A lot of business owners are surprised to find that video marketing is actually a lot harder than they thought it was going to be – particularly on social media like LinkedIn like in this case this video with the Blue ball rolling that I have also published on LinkedIn. And that also goes for startups and scale-ups in Fintech and other domains like RegTech and LegalTech but also in other domains like impact-startups for instance.
You can’t just create any old video, add it to your social media account and hope for the best. Instead, there are a wide range of factors you need to consider.
If you want to make your social videos more sharable, here are some tips we currently apply in our social video marketing campaigns on LinkedIn (follow me here if you don’t want to miss them) to help…
- Make them memorable
With literally millions of videos shared online these days, the key thing you need to focus on is making your video unique. It’s not easy, but it’s the one thing guaranteed to get your video shared by the masses.
The goal is to create a video customers and prospects haven’t seen before. If this isn’t possible, at the very least you need to make sure it stands out from what has been done before.
Take inspiration from companies that have managed this such as insurance companies who have used talking animals in their videos. Anything that gives the video the wow factor is going to get your videos shared.
- Stimulate emotions
Customers and leads are a lot more likely to share a video if it stimulates their emotions. Content that makes the viewer happy, sad or which contains adorable images for example, tends to encourage a lot more shares.
We use short social videos a lot for our ‘Digital Leadership in Financial Services’ program (see here), especially on LinkedIn and that works great. Especially because of the ‘desperate senior manager’ that we used in one of the videos’.
When trying to decide which emotion to target, keep in mind that positive emotions tend to result in a 40% increase in shares than negative ones.
- Make them useful
The majority of popular videos shared on social media, are those which address common issues. If you provide useful information and help the viewer to solve a problem, they’re going to share your video with others. In our case that might be unemployment, reorganizations or setting up your own business. People like tips, they like it if you share real life experiences and they also like it if you help them solve a particular problem they have. Or a specific need they have.
Research current issues and hot topics in your industry that you could produce an expert commentary on. It’s extremely important to make sure whatever advice you provide is related to the industry you work in.
Overall, getting your videos shared online can be a difficult and time consuming task. Video marketing takes a lot of effort, even on social media sites. Following the tips above will give you a much greater chance of getting your videos shared by the masses. However, you still need to ensure you’re constantly marketing your videos too. Never expect viewers to come to you – work on bringing them in from as many sources as you can.
But in any case, video marketing and especially social video marketing is getting more and more important if you want to attract customers and investors for your startup and for your scale-up. And that is why we include video marketing in all our digital leadership programs including in the one for executives and senior managers in Financial Services.
I hope these first tips help. If you want to read more blogs and view more content on social video marketing, bookmark ‘Social video marketing’ content on this site here.
Tony de Bree