Social media and the effective use of video on these platforms present an unparalleled opportunity for marketers to increase reach and brand awareness. These channels are essential components of a well-designed video marketing strategy. However, many marketers ask how to align social media videos with content hosted on their own platforms. Below, I’ll share tips on creating social media video content that complements your main videos and drives users back to your website.
Think of social media as a marketing “fishing net.” The wider you cast it, the bigger your potential audience. Establish a presence on the social platforms where your prospects spend time. Ultimately, though, the goal is to funnel traffic back to your website, where you can control the user experience, access better analytics, convert prospects into customers, and foster long-term loyalty.
Social media demands a different style of video content—short snippets, partial stories, or live event highlights—that grabs attention and encourages viewers to visit your site for more. Consider these videos as trailers that complement your primary content. Creating social media video content is less daunting than it may seem and should support your broader video marketing activities rather than being treated as a standalone task.
HOW TO CREATE SOCIAL MEDIA CONTENT EFFECTIVELY
I’ve experienced the challenges of creating additional video content firsthand. Initially, I hesitated to produce social media videos because my primary content was time-consuming and costly. However, upon closer inspection, I realized the extra effort was minimal, and I discovered some tricks to simplify the process. Ultimately, social media content proved to be an invaluable tool for driving traffic to my website.
Here’s the most important lesson: Plan for social media content from the start. Before you begin shooting or even writing a script, decide what your supplementary videos will look like. Once you’ve set up cameras, lights, and actors, it takes very little additional effort to shoot versions tailored for social media. Often, marketers think about social media marketing after the fact, leading to rushed, less effective content. A bit of forethought can save you significant time and effort later.
TIPS FOR CREATING SOCIAL MEDIA VIDEOS
1. EDIT TRAILERS OF EXISTING VIDEOS
Editing a trailer or a shorter version of a video is easier than you might think. Most of the work is already done, and an editor can quickly produce a condensed version alongside the original.
2. CAPTURE BEHIND-THE-SCENES FOOTAGE
Behind-the-scenes content—like bloopers, outtakes, equipment shots, or partial scenes—can make for engaging social media videos. These clips pique interest and encourage viewers to check out the final product.
3. LEVERAGE LIVE EVENT STREAMS
Live events provide excellent opportunities to create social media content. With tools like the Brightcove Live module, you can mark edit points in the long-form video, save shorter clips directly to your Video Cloud account, and post them to platforms like YouTube, Facebook, or Twitter. During the event, take notes on interesting moments in the live stream to quickly create impactful social media content afterward.
4. PLAN AHEAD
The key to all these strategies is preparation. Video production professionals know that investing time in pre-production prevents problems later, saving effort in post-production. The same principle applies to social media marketing. A little planning ensures you can effortlessly create and distribute engaging content that aligns with your business goals.
By planning your social media strategy in advance, you can efficiently produce high-quality, shareable videos that drive traffic to your website, enhance your brand’s online presence, and ultimately support your broader marketing objectives.
