February is here and with it, the much-anticipated Promo Content Calendar! February is no ordinary month – with only 28 days, it has a bunch of advantages (closer to payday!), but it also adds a little pressure to get the same amount done within a few less sleep cycles. That’s why utilizing creative content that’s already been tested to work and offers variety for a wide audience, is an ideal short-month-hack. (Yup, we coined that!)
We all know that video is king, but unfortunately, knowing that doesn’t inherently take your company to top tier brand status. You need a consistent stream of quality video content to maintain and increase an online following. On top of that, you also need to pair your consistency with a healthy dose of variety because if you post the same type of video every day, your followers will get bored pretty darn quickly.
Now is when you might be shouting, “why did I read this stupid blog anyway?! I don’t have time to create a ton of varied video content?! I’ve got a to-do list a mile long.” To which I would say, slow it down, we’ve got you covered. We decided to spare you the brain effort and offer you a great way to change things up without sacrificing quality or your much-needed R&R time.
The answer is simple: try videos of different lengths.
Playing with different video lengths is a simple change that goes a long way. The duration of your ad determines its very nature. It affects your audience as much as the tone, the footage or the message itself.
Imagine the different approaches you take when watching a 20-minute tv show vs. a full-length movie trilogy. Each category attracts different people at different moments during the day. The same goes for online content, so before we come to any conclusions on our video lengths for our business, we first have to consider the different types of social media viewers.
Here are the three archetypes you should keep in mind:
- The Quick Browsers: They’re just catching up on the most necessary new info while they wait for their morning coffee.
- The Reboots: They’ve been working hard all day and need to take a quick, mindless break in between sprints to keep their brains from overloading.
- The Invested: They are devoted scrollers who spend time on social media just for the sake of being on social media. For them, it’s not a brief activity to fill a void; it’s a conscious decision to dedicate this time.
If this sounds familiar, it’s because we’ve all embodied all of the three social media users at different moments in our lives. Quick Browsers, Reboots, and the Invested are attracted to different videos and therefore, a successful marketing strategy needs to cater to all three of these audiences.
And that is exactly what we’re here for! This month’s Promo Calendar will be a breath of fresh air for your socials. We’ve included videos of all three length categories to directly target the three user-types.
Thursday the 14th, Valentine’s Day
Monday the 25th, Quote of the Week
These tiny bites of content are perfect like-bate for our lovely Quick Browsers. They’re brief moments of fun that catch the eye while they’re casually browsing online. These short and sweet videos generally focus on trends or breezy motivational messages. It’s the equivalent of giving your users a quick thumbs up before they head off to their busy lives.
The best thing about Snackable Videos is that they’re super easy to make, so it’s no problem to post a bunch of them in regular intervals and keep up that constant stream. Also, their concise nature keeps them from being overwhelming or annoying. It’s a win-win!
Monday the 11th, National Clean Out Your Computer Day
Friday the 15th, Singles Awareness Day
These mid-length mind-breaks are just what your Reboots are looking for. We all know how easy it is to get brain fatigue when you’re working all day and that’s why Reboots turn to social for a time to clear the cobwebs. 30-Second Refreshers are just long enough to give them the distraction they need without fully diverting productivity.
There are lots of topics you can cover with these 30-second brain breaks; the videos just need to be sufficiently intriguing to distract your viewer from whatever is on their mind. We suggest posting business advice, quirky trivia, powerful quotes, or random facts.
Saturday the 9th, National Pizza Day
Monday the 18th, Presidents’ Day
The Invested are committed to their social media time and they are on the prowl for shiny new posts. Most content doesn’t stay interesting for long, so they’re continuously in the process of scrolling to find the latest, freshest piece of entertainment. Your video needs to be exciting enough to break the reflexive scroll and hold their attention for a full minute. To do this, the video should include equally high doses of both entertainment and information because ultimately, that’s why they are there in the first place.
Scroll-Stoppers should center around unique information like a full story or business advice. A great way to engage is to find a special event, like a holiday or internet trend day, and create a story around it. Create a video with interesting facts about the day or test their knowledge with a trivia game.
Shaking up February!
Up until now, a video’s length might have seemed arbitrary, but now we know that it actually has a huge impact on the message and functionality – use this to your advantage! Start posting videos of varying lengths and you’ll start to see engagement from all three of your user-types.