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October 24, 2017
Social Media  |  9 min read

How to Use Video Effectively on Social Media

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Maggie Aland

If you’ve browsed through your Facebook News Feed lately and played a video, then you are one of the people watching videos on Facebook every day. Social media has provided businesses with a convenient way to engage their audience through videos, a kind of visual marketing considered as one of the most important forms of content by marketers.

Did you know that consumers prefer to watch a video four times more than read about a product? Below, we’ll share information on how you can entice new customers to try out your products and services through the effective use of videos on social media.

Kinds of videos that you can produce

Educational videographics and webinars

Videographics and webinars are great ways to engage your followers on social media. Videographics usually contain animations that are visually appealing to customers, educational, and are shareable on social media. You can use videographics to educate people about the problems that your product is addressing to highlight the value that you’re offering. For example, if you’re selling skin care products, you can create videographics on common facial problems that people normally experience and the simple remedies they can do to prevent them.


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A sample videographic by Amazon

A webinar, on the other hand, is not only a way to engage customers, it’s also an effective platform to generate leads. The key is to choose interesting topics that are valuable to your target audience. Prior to your webinar, you can promote some posts on Facebook to encourage sign ups and require interested attendees to give their email addresses. You can also encourage sign ups by creating a popup on your website.

Tour of your shop to show your products and services

Customers usually do a lot of research before trying out a product or service. One effective way to showcase your offerings is to do a tour of your shop. For example, if you’re looking for ways to market a salon, you can create a nice video showing the different areas of your shop such as the reception area, the product display section, the wash area and the stylist chair. Apart from the tour, you can also provide a brief explanation of your shop and your inspiration behind it.

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A sample nail salon tour which can be shared on different social media channels

Try to invest in a short but professionally produced video to ensure that your shop will look nice and appealing to your potential customers. Remember, often times sharing a badly produced video is worse than not having one at all.

Client testimonials

Nothing beats recommendations and testimonials from real people about the positive experience that they had using your products and services. According to a study, 63 percent of consumers are more likely to make a purchase after seeing positive customer reviews.

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A sample testimonial video

Make your positive reviews come to life by capturing short video snippets of your loyal customers telling their story of why they support your products and services. Video testimonials provide a personal touch to positive reviews as they showcase the customer’s emotions while sharing their story.

How-to videos

How-to videos are a great way to highlight the importance of your product without being too hard to sell. How-to videos usually teach users about tips, tricks, clever hacks and simple DIYs, and are usually entertaining to watch. One of the most used how-to videos are recipe videos similar to the ones produced by Buzzfeed’s Tasty that generate an average of 10 million impressions in 24 hours.

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A sample how-to video from Tasty

You can experiment on different how-to videos depending on your business's’ industry. For example, if you own a salon, then you can create a video about simple makeup and hairstyling hacks.

Where and when to use the videos

Facebook sponsored posts and cover video option

Once you’ve finished creating your video, make sure to optimize the views by proactively promoting it for to your audience. While simply posting a video can get some views, pages with less than 500,000 fans only get around 6 percent organic views on Facebook due to its newsfeed algorithm. Promote your videos through sponsored posts or Facebook advertisements to appear in more of your followers’ News Feeds.

Alternatively, put your video at the top of your page by using the cover video function. To do this, simply hover your mouse over your cover photo and click the edit button. You will then see an option to “Upload photo/video” that will enable you to choose the video you want to play as your page cover.


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A sample page with a cover video

Using the cover video function is a great opportunity to leave a first impression to potential customers. You can use this feature by uploading videos about your business or new products and services.

Optimize auto-play to encourage users to watch your video

Make it easy for your social media followers to watch your content by setting your video to autoplay mode when you upload it online. Popular social media pages such as Facebook, Twitter and Instagram have an autoplay feature which prompts it to go live as soon as your followers pass by it when scrolling through their newsfeeds.

The downside of setting your videos to autoplay is that some users turn off this feature to avoid the content from playing at inconvenient times or prevent it from eating up their data. However, there’s still no harm in using this function to encourage your followers to watch your videos.

Tips on best time to post on social media channels

One effective trick to increase the number of views of your videos is to post at times when users are more likely to check their social media pages. No matter how interesting your content is, if you post it during low-engagement periods such as past midnight or too early in the morning, you won’t be able to reach as many followers as possible.

Studies show that an ideal time to post on Facebook is around 1 and 3 p.m. on Thursdays to Sundays while the ideal posting time on Instagram is after work hours on weekdays.

Bottom line

While videos are a great way to engage with your customers and promote your business, one of the most important considerations is to determine the amount that it contributes to your sales and business performance. Track your engagement level by observing the number of views and shares, amount of likes and reactions, quality of comments or spikes in views. Doing so will help you determine the kind of content that catches your followers’ interest and the best time to post to get high levels of engagement.


Maggie Aland is a staff writer and marketing expert at Fit Small Business, where she writes how-to guides and articles on marketing for small business owners.

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