FACT: YouTube is the second-most popular search engine in the world, after Google.
FACT: Facebook is the second-most popular referral source for videos on the Internet, after YouTube.
What do these two facts prove?
The world is seeking and sharing information in the form of video.
And what does this mean for businesses interested in a social media presence?
Video will play a key role in building your social media presence.
Here’s a great example: Rob Katz, the CEO of Vail Resorts reduced 80% of his company’s print budget because he recognized that print wasn’t reaching his audience in a timely and effective manner. In this video, produced by Advertising Age, Katz explains why web video and social media provide a more effective strategy.
He explains, “Video sells our product incredibly well. And it’s a huge differentiator for our vacation versus almost any other vacation you’re going to take. People, especially people who are interested in skiing, their most fun thing at the beginning of the season is to watch ski videos.”
Katz hits the nail on the head, not just for the ski industry, but for the tourism industry as a whole. Stats show that 90% of travelers are heavily influenced by recommendations and reviews made by friends, or other travelers. And at least 80% of travelers research their trips online. Translation: social media plays a key role when people plan their vacations.
But Vail Resorts isn’t the only big name in the ski industry to have discovered the power of video and social media. Sunshine Village and Lake Louise both use video on their websites to showcase snow conditions, events and even allow visitors to upload their own videos:
No matter what industry you’re in, you should follow the lead set by these companies: start using video content in your social networking strategies. RIGHT NOW. Because video has a very special way of capturing imaginations, which encourages users to share content with their friends. That’s why the world has Viral Videos, not Viral Essays.
The best way to get the social networking crowd to pay attention is to create videos specifically for use on social media. This helps you to really focus on what makes your audience interested in your brand, and more importantly, what makes them interested in sharing your content. Remember what makes people social – their ability to comment and share. That means you must pay attention to what your audience is saying, and be prepared to respond in a way that further engages people.
Another thing to remember is to properly measure the ROI of your social video strategy. Just like any media campaign, the ultimate goal is to gain consumer attention, and eventually, make the sale. It’s important for you to establish goals and to use the analytic tools available on most social networking sites to measure the effectiveness of your campaign.
And finally, don’t be afraid to take risks! After all, playing it safe with social video marketing will never translate into a viral tour de force. Get creative, and have fun!
Here’s another great article on ReelSEO offering a little more advice for businesses looking to enter the world of online video and social media.
