5 Ways to Use Video to Improve Your Digital Marketing Campaigns

By October 4, 2013marketing

Are you thinking about adding videos to your social media mix? Do you want to boost your awareness and increase engagement? Social media networks provide a lot of video options. Studies have shown that people, your potential customers, are more likely to watch a short video than read a page of text.

From Google+ Hangouts to Twitter’s Vine and Facebook’s launch of Instagram Video, video is fast becoming an essential part of any business’s online marketing strategy.

There are currently 5 main platforms for incorporating video into your company’s digital marketing strategy.

1: Vine Video

For those who aren’t into complex video production, Vine lets you create simple, six-second looping videos to share on Twitter and Facebook.

Tease or Demo a Product

In six seconds, you can show off the best features of your business’s products or tease a new product launch.

Preview an Event

Got an upcoming webinar or conference? Give people a quick snippet of what they can expect with a Vine video. Take them behind the scenes of the preparation and make video a part of your event marketing strategy.

Showcase Your Portfolio

Share a six-second video sweep of your latest interior design creations. It’s more powerful than a flat photo because potential customers experience your work in context.

Take Fans Inside

Take your fans inside your office, your store, your restaurant, school or any other place they usually can’t go to help them get to know your business on a more personal level. Show employees at work, hanging out and having fun. Show that the people inside your company are passionate about what they do and customers will be more confident in your service.

2: Instagram Video

Instagram recently launched their own 15-second, non-looping video capability.

Instagram videos are distinguishable from Instagram images with a play button in the top right corner.

The service has an edge over Vine thanks to the editing capabilities that Instagram has to offer along with the fact that you can share Instagram posts beyond Facebook and Twitter to Tumblr, Flickr, email and Foursquare.

Use Instagram video similar to the way you use Vine, with the added bonus of having almost twice the time to get your message across.

3: Facebook Video

Facebook allows verified users to create or upload up to 20 minutes of HD video. According to a recent study, video added directly to Facebook outperforms other video linked from networks such as YouTube in likes, comments and shares.

If you want Facebook engagement for your videos, add them directly to your Facebook Page.

Here are ways businesses are using Facebook video:


Bring your offline marketing online by sharing commercials for your business directly on your Facebook Page to increase engagement and feedback. Better yet, let your fans help you choose the perfect commercial!

Encourage Fan Video

Boost the activity level on your Facebook Page and ask fans to share their best videos of your product. This is a great way to build up your video content without having to even create a video.

Send Personal Messages

Since you can record video directly from your webcam to your Facebook Page, why not send personal messages to fans? It can be anything from a well-known person in your business addressing current news about your business to employees recording their own tips of the week.

Show Your Caring Side

People love businesses that are involved in their community. Continue offering your fans more of your personal side and show how you help your community through service, donations, or by bringing awareness to important issues.

4: Google+ Hangouts

If you’re looking to incorporate live video into your social media strategy, then Google+ Hangouts are your best bet.

Google+ Hangouts allow you to have up to 10 people (including the host) on webcam. You can also share your screen, YouTube videos and other media during your Hangout.

Since you can record Google+ Hangouts to YouTube, you can easily share them later on other social networks, just like you would any other YouTube video.

Businesses can use Google+ Hangouts to:

Conduct Webinars

Educate your audience using a live stream through YouTube. You can reach an unlimited number of viewers who can watch you speak and share your screen, and you can record the webinar for your video library.

Interview People

If you like to record interviews as a part of your content strategy, you can create the Hangout just for two people, record it and upload it to YouTube after the interview is finished.

Broadcast Panel Discussions

Your business can be an authoritative source in your industry when you hold regular panel discussions with industry experts. Your viewers can become a part of the discussion by chatting on Google+ beneath the streaming Hangout.

Hold Business Meetings

Need to collaborate with your marketing team and consultants face to face, but they’re scattered throughout the country (or even the world)? No problem—just set up a Google+ Hangout and you can get a total of 10 people together to discuss your game plan. You can even record it for future reference or for other members of your team who weren’t able to attend.

5: YouTube

Last but not least is YouTube video. If you have videos on YouTube, you can incorporate them into every part of your social media strategy. On most social networks—Facebook, Google+ and Twitter—you can share a link to any video on YouTube and people can watch your videos directly on those networks. Youtube has become the second most used search platform behind Google. It’s just as important for your company to optimize its YouTube presence as its Google presence.

Distinguish Your Portfolio

Add YouTube videos to various sections of your LinkedIn presence, such as your summary and your individual job listings, to turn it into a more diverse portfolio. Visitors can view your videos without leaving your profile or page.

Now see what you can do!

These are just a few ways you can incorporate video into your marketing strategy. Check them out to see what works best for your business. But because different people utilize all these solutions, it’s important for your company to have a presence on each one. If you only pick one or two, you never know the audience you could be missing. Don’t worry about making a polished video with great production value. Polished and well-edited videos can come across as too salesy. Raw videos are more authentic.  And if you have the resources and if your message can translate, animated videos can cut through the clutter better than live action videos. For more information contact me at todd@jtoddrash.com or 480.330.5902.