One of the most common questions we get around here is this: “How do I create video for social media?”
Well, it depends. Do you want the short answer or the long one?
The short answer: Hire Paper Jacket.
The long answer: That’s where it gets complicated.
Three Steps to Creating In-House Social Media Videos (If You Must)
Video has a high barrier to entry. A lot of companies doing it in-house are doing it wrong. Still, it’s a good idea to know the steps even if you plan to use a video marketing partner.
Before you start recording videos, it’s essential to put the right plan in place. Lots of businesses start by thinking about things like camera equipment and editing. Without a plan, though, that stuff will go to waste. You need to be clear on where you’re going before you can get there.
Here’s where it all starts:
1. Develop a Content Calendar
The content calendar keeps you on track, making sure that:
- You’re creating videos that will make a difference to your audience.
- You’re publishing and distributing those videos in a way that works.
A content calendar is the “project management” side of the equation. It starts by doing research on the topics your customers (and future customers!) want to know more about. Then, you take those topics, which can be very broad, and distill them down into titles so you know exactly what value each video adds.
Once you’re that far, it’s time to make sure everyone on your team understands their responsibilities. Someone needs to come up with a steady stream of topics. Someone needs to write the key points or even complete scripts each video will cover. Someone needs to do videography, editing, and distribution.
Of course, a calendar is for keeping track of time. For videos to move the needle, you have to publish frequently – enough so your audience understands who you are, what you do, and why they should watch what you post. It’s good to get started with one video a month, but aim to move up to one per week as soon as you can.
2. Write Out Common Questions and Objections
Where do you get more ideas for your videos? It’s not magic – it’s about relationships.
Video usually falls to the marketing team, but this is an area where sales pros shine. They get to see customers’ changing thought processes in real time. They know the kinds of questions that people ask about your products and services, not to mention the head-spinning objections they come up with.
Customers tell you about their wants and needs all the time, so make sure your sales and marketing pros sit across the table and hash it out. If one customer has asked or worried about something, at least a hundred more have thought about it too. Tap into their questions with video-driven answers and you’ll have dozens of ideas pretty easily.
3. Follow Similar Brands That Are Doing It Right
You really can learn from the competition.
Don’t hesitate to lurk on other brands’ social media and see what they’re doing right. When you find a winning approach, it’s all there for you to discover, tinker with, and improve on. And hey – it’s easy to see what others are doing wrong, too. When you feel the secondhand embarrassment, you’ll know what to avoid.
Don’t Waste Time Chasing Trends – You Don’t Have to Be a TikTok Star
Video is powerful. It’s the most popular way to engage your audience online. And while it’s true that the most popular platform for “short-form” video is TikTok, you don’t have to concoct the next viral meme or be a breakout social media star.
If you want to stay relevant without going into cringe territory, focus on being present, not trendy.
Businesses like yours don’t need to sing and dance to get the attention they want. People are buying on their own terms, when, where, and how they want. Try to intrude and they won’t even give you the time of day.
Instead, create content for them when they are ready to see what you have to offer. Publish videos that tell it exactly like it is: Speak confidently to your strengths as a business and how you help people with their needs.
When your video marketing is serious without being stodgy, customers know they can depend on you.
Paper Jacket helps you get there with video that will add value, not chase trends.
Contact us to get started.
