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9 social media video ideas that engage customers

The situation is clear: you must create engaging video content on social media.

You know you have to draw the viewer in and leave an impression, but there are so many ways it can go wrong.

It’s already hard to churn out videos, but it’s a lot harder to make sure your content resonates for the right reasons – you want to get customers excited about your brand.

Your videos must be interactive, transparent, innovative and topical, and the best types of social media video content blend all of these elements.

Here are nine examples of social media video ideas done right to inspire your marketing efforts.

1. Shinola: A 360 Tour of the Shinola Detroit Factory with Luke Wilson

A 360 Tour of the Shinola Detroit Factory with Luke Wilson

From the watch factory to the rooftop, take a 360 tour of our Detroit factory headquarters with Luke Wilson and Reel Fx

Posted by Shinola on Thursday, September 8, 2016

Engaging your customer means a lot more than just getting them to watch or like your video.

If a video encourages your customers to interact with it and gives them some control over the experience they have while watching, your video will be an experience for them to remember. This example from luxury watch brand Shinola is engaging in many dimensions.

Its 360 format means that in order to follow the action, the viewer needs to engage with the video with their cursor, so they will be more focused on listening to the video.

This complements the content of the video perfectly as immersion into the human side of the product’s manufacturing calls for a method that lets viewers feel as if they are right there by the action.

Additionally, the presence of actor Luke Wilson gives customers a familiar face to lead them through the industrial spectacle that is the Shinola factory.

2. Warby Parker: How Warby Parker Glasses Are Made

How Warby Parker Glasses Are Made

Ever wonder how Warby Parker glasses are made? Well, we documented the entire process, from the initial design to the cutting of the lenses. Spoiler alert: It’s a beautiful thing. http://warby.me/2DfoGNj

Posted by Warby Parker on Thursday, January 18, 2018

Warby Parker, an online eyewear retailer, makes it clear early on in this video that one of their priorities is “engaging with customers directly.” However, they don’t leave it at that.

They continue to prove it with an immaculately shot video that gives customers a behind-the-scenes look at exactly what goes into each pair of glasses they make. Not only is the video shot well, but it is informative, detail-oriented and transparent.

This video breaks the stereotype of product manufacturing as a dry, dismal process and turns it into something artful.

This video exemplifies a minimalistic approach: it’s just not complicated at all. When there is purpose behind every frame, customers notice.

A walk through this process gives customers a curated look at the quality control behind the product, and the minimalist design of each frame makes it especially hard to look away.

“A minimalist approach to design is intentional design. Intention guides every choice,” writes Natalie Gotko, content strategist at Clique Studios. Minimalist design is taking strategy first then adding complexity where it’s needed. That strategy works incredibly well in this video, especially for a brand like Warby Parker – which values design not only through its eyewear, but also through everything else within its brand including its stores.

3. Red Bull: Road Trip USA is With Red Bull Racing

Red Bull | Road Trip USA is with Red Bull Racing

On the road again – The American road trip continues! 🏁

Posted by F1 on Thursday, October 11, 2018

Red Bull is the epitome of a company that can gracefully dip its toes into many strains of content, even if they have little to do with the product it sells. This is key to excellent marketing.

If customers associate you with any of their interests, they will be more likely to gravitate towards your product. This video shows the Red Bull’s skill at this as they tap into a widespread market of passionate enthusiasts, creating something that establishes their brand as an authority on F1 Racing.

They do this with music as well — people see them pumping money into an industry they love, and suddenly Red Bull becomes about much more than just an energy drink. The best part about this video is that you don’t have to be an F1 fan to enjoy it. Its scenic imagery and “American road trip” theme makes sure not to box out any viewers who might not be as in-touch with racing.

4. Denny’s: Military Husband Reunites With Childhood Friend After 20 Years Apart

Military Husband Reunites With Childhood Friend After 20 Years Apart | Grand Reconnections

Her husband thinks he’s meeting her for a meal at Denny’s. What he doesn’t know is that he’ll be reunited with a best friend he hasn’t seen in over 20 years…

Posted by Denny’s on Monday, May 13, 2019

When it comes to a viral tearjerker video, nothing strikes more of a chord than the uplifting reunion. The premise here is simple.

A man thinks he’s meeting his wife for a normal meal, but as he arrives he realizes he’s in for something much more substantial. Instead, his best friend from childhood — who he hasn’t seen in twenty years — is waiting for him. They get emotional, reconnect, feel all the feelings and, of course, eat some Denny’s!

