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social media how toDo you use videos in your marketing?

Are you looking for ways to increase engagement and shares?

In this article you’ll find seven ways to use video to boost your social media efforts.

#1: Greet Facebook Fans With a Featured Video

Facebook allows you to select a featured video that will appear in your page’s About section.

use video to boost social media efforts

Discover seven ways to use video to boost your social media efforts.

To add a featured video, go to your page’s Videos tab (which is below the cover photo) and click Add Featured Video.

add a featured video on facebook option

Click Add Featured Video on the Videos tab.

Then select a video from the list of videos you’ve uploaded. If you haven’t uploaded a video to Facebook, you need to do that first and then select that video as your featured video.

Make sure the video you choose is a good representation of your business because it’s likely the first video visitors will watch.

featured video example on facebook

Add a featured video to the About section of your Facebook page.

If you have a Facebook page for your software product, you can use a tool like GoAnimate to create a friendly explainer video.

#2: Expand Your Facebook Reach With Video Posts

According to a Socialbakers study, video posts have the most organic reach of any type of Facebook post.

organic reach data from socialbakers

Videos are the most effective way to reach your audience on Facebook.

So an easy way to improve the reach of your posts is to include a video uploaded directly to Facebook. Consider creating a short video clip or video slideshow that reinforces your post’s content.

#3: Attract YouTube Subscribers With a Channel Trailer

If you have a YouTube channel, set up a channel trailer. This video plays automatically for visitors who are not subscribed to your channel.

youtube trailer example placeit image

Add a trailer to tell potential subscribers about your YouTube channel. Image: Placeit.net.

The channel trailer is your elevator pitch to potential subscribers. YouTube suggests you choose a video that’s short, describes your channel and encourages visitors to subscribe.

Go to your YouTube channel and find the option to add a channel trailer (also referred to as an unsubscribed trailer). Click the Channel Trailer button, shown below.

adding a youtube trailer

Click Channel Trailer and then select your video.

Next, select your video or enter the video’s YouTube URL. Then click Save.

Note: If you haven’t uploaded any videos, you won’t see the Channel Trailer option. In this case you need to enable the channel browse view first. Hover over the section with your channel name and click the pencil icon that appears on the right. Select Edit Channel Navigation, and then in the dialog box, enable the Browse View and click Save.

If you plan to upload lots of videos to YouTube, consider creating a personal video message welcoming people to your channel. Let them know what kinds of videos you will publish—for example, interviews, tutorials, funny videos, announcements or product reviews.

#4: Build a YouTube Channel With Curated Videos

If you’re not ready to create your own videos, you can still build a YouTube presence. Instead of uploading your own videos, curate the best YouTube videos created by other users into playlists on your channel.

youtube playlist

Build a playlist of YouTube videos that will appeal to your audience.

Curated content is hot, and video is no exception. If you create a YouTube channel full of videos by top industry thought leaders, you’ll already have a subscriber base when you start posting your own videos.

#5: Stand Out on Social Media With Video Posts

Do you have videos on your website? If so, take advantage of the open graph to get social shares of your pages to stand out on Facebook and Twitter.

For example, look at this tweet of a page with a video from Fortune.com. The tweet includes the actual video under the tweet, as opposed to just a link to it.

tweet with a video

This tweet includes a video from Fortune.com.

This media-enhanced tweet is created with Twitter cards, specifically the Twitter player card. You can see examples of this code in the source for YouTube videos. The code ensures that YouTube videos shared on Twitter will populate the actual video in the tweet. You can add similar functionality to your website or blog.

twitter card code

This code ensures that YouTube videos will be included within the tweet.

Similar open graph code exists for Facebook. Here’s an example of how the Facebook code is implemented:

facebook open graph code

This code specifies that the video will be included in the Facebook post.

This code ensures that the media element will be attached when sharing a video page from your website on social networks. The result is a social media post that will stand out in the news feed, more so than plain text or link updates.

If you use the self-hosted version of WordPress for your website, you can utilize premium plugins like Yoast Video SEO for WordPress to optimize your video pages for both search engines and social media.

#6: Reach Vine or Instagram Users With Short Video

With sites like Vine and Instagram you can upload short video clips to reach a different audience with video content. Although big brands often create high-production videos for these sites, it’s possible to stand out with creativity and basic equipment such as a smartphone and a phone stand.

For example, the following Ben and Jerry’s Vine video shows how ice cream moves through the manufacturing process.

ben and jerry vine

With a short video, give users a behind-the-scenes look at your business.

In 6 seconds on Vine or up to 15 seconds on Instagram, you can show people behind the scenes of your operation, demonstrate something useful or inspire them.

Learn more about creating short videos for these sites in this post: 6 Ways to Use Short Video for Social Marketing.

#7: Enhance Blog Posts With Embedded Video

You can enhance your blog content and increase social engagement by embedding video posts on your website. In addition to embedding YouTube, Instagram or Vine videos, you can embed video posts from Twitter and Facebook.

Embedding video in social posts is a powerful way to include video in your blog content while also improving engagement on social channels.

Embed a Facebook video post

To embed a video post from Facebook, click the arrow at the top right of the post and then choose Embed Post.

marie forleo video facebook post

Choose Embed Post from the drop-down menu.

