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How to Take Your Social Videos to the Next Level


When it comes to creating successful videos for social media, practice makes perfect. Experiment, analyse your results and have fun whilst you’re learning!


Once you’re confident with the process of planning, creating and posting videos, you can then start to consider ways to elevate your content to achieve the metrics you want. Whether your goal is to increase reach, drive sales or build credibility online, there are some tools and practices you can implement to take your social videos to the next level.


As the last instalment in our Social Media Video Academy series, we’re going to share three ways you can accelerate the performance of your videos.


Consider applying advertising budget


Looking to further the reach and engagement of your organic social media videos? Consider applying advertising budget. Running ads on social media is one of the most cost-effective marketing strategies for your business.


Take time to discover the best targeting categories for your business. This will help to produce a good return on investment. With most social media platforms, you can select your objectives, including optimising for video views, and also choose your budget. You will also be able to track your ad in real time, analyse your results and make any necessary adjustments.


Case Study – Marks & Spencer


Screenshot of Marks & Spencer womenswear ad on Facebook, featuring a woman in a white dress,

Through use of Reels video ads on Meta, Marks & Spencer doubled its return on ad spend. The aim of the fashion company was to attract new customers and boost the perception of its brand. The strategy was to use entertaining visuals with music to develop an easy-to-understand ad.


The ads achieved 55% lower cost per conversion with creator-led video ads in Reels, compared to the usual video ads alone.


To find out more about this Meta case study click https://www.facebook.com/business/success/3-marks-and-spencer









Invest in some high-tech equipment


If you read our Essentials For Creating Social Media Video blog, you’ll already know about some of the equipment you can use to elevate your video content. However, if you’re really looking to take your video to the next level, it’s time to consider investing in some high-tech equipment.


Recording video on your phone is usually suitable for social media, but some cameras can certainly improve the quality of your videos. Streaming cameras such as the OBSBOT Tail Air will improve resolution and provide you with multiple options for camera angles. A vlogging camera such as Sony ZV-1 will elevate your experience with exceptional image quality and low-light performance.


Audio is a vital aspect to creating a high-quality video, and if you’re looking to improve your sound options, you may want to invest in a microphone such as the SYNCO D2.


While ring lights are a great option for lighting your social media videos, you can step it up by investing in a studio light such as the iFootage SL1.


Collaborate


By joining forces with another creator or brand to co-create content, you can foster strong strategic partnerships, in which you can leverage each other’s audiences to expand your reach, attract new followers and, ultimately, drive sales.


Furthermore, social video collaborations can also help you evolve your brand in fun, creative ways. For example, by collaborating with reputable influencers or brands, you have the opportunity to elevate your credibility and even enter new niches you may not have considered before.


You can collaborate with…


Creators/Influencers


These are the most common collaborations on social media, with brands regularly paying creators with a strong online following to talk about their products in their own video content; the brand will cross-promote this on their own socials too!


Fun fact: Instagram enables you to invite and list a collaborator when sharing content. Once the invite has been accepted, the post will be simultaneously published on both users’ accounts.


The key to success is to find the right influencer. Search for someone who authentically speaks to your target audience, with established credibility online and a following that is large enough to increase your reach. The best creator-brand collaborations have shared interests, so sponsored content is seamlessly integrated into their digital space whilst genuinely exciting their followers.


For example: a skincare brand could collaborate with a makeup reviewer; a restaurant could collaborate with a food blogger, a sports brand could collaborate with an athlete.


Screenshot of Armani Beauty's instagram post, featuring Ivelina Stefanova demonstrating a foundation.


Armani Beauty’s collaboration with Ivelina Stefanova, a makeup artist and beauty influencer on Instagram and TikTok, is a perfect example. Her review of the makeup brand’s Luminous Silk collection aligns perfectly with the interests of her followers who seek product recommendations and demonstrations.


Once you’ve found the perfect influencer, think of creative ways to collaborate that will help your brand stand out and give your target audience something valuable—think reviews, exclusive discount codes, challenges.













Other Brands


Two brands can collaborate on video content to promote co-branded products. For example, McDonalds Australia’s Welcome to My World campaign was created in collaboration with Uber Eats to simultaneously promote the former’s fast food and the latter’s delivery service.



Just remember, do your research before collaborating with anyone! Make sure their image and values compliment your own. If they do not, this may lead to a disjointed message and, in the worst case scenario, damage your reputation.



When you’re planning your next social video, don’t forget to take a look back at our previous Social Media Video Academy blogs—the series is packed full of top tips and platform-specific guides to help you along the way.


To learn more about our bespoke social media management and training solutions, contact us today for a complimentary consultation.







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