It’s hard to believe that social media is just 23 years old with the first platform, Six Degrees, only being created in 1997. Since then it has changed how we all behave and communicate with each other. 

None more so than in the world of small business marketing. It has removed the need for a big bucks budget to reach an audience, levelling the marketing playing field. Now you simply interact with your consumers online, and create engaging content that builds brand awareness. This, in turn, generates leads and drives sales. 

One of the best ways to do this is through video marketing. Video has quietly usurped other forms of content to become the undisputed king of the social landscape. It was forecast to account for 80% of all internet traffic by the end of 2019. 

The reason why it’s so popular is simply that it works. Consumers find videos more engaging than photos or text, and are more likely to share them with their friends. 

So how do you go about creating great video content for your small business’ social media pages? 

  • Don’t focus on making a sale. Nothing turns people off quite like a hard sell. Rather concentrate your efforts on providing value to viewers. Instructional ‘how-to’ videos are perfect for this – and a great opportunity to position your product or service as a solution to your audience’s problems.
  • Grab attention within 10 seconds. Thanks to social media, people’s attention spans have diminished to a less-than-impressive eight seconds. That’s shorter than a goldfish’s. As such, you’ve got to lead with a bang, otherwise people will just scroll past.
  • Keep it concise. The longer a video goes on for, the more people will drop away. Keep to these recommended time frames:
    • 26 seconds (Instagram)
    • 45 seconds (Twitter)
    • 1 minute (Facebook)
    • 2 minutes (YouTube)
  • Show personality. Video is more personable than text, and is one of the best mediums to put a face to your brand. Use this to your advantage and have a friendly conversation with your audience. It makes it easier for them to relate to you, and will boost conversions.
  • Let people know what to do next. Always include a call-to-action at the end of the video. Depending on what your goal is, this could be anything from directing them to your website for more information, booking a service online or buying your product.

Still stuck with social media marketing?

As a small business owner it can be hard to have the bandwidth for social media marketing. 

Creating and managing content is time-consuming, and it can sometimes feel like you’re putting more in than you’ll ever get out. 

Rather than give up, consider outsourcing your social media marketing to Hunter & Scribe. It’s a cost-effective way of making social media work for your business without having to compromise your time.