Everyone likes to have a choice. Even in the world of digital marketing and social media, you as a business operator have choices, but one thing is clear as we enter the final quarter of 2020, video should be included in your marketing plan. Videos put a face in front of your audience, building trust and credibility, and videos encourage social share, which increases your company’s exposure.
BioZyme primarily uses two forms of videos on its social channels to reach its audience, depending on the goal, a prerecorded video or a Facebook Live. Both formats are fairly simple to produce and post to your social platforms. BioZyme marketing experts, Jessie Judge, Marketing Brand Coordinator, and Ashley Fitzsimmons, Regional Marketing Coordinator, share insight on how dealers can use video to help grow their businesses.
What are the advantages of a Facebook Live session?
Fitzsimmons: Facebook Live is great for those bits of information that are exciting, catchy and you really want to get people’s attention quickly! Live’s are great for the initial announcement of something new coming to your business, a promotion that’s happening in a certain timeframe or a quick in-person interview with someone on an event that just happened (i.e. winners at livestock shows, quick hit with a customer that just sold well on Superior or someone gearing up for their bull sale and has seen amazing results on your products). The benefit of live videos is the ability to capture true emotion, reaction and excitement of what you’re telling your customers.
Judge: You can’t deny that if you see a “LIVE VIDEO” advertisement, you are naturally more intrigued to want to check it out and watch it. Facebook Live videos provide you with the ability to see all the names of your followers jumping on to watch and see the sheer number of participants logging on to your view your video in live time. Another benefit of live video is the ability to directly address questions from the consumer and engage with the audience as comments and questions come in on the live feed. From an analytics standpoint, the Facebook algorithm also re-generates the live videos more often on followers’ timelines.
What advice do you have for a Facebook Live?
Judge: Plan an outline a day or so in advance. Don’t wait until 15 minutes before you go live to jot down points you want to mention. Identify your goal and key talking points that need to be discussed, organize them in a way that makes sense to deliver and practice a few times, so when the nerves set in you will be prepared to stay on target. Also, think of some potential questions you might get so you have the information cued up in your mind and can answer incoming questions quickly and clearly. Take a deep breath and loosen up as you get started! Once the Live begins, announce you will wait for a few more to jump in and encourage those watching to interact – such as “Let us know you’re watching by sending us a message in the comments or waving!” or encourage them to ask questions during the Live video. Engaging with simple conversations reduces the level of awkwardness at the start while you are waiting for more to join.
When would you use a prerecorded video?
Fitzsimmons: Prerecorded videos provide that extra level of professionalism that comes with the ability to do a couple takes, edit out any pieces that aren’t completely on message. These videos are great for more in-depth product information and training, customer testimonials and any content that you’d like to use more than once. These let viewers in on more than just the immediate and exciting and learn more about the whole picture, the story or the detailed selling points of your business, your product or your own personal story.
What kind of equipment is needed to make my videos?
Fitzsimmons: A cell phone or laptop computer is all you need for a Facebook Live. Again, these aren’t supposed to look like “in the studio” professional shot videos. The true selling factor and nature of these videos is the authenticity of the feel! Honestly, for prerecorded videos a cell phone or computer can work just as well, the investment would just be the editing software and time learning.
Judge: For pre-recorded videos, there is a bit more flexibility in regard to what you would like to use depending on how you intend to utilize the video. If it is a video being posted to social media, then a cell phone or laptop is great – maybe get a small microphone to plug into your phone or computer port to amplify sound quality, but this is not necessary. If you are looking to post a pre-recorded video to a website or other digital outlets, a camera and microphone may help create a higher quality video that matches the quality of a website; however, it is not necessary to have a professional camera and mic for a video posted digitally. It is really up to you and the goals you have or what look you are going for.
Both Fitzsimmons and Judge agree that a Facebook Live shouldn’t last more than three minutes. A pre-recorded video should run 3 to 5 minutes.
Most everyone has a smart phone, tablet or laptop. So, start creating those videos. Make a plan. Find your spokesperson, and watch your social engagement grow!