January 23, 2024

Social media video marketing: Everything you need to know

Learn how to win over potential customers (and the algorithms) with the right social media video marketing tools, strategy, and optimizations.
January 23, 2024

Social media video marketing: Everything you need to know

Learn how to win over potential customers (and the algorithms) with the right social media video marketing tools, strategy, and optimizations.
January 23, 2024
Holly Stanley
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Social media video marketing needs to be part of your toolbox. The average person spends around 17 hours a week watching online video content. Plus, 89% of people say watching a video has convinced them to buy a product or service.

So, it comes as no surprise that 71% of marketers create social media videos as part of their digital marketing strategy. But marketers are busy. Between juggling content calendars, communicating with stakeholders, and hitting KPIs, it’s easy for social media videos to become another “random act of marketing.”

To win over potential customers and algorithms, you need to publish high-quality video content regularly. This guide shares how to develop a social media video strategy, use the right tools, and optimize your videos for success.

What is social media video marketing?

Social media video marketing means publishing promotional video content across social media platforms, including: 

  • Instagram 
  • Facebook 
  • YouTube 
  • LinkedIn
  • TikTok 
  • X (formerly known as Twitter)

The strategy is to make brand videos that people on each platform will love and interact with. When viewers like, comment on, and share these videos, it helps the brand grow its visibility and build a loyal community. 

Paid video ads are also key. These ads are tailored to fit into users’ feeds based on what they like, making them seem more natural and less like ads.

Read more: 10 video marketing examples to inspire your strategy

Benefits of social media video marketing

Whether you’re new to the game or already making waves with your video content, here are the key benefits of using video in your social media marketing efforts.

Conveys information effectively

Videos get your message across quickly and clearly. Unlike lengthy text that’s hard to digest, videos break down concepts into bite-size, memorable pieces. Most marketers agree––96% say video marketing has increased user understanding of their product or service.

Improves SEO and website traffic

Over half of people (51%) are more likely to share videos with their friends than any other type of content, making video the most ‘shareable’ type of online content.

When someone shares your video, it's like a chain reaction. More people see it, and that leads more folks to your channels or website—and to share the video themselves, which starts the cycle again.

Builds authentic connections

Videos bring your brand to life. They show the real people and stories behind your products or services. When people watch videos, they get to see and hear things directly from you. This makes your message clearer and helps your audience feel like they know you better, which is key to building a loyal customer base.

Increases user engagement

Videos tend to get more likes, shares, and comments than other types of posts. For example, Instagram Reels are the best-performing content type on the platform, generating double the engagement of other post formats.

How to develop a social media video strategy: 7 steps

Ready to level up your social media content with videos? Developing a smart social media video strategy is key for any marketer looking to make an impact. Ahead, we'll break down the process into clear steps designed to help you create videos that look great and resonate with your audience.

Step 1. Set your goals 

Before you start, ask yourself: What do you want to achieve with your videos? Your goals could include: 

  • Boosting sales
  • Increasing brand awareness
  • Driving more traffic to your website

Setting specific, measurable goals is key. Think along the lines of “increase website visitors by 20%” or “gain 1,000 new followers on Instagram.” These targets will guide the kind of videos you produce and provide clear benchmarks to measure your success.

For example, GoPro uses YouTube and Instagram to highlight its cameras’ features, including their durability, versatility, and high-quality footage.

GoPro’s videos often feature thrilling action sports and adventures, captured with HD footage from the camera's perspective. 

These videos showcase the product's capabilities in various environments and resonate with their target audience's adventurous spirit. By showcasing real-life applications of their cameras in action-packed settings, GoPro effectively communicates the product's benefits and features.

This strategy helps increase product awareness and build a community of loyal customers and enthusiasts who associate GoPro with high-quality, adventure-ready cameras. The brand also includes a call-to-action on product videos to encourage social media users to learn more.

Step 2. Know your audience

A successful video strategy speaks directly to its viewers, making them feel like each video was made for them. So spend time figuring out your audience's age, interests, and online habits. Does your audience include generation Z scrolling through TikTok, or are they baby boomers who check Facebook weekly?

