can help.

Take-away: Helpful is very social. Be helpful.

Tip #5 – Demonstrate your values

Social media requires you reveal your values, character, and personality. Video does this really, really well. From the video background, to the clothes you’re wearing, to the words you choose, and your sparkling smile, it all demonstrates your values in ways writing can’t. Extra points for videos that show philathropy and capture values in every day, meaningful, heartfelt, and candid (rather than scripted) situations.

Take-away: Be deliberate about being updated. Don’t let your values message be diluted with an out of date presentation.

Tip #9 – Improve your SEO

Video results are highly regarded by Google. Youtube itself is a huge search engine and social community. Using relevant tags and consistently adding interesting and fun videos will help your search results. Give complete descriptions, with trackable links, incorporating landing pages and social media profile links in the text supporting each video.

Take-away: Everything you do to thread the pieces into a cohesive picture is more chances to be found – good news for lead generation.

Tip #6 – Add flavor, flair, and fun

Some industries are just plain boring. Although you may decry the move toward entertainment in all media, video can let you use it to your advantage. Who hasn’t enjoyed the Blendtec “Will it Blend?” videos, right? (see them blend an iPad here)

Take-away: Being a fun place to work and do business with will get your better employees and better customers. Show your sense of humor and your company culture. It works!

Tip #7 – Increase message channels

Some people do not do email anymore. Some people only use their cell phones to surf the web. Some people would pay attention to your message more if they could work out while they hear it. It’s hard to read and drive but many of us would listen.

Take-away: It’s our customers who get to chose how they want to receive messages. Give them choices by also offering videos.

Tip #8 – Stay current and hip

Video is here to stay. It’s the now version of communicating. Yes, you can complain no one reads and stick to your guns but…well, that’s a good retirement plan. Video can help spruce up your image by being a more relevant message delivery system than other options. It helps you stay fresh.

Take-away: Current is good. It shows you are a going concern rather than yesterday’s old news.

Tip #10 – Walk the walk

I can’t tell you how many times I’ve seen PR and advertising firms who sell social and don’t do it for their own company. I am as guilty as any of you when it comes to the cobbler’s children not having any shoes, but it’s something we have to stay vigilant about. Do what you can when you can to do the things for yourself and your company that you recommend to clients.

Take-away: Good enough for the goose, good enough for the gander – live it, know it, talk it, and walk it!

Start small and just do it

I can’t say it enough. Just do it. Keep the videos short, start with powerpoint or slideshare presentations with narration, but just do it. Give webcams to your employees and ask them to explain their job or answer a common question. Ask your sales people to video your customer’s work sites and share it as a feature.

Share the videos on your social media channels, using a tracking link shortener so you can begin to understand what is the most shared and consumed content. Just do it. Just do it. Just do it. If I could have gotten by with writing that for every tip above, I would have. While you’re at it, go post some of your more interesting videos to our Facebook Fan page - we’d love that!

[graphic by  mark roquet]