Should your radio station be creating more video content? You’ve probably heard video is the future of social media, but why? Today, I want to give you a little more insight into why video is essential. Plus, I will share three types of videos you could use for your station’s social media marketing.
According to 2021 statistics, 86% of businesses use video as an essential marketing tool, up from 85% in 2020. One of the most commonly created video types is video for social media marketing — at 67%. At the same time, 93% of marketers who use video say it’s an essential part of their marketing strategy.
Social media users are also keen to marketing videos and find them effective in compelling them to purchase or download an app. According to the same survey, people watch an average of 18 hours — or 2.5 hours per day — of video online each week. 84% of people surveyed say that video convinced them to buy a product or service, and 79% were convinced to buy or download an app.
Let’s explore the benefits of increasing the use of videos in social media marketing and three types of video that will be the most effective for your radio station.
Benefits of Using More Types of Video in Marketing
Social media marketing videos that contain emotional, short, and engaging content can inspire users to connect deeply to your stories. 86% of marketers who use videos say they’ve increased website traffic, 83% say video has helped increase the time visitors spend on their site, and 84% say video has helped their business generate leads. Some of the other benefits include:
- Improved search rankings by increasing backlinks to your website and boosting likes and shares
- A good return on investment (ROI) — 78% of video marketers say video has directly helped increase sales.
- Come with several ways to measure their ROI, such as engagement, views, leads, click-throughs, and brand awareness.
- Are twice as likely to be shared as to any other type of content
Did you know that if your audience listens to information without seeing any images, they’ll likely remember about 10% of it three days later? If they hear and see relevant imagery, they’ll retain an average of 65% of that information three days later.
3 Types of Video for Social Media Marketing
To most effectively reap the benefits of the various types of video for social media marketing, your station will need to create videos that promote your brand, drive sales, engage your listeners and raise awareness of your services. Like other effective marketing tools, video marketing is data-driven, meaning you can analyze the metrics and track engagement.
Social media trends directly affect which types of video marketing you should use. By creating a robust and relevant connection between your video content and social media marketing, you’ll effectively take advantage of video marketing’s benefits. You can use video marketing to present live-stream events, informational how-to videos, and behind-the-scenes snapshots.
Here are the three best types of video your radio station can use to attain your goals of growing your audience and generating revenue.
1. Live Videos
Live videos let you personalize your brand by putting a face to your station’s personalities and team, helping connect you to your audience in real-time. These types of videos can be spontaneous and raw, making them easy to create, post, and respond to. Share your expertise and tell your story in your own words. You can schedule pre-recorded videos, so they feel live. 87.2% of published videos are pre-recorded, while live videos make up 12%. Facebook continues to encourage more LIVE broadcasts, which is code for “Do more LIVE videos, and you’ll get more love from FB.” You can click the image below to download a copy of our 5 Tips to Going Live on Facebook.
2. Informational Videos
Informational or how-to videos can create brand awareness for new audiences. These types of video content often take a polished and formal tone and establish your station’s industry authority. The videos can focus on tips and guides for getting the most out of your services for existing listeners.
Devotional videos can be another form of informational video. Devotional videos aim to inspire, unite, and motivate an audience around your mission or cause. These types of video content can motivate viewers to attend organization functions, volunteer, or donate to a cause.
3. Short-Form Video
Short-form video content gives the audience a glance into your station’s employees and company operations. Think fun, entertaining, and educational by providing a virtual peek behind your station’s curtain, like behind-the-scenes or reality TV.
Video Remarketing Is Another Benefit
You can retarget (remarket) people who have watched or engaged in some manner with your Facebook videos by using Facebook video retargeting ads. These ads are customized to fit each audience’s interests based on the videos they’ve already watched. They let you reconnect with listeners who are already aware of your brand or radio station.
Nowadays, most consumers refuse to pay attention to intrusive content if it looks or sounds like an ad. This aversion is why it’s critical for your station to focus on content video marketing shared on social media sites like Facebook, TikTok, YouTube, and Instagram.
Contact Killer Bee Marketing to learn more about how these types of video marketing can foster loyalty and grow your station’s audience on digital platforms.
Brian has worked in the digital field professionally since 2006 and has served the Christian Radio Industry since 2013. He has completed Donald Miller’s StoryBrand Marketing Roadmap and has a degree in Computer Science and Theology. Brian is passionate about helping the Christian Radio industry create a digital strategy that delivers clarity, improves conversions, and grows your station’s audience online by providing digital coaching, and consulting. You can learn more about Killer Bee Marketing and the services their KILLER team provides at https://killerbeemarketing.com