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Now that we’re in the middle of 2024, we can clearly see that social media is all about short-form video for authentic communication, longer shelf life, and increased visibility. In keeping up with current trends, marketers need to learn how to transition from long-form to short-form video content and the nuances between them.
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:
The Importance of High-Level Strategy
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.
Short-Form Video: A Powerful Communication Tool
When discussing why businesses should focus on short-form video in 2024, Jera highlighted several compelling reasons:
- Enhanced Communication: Short-form videos allow businesses to convey their essence more effectively than static posts and captions.
- Energy and Personality: Video content can showcase the energy, story, and human element behind a brand.
- Longer Shelf Life: Platforms like TikTok can keep videos relevant and engaging for extended periods.
- Search Engine Potential: Short-form videos are increasingly appearing in search results, rivalling traditional search engines.
Adapting Long-Form Content for Short-Form Platforms
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.
Overcoming the Fear of On-Camera Presence
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:
- Normalise the discomfort: Recognise that most people aren’t naturally confident on camera.
- Take incremental steps: Start with less confronting formats, like being in frame without speaking, before progressing to talking directly to the camera.
- Embrace authenticity: Remember that audiences are seeking relatable, human content.
(Side note: Here’s our previous blog about why you fear being on camera)
Dealing with Slow Initial Growth
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.
The Secret Sauce: Authenticity in Action
A cornerstone of Jera’s social video strategy in 2024 was her concept of “secret sauce” content. She outlined four quadrants of secret sauce:
- Foundational: Focusing on past experiences that led to the present.
- Personal: Sharing current personal life and experiences.
- Professional: Highlighting unique business aspects and philosophies.
- Lighthearted: Incorporating fun, silly, or random elements.
This framework provides a structured approach to authentic content creation, allowing businesses to choose which aspects they’re comfortable sharing while maintaining authenticity.
Balancing Secret Sauce with Business Content
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.
Getting Started with Short-Form Video
For those looking to implement a social video strategy in 2024, Jera offered practical first steps:
- Adopt a “messy action” mindset: Don’t aim for perfection; start creating and learn through the process.
- Identify key themes: Determine the main aspects of your business or the primary needs of your ideal client.
- Start simple: Begin with basic video formats, such as a single shot with text overlay, and build from there.
The Importance of Human Connection in Business
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.
Can we help you with your video strategy?
Innovate Media provides a raft of video marketing services and packages. Check them out here: https://innovatemedia.com.au/video-marketing-services/
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