Creating Strategic Social Media Content
Introduction
You will have a clear strategy for social media video content after reading this. Let's jump in.
The Framework
Tons of brands use the “Hero, Hub, Help” framework for their social media strategy. Picture a triangle with three levels. At the top, you have your “Hero” content, these are your big campaigns, like product launches or pitching your services. These generally happen twice a year and run in perpetuity as paid ads and take the form of traditional commercial advertisements. Next, you have your “Hub” content which are episodic series you create to establish rhythms and relationships with your viewers. An example of this could be “Testimonial Tuesday” or “Financial Tip of the Week.” This should take up most of your content and be produced in batches. The last is “Help” content, where you capitalize on popular trends and searches of what your target demographic subjects are searching for. Think of how-to videos for this content.
Scripting
Now that we have our framework established, we can start brainstorming ideas for content and scripting them. Use a “words-to-time calculator” online, so you can use your word count on your document to give you an estimate of how long your video is going to be. For most content, I would recommend not exceeding a minute.
The most common format for videos is hook, introduction, general information, and conclusion/call to action. You can utilize an online search here for “video intro hooks” and pick the one that works the best for our topic. Research shows that if you use the word “you” in the first five seconds of your video, you can double your views and engagement. You should always end the video with a call to action directing your viewers to your website, your inbox, or somewhere where they can learn more.
Production
Once you have enough scripted content to post one to three videos a week for a month or multiple months, reach out to an award-winning photographer and videographer, like me, Tim Meyer, where you can then have it produced with professional equipment like a teleprompter, professional camera, lighting, and audio. No matter what videographer or photographer you hire, you will always stretch your dollar further if you produce batches of content in a single shoot rather than just one or two concepts in a single shoot.
If hiring a videographer isn't budgetarily feasible, you still can produce great content using your smartphone. If you do, search your mobile phone's app store for a teleprompter/camera app to avoid having to memorize your scripts. However, I recommend you still read through your scripts a few times beforehand to warm up so that you can use the teleprompter for cues rather than a crutch.
Call to Action
If you want to step up your social media game and would like to collaborate, reach out to me at Tim@TimMeyerVisuals.com, (720)438-9058, or follow me on social media @TimMeyerVisuals. Thanks for reading.