You’ve probably heard that video is one of the most effective ways to get your message across on social platforms like Facebook.
One of the biggest marketing days is coming up this weekend — Super Bowl Sunday. SocialTimes chatted with Cyndi Knapic, head of Animoto for Business, about how small businesses can compete with the Nikes and Pepsis of the world and reach people through video on social media.
1. Plan Without Sound
Whether you’re posting your videos on Facebook, Twitter or Instagram — chances are good that your audience won’t hear anything. Auto-play videos don’t include sound, so you need to factor that in when you’re shooting.
Knapic says that content creators should use text in their videos, whether that means captions or just having the words animated:
One thing is creating videos that can be understood without audio. … People are watching 2 or 3 screens at the same time, it’s still a pretty social event. If people are watching the Super Bowl, they might be viewing the content on social on mute. We’ve seen our customers put text there just to give context.
2. Real-Time Doesn’t Mean Big Budgets
Sure, major advertisers are shelling out big bucks to advertise on Sunday. With a commercial selling for $5 million, surely social ad prices will be high this weekend. While everyone is still trying to replicate the “Oreo Moment,” this shfit actually means that smaller brands without a huge production team can be more agile and comment upon the action in real-time, without having to pay a whole marketing department.
But that doesn’t mean you need a giant bankroll to generate some excitement about your small business. Knapic said that several clients have had success with smart targeting and $100 ad spend:
For brands who can just put $100 behind a video, it’s not $5 million, but it can help promote it and get it in front of more people.
3. Short And Sweet
Just because you can post a long video featuring your CEO’s latest keynote speech or extended views of your hot product doesn’t mean you should.
With so many posts and a limited attention span, video can be a way to grab attention — but you have to do that quickly. Videos with a slow build or not much interesting content up front are easy to scroll by.
Knapic noted that short videos can be very successful:
As people are watching the Super Bowl and being part of the event, they’re scrolling through a lot of content. Just getting your point across and your brand in front of them for a few seconds is really all you need to be part of the conversation.
Readers: What other tips would you add?
Image courtesy of the Denver Broncos on Facebook.