Social video is a highly engaging marketing strategy that can be used as part of a comprehensive internet marketing campaign. There are numerous misconceptions about what “social video” truly is. Social video marketing requires a paradigm shift that aligns with how effective marketing is approached today.
A Social Evolution in Marketing and Conducting Business
Current best practice in online marketing is heavily loaded in feedback from peers. This new online social culture has the power to embrace or disparage brands. Furthermore, social media encompasses numerous platforms in which different peers share a sense of community along with common interests online. Consumers are more empowered than ever before. The success of businesses largely depends on peer reviews and other forms of online endorsement. In addition, an engaging social video platform improves employee communications by creating a collaborative informal learning environment.
Social video can be best defined as adding a strong human element to online video. Instead of simply posting a video on a social media site, social video increases customer value twofold. First, the video content is of value to the viewer. Second and arguably much more important, meaningful relationships with others occur as a result of the video.
Content, Conversations, Community
Social video marketing (SVM) is a three-step process. First, engaging content is created. Second, conversations arise from the content. Finally, active participants in ongoing conversations start to feel a sense of community. The right content can be used for different purposes. Online video used for highly practical purposes (e.g. how to assemble a certain brand of desk or how to program a certain coffee maker) can improve overall customer experience by improving delivery methods of routine customer support.
Other types of content that are more specific to brand philosophy can be used to further create a positive and effective brand persona. The concept of “shareability” is crucial in SVM. Conversations and shares can be used to express fundamental thoughts and opinions via ongoing conversations on multiple social platforms.
SVM Impacts Video SEO
Effective brand building and internet marketing are increasingly social in nature. Search and Social have become increasingly intertwined in the past few years. Social video can have a big impact on overall VSEO strategies. After all, YouTube is the second largest search engine that boasts some prominent social features. Positive social cues influence rankings in a positive way. It’s simple and logical.
Adopt a Social Paradigm Shift
Step away from different nuances of video production. Focus on the following core elements of social marketing:
- Focus on real people.
- Provide a quality service.
- Promote meaningful dialogue.
- Engage others in conversations.
- Have a higher quality of engagement.
- Participate in the conversation.
- Be a part of a new community.
It is important to think about the core of what social media is. Social video is simply one of many different forms of available social media marketing.
Embrace New Social Video Concepts
The largest takeaway point is to design video for real people first. Search algorithms come second. Instead of trying to market video to a machine, provide an engaged audience more than a product—provide a welcoming and positive community. Go back to the basic idea of creating a superior customer experience, and throw in a little bit of keyword research on the side.