Knowing your audience inside out helps you create content that resonates with them. For example, if you’re a gourmet food company, ingredient explainer videos could be a hit if your audience is passionate about a healthy diet. But if they're more DIY oriented, then step-by-step cooking tutorials might be what they're looking for.

For instance, Mob posts engaging how-to videos about cooking on YouTube and Instagram. Their target audience includes young adults, busy professionals, and home cooks looking for easy-to-follow recipes. 

The brand appeals to people who enjoy experimenting with new dishes but may not have much time to spend in the kitchen.

Use tools like surveys or social media analytics to get into the nitty-gritty of your audience's preferences. These insights are like gold––they tell you what your audience enjoys, when they watch, and what they engage with the most.

Step 3. Pick the right platforms

Social media platforms are like stages of different theaters—each speaks to distinct target audiences and demographics. For example, Instagram is great for short-form videos aimed at millennials, while YouTube channels suit longer videos and webinar recordings for a broader demographic. LinkedIn videos often focus on professional and industry-specific topics, while TikTok is suited to quick, engaging content for a younger audience.

For example, Nike uses TikTok to post short, engaging videos that quickly capture the audience's attention. Its TikTok content often features dynamic visuals and catchy music and showcases its products in action, often with the help of influencers and athletes. 

YouTube videos are the go-to for longer, more detailed content. YouTube is best for in-depth explainer videos, instructional tutorials, or storytelling that needs more time to unfold. YouTube's diverse audience covers almost every age group, making it a versatile platform for broader content strategies.

Read more: YouTube marketing: The ultimate guide in 2023 

LinkedIn and X are great social platforms for sharing customer testimonials or educational videos. For live videos, you may want to try livestreaming to Facebook. 

Step 4. Plan your content

Planning your in-house video production is key for consistent publishing. Let's break down how you can plan content:

  • Identify your resources: Start by assessing what you have in-house. This includes your team's skills, available equipment, and software. Do you have someone who's great at scriptwriting or editing? What kind of camera and lighting equipment do you have? Knowing your capabilities sets the stage for what you can produce.
  • Determine what you’ll outsource: If you’re missing any key skills or equipment, consider outsourcing these pieces to an agency or freelancer. 
  • Create a content calendar: This is crucial for staying organized. Your calendar should outline what content will be produced, when it will be filmed, and its release date. Don't forget to factor in time for video editing and revisions.

Step 5. Be consistent

Consistently publishing high-quality video content helps keep your brand top of mind. But when you’re juggling a thousand other content marketing tasks, that’s easier said than done.

Here’s how to share high-quality videos on social media channels consistently: 

  • Stick to your plan: Are you going to publish a new video every day, once a week, or every other week? The key is to pick a frequency you can stick to.
  • Allocate roles clearly: Make sure everyone knows their responsibilities. Who is in charge of scripting? Who handles the filming and editing? Clear roles prevent confusion and overlapping tasks.
  • Set realistic deadlines: Consider the time needed for scripting, shooting, editing, and reviewing each video. Unrealistic deadlines can lead to rushed content or burnout.
  • Regular check-ins: Schedule weekly or bi-weekly meetings to track progress. This keeps everyone accountable and allows for adjustments if you're falling behind schedule.
  • Build a buffer: Try to work ahead of schedule when possible. Having a buffer of content ready to go can be a lifesaver during unexpected delays or busy periods.
  • Stay flexible: Be ready to adapt your plan. If certain content isn't resonating with your audience, or if new trends emerge, be prepared to shift your strategy.

Firebelly Tea posts regular video content on its TikTok and Instagram to educate its audience about the brand’s mission, values, and products. A quick scroll shows the brand posts nearly daily. 

Step 6. Engage with your audience 

Videos are just step 1. Brands also need to create a two-way conversation. Make it a point to respond when people comment on your videos. 

Whether it's answering their questions, responding to funny quips, or asking what they’d like to see next, every interaction counts.

Interactions boost engagement and help cultivate loyalty among your viewers. People love feeling heard and valued, and seeing that their input matters to your brand strengthens their connection to you.

For example, on their Instagram posts, skincare brand Cocokind responds to user questions about product usage. 

Consider incorporating user-generated content or organizing contests. These activities boost engagement and make your audience feel like a part of your brand story. 

