The explosion of social media has changed the way brands do business. Social media makes it possible to reach people on a global level, regardless of industry. But like most types of marketing strategies, still photos can only get brands so far.

Now, especially when marketing to Gen Z, brands need to embrace video marketing.

Since brands have less than a minute to pique interest, marketing efforts need to capture attention in less than 60 seconds. But implementing multimedia into social media takes strategy.

Define the Brand’s Voice

Before jumping on the video bandwagon, brands need to define their voice. Just like static content, brands need to create video content that resonates with viewers.

Brands need to stay on point with content and make sure that while a diverse array of videos is best for breeding interest. Going too far left will only confuse the target audience. It can also lead to losing both current customers and new leads.

Tailor Content

Another way to improve social media efforts is by tailoring video content. Make sure the content created brings value. If the brand sells products, try to use positive product reviews, which boost trust amongst viewers.

When possible, go live and shoot videos where the audience can interact with the brand. This humanizes the brand and subconsciously makes them appear more trustworthy to viewers.

Choose Your Platform

Just as unique as a brand’s voice is, the platform needs to be suited to fit that voice and reach the target demographic. This means brands need to research and find out which social media platforms will have the most impact and reach the target audience.

For example, if the target audience spends most of their time on Instagram, it makes no sense to advertise on Facebook or Twitter.

Also, to ensure that any video content created isn’t intrusive, find ways to integrate videos that are engaging and educational, yet not overbearing. Retargeting can go a long way to capture attention. However, if done incorrectly, it can also annoy customers and sway their purchasing decision in the wrong direction.

When it comes to multimedia and social media marketing, the possibilities are endless. The key to success is research, A/B testing and marketing to the target demographic on their own terms.

Photo by Kushagra Kevat on Unsplash