By now you’ll have noticed the sheer volume of video content online. Once concentrated to YouTube and other video-centric platforms, our growing bandwidths and extending grasp of the digital domain has led to a huge proliferation of videos, be it from live-streaming or content distributors like Netflix.
The tipping point has been the introduction of native video on social networks like Twitter and Facebook.
With videos now an indigenous feature on the internet’s most popular hangouts, it has never been easier to bring rich, palpable media to, well…any online audience you want.
This is where marketers perk up and start looking around keenly.
Video marketing? I’m keen.
The reason why generating online influence, be it as an entrepreneur or a business, is so powerful with video is often down to trust. Let me join the dots on this.
- Video is authentic. Until we’re all enraptured in our VR (virtual reality) headsets, fighting dinosaurs infected with Ebola (you heard it here first), video is the closest we get to conveying a perceptible reality of our choosing, and that can be truly persuasive.
Seeing something tangible on screen is a key factor when investing in something online. When you purchase a product off a website, you at least want to see a photo of that product – video is one step up.
- It’s an incredibly powerful way to communicate your message. The fact is, video can include speech, text and visual cues – all of which have a distinct capacity to inform the viewer.
Some people prefer to consume information visually, others through reading, others through audio. Video has all three.
If you want to generate influence, you’ve got to demonstrate knowledge, foresight and be evocative whilst you do it. No other form of media can equip you to do this quite like video.
So now we know video’s power, how does combining it with Facebook build influence?
Facebook is the Perfect Discussion Platform – Foster It
YouTube put the chandelier down, you’re embarrassing yourself.
While both these platforms are brilliant and have an in-depth social element, neither have managed to promote peer-to-peer interaction quite like Facebook.
For one, Facebook is by far the most identity-centric and personal social network in existence. If you don’t think Facebook paints an illustrious picture of each of its users, take a look at the data points available for its ad targeting and think again.
What this means is people are more mindful of the comments and conduct they display on Facebook.
It reflects on their character, you see. “John Smith” – with a profile complete with photos of him and his children in Crete – is going to be more conscious of the quality of comment he posts on a Facebook. Compare that to YouTuber “xNoScope360x” who can hide behind anonymity and an avatar image of a drunken kitten.
Here’s ‘John’, leading by example.
Because Facebook doesn’t cater much to anonymity, people are naturally more civil in their engagement, so as to promote their own online identity positively.
On top of this, it also means that comments hold more weight as they’ll link back to an individual’s profile and often appear on their friends’ Facebook feeds. So, comments are more substantial, more thought out and have a greater propensity to spark rich discussion.
If you post a video, be sure to coax as many comments as possible, whether it’s replying to simple praise to posing a counter-question to queries that come in. The ground is fertile, nurture it.
Video Ad Metrics Put Power in Your Hands
Facebook’s advertising function is, for lack of a better word, incredible. And it’s only getting better, especially when it comes to video.
With a dedicated objective to gaining views on your video, Facebook is investing in you being able to promote your video content well.
Facebook’s ability to optimise the delivery of your video for gaining more views is great, (wooh, Facebook), but that’s really only the start.
A truly powerful feature lies in the ability to create audiences based on the engagement you’ve received on existing videos. These audiences range from a few seconds right the way up to complete views:
By creating an audience derived from individuals who have viewed say, 75% of a previous video, you can promote a further video – exclusive to them – that serves to either guide them through your leads funnel or promote yet more related content.
What’s more, these audiences dynamically update. So you keep feeding them at the entry point and they will keep populating with time.
The power of this lies in the fact that anybody who has watched 75-100% of a video is very likely to be interested, if not veritably enthusiastic, about your content. Video demands full attention and attention is so lucrative in this era of marketing that if they’ve watched half of it, something has clearly resonated with them.
Now from a business POV, this is great for increasing your lead capture as well as the quality of those leads. As somebody trying to build influence, the opportunities are more broad.
With a strong repository of videos, you’re able classify your audience and tailor specific videos based on their level of engagement.
For example, if you’re targeting an audience that are receptive – such as previous visitors to your website – create an audience based on those who don’t get further than 3 seconds (meaning they merely hesitated before browsing past it on their feed). Then, test a different thumbnail or intro of that video to see if they missed you the first time around.
Do this by excluding an audience made of individuals who watched more than 3 seconds of that video.
This is just one example, there are endless ways you can pinpoint what people want and how to deliver it. Given the rich nature of video, testing audiences and remarketing based on engagement is a great way to learn what sort of material your followers – current and future – are influenced by.
Personalised Videos Based on Social Engagement
What makes somebody influential online?
If you’re not a movie or sports star, then building renown can sometimes seem like an insurmountable mission. If social media is where it happens, how does it happen?
Put simply, by giving people a reason to listen to you. And what better reason than providing them with genuine advice and solutions to problems they’re struggling with right now? You’re likely building influence in a community that you’re invested in, so it is both moral and pragmatic to do so by providing value.
Example: Who Wins, Google or Facebook ads?
Posting videos that respond to an actual person’s query allow you to provide super-targeted content that goes to the root of your audience’s pain points.
Not only does it build influence by demonstrating knowledge, it’s augmented by the authenticity that’s inherent to video, and by the fact that there’s a recipient in mind. Chances are that there are others with the same question you’re answering, and by directing it at a real person, those others feel part of the conversation too.
Build Real, Authentic Influence
Introducing a video campaign to Facebook allows you to grow your social influence in a way that conventional posts can’t achieve.
Remember that Facebook is perfect for generating discussion – coax comments and ask open-ended questions off the back of your videos.
Utilise Facebook’s advertising platform. By remarketing to audiences based on video and website engagement, you can optimise your content and gain a greater understanding of what works best.
Finally, hammer home the authentic nature of video and create personalised responses to your audience. Don’t fear the negative remarks, for every naysayer you’ll find an advocate who sings your praises.
About the Author:
Ed Leake is the Managing Director of Midas Media. His experience is cemented in rapid growth, enabling his client’s to achieve big returns on their marketing investments. Ed – a fan of doughnuts – is active daily on Twitter and Facebook.