It’s the type of moment that any viewer can be moved by, and it all happens in Denny’s, creating an association with the restaurant that stems beyond bacon and eggs. Customers don’t view this type of social media video as a transparent attempt to sell a product, but a piece of storytelling that they will get sucked into and watch all the way through, one whose emotional impact will linger with them until the day ends. It’s subtle, but next time they see a Denny’s, all those feelings will come back.

5. Starbucks: Live from Rufus King Park

We’re LIVE from Rufus King Park in Jamaica, Queens to Turn Up The Vote. Join us, Common and Howard Schultz to celebrate National Voter Registration Day.

Posted by Starbucks on Tuesday, September 27, 2016

One of the most impactful innovations in social media recently has been the rise of live video, allowing viewers to tune in and follow an event in real time.

They can comment and react, making their voice heard as the action is happening. Nothing makes a viewer feel like they’re there more than watching through the lens of someone who actually is. The question for brands is, what do you broadcast when you go live? In the case of Starbucks, the answer here was social issues, which can go awfully wrong if pulled off less gracefully than this. Starbucks know their limits, and they stay on the right side of them.

They remain non-partisan, by discussing the importance of voting, an issue that most people can agree on.

They do it with taste, by not inserting themselves or their product into the issue. They prove their worth, by providing a platform for the message to be spread. Viewers react passionately to issues that impact them, and something like this can earn Starbucks’ Facebook page plenty of engagement by piquing its audience’s genuine interests.

6. Genius Verified: Doja Cat Breaks Down the Meaning of “Mooo!”

genius FB video screenshotTalk about a format that benefits both parties.
Genius used to primarily be a website where music listeners could get the scoop on what their favorite rap lyrics meant, until it expanded into a beacon of all types of addicting, marketable video content. The most successful of these has been its “Verified” series, where musicians can sit down in front of a camera and explain their lyrics to the viewer with no room for misinterpretation.
This allows Genius to carve its place as a well-connected empire that gives you one of the most unfiltered experiences available when trying to interpret a song, letting the artists use the platform as a means of getting in on some sweet viral fame.
Doja Cat’s appearance on the series with her novelty hit “Mooo!” basically kick-started her career, taking a song that was viral in only a small crevice of the music world and exploding into a full-blown sensation.
7. Oreo x Games of Thrones Title Sequence

Oreo x Game of Thrones Title Sequence

The most epic cookies of all time are here. #GameOfCookies #ForTheThrone

Posted by OREO on Tuesday, April 2, 2019

Engaging customers often involves observing what’s going on in pop culture and finding a way to insert your brand as a voice that knows what’s up and is just as excited as everyone else is.

Of course, Game of Thrones was a huge source of hype this spring, and even those who weren’t heavily invested in the show somehow got roped into the discussion.

By recreating the title sequence using just Oreos, Oreo made something instantly clickable and shareable that was perfectly on-point with the world’s collective enthusiasm. It takes a real GOT nerd to make something as immaculate and spot-on as this, and it’s this type of energy that resonates hard. Also, don’t try to tell me that staring at Oreo’s for this long doesn’t trigger your cravings!

8. Ben & Jerry’s: Social Awareness on 420

It’s hard to celebrate 4/20 when so many people of color are still being arrested for pot. We have to do better. Learn more: https://benjerrys.co/2Xn8vr2

Posted by Ben & Jerry’s on Saturday, April 20, 2019

420 is a holiday companies love to cash in on, especially those who sell delicious sweet treats to millennial and gen Z customers.

However, Ben & Jerry’s think outside the box by using their platform to educate their customers on issues that really matter. In this case, the issue is mass incarceration.

Instead of taking the easy angle to the holiday, Ben & Jerry’s take a risk. However, it’s this type of informative video that sucks people in and makes people starts discussions. As we noted in Sprout’s #BrandsGetReal findings on social media in a divided society, people seek this type of awareness from brands and expect them to be positive contributors to social issues.

The reason this works is that Ben and Jerry’s practice what they preach. They have donated a lot of money to these causes, and have repeatedly used their platform to spread these messages. People see this and notice the brand’s authentic and consistent voice.

9. WeWork: Tel Aviv

WeWork’s brand is unique. By reinvigorating the office environment, they are associated with a special blend of professionalism and breaking convention. What better way to exhibit this than giving customers a glance at their own work environment. Customers see this transparency and understand how deeply the brand is committed to its mission of “creating an environment where people work to make a life, not just a living.”

