Video for Social Media

At 5 by 5 Design we believe it’s possible to change the world by posing the right questions, listening to the honest answers, and following the path that emerges from the dialogue. Today’s discussion explores the use of video on social media and offers tips on how your organization can join this trend.

Katie Hennen is the CEO of Falco Creative Media, a nationwide video production company based in the Twin Cities. As a former sports reporter, Katie uses the power of video storytelling to showcase each business, bring awareness to their brand, and keep them relevant in today’s market. We’ve asked Katie a series of questions about how organizations can successfully share video on social media. Here’s what she had to say.  

1. Why is it important for organizations to consider using video on their social media platforms?

Video is king (or queen) on social platforms. Social videos get 12 times more shares than text and images combined. Marketers who use video grow revenue 49% faster than non-video users. The stats speak for themselves: video is the fastest, most effective way to attract and retain your audience. Video offers the opportunity to tell a story in a unique and powerful way.

2. How can videos help tell an organization’s brand story?

Every business has a story, and every story is unique. Showing off more of your brand is always a great way to build trust with your community and show off your personality. With video content, businesses can show customers who they are, what they stand for, and what their goal is. Video marketing is a hot trend right now, and the goal should be to make the audience feel something. Stories drive emotion and emotion drives action, as 5 by 5 Design always preaches. 

3. What type of videos are most successful on social media?

At the moment, Instagram stories and reels are very popular. They are a fun way to step back from your perfectly curated feed and show off your personality. Not to mention, it affects your reach and engagement based on how the algorithm functions. Some of my favorite types of videos to produce and see on social platforms are brand awareness videos, testimonial videos, and exclusive behind-the-scenes content. All of these are authentic and an easy way to get a message across while being genuine.

4. What are some common mistakes you see organizations making when posting videos on social media?

One of the biggest mistakes I see organizations make is not posting stories or videos featuring the faces of the organization. People want to connect with the people behind the brand. If you want to build trust with your current and future clients, get your face or the faces of employees in front of the camera. It is so important to offer our followers and potential clients the opportunity to know who we are and what sets us apart. Seeing a face behind the brand shows people you are in fact human, just like them! Don’t be scared to let your audience get to know YOU professionally and personally.

5. Are there any best practices, tools, or techniques organizations should consider when creating video for social media?

With how the algorithm works, consistently posting will give you a higher probability of reaching more viewers. The algorithm changes so frequently, that it’s important to take advantage of anything that helps your organic reach. Video should be a weekly staple of any business’s marketing strategy. Also, I highly recommend investing in at least two professional branding shoots per year. Remember that you can use this for other platforms as well: your website, emails, newsletters, etc. While video production costs more than any other content medium, it’s the most effective. Investing in quality can create content that ages well, creates value for your company, and communicates so much more than text. Video is a medium on the rise in social media marketing and it’s not going anywhere anytime soon, so it should be taken seriously if you want your business to succeed!