Why video is essential to your marketing strategy
Posted by Marion Siebuhr on 12 Apr. 2022 3:00 pm
Scrolling through your Facebook or Instagram… what is catching your eye these days? Most likely it’s a video or slideshow, something that is animated? That’s because as visual learners, videos are easy to consume and attention spans are getting shorter.
Viewers retain 95% of a message when they watch it on video, compared to 10% when reading it in text format.^
Video content is now essential for increased social media engagement. Every day, new social media platforms arise (like TikTok), changing the way we share and consume content. Additionally, social media channels are becoming search engines in their own right, have you searched a business on Facebook?
As a business owner, video gives you the opportunity to immediately capture your audience's attention and get your key messages across. It’s also an effective way to engage more personally with your audience, build trust and show authenticity.
How do I get started?
Taking good quality video is a skill that takes a little practice. The beauty of filming on your phone, is that you can review your footage and if it’s no good, you can re-shoot it! The exception for this is “live” videos, but don’t worry we are not asking our clients to do that (yet!).
While creating high-quality video content takes a little longer than capturing a photograph, once it's done, you can utilise it to reach a variety of audiences across many platforms. For example, 16:9 videos (the full vertical phone shot) can be easily shared across Instagram Reels, IGTV, Facebook, TikTok and YouTube.
How to capture quality video
Simply take your smart phone and have a go at filming 15-30 seconds around your business. Make sure the resolution is high and the background noise is not distracting, like an extra windy day, traffic noise or screaming kids which will immediately detract from the user's experience. Put the guest in the picture, so to speak.
A few camera phone settings that can help:
- Make sure your video stabilisation is on.
- Grid lines are helpful to ensure you are not holding your phone at an angle.
- Make sure you are recording in MP4 for ease of sharing to all platforms.
- On an iPhone, go to Camera settings > Formats and select Most Compatible instead of High Efficiency.
- On a Samsung go to your Camera settings and under Advanced recording options, make sure the Reduce File Size option is turned off.
Video ideas for holiday accommodation businesses
Videos are a terrific way to show your followers the people and processes behind the scenes of your company, everyday life or ‘your place’, which adds to the authenticity and transparency of your business.
Short format ideas - 16:9 vertical/portrait – great for Facebook/Instagram stories and Tiktok:
- A panning shot of a beautiful sunrise or sunset taken from the balcony of one of your best-selling accommodation.
- The local wildlife if you are lucky enough to have visiting lorikeets, kookaburras, ducks, koalas, etc.
- Staff in action. A hello or a wave from staff members – eg; walk into Reception and they say “Hello, welcome to ___” or the grounds team waving from the ride on mower or the housekeeping team making a bed.
- Sneak peeks of progress work when doing renovations or upgrades.
Longer format ideas – landscape format - better for use on websites, Youtube and Facebook/Instagram posts:
- A tour of one of your accommodation types.
- Showcase of facilities – someone getting into the pool, kids playing (make sure you have guest permission!)
- Travel tips – highlights around some popular local attractions.
How we work with your video at MOM
As a client of Massey Online Management, we will work with you on the best way for you to share your video files with us. Applications like Dropbox and WeTransfer make it easy to access the highest quality file. Our Digital Marketing Specialists will use your videos on your social media content calendar for the best engagement and exposure. You don’t have to worry about things like subtitles, tags, GIF’s, filters, what they are and when to use them!
So if this sounds like a train you need to jump on, have a go at filming and then get in touch with us to discuss your digital marketing strategy today! Find out more about our services here.
^ Source: Small Biz Genius