Videos for social media: Expert tips to maximize your reach

To set your brand apart, people need to see it often and engage with it. A key strategy here is to use video content that showcases expert perspectives and thought leadership. Whether it's fashion, skincare, fitness, or any other industry, these videos must be authentic, featuring real experts who can educate and entertain the audience.

By sharing valuable information from experts with a hint of entertainment, brands can connect with their target audience authentically and positively.

» Plan your social media content with the right content strategy software.

Why you need social media videos

Let's face it: social media platforms are where everyone gathers. These platforms have become the global town squares where people spend their time. With 92.3% of internet users consuming video on these platforms, it's a good idea to evolve your strategy to produce the content that your audience engages with.

Brands should employ a mix of strategies, from organic and paid social media to traditional marketing methods. Showcasing your expertise in social media video is the perfect addition to your marketing mix.

What types of videos should you create?

Go beyond displaying your products or following trends. Take a look at this video from Hydro Flask, which showcases real outdoor experiences. The focus is on showing real people in outdoor activities and inspiring others to chase their own adventure, not just the product.

By prioritizing education and information sharing, brands can create valuable content that appeals to diverse interests and fosters a more meaningful connection with their audience.

» Learn how to create content that converts

4 best ways for brands to create videos for social media

Now that you know the value of video, let's go through some key methods for creating successful social media video content.

1. Craft a clear strategy

There's more to social media videos than simply recording content. Video creation requires a well-thought-out content strategy, and that starts with selecting the right topics.

Your videos can be fun or educational, but they should always focus on topics that are important for your brand and will attract the right viewers. This helps increase brand awareness and generate conversions.

Other considerations include:

• Who is your target audience
• What type of video do you want to create (e.g. expert interview, behind-the-scenes, UGC, etc.)?
• Who will be in the video (internal or external experts, influencers, or customers)?
• Which platforms will you be targeting?
• What's your timeline and budget?

2. Balance affordability with quality

Your brand wants to create high-quality content affordably. This means finding the right talent to be in the video and people with the technical knowledge of video production without breaking your budget.

Streamlining your strategy, using industry experts, and focusing on authentic content rather than glitzy production value can help balance affordability and quality. Continuous monitoring can help create engaging content without overspending.

3. Use experts in the field

Whatever industry you're in, demonstrating your expertise gives your content the edge it needs to perform. You can conduct expert interviews that give valuable insights to viewers. Another option is to have experts go behind the scenes of your production process and explain how it works.

Either way, hiring an expert within your domain is key. They need to know your brand's expectations, voice, and goals to provide the best input for your videos. While sourcing an expert may be more expensive or challenging, the credibility they lend to the content is worthwhile.

4. Post consistently

Your efforts will fall flat if you aren't consistent with your video posts. Create a video content schedule and stick to it. You want to remain top of mind, so regularly creating and posting video content will help algorithms push your content and make your brand more visible.

» Learn how to create expert content for your brand

Understanding the challenges

Creating video content that develops a long-term strategic presence is a multifaceted challenge. Understanding these challenges is the first step in crafting content that entertains, educates, and embodies your brand's essence.

• Expertise vs. content creation: Creating expert content in-house can be a little tricky. Your CEO or developers might not have the content creation skills or the inclination to create content. This makes it hard to showcase expertise authentically.
• Finding the right voice: Hiring external creators risks misaligning your brand's voice and credibility. External creators have the skills to create content but might lack the necessary understanding of your brand's values, tone, and offerings.
• Strategic planning vs. virality: Seeking virality can distract from a sustainable long-term strategy covering relevant topics. Virality can lead to some hype around your brand for a short time, but it doesn't necessarily position you as an expert. Trends come and go but true knowledge is timeless.
• Technical challenges: You need to consider the technical hurdles, including lighting, audio, camera operation, and editing
  . Who is going to perform these duties? Is there enough budget for professional-level equipment, or will you approach it with a different, more affordable strategy?
• Authenticity: You want to remain credible and not alienate your audience. This means that being real is your first priority. Stick to your brand's values and expertise. Talk about what you know and love.

» Learn effective TikTok marketing strategies to overcome social media marketing challenges

5 tips for creating valuable videos



1. Showcase the process: Provide a behind-the-scenes look at your product or processes in a way that humanizes your brand.
2. Share your knowledge: Share your unique techniques, tips, and insights. If you're a baker, show your audience how to make your favorite recipes.
3. Emphasize the sensory experience: Go beyond simple visuals. Sticking with the baker example, you could describe the smells and textures of your baked goods.
4. Entertain and beautify: Use creative angles, lighting, and presentation with a touch of humor or personal anecdotes.
5. Highlight your story: Your brand's story is the key to connecting with your audience. Create videos that show how you started, your vision, and what sets you apart from other brands. Bailey Nelson does this well:

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Who should make your videos?

Many brands recognize the importance of video content, but who do they use to create them?

In-house creation

This allows for more control and brand alignment but is costly and requires substantial effort to train internal talent or measure success. Successful examples like Scrub Daddy exist but are uncommon.

Video creator marketplaces

Each type of video creator marketplace offers unique advantages and challenges to brands. Video creation is an essential part of modern marketing, and various marketplaces have emerged to cater to different needs and budgets.

1. Expert creator marketplaces

Expert marketplaces are specialized digital venues where experts in a specific field can be hired to create video or text content. These platforms can provide authentic, on-brand, and accurate content that resonates well with the brand's specific audience.



2. Influencer marketplaces

Influencer marketplaces, like Brandwatch, allow brands to connect with influencers with substantial social media followings. Influencers are categorized into different levels depending on the number of followers, with the price often increasing with popularity. These influencers can create video content that reaches a wide audience.



3. Creator marketplaces

Creator marketplaces, such as Later, are platforms where skilled video creators, who may not have influencer status or a large following, can be hired. These creators produce quality videos but may lack the deep brand expertise or authenticity that influencers provide.



4. Customer video platforms

Customer video platforms, such as Vloggi, are unique in that they help brands collect video reviews or testimonials directly from their customers. This content is often perceived as authentic since it comes directly from users with experience with the product or service.



Video adds value

Video content represents a powerful but challenging opportunity for brands to connect with their audience. Creating social media video content is not a one-size-fits-all process. Brands must find a strategy that aligns with their identity, capabilities, and long-term goals.

But by harnessing the power of video, brands can enrich customer relationships through meaningful and memorable video content.