Step 7. Measure your success

Keep a close watch on how your videos are performing. Are people watching them from start to finish? Are they sharing your videos with others? 

To understand how your videos are performing, focus on key metrics like:

  • Likes
  • Shares
  • Comments
  • Purchases
  • Video views
  • Click-through rates

These numbers tell you a lot about your video's performance. Tools like YouTube Analytics and Instagram Insights provide valuable data that gives insight into your audience's preferences.

Paying attention to these metrics is crucial for refining your video strategy. By understanding which videos hit the mark and which ones didn’t, you can tweak your approach to make better videos in the future.

The best way to create video marketing campaigns for social media

Looking for a simple way to make great social media videos? Meet Descript––your shortcut to creating amazing social media videos that stop the scroll.

Descript stands out because it's simple and powerful. You don't need to be a tech expert to use it. Whether you’re creating entertaining Facebook videos or educational customer testimonial clips, use Descript to: 

Create memorable social media content with Descript’s video editor. Sign up for free today and get premium features as standard. 

Social media video marketing FAQs

What is a video marketing strategy?

A video marketing strategy is a plan for using videos to promote your brand or product on various platforms. It involves deciding what type of videos to make, where to share them, and how they can help you reach your marketing goals. 

The strategy focuses on creating videos that engage your target audience and encourage them to take action, such as buying a product or following your brand on social media.

How do you promote video content on social media?

To promote video content on social media, here are three tips:

  • Use catchy titles and descriptions, relevant hashtags, and post at times when your audience is most active. 
  • Engage with viewers by responding to comments and encouraging sharing. 
  • Use paid advertising to reach a wider audience and collaborate with influencers or other brands to increase visibility.

What do marketers say about the use of videos in social media?

Marketers agree that using videos in social media is highly effective––96% see video as an important part of their marketing strategy. They see videos as a powerful marketing tool for engaging audiences, increasing brand awareness, and boosting sales. 

Marketers often highlight the ability of videos to tell a story and connect emotionally with viewers. 

They also point out that videos tend to get more shares and likes than other types of content, which helps in reaching a broader audience and improving online presence.

Holly Stanley
Holly is a B2B writer for ecommerce and marketing brands like Hootsuite, Impact, Shopify, and Vimeo. Originally from the UK, she now lives in Argentina.
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Social media video marketing: Everything you need to know

white and green keyboard with light green background

Social media video marketing needs to be part of your toolbox. The average person spends around 17 hours a week watching online video content. Plus, 89% of people say watching a video has convinced them to buy a product or service.

So, it comes as no surprise that 71% of marketers create social media videos as part of their digital marketing strategy. But marketers are busy. Between juggling content calendars, communicating with stakeholders, and hitting KPIs, it’s easy for social media videos to become another “random act of marketing.”

To win over potential customers and algorithms, you need to publish high-quality video content regularly. This guide shares how to develop a social media video strategy, use the right tools, and optimize your videos for success.

Descript makes it easy to create great-looking audiograms and to share them on social media.
Promote your podcast as easily and effectively as you produced it.

What is social media video marketing?

Social media video marketing means publishing promotional video content across social media platforms, including: 

  • Instagram 
  • Facebook 
  • YouTube 
  • LinkedIn
  • TikTok 
  • X (formerly known as Twitter)

The strategy is to make brand videos that people on each platform will love and interact with. When viewers like, comment on, and share these videos, it helps the brand grow its visibility and build a loyal community. 

Paid video ads are also key. These ads are tailored to fit into users’ feeds based on what they like, making them seem more natural and less like ads.

Read more: 10 video marketing examples to inspire your strategy

Benefits of social media video marketing

Whether you’re new to the game or already making waves with your video content, here are the key benefits of using video in your social media marketing efforts.

Conveys information effectively

Videos get your message across quickly and clearly. Unlike lengthy text that’s hard to digest, videos break down concepts into bite-size, memorable pieces. Most marketers agree––96% say video marketing has increased user understanding of their product or service.

Improves SEO and website traffic

Over half of people (51%) are more likely to share videos with their friends than any other type of content, making video the most ‘shareable’ type of online content.

When someone shares your video, it's like a chain reaction. More people see it, and that leads more folks to your channels or website—and to share the video themselves, which starts the cycle again.

