video marketing

Using Video in your Social Media Strategy

In the last year on Social Media, the use of video has increased substantially. Early adopters and now all marketers are pushing for the use of video in a Social Media Strategy- if you’re going to be online, you should be on camera too.

On Facebook, video receives 135% more organic reach than a Facebook Photo, and there are estimates that videos will account for 80% of all consumer internet traffic by 2020. With so many platforms and options for producing and sharing video content it’s no wonder that video popularity is expanding.

Just in case you thought the focus on Mobile Friendly Pages and sites was overmore than 50% of videos watched online are watched using a mobile device.

 

Here are some important facts to consider:

  • 4x the number of consumers said that they would prefer to watch a video about a product or service than to read about it.
  • Facebook users spend 3x more time watching Facebook Live videos than regular Videos.
  • Facebook is quickly becoming TV’s biggest competitor as people spend more and more time on the social network, take advantage of that audience and get your content out there to be seen!

 

What Types of Video and Where?

Real Estate Professionals on Social Media have no shortage of platforms and video types to choose from. While video content is likely to outperform other content types on all channels, we heavily suggest using Facebook. If you have a large and active follower base on another platform like Twitter or Instagram you can of course post your content there, but Facebook has already cemented their position as the Social Media giant so your videos are most likely to get the most reach there.

Live Video: On Facebook, Twitter, and Instagram users have the ability to go Live and broadcast video to their followers in real time.

Instagram Live videos are only available for viewing as they are being broadcast and do not save to the platform, users do have the ability to save the videos to their phones however just in case you’d like to upload the file on another platform at a later date.

Twitter Live video is powered by Periscope, and while being broadcast is viewable by Twitter users and users on Periscope. When a user goes Live, the broadcast is automatically sent out as a Tweet and once the video is concluded the Tweet with the live broadcast will stay up, however users also have the ability to save the live video to their device.

Facebook Live videos are not only favored in the Newsfeed algorithm, but the numbers would suggest they’re favored by Facebook audiences as well. Facebook Live videos appear on the Newsfeed for fans, friends, and followers as a video is being broadcast, but they also remain as a post once the broadcast has concluded.  For how to steps and inspiration see our blog post.

Live Video

Record Your Own Video: Recording your own video and uploading it to YouTube (then everywhere else) is increasingly easy in our tech-heavy world. As high quality cameras become increasingly more affordable, it seems video editing programs are even getting more user-friendly. There is a built in video editor right on YouTube, but most computers also come with a standard video editing program that should be all you need to make great Real Estate content.

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Use a Video Service or App: Using a video service or App can be an easy way to upgrade your video content. Keep in mind that most video services will charge a monthly or per video rate, one we have used before is GoAnimate. GoAnimate allows users to create simple animated videos from their pre-existing content with user input text. Think of GoAnimate as a sort of slideshow where you can edit the slides to be specific to your business.

There are also Apps that will allow you to create short videos from video or photo files straight from your Mobile device. Ripl will allow users to add text and motion to image files which you can then share directly to your Social Media. Ripl videos are much smaller (think GIFs) but they’re easy to make and extremely aesthetically pleasing.

We are not affiliated with either company and cannot provide support for either product/service, however we have utilized their services in the past.

Ripl

 

Getting Started with Video:

Write out a plan of action for your video before getting started. Preparation can save you from mistakes, especially when going Live.

  • Set a goal for your video

In an optimal situation what will this video provide for its viewers? What will it provide for you or your company?

Example: “This video will provide viewers with information on Reverse Mortgages, it will serve to show myself/my company are knowledgeable and will attract leads.”

 

  • Choose your platform and video type

Decide where your video will be hosted. You can create a video using a service, or create one at home and upload it to YouTube before sharing it to all of your Social Media accounts. You can also go Live from Facebook, Twitter, or Instagram.

 

  • Write a script

Even if you are going Live, you want to prepare a script. Make sure your subject is something you are knowledgeable on, and that your script is colloquial and easy to read. If you are going Live rather than recording your own video yourself or using a service, you may need to go off script from time to time, but having a plan or outline in place will save any embarrassing Live moments.

 

  • If you’re going Live, give your fans some notice

Since Live video is so popular (especially on Facebook), as long as you have an active audience to your Page, you will probably at least have a small group of viewers watching your Live video, but if you give your followers a little notice you can increase your numbers. Make up a quick graphic with Canva or Ripl for a clean professional heads up.

 

  • Share your video and stay up to date on comments

If you’ve created the video yourself and uploaded the file to YouTube, be sure to share your video on all of your Social Media accounts. You may get comments or questions on your video after you have shared it to your Social Media platforms (especially Live video), make sure you stay on top of these comments and provide answers to any questions within a reasonable amount of time. There is nothing worse than a lead slipping away due to slow or no response.