Space transformation through shared workspaces is not only a product they execute for other companies, but a philosophy that they truly believe impacts the way people work, including their own employees.

This Instagram video is cleverly edited and very personal. By showing just how refreshing a space like this can be, it makes viewers want to work nowhere else.

If you read one section from this article…

When you create a video for your customers on social media, it’s hard to know where to begin.

These videos are meant to inspire you: think about your company’s mission, your customers, and the way in which you approach the creation of the video before you start.

Make something worth watching – something that your customers will want to watch over and over again. Your goal should be more than to sell your product or service – you are creating a video that will be on the Internet for anyone to watch. It should be engaging and speak to your unique brand voice

What ideas have you implemented for social video content? Let us know your thoughts in the comments!

This post 9 social media video ideas that engage customers originally appeared on Sprout Social.

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About Daniel Rodgers

A lot of news that you will not see in the paper. A lot of technology that is coming out that will not see in the paper.

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Tales from the Trenches: How to Transition from Marketing Doer to Marketing Leader

I was roughly five years into my marketing career when I began managing my first direct report. It was the biggest challenge I faced yet. I was now being evaluated on the actions, successes, and failures of another person—and I also knew it was my responsibility to give them the support and tools they needed to have more successes than failures.

I felt as if I didn’t know how to influence, motivate, or persuade another person. But I was given the opportunity to try and to learn. I had a great group of bosses, mentors, and peers giving me advice, listening to my concerns or wins, and allowing me to make mistakes.

Quite a few years (and many direct reports) later, today I have a much better handle on how to manage a team. And as I’ve grown, I’ve learned that my job isn’t just to manage people, time, projects, or priorities, my job is to lead.

But it can be hard to make the transition from a “doer” to a leader. And the stakes are high. In fact, a recent study from TINYpulse found that nearly 50% of employees have quit a job because of a less than stellar manager. In addition, those who don’t feel recognized for their work are two-times as likely to be job hunting.

Whether you’re stepping into your first management role, moving onto middle management, or you have your eye on the CMO office, as a leader it’s your job to inspire, motivate, and grow a happy and high-functioning team. The insights below are designed to help guide you down a successful path to a fruitful career and happy, supported, and motivated employees. 

Tip #1: Understand the landscape

Whether you’re managing one team member or an entire department, you’ll be setting goals and playing an integral role in setting the marketing strategy your team is responsible for driving results with. But to do that, you must understand the broad and niche context in which your organization, department, or service line operates. This means getting to know your customers, prospects, and competitors more deeply, so you thoughtfully can guide and educate your team:

  • Seek out opportunities to hold monthly or quarterly one-on-one calls with your priority customers. Ask them what they value most about your organization or product, as well as where you can do better. 
  • Regularly research your competitors. Subscribe to emails, follow them on social media, and attend industry events where they might be speaking. This will give you unique intel that you can bring back to your team.
  • Get out of the marketing silo. Brainstorm with the sales team. Talk to your customer service team. These teams are intimately familiar with the challenges your customers and prospects face.

Tip #2: Set goals … and exceed them

Yes, you’ve probably be setting goals at all stages of your career. As an individual contributor, your goals were likely focused on what you could individually achieve. In a leadership role, you’re likely responsible for setting goals for your team that will ladder to corporate goals. If you are new to a leadership role, achieving goals that map directly to the success of the company, can be a quick win to build trust within leadership and grow your team and influence. 

  • Keep your goals top of mind. Discuss progress, roadblocks, and wins with your team, your boss, and other leaders. The more discussion around goals, the more likely you and your team are to remain focused and accountable on achieving them. 
  • Incentivize if you can. Big and small incentives can keep your team motivated to achieve their goals.
  • Make it a number. In my experience, setting and achieving a numerical goal has more impact on the organization and is generally more impressive than an accomplishment-based goal. For example, make the goal double MQLs, instead of rolling out a new marketing automation system. The marketing automation system is a stepping stone to reach the goal, not the actual goal. 
  • Set goals quarterly. Ninety days is long enough to achieve something big-ish, but short enough to keep you focused. We’ve found quarterly goals helps us track for the year and keep the team more motivated. 

[bctt tweet="The more discussion around goals, the more likely you and your team are to remain focused and accountable on achieving them. @Alexis5484" username="toprank"]

Tip #3: Focus on scalability

Once it’s time to step out of day-to-day execution and supervision and into leadership, you should focus more on optimizing and solving issues on a systematic basis, rather than local basis. When I was a new manager, I found myself constantly on the run putting out fires as they would pop up, instead of focusing on why it started and how to prevent it going forward.

