During a recent #SMTLive Twitter chat, we asked everyone "what marketing goals are you trying to accomplish when creating social media video content?" With everyone sharing their specific marketing goals, we were able to see that video content helps businesses reach a variety of different goals.
The four main goals we heard repeated were: engagement, brand awareness, increasing web traffic, and generating excitement and educating people about products/services.
Here is what everyone had to say about each marketing goal.
Engagement is a great way to connect with your audience on a more relatable level. Posts with high engagement (likes, shares, comments, etc.) are also more likely to spread and be seen by other people with similar interests as your already-existing audience.
#SMTLive A2: Often looking for engagement beyond just views..starting conversation, positioning the brand as an expert, using video as teaser to lead people to the brand website for more information— Christine Delaney (@cdelaney_1231) September 11, 2018
A2: Video is a great way to get your audience to engage with your brand more deeply. Looking at completion rate (rather than views) is a way to know how deeply engaged your audience really is. #SMTLive— Daniel Quitério (@dan_quiterio) September 11, 2018
Brand awareness isn't really something you can measure but if you have lots of people sharing your video and/or more people than usual are visiting your Page, website, landing page (via your campaign link or not) you can assume this new level of traction is building your brand awareness.
A2. Ignite a feeling - whether that’s a specific emotion like happiness or gratitude — videos are great way connect with your audience & increase brand awareness #SMTLive— SEOReseller (@bestseoreseller) September 11, 2018
Increasing web traffic
Supposedly web traffic is the #1 reason people are using video in social media ads this year. This is a clear and easily-measurable goal.
#SMTLive Video is a great way to generate awareness/interest in social ads! Good for filling the top of the funnel by leading people to the website for more info.— Christine Delaney (@cdelaney_1231) September 11, 2018
Generating excitement and educating people about products/services
This is another one that is difficult to measure, but also a really great way for people to use video. Videos give you more time and space to get your message across. You can show a new product from every angle or use text to tell a story throughout your video.
Q2: For one of our clients we have created social videos to raise awareness and generate excitement for a new product, or to show a product in use #SMTLive— Symmetri Marketing (@Symmetri) September 11, 2018
A2: We aim to #educate consumers about our products, services, and industry. A secondary goal would be to establish ourselves as a trusted source and authority in the space. #SMTLive— Brandi (@brandi_spiller) September 11, 2018
Have ideas you'd like to share with our community? Join us during our next Twitter chat: RSVP here.