Builds authentic connections

Videos bring your brand to life. They show the real people and stories behind your products or services. When people watch videos, they get to see and hear things directly from you. This makes your message clearer and helps your audience feel like they know you better, which is key to building a loyal customer base.

Increases user engagement

Videos tend to get more likes, shares, and comments than other types of posts. For example, Instagram Reels are the best-performing content type on the platform, generating double the engagement of other post formats.

How to develop a social media video strategy: 7 steps

Ready to level up your social media content with videos? Developing a smart social media video strategy is key for any marketer looking to make an impact. Ahead, we'll break down the process into clear steps designed to help you create videos that look great and resonate with your audience.

Step 1. Set your goals 

Before you start, ask yourself: What do you want to achieve with your videos? Your goals could include: 

  • Boosting sales
  • Increasing brand awareness
  • Driving more traffic to your website

Setting specific, measurable goals is key. Think along the lines of “increase website visitors by 20%” or “gain 1,000 new followers on Instagram.” These targets will guide the kind of videos you produce and provide clear benchmarks to measure your success.

For example, GoPro uses YouTube and Instagram to highlight its cameras’ features, including their durability, versatility, and high-quality footage.

GoPro’s videos often feature thrilling action sports and adventures, captured with HD footage from the camera's perspective. 

These videos showcase the product's capabilities in various environments and resonate with their target audience's adventurous spirit. By showcasing real-life applications of their cameras in action-packed settings, GoPro effectively communicates the product's benefits and features.

This strategy helps increase product awareness and build a community of loyal customers and enthusiasts who associate GoPro with high-quality, adventure-ready cameras. The brand also includes a call-to-action on product videos to encourage social media users to learn more.

Step 2. Know your audience

A successful video strategy speaks directly to its viewers, making them feel like each video was made for them. So spend time figuring out your audience's age, interests, and online habits. Does your audience include generation Z scrolling through TikTok, or are they baby boomers who check Facebook weekly?

Knowing your audience inside out helps you create content that resonates with them. For example, if you’re a gourmet food company, ingredient explainer videos could be a hit if your audience is passionate about a healthy diet. But if they're more DIY oriented, then step-by-step cooking tutorials might be what they're looking for.

For instance, Mob posts engaging how-to videos about cooking on YouTube and Instagram. Their target audience includes young adults, busy professionals, and home cooks looking for easy-to-follow recipes. 

The brand appeals to people who enjoy experimenting with new dishes but may not have much time to spend in the kitchen.

Use tools like surveys or social media analytics to get into the nitty-gritty of your audience's preferences. These insights are like gold––they tell you what your audience enjoys, when they watch, and what they engage with the most.

Step 3. Pick the right platforms

Social media platforms are like stages of different theaters—each speaks to distinct target audiences and demographics. For example, Instagram is great for short-form videos aimed at millennials, while YouTube channels suit longer videos and webinar recordings for a broader demographic. LinkedIn videos often focus on professional and industry-specific topics, while TikTok is suited to quick, engaging content for a younger audience.

For example, Nike uses TikTok to post short, engaging videos that quickly capture the audience's attention. Its TikTok content often features dynamic visuals and catchy music and showcases its products in action, often with the help of influencers and athletes. 

YouTube videos are the go-to for longer, more detailed content. YouTube is best for in-depth explainer videos, instructional tutorials, or storytelling that needs more time to unfold. YouTube's diverse audience covers almost every age group, making it a versatile platform for broader content strategies.

Read more: YouTube marketing: The ultimate guide in 2023 

LinkedIn and X are great social platforms for sharing customer testimonials or educational videos. For live videos, you may want to try livestreaming to Facebook. 

Step 4. Plan your content

Planning your in-house video production is key for consistent publishing. Let's break down how you can plan content:

  • Identify your resources: Start by assessing what you have in-house. This includes your team's skills, available equipment, and software. Do you have someone who's great at scriptwriting or editing? What kind of camera and lighting equipment do you have? Knowing your capabilities sets the stage for what you can produce.
  • Determine what you’ll outsource: If you’re missing any key skills or equipment, consider outsourcing these pieces to an agency or freelancer. 
  • Create a content calendar: This is crucial for staying organized. Your calendar should outline what content will be produced, when it will be filmed, and its release date. Don't forget to factor in time for video editing and revisions.

