By Jordan Conde, Account Executive
Video has been a powerhouse for public relations (PR) campaigns for decades, but the platforms in which videos are broadcast and the style in which these videos are created has evolved. Social media platforms tend to use vertical videos, like Instagram Reels. This short-form video content aims to inform, promote, or entertain, and these videos are commonly found on Instagram, TikTok, Facebook, and YouTube.
It is important to note that short videos are used by businesses and artists alike; some have no rhyme or reason for their existence, but they are highly successful.
Instagram Reels, TikTok videos, and YouTube Shorts are all the rage, but it is important to note that not all videos are created equally. Short-form video content for social media performs significantly better when it uses Search Engine Optimization (SEO).
The optimal length of content plays a significant role in Social SEO. Successful Reels are typically between 7 and 15 seconds, which is far from Instagram's Reel limit of 90 seconds.
A critical aspect of SEO strategy involves the selection of audio. It is essential that the video uses a trendy soundbite in a method called “hooking.” However, copyright laws make this challenging. Copyright issues related to sound bites had a substantial impact on TikTok's platform, resulting in the removal of any audio that violated copyright law. The decision to use either hooked audio or original audio is contingent upon the client and the intended purpose of the video.
Another significant factor in Social SEO is the content of the video itself. It is crucial to leverage current trends and understand audience preferences on social media platforms. Neglecting to do so has detrimental effects on a brand's image, portraying it as disconnected from modern audiences.
Understanding the client's brand is essential. Some trends may not align with the client's brand values or may be deemed unprofessional. The main objective of promotion for a client is to remain current with the target audience and faithful to the client's brand identity.
Higher education institutions promote themselves as highly professional and tend to create long-form, informational content to fit the formal, academic brand personality. However, this type of promotion is contrary to social media norms.
At West Texas A&M University (WTAMU), Academic Digital Marketing (ADM) created a new campaign initiative, Buckywood Studios.The series was geared towards the university’s target audience for WTAMU’s Official Instagram and featured WTAMU's school mascot, Bucky the Buffalo. The series was prompted by university Provost Dr. Neil Terry as a way to create content that focused more on WTAMU’s 18 to 25-year-old demographic. The intention of this campaign was to focus on entertainment rather than traditional academic messaging.
Buckywood was an immediate success with our target audience and brought engagement up significantly. ADM’s academic-focused Reels average 328 likes and 33 shares. The Buckywood series averaged 631 likes and 88 shares. Feedback from this campaign was positive from students, staff, and faculty.
Even when the campaign ended, the videos maintained relevance with the student body. This series cultivated a fanbase that took the movie spoof concept and implemented their own version by creating parodies of iconic movie posters, which were posted to the WTAMU College of Business Instagram page. These movie poster spoofs averaged 41 likes and 2 shares.
The series was short lived, but Social SEO-focused Reel content took its place to become the new form of entertainment messaging. These Reels are not a part of a campaign, but have the common goal to keep pace with current social media trends. Reels catered to Social SEO average 660 likes and 40 shares.
Video can enhance the messaging of any campaign, brand, or organization, but needs to cater to the platforms the videos will be posted on. Entertaining content that adheres to Social SEO garners more eyes, but it is important to always adhere to the client’s brand identity.
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