On Episode 299 of the Engage Video Marketing podcast, (which is hosted by Innovate Media’s Creative Director, Ben Amos) Ben interviewed Jera Bean, a social media coach and educator. Jera shared her insights into video strategy and the importance of short-form video in 2024.
Here’s a breakdown of the key takeaways from Jera’s discussion:
Jera emphasised that a solid social video strategy in 2024 should be rooted in a high-level approach. She likened strategy to the foundation of a house, stressing that many people jump straight to the outward-facing components without considering the underlying ‘why’ of their content. Jera introduced her content pillar trifecta, consisting of expertise pillars, business pillars, and secret sauce pillars. This framework ensures a well-rounded approach that always circles back to the core goals and purpose of the content.
When discussing why businesses should focus on short-form video in 2024, Jera highlighted several compelling reasons:
For businesses already producing long-form content, Jera suggested a strategy of dissecting larger pieces into smaller, platform-appropriate segments. She recommended re-recording these ideas specifically for short-form platforms rather than simply repurposing clips, although she noted that certain types of content, particularly on TikTok, can work well as direct excerpts.
Jera addressed a common barrier to implementing a social video strategy in 2024: the fear of being on camera. She offered several tips to help business owners and marketing managers overcome this hurdle:
(Side note: Here’s our previous blog about why you fear being on camera)
For those discouraged by low initial engagement, Jera emphasised the importance of viewing social media as a long-term process. She compared it to other skills that take time to develop, like running a marathon or learning to paint. Consistency over time is key to building a supportive online presence.
A cornerstone of Jera’s social video strategy in 2024 was her concept of “secret sauce” content. She outlined four quadrants of secret sauce:
This framework provides a structured approach to authentic content creation, allowing businesses to choose which aspects they’re comfortable sharing while maintaining authenticity.
Jera noted that the balance between personal and business content depends on various factors, including the type of business, current goals, and the season of operation. She emphasised that even corporate entities can benefit from incorporating elements of secret sauce to humanise their brand and differentiate themselves in the market.
For those looking to implement a social video strategy in 2024, Jera offered practical first steps:
Jera underscored the critical role of human elements in business communications, regardless of whether it’s B2B or B2C. She noted that incorporating personality and authenticity into content can significantly differentiate a brand, even for large corporations.
As businesses craft their social video strategy for the rest of 2024, Jera’s insights provide a valuable roadmap. By focusing on authenticity, strategic content pillars, and consistent action, companies can harness the power of short-form video to connect with their audience, showcase their unique value, and drive business growth.
Remember, the key to success lies not in perfection, but in taking that first step and continuously refining your approach. As you develop and refine your 2024 Q3 & Q4 social video strategy, keep these principles in mind, and don’t be afraid to let your brand’s personality shine through. The digital landscape may be ever-changing, but the need for genuine human connection remains constant.
Innovate Media provides a raft of video marketing services and packages. Check them out here: https://innovatemedia.com.au/video-marketing-services/
To chat to Innovate Media about your social media marketing, book a strategy mapping session with Ben Amos here: https://innovatemedia.com.au/request/
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