Lights. Camera. Action!
We’ve seen a natural progression of content sharing on social networks over the last decade or so. It all began with text – being status updates, 140 character-limited tweets and so on. Next we saw the evolution of photo-sharing when cameras on smartphones became more powerful than those digital cameras that are now in the junk drawer. There have even been apps created solely for the purpose of sharing photos – think Instagram and SnapChat. There used to be a time when Facebook even prioritized photos over status updates in their complex and sometimes frustrating algorithm, and well, the times have changed once again. The new leader in the clubhouse is the video, and if you want to be heard or seen or make an impression, you need to start creating video content right now.
You may have noticed over the last few months that more and more videos have been popping up in your Facebook newsfeed, and that is no coincidence. There’s a reason your newsfeed is swarmed with video after video. Facebook’s algorithm has heavily weighted video content, meaning video posts reach more users than any other type of posts today. In the last year and a half, video content marketing has increased so much so that “Facebook is getting more daily minutes watched than YouTube, Snapchat’s daily views are now in the billions, and video on Twitter has taken listening and one to one branding to a whole new level” (Gary Vaynerchuk). Right now, video is the #1 way to capture an audience, and as a small business, you need to be taking advantage of it. And you need to be doing it wisely.
This isn’t just saying you need to crank out a bunch of videos and blast them all over the web – you need to be smart and have a strategy behind where you’re putting these videos, what kind of video content you should be sharing, and how often you should be uploading. For example, if you’re a handyman running your own small business, a 10 minute tutorial on how to patch a hole in a wall is great content to throw on your YouTube Channel, but today’s social media population isn’t going to sit through that when it pops up in their Facebook feed. The difference here is that a user may have been searching for a video on how to patch a wall on YouTube, but no one is going to search for that on Facebook. This is why posting the same video to every social network is not going to benefit you or your brand. So what kind of video does belong on Facebook? Think personal.
Imagine you’re scrolling through your Facebook feed and a video pops up from a local restaurant you follow. This restaurant just added freshly-squeezed juices to their menu and created a 30-second video of the business owner throwing some fresh fruits and veggies into a blender and turning it into something from their revised menu. It’s short, sweet, entertaining, and most importantly, it’s personal. Because Facebook puts more weight on video content than any other type of content that gets shared across the social network, if this business would have just created a generic post saying ‘We’ve added fresh juice to our menu’, you wouldn’t get nearly the same effect. That is, of course, if you even saw the post at all considering text posts are on the low end of the Facebook totem pole.
Developing a video content marketing strategy should be a top priority for local businesses right now. If it hasn’t been on your radar, you’ll need to rethink your strategy and get on board with everyone else who’s taken advantage of this trend. Be smart, have fun, and get those cameras rolling.