Micro content video packages are an amazing way to repurpose your corporate video and get more use out of your existing marketing assets.
Most brands are already creating great video content for the website, YouTube, Instagram, LinkedIn, and other social media platforms - so it makes sense to leverage that existing content and create micro content that will increase brand awareness and engagement across every platform that their customers spend their time.
Including Micro Content in Your Content Marketing Strategy
As a marketer or business owner, you have a lot of responsibilities and daily tasks, and it may make sense to outsource the creation of micro content to an agency who specializes in high quality and effective video content. In this blog post, we'll cover some of the key deliverables that you should receive when paying an agency for this service.
At The Customer Story, we specialize in taking long form content and producing bite sized content for the various social media platforms keeping your brand front and center and top of mind for your customers and prospects. Feel free to check out our Social Media Video Production services to see if we are a good fit.
What is Micro Video Content?
Before describing the key deliverables you should receive from an agency, it would be a good idea to describe some terms so we are on the same page.
At The Customer Story, when we talk about micro content, we are referring to short form content designed and formatted for the various social media sites. We'll discuss later in this post why it is important to have content designed specifically for each platform, but for now just know that each platform and its respective audience prefers certain types of content.
Micro Content Examples
To further illustrate what we are talking about, here are just a few examples of micro video content we have created for our clients:
Spy Cloud Product Marketing Video Turned LinkedIn Post
In this example, we were hired by a fast growing cyber security company based in Austin, TX to create some product marketing videos to explain to their target market their value proposition and key benefits.
They also asked us to create some micro video content that they could post on their LinkedIn page. Here is the full length video we created for them:
And here is one video we created to go on their LinkedIn page:
Drone Conference Boosts Signups with Social Media Video
Late in 2022, we were tasked with editing a short video to help promote a conference focused on drone products and best practices targeted towards law enforcement and government agencies.
After editing the full length video, we suggested creating this micro video content for their social pages.
The Key Ingredients
A comprehensive micro video content package should include several key elements to drive demand and audience engagement. We'll cover five of the most important elements now.
Platform Specific Video Format
When repurposing existing video content for the existing social platforms, its important to understand the nuances of each site and how their algorithm promotes content.
For instance, because most social apps are designed for a user to be on a mobile device, typically you will want the video content to be in a square or vertical aspect ratio.
Additionally, we want to upload these videos directly to the platform itself, instead of posting a youtube link. Each social platform wants to keep its users on its platform so they can continue service ads to that audience and continue making money. If you post a YouTube link, it is unlikely to be favored by the algorithm as it is asking their users to leave the platform and visit YouTube.
Make sure when creating content that you or your agency is following the best practices of each platform to give your content the highest visibility and greatest chance of reaching your target audience.
You should consider creating content for each platform that your customers and prospects spend time, including: Facebook, Instragram, YouTube, TikTok, and LinkedIn.
Create Micro Content for the Right Audience
Although formatting the video correctly is one key ingredient, if you create content that is a bad fit for the platform that is hosting it, you'll find that your content doesn't perform as well as you'd hoped.
For example, you wouldn't want to just cross post your Instagram stories to your companies LinkedIn page. LinkedIn is a platform designed for professionals while Instagram is geared towards consumers and user generated content. Even the attention spans of your audience will vary depending on the platform.
You need to understand your target audience, what platforms they are on, and the types of content they expect to see on each platform. If you pay attention to these key elements, you will find that your click through rates, your engagement, and your ROI will all increase.
Capture Your Audience's Attention Through Video Editing
Editing videos can often make all the difference in terms of improving their look, feel and impact.
According to Business Insider - the first 3 seconds of your video make all the difference on social media. People are scrolling through their feeds, looking for their next dopamine hit, and if your content doesn't grab their attention in the first few seconds, chances are they have already scrolled past.
Editing your video content in a way that is designed to capture and keep your audience's attention is absolutely crucial to see the results you hope for in your short form content.
Quantity and Quality
As your prospects move through the different stages of their customer journey, it is important that you have standalone content t0 meet them where they are. This translates into having a large quantity of great, quality content.
At The Customer Story, our video packages allow you to turn long form video content into multiple pieces of short form video content that can exist across other platforms, engage your prospect and answer their specific problem they face at each stage.
If you do this right, you will drive traffic to your brand's blogs, websites, products and services. You will be top of mind as they move through the funnel, and when they are ready to make a purchase you will be their first call.
Produce, Post, Analyze and Optimize.
Creating micro video and posting it is just half of the puzzle. You also need to view the results. Depending on your goals, you may want to look at data such as views, shares, engagement (likes, comments) or even click through rates, etc.
By following through on these steps, you can see what content is working on what platform and what isn't. You may find long form content works better on certain platforms than you predicted, or that your audience doesn't consume testimonials in the way that you hoped.
The only way you know is to track and analyze the results. Once you have done this, you can optimize your future content for even better results.
Wrapping Up
Micro content is an excellent way to get the most out of your video marketing efforts. By breaking down long-form videos into smaller, more digestible pieces, you can reach a wider audience and encourage them to take action.
If you're looking for help creating micro content for your business, we offer packages that are designed to meet your specific needs.
Contact us today to learn more about how we can help you get the most out of your video marketing strategy. You can also learn more about our packages and see more great examples here: https://thecustomerstory.com/social-media-video-production