Video Technology and Real Estate Marketing

Marketing experts across the board are championing video content as the new wave of content marketing, video content gets 1200% more shares than text and photo content combined, adding a video to your website can increase the chance of a front page google result by up to 53 times, and video ads have an average CTR of 1.84%, the highest of all digital ad formats. The numbers show that creating and sharing video content is a worthwhile investment for any Real Estate Professional. With all of the video technology readily available, there is no shortage of creative ways to create or purchase great video content.


Snap Inc.’s Spectacles

Just this week Snap Inc. (formerly known as Snapchat) announced plans to release their first piece of hardware. Spectacles. Similar to Google Glass, the sunglasses will contain a camera and are able to shoot ten second videos in a circular format. These circular videos can be viewed in landscape or portrait mode only on Snapchat (of course once the snaps are saved to your account you can easily save them to the camera roll on your phone). We’re still waiting for more details such as a release date, but the sunglasses will be priced at an affordable $129 and charge while in their case. Snap Inc.’s Spectacles will be a more trendy, efficient way to shoot first person perspective videos and post them directly to your Snapchat memories.

house-for-sale

What does this mean for Real Estate? There are already a number of marketing experts who would suggest that Real Estate Professionals get started with Snapchat to reach out to the younger generation of potential clients. With Spectacles, a Real Estate Professional can easily record shots of each room in a new listing, Brokers can introduce new Agents to their Social Media network with quick hello videos, and you can share useful tips and tricks to your network.

 

Apps and Tools You Can Use Now

There are a plethora of good video creating and editing apps and tools that will allow you to create amazing content for your Real Estate marketing strategy. We strongly suggest sharing your listings in video format in addition to tips and tricks and live question and answer sessions. Here are 3 tools that will help you get started creating your own videos for Real Estate:

iMovie – A classic, this Apple Essential allows users to create slideshows out of images or capture and edit video. Users can seamlessly transition from static image to motion picture, add captions, narration, titles, and filters.

Roofshoot– This app is made specifically for Real Estate professionals and functions as both a video creation tool and a social media network. Agents can create and post video with music, narration, and gorgeous transitions, while potential clients can search through the videos and profiles to find the home or agent that best suits their needs. While this app is still currently in BETA mode, you can participate in the BETA program by signing up for free on their website.

Facebook Slideshow – These Slideshows are advertisements specifically formatted for Facebook and Instagram. Users create the advertisement with an existing video or photos, they can choose audio for the background and insert a text overlay. Facebook Ad’s are a paid feature and you will need to set a budget and enter your payment information to create the videos. As an added benefit of using video content in your Social Media Marketing strategy, Facebook recently made algorithm changes that move video content to the top of the queue.

fbslideshow

 

Drones

A well done drone camera shot looks not only extremely professional, but they can leave viewers with a strong sense of satisfaction, which can be effective considering that positive emotions created by watching video can impact viewers buying decisions. Drones are capable of taking dramatic shots from angles and altitudes we could previously only imagine without a helicopter and the budget to rent one. Be creative with your drone use, discuss any interesting history of the home and the surrounding area as well as any interesting local features. It can be beneficial to include a few shots of the neighborhood so that viewers can get a feel for your home as the full package. Allowing viewers the ability to picture themselves in the home with context is an extremely powerful tool. Add professional voice tracks, music, and text overlays to transform your virtual tour into a gorgeous visual story.

While drones are becoming increasingly more affordable due to popularity and are relatively easy to operate, many Real Estate Professionals are opting to hire a photographer to take their drone shots for them. Operating a drone requires a remote pilot certificate with a sUAS rating from the FAA (Federal Aviation Administration). The FAA estimates that this license will only cost about $150, however it does require that the operator take a knowledge test every 2 years to remain certified.

drone

 

Always Get Creative

Set yourself apart from the rest not only by having excellent video content, but by showcasing your unique perspective, knowledge, and professionalism in each video you post. Whether you are using Facebook Live Video, a drone camera video, Snapchat, or a simple video you have put together yourself – always get creative. Here are some ideas you can use to make your videos stand out:

  • Humor – make sure your videos are still professional, but it is a good idea to make a joke every once in a while. The right funny video has viral properties- people will want to share the laugh with their friends and they will remember the positive feeling they got from your video when they see your brand.
  • History and Facts – share great local hang outs, give local businesses shout outs (you can arrange for mutual social media shout outs if you are friendly with the owners), and share your neighborhoods unique history with your network. Allow prospective buyers to get a full image of your area in a way that only a local expert like yourself can provide.
  • Take Risks – one LA REALTOR ® has seen incredible results from his cinematic listing “dramas”. Film Student turned Real Estate Professional Ben Bacal creates short films that take place on the properties he is selling, and the results couldn’t be more impressive. The films are shot in such a way that the viewer is enthralled by the video, but the home is always the real star. Ben took his distinguishing experience in the film industry and applied it rather successfully to his Real Estate videos. What training do you have that can help you create more gripping videos?

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