If you like to share your life on social media, why not create videos of yourself? Just like the New York Times’ “Snowfall” or the HBO show “High Maintenance,” these personal stories will capture your audience’s attention and be more memorable than a series of photos.
In this guide, we review Video Content Marketing Strategy For Personal Brands, how to create a video content strategy, the power of video marketing, and video content creation ideas.
Video Content Marketing Strategy For Personal Brands
If you’ve ever watched the New York Times’ “Snowfall” or the HBO show “High Maintenance,” you know that video content can tell a riveting story. Videos are also effective for sharing your expertise on topics such as cooking, parenting, home improvement, and more. In this post we’ll walk through how to create a video content marketing strategy for personal brands:
Begin with a brand audit
- Understand your audience.
- Understand your brand.
- Understand your goals.
- Understand the resources at hand to accomplish those goals.
Develop a goal and attribution model
Once you’ve decided on a strategy and set up your goal, it’s time to learn how to measure success. This is probably the most important part of creating a video content marketing plan because if you can’t measure it, then how do you know whether or not something worked?
There are two main ways of measuring success:
- A/B testing (or split testing) uses one piece of content (e.g., an ad) that is shown to different groups of people in order to see which performs better with specific audiences. This may involve showing different creatives or messaging within the same creative while monitoring performance metrics like click-through rate and conversions. This method is effective when comparing two pieces of content against each other but may not be useful for larger scale campaigns since A/B tests can be time-consuming and expensive.
- Attribution modeling gives insight into which channels contributed most heavily towards sales revenue by using data from third-party platforms such as Facebook Pixel or Google Analytics Conversion Tracking code that’s been implemented across all digital touchpoints used during an advertising campaign (e.g., web banners, PPC ads).
Create content that delights your audience
The goal is to create content that delights your audience. To do this, you need to think about what kinds of things will delight them and why. You can do this by asking yourself these questions:
- Is my content relevant to my audience?
- Does it speak to their needs and interests?
- Is my content related to their stage in the buyer’s journey?
- What are their pain points at this point in time?
Set up an editorial calendar and content creation schedule
- Create an editorial calendar. This is the most important part of your content strategy, as it will help you stay on track and keep your content plan organized. There are many different ways to go about creating an editorial calendar; you can use a spreadsheet or use a platform like CoSchedule or Canva (more on this later).
- Set up a content creation schedule. Once you’ve set up an editorial calendar, it’s time to create a schedule for when each piece of content should be published! You should outline when different types of posts will be created: blog posts, social media updates, podcast episodes and so forth. For example, I have my own personal brand where I share career advice; so I know that every Thursday afternoon at 3pm EST there will be a new episode published on iTunes called “Career Q&A”.
Create a distribution strategy across your platforms
There are many different ways to distribute your content, so it’s important to choose the right platform for each type of video. For example, YouTube is a great place to create videos that demonstrate your expertise or teach others how to do something. But if you want people who don’t know about you yet—or if you’re trying to be discovered by those in other industries—then Facebook and Twitter are better for promoting your brand and creating an audience.
Once you’ve chosen where to distribute each piece of video content, make sure that it’s clear what kind of content they’re getting based on where they land on a particular platform. If people get bored with one type of video (e.g., educational) but love another type (e.g., entertaining), then make sure there’s enough variety throughout all channels so that viewers stay engaged with what they’re watching!
How to create a video marketing strategy for personal brands
A video marketing strategy is a plan for creating and promoting videos. It helps you to:
- Understand how to use YouTube in your personal branding efforts.
- Find the best types of videos to create and promote.
- Create an effective marketing plan that fits within your budget, time constraints, and goals.
You should create a video marketing strategy if you want to do more with YouTube than just post one or two videos and hope for the best! A good strategy will help you build up a following of subscribers who enjoy watching your content; it will also allow them to share it with others who may be interested in seeing what kind of person you are—which can lead to opportunities like appearing on other shows or being interviewed by bloggers who write about topics related to yours (and by extension bring more traffic back over here).
how to create a video content strategy
Marketers need to take note of this if they want to develop their video marketing strategy on social media.
Luckily, there are many ways video can be used in social media marketing. We’re not limited to TV-style ads or perfectly polished educational videos. With the introduction of live streaming videos, an interest in brand authenticity and accessible editing apps, it’s easier than ever to dip your toes into the video marketing world.
Follow our 7-step guide to creating a successful social media video marketing strategy.
1. Set goals for video marketing
At the beginning of any new marketing strategy, there’s a need to set goals. What do you want your videos to accomplish?
If you’re just starting out, we recommend creating only a few goals so you don’t become overwhelmed. An example of a video marketing goal would be creating brand awareness.
