We know that video is the way forward when it comes to engaging customers new and old. Its now time to look more closely at the different channels that your brand videos are being used for, specifically how to get the very best results from posting video content on social media.
To get the most out of this powerhouse within your marketing mix its imperative to have a social video strategy in place that really delivers on the brand awareness, conversions, sales and loyalty that can be achieved.
Your video strategy should target customers at all stages of the marketing funnel and executed correctly can enable you to move customers from ‘awareness’ through to the all important ‘conversion’.
Facebook has 1.79 billion monthly users and combined with Google accounted for 99% of the $2.9 billion in advertising growth in the third quarter of 2016 (Fortune). Brands are turning to this platform for a reason – the results can be very lucrative but its not without its challenges. You have to compete against a plethora of content to engage audiences and changing your video material to meet different audience needs can be costly and timely, but is ultimately key to its success.
In terms of the marketing funnel for Facebook we see the following three areas as being key target:
The ability to segment your potential customers into targeted audiences on Facebook allows you to build brand awareness by engaging each target audience with tailored, relevant video ads. Once this has been achieved you can retarget the users who have engaged with more specific videos that will move them closer to conversion.
Whatever your plans for video in 2017, if you want to make the most out your content you need to put in place a social video strategy that targets audiences at the key stages of their journey from awareness of our brand to conversion into customers.
Photospire provides the leading solution for implementing a personalised video strategy across Facebook, Instagram and CRM (email) marketing. Contact us today to learn more about how we can help your brand.