Facebook displays the video post’s embed code, which you can copy and paste the code into your web page or blog post.

marie forleo video facebook post embed code

Copy and paste the code into your web page or blog post.

By embedding the Facebook post, people can view the video without leaving your blog post. Users can like your page and engage with the post from there, adding new life to that post.

Note: Facebook has announced you can now embed Facebook videos directly into your website or blog; go to this page to learn more.

Embed a Twitter video tweet

You can also embed a tweet with video, a picture or text. If you embed a tweet with video, people can watch the embedded video, follow your Twitter account and reply, retweet or favorite that tweet directly from your blog post.

tweet embed code

Select the Embed Tweet option from this drop-down menu.

Conclusion

Video significantly increases engagement and sharing on social media. I hope that you’ve discovered some new ways to use video in your online marketing strategy.

What do you think? Have you used any of these video strategies for your business? Has this helped your social media marketing? What tactics have been most successful for you? Please share your thoughts in the comments below.

Video trailer image from Placeit.
seven ways to use video to boost your social media efforts

Tips for using video to boost your social media efforts.

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  • Lisa Karl

    Tom, Great, detailed information. This is extremely useful and I’ll be sharing it with our customers.

    Lisa

  • Lisa – I’m glad you found it useful and appreciate you sharing it with your customers!

  • Hi Tom, Great article! People often forget how wonderful and important a video is to one brand/company like what you’ve found out at Socialbakers. But videos are a little harder to produce than images so I think not all is that into making/uploading videos about their products.

    I noticed people tends to watch videos that are only 2-4 minute max, if it’s longer than that there will be a low percentage that they will watch it. Again thank you for the great article! will share it 🙂

  • I agree that video production can often be a hurdle. The first step is deciding to make video a priority. Then, find ways to produce videos that fit your company (and offerings) and budgets/capabilities (like some of the examples above). The desire for shorter videos helps as shorter videos can require less content and editing. Thanks for your comment and for the shares!

  • That’s a great post Tom, the future of marketing now rests in Videos. The embed feature in Facebook has enhanced it to another level. Our marketing team is using this feature and it is helping us out amazingly in generating new leads.

  • Great post Tom! As some of the other commenters mentioned, creating professional looking videos can be costly – any tips?

  • Hi Tom,

    Good job on this. I’ve always believed that videos, when done correctly, are always better than blogs and infographics. Visuals are what users want. It’s also a quick, fun way to make someone remember your brand. 🙂

  • Martin Slabbert-Capper

    Great post Tom. Such a lot of valuable advice and information. Thank you

  • Salman – that’s great to hear! Yes, there’s a lot going on in video in social media right now, so it’s a great time for people to be experimenting with formats and platforms.

  • Yes, professional video can be expensive but there are a lot of options. Screencasts can be good (Camtasia or Screenflow) if it’s related to anything online. You can also use these to animate and narrate a short presentation to make it a video. Behind the scenes videos work well and can be shot on a DSLR or even a smartphone. Short interviews can be good (buy an inexpensive microphone for better sound). Skype interviews can be recorded. Get a local film student to help with a particular video (make sure you allow for plenty of time and edits). Hire a firm for an important one (just make sure you’re clear on your goals to prevent scope creep). Those are some ideas – let’s see if the readers can contribute others. Thanks for your question!

  • I agree that videos can be extremely powerful. I love to see them combined with a clear blog strategy (including embedded video) as well as infographics to hit other platforms and types of content consumption. Thanks for commenting!

  • I’m really glad you enjoyed it Martin.

  • Habil Kantur

    Great post. Thanks for the info!

  • Thanks Habil – I appreciate that!

  • Stephen V. Smith

    Solid tips, Tom. And timely for us. Our company is working on incorporating video into a client’s social media strategy, and you’ve provided some fresh ideas we can include. Thanks for the post!

  • Stephen – good luck using some of these new ideas with your client and thanks for the comment!

  • Nate Schoell

    Do you have any trouble shooting advice for people that do not seem to have the “Add Featured Video” option? I cannot seem to figure out why, since I believe it rolled out same time as “call to action button” which I can utilize.

  • Guest

    Any trouble shooting advice for those of us who do not seem to have “Add Featured Video” option available? I believe it was rolled out same time with “Call-To-Action” button which I have access to. I cannot not find any information even from Facebook on why I cannot set featured video. Great article, just not relevant to my current situation with Facebook.

  • I’ll reply to your comment above as it looks like a duplicate.

  • Nate – Facebook is likely rolling this out to pages over time. I’ve checked their announcements related to this feature as recent as late March and no mention of how they’re rolling it out. Unfortunately you’ll just need to check periodically to see when it’s turned on for your page.

  • Yes this works. Using most except twitter cards. Thanks for posting.

  • Thanks Franco – I appreciate the comment!

  • I have a new business with a modest FB presence. One of my videos went mini-viral (normally 130 views, this one has over 2k in 1 week). Is there a way to see when/how this happened. I obviously want to duplicate the success. Is it from an influencer sharing?

  • Akber Ali

    Tom, You have put together very useful information related to video marketing. I have been making social media videos for past 7 years. I was one of very few people who believed that videos have future and now i see how its coming. I am running a brand name Rabbit And Carrot. Let me know if i can be helpful in anyway.