But with the right script and creativity, your video marketing strategy can do more than support a prospect’s awareness of your brand. It can also guide them through the decision stage of their buyer’s journey, educate customers on their brand new purchase and fuel a brand’s advocacy plans.
There are five stages of a typical marketing funnel, and videos can fall easily into each stage as long as you develop your social media video marketing strategy to target them.
As you reflect on what your goals are for your video marketing strategy, consider where they’ll fall within each stage of the buyer’s journey and use it to inspire your social media video ideas. Setting your goals and identifying the funnel stage will help you create highly effective calls to action in your video content as well.
Here are five example goals you can accomplish within each funnel stage:
Awareness: Reach new customers
If you’re like the majority of social marketers, brand awareness is your top goal. In the first stage of the buyer’s journey, brands are trying to capture consumers’ attention and introduce themselves. Social media video marketing is a great medium to reach new customers and show them who you are and what you value, what your brand offers and what differentiates it from your competitors.
With video you may only have seconds or minutes to capture your audience’s attention, so get right to the point when you’re creating awareness-stage video content.
For example, eye-catching educational videos or opinionated thought leadership can establish credibility and your brand identity, so when consumers have purchase intent, your brand is top of mind.
For some brands, videos are used heavily for advertising. They may start on a product page on the website and then branch out to land in a social ad. Others create videos only for social media ads. This is especially useful for direct-to-consumer brands like Lo & Sons, where product videos are necessary to help the consumer picture themselves with the product.
In the below product video, the luggage brand shows how their Rowledge backpack is appropriate for any occasion. The video is relatable and short, and can not only be used in Facebook as a feed post but also be promoted as a social ad.
The super versatile Rowledge is now 50% OFF with our Summer Sale!
Posted by Lo & Sons on Wednesday, July 7, 2021
Consideration: Generate demand
Once consumers have reached the consideration stage, they may know about your brand and what you offer, but it’s still your job to generate demand for your products and services.
There are several ways you can achieve this goal with social media video marketing. For example, how-tos and tutorials show your product in action and make it easy for the consumer to envision how they’d use the product themselves. Brands in the skincare, makeup and beauty industry, like ColourPop, are masters of consideration-stage videos.
You can bet that whenever ColourPop has a sale or giveaway going, they will share short-and long-form social videos of makeup artists, influencers and real customers applying their products. Consumers can see the smoothness of foundations, color pigment of eyeshadows, creaminess of lipsticks and other visual markers that will catch their attention.
💫 galaxy vibes💫 stand out in any galaxy with the NEW C-3POT pressed palette! NOW available on colourpop.com @tijerarayemua #C3PO #Threepio #StarWars
When people can see how your product works or how other people use your services to solve a problem, they can visualize themselves doing the same thing.
Animated explainer videos can be an alternative option to live-action demonstrations. While they might be a bit more abstract, they’re still an opportunity to put the customer’s problem into perspective and introduce your services as the solution.
Consideration-stage videos don’t have to focus solely on your products or services, either. Consumers also consider a company’s culture and core values before committing to being their customer.
Data from the Sprout Social Index™ shows company alignment with personal values is 74% more important to consumers than it was in 2021.
Lean into this consumer interest by using video to highlight your brand story and core values so you can establish an emotional connection with your audience, making it more likely they’ll choose your company over a competitor.
Decision: Drive conversion
The decision stage is the point when your goal is to turn prospects into customers. Here, customer testimonial videos can go a long way to show the real potential and payoff of your products and services.
You may know about Instant’s iconic pressure cookers and appliances, but people may be surprised and delighted to find out the brand has a tight-knit community on Facebook.
Instant Pot’s Community features videos from the brand and members. Although there are a few product videos, the page focuses on what customers can create using Instant’s home appliances.
Recipe videos like the one below can help customers envision how the product can help a plethora of recipes fit into their lives—or their mouths.
