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How to use video content to get more leads on social media

Wondering how to use video content to get more leads on social media? Want to fill up the pipeline with qualified prospects and increase conversions?

This guide is for you.

We’ll explore why and how to get started with video content for your small business.

Why businesses should invest in video content

Why are we emphasizing the power of video on social media compared to static images or text?

Good question.

Here’s important context every business leader needs to know. According to recent statistics:

In other words, you’re missing out on a significant captive audience if you’re not producing video content.

Types of video content for small businesses

Social media users don’t appreciate being bombarded with sales-oriented video content. In fact, some of the most shareable and engaging videos teach their audience new skills and facts they can apply to their everyday lives.

So, how can you add value for customers while ensuring they know what your brand is all about?
Here are some popular video types to try:

1. Create videos about your products in action

Most users on social media love watching satisfying videos that showcase how the products they use can improve aspects of their lives.

Say, for example, you sell natural skincare and beauty products. Posting a ‘get ready with me’ video involving a quick and easy ‘glow up’ will prove that your offerings have the potential to make customers look and feel amazing.

grwm huda beauty use video to get leads on social media

Moreover, you can even enlist the help of almost anyone to star in your demonstration video. An influencer (however minor) could help supercharge reach, build trust in your brand and help you get more leads on social media.

2. Use video testimonials from customers focused on outcomes

Did you know that over a third of people believe video testimonials are more effective than business pitches? Or that 93% of marketers agree that people trust user-generated content more than brand-created content?

apple fitness testimonial

Customer testimonials represent a great method for conveying how your products have solved people’s problems and delivered results on their investment.

Of course, you’ll need to select customers who’ve demonstrated a strong affinity with your brand. Aim for authenticity and remember to appropriately incentivize your customers. We’ve found a sincere request for help goes a long way.

3. Step-by-step video guides and practical advice

Social media is a go-to platform for people seeking guidance or answers to their problems–from cooking tips to advice about their love lives.

cooking tips with jamie oliver

For instance, let’s say you own a small DIY business. Effective educational content could include step-by-step video guides to different jobs around the house or short explainer videos about different types of tools.

With any luck, your educational videos will resonate with your audience base, who will share them with friends and colleagues because they’re helpful.

4. Content reacting to recent events or news

Reacting to the latest developments in your sector will demonstrate that your brand is pioneering and willing to keep up with recent technologies.

reaction video Da Kid Gowie to get leads on social media

As with educational videos, reactions to recent headlines could increase your chances of going viral and make your brand seem trustworthy and authoritative.

However, it’s best to steer clear from politics, religion, and other polarizing topics. Think of it like Thanksgiving dinner.

5. Create livestreams and video AMAs for your customers

Livestreams are great for demonstrating the authenticity and relatability of your business while allowing audience members to participate and build a bond with your brand.

solar eclipse live stream with dark room lab

Most social networks have streaming features that make live video recording simple.

Remember to plan your content meticulously and prepare for any hiccups well in advance.

Aspects to consider include:

  • Discussion topics
  • Potential technical issues
  • Key participants
  • Promotion of the stream
  • Engaging the audience in the broadcast

6. Behind-the-scenes videos about your company culture

While you may not believe the day-to-day running of your business is especially interesting, you’d be surprised how many social media users enjoy snooping on their favorite brands.

In fact, behind-the-scenes footage enjoys 32% more engagement than staged content.

behind the scenes with snl

Why? Well, candid and off-the-cuff footage will reveal your brand’s personality and culture, reassuring customers that they’re investing in something authentic and wholesome.

Of course, you shouldn’t include ‘warts-and-all’ content involving the less-than-desirable aspects of your business.

Leave your colleagues’ minor tiffs behind closed doors and show customers how your goods are manufactured or how you source your high-quality materials.

How to get started producing video content for your business

We get it – you just don’t have the money to invest in expensive video content to get more leads on social media. The good news is you don’t need a Hollywood budget to create something worth watching.

Here are a few tips to stretch your money as far as possible:

  • Use free editing software such as Adobe Premiere Rush or iMovie
  • Minimize production costs by investing in cost-effective equipment, such as clip-on microphones and ring lights, experiment with your smart-phone first
  • Forget film school–learn basic videography skills using blogs and online tutorials. The internet is brimming with untapped knowledge that could help you create something sleek and professional-looking
  • Integrate video content creation in your overall marketing strategy, ensuring you assign enough time to plan, record, edit, and upload your videos
  • Embrace the beauty of natural light, it’s often much more flattering than even professional indoor lighting
  • If you’re going to appear on screen, remember to conduct plenty of test runs. It can take time to get used to speaking in front of a camera

Best practices for promoting your video content on social media

Once you’re happy with your video content, you should help it get the attention it deserves.

Here’s how:

  • Write compelling captions that are concise and tell an authentic story. Feel free to use emojis if they align with your brand’s tone of voice
  • Tailor your content to align with your chosen platform. For example, Instagram videos tend to utilize different dimensions than videos on X, while TikTok content is often shorter than YouTube content
  • Don’t be afraid of paid advertising campaigns. Targeted paid videos could help you reach key demographics, supercharging conversions in the process
  • Encourage your audience to produce and share their own video content, such as testimonials and reviews
  • Make the most of Instagram Stories and TikTok Reels, both of which favor short-form content that suits consumers’ ever-shortening attention spans
  • Monitor the success of your videos using the analytics features offered by social media platforms. If a video performs particularly well, try to work out why it has done so well and emulate your successes in future

Conclusion: Start small with video content for your business

So, there you have it – a whistle-stop tour of the exciting world of social media videos. If you’re starting out on your video production journey, remember that it’s fine to make mistakes and that your content will improve as you develop your skills.

Most importantly, remember that creating videos can be amazingly fun and rewarding. You may even discover some hidden creative talents…

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