Over the past few years, the demand for video marketing has increased significantly, and for a good reason.
According to video marketing statistics:
As you can see, there is a growing need for more videos online, not just for entertainment, but for improving the customer journey as well.
Can real estate businesses benefit from video marketing?
Just as consumers use videos to learn more about a product, your clients are watching videos to do research about the property.
Moreover, Quick Sprout revealed a long time ago that real estate listings with videos get 403% more inquiries. It makes sense, considering the volumes of video consumption and the overwhelming popularity growth of this type of content.
Yet, you cannot just post any video with a property review and call it a day. Video content production requires a lot of prior planning. And yes, you can’t go anywhere without data analysis.
But luckily, you already have the necessary data at hand. It’s called social data, it mostly comes from social media, and it can significantly improve your video marketing campaign.
Let’s take a look.
First of all, you cannot post a random video and expect your audience to like it. Even if it’s perfectly edited, it won’t perform well.
Choosing the right type of content is always a challenge, regardless of what type of marketing campaign you’re working on. It’s just hard to predict what your audience likes, especially considering that their preferences change every day.
The same with video marketing. It’s hard to know which type of video content will fit. A how-to guide, a review, or a vlog?
And how often should the same type of video content appear on your channel? For example, if you’re a foreign language teacher and helping others learn basic Spanish words and phrases, should it be a one-time video or a recurrent segment?
Social data has the answers to these questions.
If you have relatively the same audience across all social media channels, you can check out the interests of your followers and get ideas for your video content.
For example, if you go to your Twitter Analytics, you’ll see a graph similar to this:
These are the general interests of your followers that Twitter collects based on their feedback and reactions.
Even if none of these interests are directly related to real estate, you can still incorporate them. For example, in one of your property reviews, you can mention some real estate news connected to politics. This way, you’ll increase the chances that the people, who are interested in real estate and are looking for the industry updates, will come across your video.
Apart from that, social data can also help you determine how often the same type of video content can appear on your channel.
For that information, you can go to Facebook Insights and check out post-by-post engagement:
With this data, you can break down all your posts into topics and see which topic brought you the most reach and engagement. So, you can try to use this topic for your recurring video content.
Another challenge you might encounter when launching your video marketing campaign is which platform you should choose. You may automatically think about YouTube, but it might not necessarily be the right platform for you.
There are general social data that can help you choose the right platform for your videos, depending on the demographics of your target audience. For instance:
In comparison, YouTube’s audience is 50/50 male and female, and the age group is similar to the platforms mentioned above. But you should consider not just these demographics but also your audience’s social status.
For example, if your target audience mostly consists of company executives, they are less likely to go on YouTube or Instagram to watch your videos. Instead, they might spend more time on LinkedIn, and that would be the perfect platform to post your videos.
Lastly, it is important that your video marketing follows the top industry trends if you want to make it successful.
To make the hunt for the industry trends easier, you can study social data behind industry hashtags. Hashtags carry a lot of social data because people often use them to share content and feedback.
How do you choose the right hashtags for your video marketing campaign to make it trendier?
You need to check the performance of every hashtag you’re interested in before you include it in your campaign. You also need to check its Weekly and Monthly Trend to see whether it’s gaining or losing popularity:
Here’s an example for #property:
As you can see, the overall performance of the hashtag is good, but people started losing interest in it over the past month. You can still include it, but you need to check its performance regularly to see if it’s still relevant.
Launching a video marketing campaign is hard, but making it successful is even harder.
There are so many obstacles on the way, from determining the right type of content to finding the right platform and tracking industry trends.
Luckily, you have social data as your little helper that has answers to all your questions. Hopefully, our small guide will help you use social data effectively and launch a successful video marketing campaign to promote your real estate business.
Kate is a passionate writer who likes sharing her thoughts and experience with the readers. Currently, she works on online business branding, you can check her website. She likes everything related to traveling and new countries.
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