Video Marketing on Social Media: 5 Ways To Maximize Your Efficiency

clap board with facebook like on front

So you want to start using video to increase awareness of what you do, generate more leads, and increase sales. Great choice. According to Cisco, video will represent 69% of all consumer-based Internet traffic this year and 80% by 2019.

However between Facebook, YouTube, Instagram, iTunes and all the other growing social networking platforms, this can be a daunting task. You may be overwhelmed with how much work you have to do for each platform. This is enough to stop anyone before they even get started. But it doesn’t have to be that way.

I’m going to show you five video tips for repurposing your video to help you maximize the use of your recording time so you can reach the most viewers with the least amount of time.

1. Always Engage for the Platform

If it’s on YouTube, do YouTube things. If it’s on Facebook, do Facebook things. You want to respect the platform, respect the users, and “show them you know them” by engaging their way on the platform. Facebook viewers tend to watch videos more passively; so edited videos need to be shorter (20 seconds to a minute long). The audience is more diverse in age so you can really zero in on the niche of your choice. In other words, you can reach out to young moms with one video and then reach out to teens in another, etc. Cater the video toward the different target audiences that would be interested in your product. There is not always a one-size-fits all video and Facebook is a great way to reach many because there are so many more choices. YouTube viewers on the other hand, are searching for video so they are willing to watch longer. That audience tends to max out at middle age. Knowing that, you can cater your audience to that more limited demographic.

2. Start with Facebook Live

Start with a Facebook live event. 20% of all videos viewed on Facebook are LIVE videos. Viewers watch Facebook live videos 3x longer than pre-recorded videos and engage with comments 10x more.

Facebook Live is where you can answer a question like “How to write a mission statement for your business” or “What’s the difference between a vision statement and a mission statement” if you are a business coach. It doesn’t require any fancy equipment either. Just speak into the camera using a mobile device or webcam. I broadcast from my webcam twice a week for my The Business of Video Podcast. Jot down topics and times on a pad and paper while you are live streaming so you can easily find the good parts when you’re done. Or watch it afterward if that’s not possible, and record the topics and times then.

While pre-recorded videos on Facebook are best kept short, Facebook Live is a great place to explore long form content and give you enough time to talk out your ideas. Viewers on Facebook will engage with your content for a maximum of a couple of minutes and that’s ok.

Use that time to flesh out your ideas, restate your ideas if you messed them up earlier and really search for good pieces of content that you can later repurpose on YouTube.

3. Repurposing for YouTube

Now that you have the video stored on Facebook, you have an HD quality video file that can be downloaded directly from Facebook and imported in Camtasia for simple editing.

Using Camtasia and the notes from the Facebook Live, you can search for those areas that would work great as standalone videos. Then, cut them out of the video and save them for later.

So, for example, if your Facebook Live was something like “How to Launch an Advertising Campaign,” you may want to pull out one segment where you discuss “Choosing your Target Audience,” then create that segment as a standalone video.

After you segment the clip, create a custom introduction and a custom ending. You can pre-record these really quickly using the screen recorder in Camtasia. Add the intro at the beginning of the timeline and the outro toward the end.

Using this technique, ideally, your Facebook Live could turn into three or more videos for YouTube, each with it’s own intro and outro, giving you not just a video, but a growing YouTube channel.

4. Don’t Forget iTunes

Podcasting is a powerful tool to deeply engage with your audience members. But the most important reason to engage with podcasting is because podcast listeners are a whole different group of people. Audible learners don’t engage in as much video but they are on iTunes, Google Play, or Stitcher, and they are looking for podcasts in your niche.

After your Facebook Live is over you can export only the audio and upload to an RSS feed (I use Libsyn). Use Camtasia to make edits or even add simple audio bumpers to make it sound like a podcast. Here’s how mine sound.

Perhaps you want to have shorter podcasts. No problem! Simply export the audio from the 3 smaller YouTube videos. Now instead of one long podcast, you have 3 smaller podcasts. Here’s how my friends at Everything Tesla do it.

5. Memeify

A meme is a square image or video that usually has a humorous or ironic message. Memes are short-form content and highly shareable memes are great for sharing on Facebook, Instagram, Stories, and other image and video viewing sites around the web.

65-percent of Facebook video views are coming from mobile, and a square video uses more of the mobile screen than a standard rectangle video.

Similarly, Animoto reports that square videos are shared 22% more on social media. Square videos are really easy to produce in Camtasia so it doesn’t take much time at all.

First, change video project settings to 1080×1080.

Next, pull your square video clip into the document. Then add a text annotation above, possibly with captions, your logo, or additional text down below.

Camtasia project settings

*NOTE: This upload is designed for mobile viewers on Instagram and Facebook. When you view the video on desktop it won’t look the same.

Follow these 5 tips and you’ll be able to repurpose your video content all across the web. You’ll also be more efficient in your video marketing which will lower your production costs.

Using Facebook Live as your starting point and filtering the video down through YouTube, iTunes, and Instagram will meet the needs of more audiences on four platforms in less time. This will give you more time to answer those questions, messages, and contacts who are interested in your products or services.

Owen Hemsath

Owen Video is a YouTube Marketing Consultant, video creator, and host of the Business of Video Podcast. He has made over 1,000 videos for the web and has a YouTube channel with more than 1 million minutes of watch time. Having recently defeated cancer in the same year he doubled his business, Owen is uniquely qualified to show you the pathway for making money with online video no matter what stage of business you’re in. Join him on social media below and start making an impact with your online video. Website: Podcast: Facebook: YouTube: LinkedIn: Twitter: TechSmith is thrilled to work with talented guest bloggers to bring valuable and interesting content to readers. Have a topic suggestion? Tweet us @TechSmith!

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