Your essential guide to posting great video on social media to increase engagement and sales. Lights, camera, action...
It’s time you tuned into your inner Spielberg and hit record to boost your social media marketing.
According to Facebook, people watch over 100 million hours of video on the site every single day, while on Twitter tweets with videos increased more than 50 per cent in the first half of 2016.
If this sounds daunting, it needn’t be – engaging videos can be made easily and quickly on your smartphone. Here’s a few pointers to get you started.
1. Know what works on which platform
Facebook, Twitter and Instagram are all great places for video, but you can’t necessarily put the same thing on each one.
The maximum video length on Facebook is 120 minutes, in comparison Instagram is just 60 seconds and Twitter recommends 30 seconds.
What’s more, your customers interact with each platform differently. Instagram is very visual while people are more open to opinions and analysis on Facebook.
As a general rule, stick to posting short, visually interesting or rough & ready videos to most platforms. If you want to create something longer and more complex, pop it on Facebook.
2. Why are you posting?
Like every post on your social media pages, you need a goal. Are you trying to advertise an upcoming event or plug your latest drinks deal?
Chose an aim and do your best to measure it. It’s worth placing a “call to action” at the end of the video or in the caption - something like “buy tickets to our next wine tasting event from the bar” is enough to get customers to respond.
Use Facebook Insights to see how many people watched your video or clicked on your link. Then you can learn what content works best.
3. Video apps
You don’t need a fancy kit to start sharing video. By simply using your smartphone and an app you can create engaging and professional looking video posts.
We recommend downloading the app Cameo for really simple editing which you can add captions to. Or Splice for slightly more advanced editing.
The best way to teach yourself to edit video is to play around. Make home videos, film your cat or your walk to the pub and if you have some technically savvy bar staff to hand then don’t be afraid to ask them for help.
4. Expect viewers to watch with no sound
Social media is often used on the move. People don’t like turning on their sound when they’re on a train or even just meant to be watching TV.
This means you need to use images, subtitles and captions to tell your story. Make sure your video is as picture led as possible or give viewers a good reason to turn their sound on.
5. Live video
Going “Live” on Facebook or Instagram is a nice way to interact with followers.
You could take your customers on a “behind the doors” tour of the pub, or film the chef cooking the daily special. If a big sports final is on and the pub is packed with atmosphere then it’s another good opportunity to broadcast live.
When your video goes live on Facebook, your followers will be notified. This is a handy way to grab their attention. Whatever you are doing, make sure it is exciting to keep your audience’s attention.
6. A video doesn’t have to be complicated
If you don’t feel up to creating a 60-second video with multiple shots, then don’t. Instead, why not try a Boomerang?
Boomerang is an app owned by Instagram, which takes a burst of photos and stitches them together into a mini video which plays forward and backwards. It’s great for moments like someone pouring a drink, melting cheese on a grill or clinking glasses together. Get creative.