Let’s get this out of the way: If you’re not using video in your social media marketing in 2019…you’ve got to catch up!
We’re doing a better job of getting business owners to recognize the importance of using video in their digital marketing strategies. Now, let’s talk more specifically about what that video content looks like.
If you’re an outgoing person who’s closer to the extrovert side of the spectrum, what I’m about to say may sound like good news to you. But, if you’re the many of us who are more reserved and introverted, this may not be what you want to hear.
Video does well in terms of impressions, reach, and engagement. But for solopreneurs and new business owners, videos that feature YOU do even better.
Introverts, I hear your hearts breaking. And I understand!
Let’s talk about why.
When you started your business pages on social media, who were your first followers? Your friends, family, and people you know! These people may or may not be invested in your business per say, but they are invested in you and your personal success. All that to say, they are instinctively going to respond better to content about you than they are content specifically about your business. If you’re just starting out, it’s possible that the people who know you personally make up a large percentage of your following. If this is the case, you should leverage that opportunity to boost engagement.
I’ll use myself as an example. Last month, I posted a snippet of my first video that featured me talking directly into the camera. The post included a link to a blog post that included the entire video. I saw an incredible increase in reach and engagement compared to my other posts.
*The video is indicated at the June 3 date*
The truth is, many of the people who know me personally who shared this video didn’t even listen to it. Few actually clicked the link. But they saw my face and shared it. Am I going to take it personally that they didn’t click the link? I mean, I did create the content to be read and watched after all. The answer is NO.
We’ve already established that many of the people who support our business pages are there more for us than for the business. So, it’s not surprising that they may not be interested in the topic. I’m leveraging my connection to them and their desire to share and engage with content that features me to get myself and my brand in front of a broader audience. My immediate friends and family may not be in need of my services, but people in their larger networks may be. In order to close more deals, you have to increase the number of leads you get. In order to increase your leads, you have to increase your impressions, and you do all of that by increasing your visibility.