Celebrate Dia de los Muertos with a delicious Pan de Muertos in the Vortex Plus ClearCook Air Fryer! This traditional sweet bread can be enjoyed with a sweet or savory glaze and is great for sharing. RECIPE2 ¼ tsp active dry yeast¾ c warm whole milk4 c bread flour, plus ½ cup ½ c sugar, plus 1 tbsp 3 oranges, zest and juice1 tsp anise seeds1 tsp salt 2 tsp vanilla 5 large eggs, beaten1 cup butter, room temp Egg Wash: 1 large egg2 tsp water Sugar Top: 4 tbsp butter, room temp ½ c granulated sugar 2 tsp ground cinnamon Sesame Top: 1 egg white1 tsp water2 tbsp sesame seeds 1. Add yeast, milk, ½ c flour, and 1 tbsp sugar in a mixer. Rest for 5-10 min. 2. In another bowl, mix flour, orange zest, anise seeds, and salt. 3. In another bowl, mix eggs, orange juice, sugar, and vanilla. 4. Mix half of the dry with the yeasted mixture. Alternate with the wet, and continue until all is added. Knead on high for 5-7 min. 5. Mix in 1 tbsp of butter at a time. Knead on high for 3-5 min. Add 1-2 tbsp of flour to release the dough from the bowl. Place in an oiled bowl, cover, and rest for 1-2hrs. 6. Divide in 4 sections on a floured counter. Cut ½ c and 1 tbsp of dough from each section. Form largest into a loaf. Roll the second largest into a thin log, cut it into thirds, and shape it into bones. Roll last into a ball. Coat everything with egg wash, adhere the ‘bones’, and top with the small ball. Cover all loaves with a towel and rise for 30min–1hr. 7. Brush with egg wash. BAKE in the Air Fryer individually at 360F for 20min. 8. Sugar top: Mix sugar and cinnamon. Cover cooled loaves with butter then dust with cinnamon sugar.9. Sesame top: Beat egg white and water. Brush over warm loaves and sprinkle with sesame seeds. BAKE at 360F for 1-2min. Shop now: https://bit.ly/3OdHml1
Posted by Instant Pot on Sunday, October 30, 2022
What makes this video a strong decision-stage piece, is the aspirational, yet authentic, “this could be you” feeling. Instant isn’t just making a promise to you as a customer and hoping you buy with blind faith: they’re showing they’ve already earned their customers’ trust and made a difference in their lives.
Use this kind of video content to show potential customers the results and the real benefits that others have reaped and what they stand to gain from choosing your business.
Adoption: Educate customers
It’s not just marketers who want to make sure they’re seeing a return on their investments. Once a prospect becomes a customer and enters the adoption stage, educate them about how they can get the most out of your products and services.
This kind of fun, energetic how-to video is ideal for platforms like YouTube, Facebook or IGTV, where people are willing to spend a bit more time watching and learning.
Advocacy: Inspire evangelism
By the advocacy stage, you have happy customers that will sing your praises and champion your brand.
The beautiful thing about advocacy videos is that customers don’t feel like they’re being sold anything. Capitalize on organic, genuine love for your brand and product using social listening tools like Sprout Social’s. With Listening, you can meet the moment and capture brand mentions from engaged profiles, and you can surface user-generated content.
Not every advocacy video will be viral or come straight from your fans. Employer brand strategies can also be bolstered by employee advocacy content. Consider showcasing your colleagues to show the ins and outs of your company and why they love working there.
2. Decide on your platforms
Every major social media platform has its own form of video, so there is plenty of real estate to incorporate it into your strategy.
If you’ve never used video on any platform, begin with the ones where you already have audiences established. According to the Sprout Social Index™, Facebook, Youtube, Instagram, Snapchat and TikTok are the top platforms consumers and brands anticipate to use the most over the next year.
Choosing any of these five to begin your video marketing strategy is a good first step, but it would be remiss of me to not tell you to strongly consider using TikTok and YouTube for video marketing first.
When to use TikTok for video marketing
Without a doubt, TikTok helped popularize the love of short-form video and has become one of the internet’s favorite apps because of it.
In the Sprout Social Index™, our data showed consumers find short-form videos 2.5 times more engaging than long-form ones. Plus, short-form video is the most engaging type of in-feed content, followed by images and live video.
Drive more traffic on #Instagram with this tip. #instagramtips #linkinbio #socialmediamarketing #socialmediamanager #socialmediatips
The app’s collaborative features like Duets paired with a nuanced culture fueled by TikTok trends and TikTok sounds, give brands new ways to get creative with their video marketing.
The app is a powerful awareness driver, but trends like #TikTokMadeMeBuyIt show that short-form video can also convert consumers into customers.
When to use YouTube for video marketing
With over 2.5 billion monthly active users, YouTube still reigns as one of the most popular video platforms amongst consumers and marketers.
A massive user base is great, but that isn’t the only reason brands should consider YouTube marketing. YouTube is one of the most popular search engines in the world and videos from the platform show up in Google’s search engine results pages (SERPs) as well. Marketers can use YouTube to increase their brand’s visibility by producing content that targets commonly searched topics.
You can use YouTube video marketing to address all the stages of the marketing funnel, so you can reach the goals of your strategy no matter what you choose.
Social media video formats and features
To choose the right platform for you, you need to understand what each one offers and what video dimensions can be displayed. This is important because if you’d like to repurpose your videos, it’s best to choose platforms that complement each other.
As different social platforms continually add more features, it can be hard to keep track of what type of video content can be uploaded where, or when you might need to do some additional editing.
See below for a quick reference and visit our full social media video specs guide for all the details you need to upload on each network.