Step 5. Be consistent

Consistently publishing high-quality video content helps keep your brand top of mind. But when you’re juggling a thousand other content marketing tasks, that’s easier said than done.

Here’s how to share high-quality videos on social media channels consistently: 

  • Stick to your plan: Are you going to publish a new video every day, once a week, or every other week? The key is to pick a frequency you can stick to.
  • Allocate roles clearly: Make sure everyone knows their responsibilities. Who is in charge of scripting? Who handles the filming and editing? Clear roles prevent confusion and overlapping tasks.
  • Set realistic deadlines: Consider the time needed for scripting, shooting, editing, and reviewing each video. Unrealistic deadlines can lead to rushed content or burnout.
  • Regular check-ins: Schedule weekly or bi-weekly meetings to track progress. This keeps everyone accountable and allows for adjustments if you're falling behind schedule.
  • Build a buffer: Try to work ahead of schedule when possible. Having a buffer of content ready to go can be a lifesaver during unexpected delays or busy periods.
  • Stay flexible: Be ready to adapt your plan. If certain content isn't resonating with your audience, or if new trends emerge, be prepared to shift your strategy.

Firebelly Tea posts regular video content on its TikTok and Instagram to educate its audience about the brand’s mission, values, and products. A quick scroll shows the brand posts nearly daily. 

Step 6. Engage with your audience 

Videos are just step 1. Brands also need to create a two-way conversation. Make it a point to respond when people comment on your videos. 

Whether it's answering their questions, responding to funny quips, or asking what they’d like to see next, every interaction counts.

Interactions boost engagement and help cultivate loyalty among your viewers. People love feeling heard and valued, and seeing that their input matters to your brand strengthens their connection to you.

For example, on their Instagram posts, skincare brand Cocokind responds to user questions about product usage. 

Consider incorporating user-generated content or organizing contests. These activities boost engagement and make your audience feel like a part of your brand story. 

Step 7. Measure your success

Keep a close watch on how your videos are performing. Are people watching them from start to finish? Are they sharing your videos with others? 

To understand how your videos are performing, focus on key metrics like:

  • Likes
  • Shares
  • Comments
  • Purchases
  • Video views
  • Click-through rates

These numbers tell you a lot about your video's performance. Tools like YouTube Analytics and Instagram Insights provide valuable data that gives insight into your audience's preferences.

Paying attention to these metrics is crucial for refining your video strategy. By understanding which videos hit the mark and which ones didn’t, you can tweak your approach to make better videos in the future.

The best way to create video marketing campaigns for social media

Looking for a simple way to make great social media videos? Meet Descript––your shortcut to creating amazing social media videos that stop the scroll.

Descript stands out because it's simple and powerful. You don't need to be a tech expert to use it. Whether you’re creating entertaining Facebook videos or educational customer testimonial clips, use Descript to: 

Create memorable social media content with Descript’s video editor. Sign up for free today and get premium features as standard. 

Social media video marketing FAQs

What is a video marketing strategy?

A video marketing strategy is a plan for using videos to promote your brand or product on various platforms. It involves deciding what type of videos to make, where to share them, and how they can help you reach your marketing goals. 

The strategy focuses on creating videos that engage your target audience and encourage them to take action, such as buying a product or following your brand on social media.

How do you promote video content on social media?

To promote video content on social media, here are three tips:

  • Use catchy titles and descriptions, relevant hashtags, and post at times when your audience is most active. 
  • Engage with viewers by responding to comments and encouraging sharing. 
  • Use paid advertising to reach a wider audience and collaborate with influencers or other brands to increase visibility.

What do marketers say about the use of videos in social media?

Marketers agree that using videos in social media is highly effective––96% see video as an important part of their marketing strategy. They see videos as a powerful marketing tool for engaging audiences, increasing brand awareness, and boosting sales. 

Marketers often highlight the ability of videos to tell a story and connect emotionally with viewers. 

They also point out that videos tend to get more shares and likes than other types of content, which helps in reaching a broader audience and improving online presence.

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