The effective use of video production in social media channels is the one thing that businesses should not miss. Many business people believe that what videos they post on their websites should be put on their social media pages as well. That is totally wrong. The videos we post on social media should be significant to the audience we are trying to target there.
It must also be bite-sized and enough to capture the attention of a casual browser. You cannot upload a whole two-hour documentary on Facebook because rarely do people use the social media platform to watch something like that.
But we understand that what businesses want is to save money. The cost of producing a video could be high, of course, but it does not always mean you have to spend that much money. You can produce one video, but edit it in two ways so that each is suited to the platform you have in mind—a website and a Facebook page, for example.
Think of it this way: movies have long trailers, right? Sometimes, the trailers run for two minutes or even more. But we often see small clips on Facebook and even on YouTube. These small clips lead us to want to know more about the movie, which would then push us to visit and see the longer trailer.
That’s how a video production for social media works. You don’t always have to produce a separate one for your social media accounts, but you can edit one full video into two separate messages—one for your website and one for your social media page.
The whole concept of using social media to market your products and services is for it to serve as a fishing net. You want to capture as much fish (audience) as you could and lead them to the market (website) to be sold. Even before you decide to publish your video content on Facebook, your business should have a strong presence there.
The objective is to drive traffic back to your website, so you should upload posts, videos, and images that would persuade a casual browser to check the link to your website.
Once in your website, you will have better control over studying analytics, retaining customers, and converting prospects. Since the visitor has already made the first step of clicking on your link, you know that the interest is present. You just have to drive your point further that he/she needs what your business is selling.