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Tips on Adding Video to Your Social Media Presence
Duane Craig / TechRepublic / August 16, 2013
Follow these best practices about audience, purpose, video production, and channel optimization when using video on social media.
The sheer volume of video being created and released suggests that quality and purpose ought to be considerations for any enterprise embarking on a video journey to augment their social media efforts.
Identifying purpose and value
ReelSEO, an online video marketing guide, says to tell a story and make it about people rather than simply revealing a product. ReelSEO uses words such as “resonant, authentic, compelling, and memorable” to describe great video. But even before all that, you have to think carefully about purpose.
The U.S. government offers the practical advice to its agencies to choose wisely when using video on social media. Not everything should be made into a video, and only some things will be compelling in video form. If the video won’t have strong visual and audio elements, is not something a busy person will spend time watching, and has such a narrow audience that it won’t be widely viewed, there are probably better ways to communicate the message.
Another key consideration though is whether the video will provide value to the viewer. To make this determination, it requires being familiar with the intended audience and being able to answer specific questions about them, such as:
- Are they online?
- What are their interests, jobs, and education levels?
- Are they tech and web savvy?