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Marketing strategies are always having to be revised, as the technology available to us continues to change and evolve.

While video marketing isn’t a new concept, how a marketing team goes about building their strategy is always changing.

Thanks to the popularity of social media, marketing teams are looking to turn their video marketing efforts to increase overall engagement on each of their social media platforms.

Cisco is predicting that 80% of all traffic will consist of video by 2021.

With a figure like that, it’s no wonder marketing teams are turning their focus to video, compared to more traditional content.

What is video marketing?

Video marketing is the strategy designed by marketing teams to create, curate, and utilize videos as a means of marketing their products or services to their target audience.

The idea is to keep audience members engaged with the brand in a way that’s simple and easy to digest.

What is social media marketing?

Social media marketing is the strategy of engaging with your target audience via social media platforms, such as:

  • Facebook
  • Instagram
  • Twitter
  • SnapChat
  • YouTube

People use social media multiple times a week, if not daily, so it’s no wonder why marketers are focusing so heavily on increasing their marketing efforts to those platforms.

Things to know while creating a video marketing strategy for social media

Creating a video marketing strategy for social media is a great way to further engage with the following you’ve already built on various sites.

While YouTube remains the king of video content, social media users are stating that they’re watching more videos on social media sites like Facebook.

Source: Small Business Trends

Creating your video marketing strategy for social media takes the same planning as would any other marketing strategy:

  • Set your goals
  • Define your audience
  • Define the “type” of videos you want—explainer/Live/interview/presentation/product reviews/video ads
  • Create/curate your videos
  • Share them
  • Monitor their success

Once you’ve got the plan in place, you’ll want to make sure your videos fall within the suggested video length guidelines.

Remember, most people don’t have long attention spans, so, if they didn’t come directly to you for a specific purpose, then you want to keep your video short, sweet, and to the point.

Here are the recommended video lengths for each social media platform:

  • Instagram: 30 seconds
  • Twitter: 45 seconds
  • Facebook: 1 minute
  • YouTube: 2 minutes

Measuring the success of your video marketing

You’ve created your strategy, put the videos together, and went ahead and shared them with your viewers—so now what?

When it comes time to monitoring the success of your videos, you’ll want to turn to each social platform’s individual analytics reporting system.

Since Facebook and Instagram are two of the biggest platforms for sharing video content at the moment, you’ll want to be carefully monitoring the following analytics pages:

Facebook Analytics

Facebook Analytics gives users a chance to view just how well their video is doing by providing valuable information, such as audience retention, viewing durations, and the number of people reached.

Source: Facebook

Instagram Insights

Instagram insights allow users to see several different pieces of information, such as individual post impressions and click-throughs to your profile, as well as follower information and demographics.

Source: Social Media Examiner

Does video marketing on social media really matter?

With social media slowly gaining more traction over sites like YouTube, having a good video marketing strategy for social media truly does matter.

Not only does it help attract more people to your brand, but it helps to keep them engaged for longer periods of time, which is the ultimate goal for any marketing strategy.

What now?

Having a video marketing strategy for social media is essential, but you don’t want to neglect your email marketing strategy in the process.

That’s why Campaign Monitor makes it easy to use videos in your email campaigns. Want to learn more? Be sure you check out our guide on how to add a video to your email campaigns.

This blog provides general information and discussion about email marketing and related subjects. The content provided in this blog ("Content”), should not be construed as and is not intended to constitute financial, legal or tax advice. You should seek the advice of professionals prior to acting upon any information contained in the Content. All Content is provided strictly “as is” and we make no warranty or representation of any kind regarding the Content.
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