Start pulling video into social media efforts

By now, most small companies have a set social media strategy and know how to reach their customers. They have good tactics when it comes to developing fresh content to publish on various platforms, know at what time and on what days to update their sites and are aware of what it takes to direct fans to their webpages.

However, there's almost always room for improvement in business processes. One thing that many firms may dabble in, but don't use to its full potential is video marketing. While they might feature a video showing a commercial or other promotional item from the company's marketing team from time to time, the social media managers can show other engaging content via this method.

However, what type of stories should they feature on this media, as opposed to traditional text articles, and how can it actually benefit an enterprise? Companies have to dedicate some serious thought and effort, but if they feature creative videos, they may be able to appeal to more individuals.

Show the human side of the company
Some consumers think that businesses don't care much about their patronage or preferences. This can be seen in the advertising strategies of many enterprises – the content published is never from a person, but the company, and none of it seems personal.

"The social media updates, blog posts and even email newsletters can often appear as if they're automated, sent by nothing more than a computer – there's no human aspect to it," explained Brenda Arndt, the social media manager at Deluxe Corporation. "If the business can feature videos as a primary alternative to traditional updates, it can match a face to the brand, eliciting emotions and strengthening the connection between consumers and their favorite companies."

Forbes Magazine agreed, explaining that videos are often best used for storytelling purposes, as opposed to out and out advertising. For example, the news provider said companies may fare best if they entertain, inspire, inform or offer creative ideas to consumers.

Feature thumbnails in posts
Rather than simply updating a company's social media website with a link to the enterprise's YouTube channel and description of what the video entails, marketers should promote the videos directly on the platform, featuring a thumbnail of the media.

Social Media Examiner explained that video content seems to elicit more interest on social media than plain text updates. The source said that this is because the thumbnail tends to catch the eye of those browsing the company's page more easily.

Moreover, business leaders have to make sure to pick an interesting frame as the image shown in the thumbnail. Though the very first image might be a blank screen or feature a title, marketers should make sure the picture is interesting enough to prompt a click, which could result in more interest in the enterprise and ultimately, increased revenue.

Get the customers involved
Much like the advantage of putting a face to the business, asking consumers directly what they want to see can make them realize that their preferences are what drives the company's success. This can lead patrons to start investing more in the firm.

Mashable recommended that to get fans more involved, marketers should simply ask social media page visitors what content they would like to see on video posts. For example, maybe some are unsure about how to best use a product and need a demonstration, or others might enjoy watching an interview with the owner of the company to hear about industry developments and what new products may be coming down the pike. 

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