  • Create make-sense processes. Identify the things your team does over and over again such as campaign launches, attending events, or adding new content to the website. These are replicable events that you can create process around and then optimize for efficiency, results, and so on.
  • Don’t feel like you have to stick to the status quo. Just because the marketing team has always had six copywriters, two content strategists, and an analyst, doesn’t mean that’s the ideal structure. Document the needs and functions of the organization and then map out the most make-sense roles to those needs. For the sake of the exercise, take the current situation out of it. You can employ a phased approach to get you from current situation to ideal. 

Tip #4: Shift the spotlight to your team

As you’re moving into leadership, you’re likely trying to build trust and show value to upper leadership, and it can be easy to lose focus on serving your team. Fostering a happy, well-functioning team is your top priority. Not only can you not do your job without them, but it is one of the best indicators of success to your boss and your boss’s boss. 

  • Shift how you find personal value from work. Most of us have moved into leadership, after being highly successful individual contributors and supervisors. As leaders, we must find more value from the task, result, or project we helped someone else achieve, rather than the work we did ourselves. 
  • Clear obstacles. Be transparent when you can; have your employees’ backs. These things build trust and create a secure, happy, and productive team. 
  • Cultivate the next round of leaders. Understand what your team wants to achieve personally within their careers within the next five or 10 years, and help them do that. As leaders, we should always be identifying and growing the team members who want to move to the next round in their careers. 

[bctt tweet="Most of us have moved into leadership, after being highly successful individual contributors and supervisors. As leaders, we must find more value from the task, result, or project we helped someone else achieve. @Alexis5484" username="toprank"]

Tip #5: Stay fresh on the job

At all levels of my career, I’ve found the best way to build trust with a team is to help them solve a problem. The more you understand your team’s job function, the more able you will be able to help them solve problems, innovate, and provide feedback to improve the function of their performance. 

  • Stay fresh. I find the best way to do this is to jump in and help execute from time to time. So, write a blog post or create the tactical plan. This keeps you from getting rusty, but also helps you empathize with your team and the challenges within their roles. 
  • Ask questions. Sometimes you won’t understand the details of what they’re working on, particularly if you’re leading a cross functional team. But ask questions. Help them look at the problem critically, and it’s likely you’ll guide them to their own answer. 

Tip #6: Be the leader

One of the toughest transitions from individual contributor to leader, is owning your role as the leader. For the first few years that I was managing a small team, I was more likely to be found deep in the weeds, doing the tasks I did in my previous job titles, than actually doing my work as a leader.

There were a couple reasons for this. It was comfortable doing the work; I already knew how to do it and I was good at. I also felt like I was most helpful to my team if I was helping them get the work done by actually doing the work. 

This was not true. See tip No. 3. You (and I) are most helpful to your team when you’re solving systematic problems, optimizing workflow and production, and creating a happy and secure work environment. If you’re always in the weeds, all you can see is the weeds. 

[bctt tweet="You're most helpful to your team when you’re solving systematic problems, optimizing workflow and production, and creating a happy and secure work environment. @Alexis5484 on being a #marketing leader" username="toprank"]

Tip #7: Keep learning

The leaders I am most inspired by inside and outside of my organization are probably the most voracious learners. Continuous learning through a variety of mediums will help you continue to evolve your skill set, bring in fresh ideas, and help you be inspired to test something new. Here are a couple of the resources that I go to:

  • Read: HBR is a go to for great content on how to lead, manage and shape a business. 
  • Listen: Dear HBR has a great Q&A format about navigating workplace challenges. 
  • Attend: Industry events are great for providing outside perspective, networking with other leaders and inspiring the evolution of your tactics. MarketingProfs is a great event for marketers.

Take Your Place at the Leadership Table

Each stage of your career offers a unique set of challenges and opportunities. The way in which you handle those situations—tackling them head-on or leaving them for someone else—has the potential to make or break your success in that position… and the one that may or may not come after. Keep these pieces of advice in mind as you work to build your team, your organization, and career as a leader.

Looking for more tips on how to inspire, motivate, and build a more effective marketing team? Check out our tips for getting your marketing team to work better together.

The post Tales from the Trenches: How to Transition from Marketing Doer to Marketing Leader appeared first on Online Marketing Blog - TopRank®.

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