Video marketing is the future of advertising. It has been proven that social media portals are prioritizing video with their algorithms, and TikTok is a social media platform where video-based content reigns supreme. The InVideo study found that in 2021, consumers increased their online video consumption by 96%. There have been a number of research conducted on social media listening and how it can affect your business – which brings us to a new way for marketers to connect with customers: social listening!
The disadvantage is that video production necessitates a significant amount of effort. While there are less time-consuming methods to use video marketing, for example, live streaming, most videos require preparation, writing a script, production and editing. That’s more difficult than simply creating images and text.
It’s only natural, then, that we want to make sure our video is effective. In the midst of an image-obsessed culture, real life is not as dramatic or as tight as Mad Men. While your creativity and inspiration are crucial, hard data plays a significant part in creating a viral video. That is precisely what every competent marketer understands.
This is where the term “hard data” originated. It’s available if you use a social media listening tool. It can help you establish a video strategy and direct it where it needs to go in order to reach your target audience.
Before we get into how social listening improves your video strategy, let’s define what we mean by social listening.
What is social media listening, and how does it work?
The practice of gathering and analyzing publicly available online data from social media and the internet is referred to as social listening. This information covers everything from social media postings, videos, forum Comments on forums, blog posts, and other things that are made up of one or more words. These words may be sentences if they are a long number of views. Anything that may be found online may be assessed by social listening solutions.
Choosing keywords and keyphrases to track and gather data about is part of social listening. If you pick your brand name as a keyword, social listening software People’s computers will collect every mention of it. Computers will analyze how popular it is and where people talk about it the most often.
You can use social listening to learn more about your target audience, their content preferences, the people they follow on social media, and hot subjects and brands that interest them. In conclusion, it’s an extremely versatile instrument that may be utilized to produce a variety of results depending on your objectives.
How can social listening improve your video marketing plan?
Real-time monitoring of customer feedback allows you to develop any sort of marketing strategy, including video marketing. It aids in the understanding of who your audience is, what they want to see, what your competitors are up to, and how far your video’s popularity has spread beyond likes and comments.
Here are five ways social listening may help you with your video marketing.
- Choose the most effective portal to reach your target audience.
It’s typical for us to devote much more time and energy to video production than distribution when we create a video campaign. That makes sense. Creating videos takes a lot of work, but having a well-thought-out distribution will ensure that people can see your film.
I see two common ways that businesses distribute their videos: either by uploading them to the most apparent platform (YouTube) or by distributing them on every platform they have a presence on.
A platform analysis is a more effective approach to decide where to position your video. You could discover that certain platforms like Vimeo or Twitch have a large portion of your audience, but you neglect them.
Find out how your customers are thinking and feeling about your brand through Debongo’s social listening analysis. Create a social listening alert with niche-related terms to what you need to do. This phrase is one that your audience would use when talking about their hobbies.
Go to the Sources widget in the Mention Statistics and look at it once you’ve gathered enough data (which might take a few minutes). Using this tool, you can find out which platforms house discussions about your niche and then plan your video distribution accordingly.
You can replicate this procedure for your rivals and discover which platforms they are frequently mentioned on. If you use Debongo’s Alert Comparison report, you may discover platforms with a lot of relevant conversations but only a few competitors’ remarks. By creating this schedule, you can be assured that you will beat out any potential competitors.
- Recognize what your viewers want to view.
What’s the best way to get your message to your target audience? Where do you start when it comes to developing video content that will reach them? Do you have a general idea of what types of aesthetics, references, influencers, and easter eggs your material might appeal to?
The key to audience analysis is that, like everything in marketing, your audience evolves over time. While their demographic characteristics and defining traits stay the same, their interests and subjects of conversations change over time. It might be difficult to keep up with, but Debongo is here to assist.
The most effective campaigns are those that engage with their target audience, which is why social listening can be so helpful. Pick the words that are most likely to be utilized by your audience: brand names, personalities, themes, hashtags, and so on.
Once you’ve established a social listening alertly, examine the Topic Cloud. It will provide you with a list of the most popular subjects among your target audience. You may reset the sampling period to see what subjects were popular a month ago, a week ago, and which are currently receiving attention.
After you’ve examined the Topic Cloud, go to the Mention Feed for the alert and read through the actual discussions. I prefer sorting mentions by reach since it will show you the most popular forts – and, therefore, the most common themes.
Debongo also allows you to filter out those that aren’t relevant with a number of filters. You can get better at what’s popular right now by reading social media updates, articles, and comments and seeing which links people share.
- Keep an eye on your competitors
Keep your friends near, but keep your enemies closer. The famous phrase goes, “keep your friends close but your foes closer.” We don’t have enemies in the marketing world, but we do have competitors. You may be closer to them by monitoring and analyzing their marketing techniques, such as video strategy, in this case.
Debongo’s competitor monitoring is very easy. To create a social listening alert with your competitors’ brand names as keywords, all you have to do is establish a campaign. You may also use their branded hashtags, slogans, product names, and links to their websites – all associated with them.
If you want to keep looking at certain videos, you may enter the names, taglines, and hashtags of those films instead of the titles.
You learn things like your rivals’ audiences, how their brand awareness changes after their video campaigns, the sentiments behind them, and so on as a result. Because Debongo has access to historical data, it’s quite simple to see how the release of a specific video affects its popularity and if it is able to generate buzz. To see whether anything has happened since the video release, go to the Dashboard and select a time.
All of it paints a vivid picture of their video marketing approach and how it supports their business. You may examine the tweets to determine which videos were more popular, what people are saying about them, and which parts of the video they pay attention to most. These insights might be utilized to fuel your own video efforts.
- Turn your consumers’ comments into videos
You may be shocked by how much feedback you are missing if social listening isn’t a part of your marketing activities. People talk about your brand all day, every day on dedicated review sites, social media, neighborhood discussion boards, and so on. You are ignoring these opinions if you aren’t actively seeking them out.
You’ll be alerted every time someone mentions your brand or product if you set up a brand alert. You may use customer reviews to enhance your video strategy in addition to providing social customer service and monitoring when necessary.
If there’s something about your business that attracts people and generates a lot of positive feedback, make sure it appears in your films! You may also contact people who gave you positive feedback and request that they record a video of their review. After that, you may utilize them for social media postings. – User-generated content always appears to be more trustworthy to your audience, so use it!
Negative evaluations can help you understand aspects of your product that people aren’t aware of, and you may produce explanatory videos to clarify them.
For example, Brooke Sellas stated in our recent interview that a lot of bad tweets about a difficult-to-setup coffee macing prompted them to make a video instruction, which subsequently led to brand goodwill.
- Examine your results
Last but not least, examine how your films do on social media. Social media platforms provide you with a wealth of data to analyze. You may check the engagement rate of your videos, see how they were shared, and read the feedback to get a better idea of what people think about it.
However, Debongo can see the long-term effects of your video campaign. It addresses concerns such as:
- What was the impact of your brand awareness on the video(s)?
- What effect did it have on the overall perception of your company?
- Were you able to reach the intended audience?
- What resonated the most with your audience?
You may clearly observe the outcomes not just for your social media profiles but also for the business as a whole with Debongo. Take note of findings and incorporate them into your next video marketing effort.
While one of the most effective strategies to achieve your marketing objectives, video marketing is extremely difficult. You may guarantee that you get the results you desire by leveraging social listening data to guide your video campaign. Find out how to use Debongo! Analyze your audience, rivals, and previous work to discover the road to success.