Premier Detroit 2018 Social Video Strategy Guide

BUILDING A WINNING
SOCIAL VIDEO STRATEGY
IN 2018
Everything you need to get
launched using video for your
business this year on Facebook,
Instagram, and beyond.
(With Special Thanks to the good folks at Animoto
for their help and inspiration assembling this guide)

3
4
13
14
16
Introduction
Seven Questions for Designing Your Social Video Strategy
Stepping Into Action
Your Social Video Blueprint (cheat-sheet)
Holiday Calendar for Social Media Campaign Planning
CONTENTS

INTRODUCTION
Hi there! This is our guide to building a winning social video strategy in 2018.
Because you’re here, we assume you already know that there’s enormous potential for
growing your business through video marketing on Facebook, Instagram, YouTube,
Twitter, and other social platforms.
But where do you even start? - That’s where we come in.
In the following pages, we’ll walk you through a series of questions that’ll help you put
together a social video strategy for 2018 that ﬁts into your lifestyle and budget—and will
resonate with your target customer.
Ready to get started? Grab a pen and paper (or an app for taking notes) and let’s dive in!
3

7 QUESTIONS FOR BUILDING YOUR SOCIAL
VIDEO STRATEGY
When it comes to putting together a strategy for video marketing on social media, it may
seem like there’s a lot to think about, from what types of videos you’ll make to where
you’ll post them, how much time you’ll commit, what your goals are, and everything in
between. But it’s easier than you think when you have a plan of action prepared.
These seven questions will walk you through all the necessary components for building
your winning social video strategy—plus we’ve included some useful tips and
information along the way!
4B UILDING A WINNING SOCIAL VIDEO STRATEGY IN 20 18

2. CONSIDERATION
Traffic
Engagement
App installs
Video views
Lead generation
Messages
QUESTION #1:
WHAT ARE YOUR OBJECTIVES?
Let's start out with the "mother" of all questions:
what are you hoping to accomplish by incorporating video
into your social marketing?
As a guide-post, Facebook Ads Manager does a good job
of breaking out popular objectives into three stages of
the customer’s journey: Awareness, Consideration, and
Conversion.
Remember that you don’t have to choose just one objective
for the year, but having a tight focus will allow you to invest
your time really optimizing your social video
strategy to achieve the maximum results.
When it comes to creating individual videos, each one should
focus on a speciﬁc objective in order to deliver the best
results. Some videos should drive awareness; some videos
should drive engage-ment and views; and, of course, some
videos should drive sales. Remember, videos should be
concise because if you try to do too much with one video, you
can end up confusing your audience with regard to the action
you want them to take.1. AWARENESS
Brand awareness
Reach
3. CONVERSION
Conversions
Product catalog sales
Store visits PRO TIP: When you’re starting out,
objectives in the “Consideration” group
are often easiest to measure.

QUESTION #2:
HOW WILL YOU MEASURE SUCCESS?
Review the objectives you listed in the last question. Then,
imagine yourself at the end of the year (or the end of a
speciﬁc campaign) and think about what you could measure
to understand whether or not you were successful in hitting
your targets.
For example, if you decided to use video to drive traffic to
your website, then you would measure success by tallying the
number of new visitors to your site as a result of your video
campaigns. If you want to use video to create engagement on
your Facebook page, you would score success based on
reactions, comments, and shares.
When defining goals, you should keep your overall
marketing strategy in mind. Example; if you’re just getting
started, before you aim for driving sales or traffic, the ﬁrst
thing you’ll want to do is dedicate yourself to creating
videos. Therefore when you’re just starting out, it will be
helpful to dedicate some goals around this (i.e. to create one
YouTube video a month or for a certain percent of your
Facebook posts to contain video).
PRO TIP: Use concrete numbers and dates with your
goals. “Drive traffic to my website” is a nice objective,
but it’s hard to measure without knowing by how much
and by when.
A better objective would be to “Use video to increase
traffic to my website from 10K monthly visitors to 15K
monthly visitors by the end of 2018.”

QUESTION #3:
HOW MUCH TIME WILL YOU INVEST?
Once you’ve defined your outcomes and know how you’ll
track them, it’s time to understand how much time you wil
need to invest into social video this year.
For this answer, it’s important to be realistic. You probably
have your hands full with a ton of other
daily responsibilities and tasks. The good news is; you
don’t need to spend a boat-load of time. You do need to
commit to an achievable level and craft your strategy
basedonthat.
FINDING THE TIME FOR SOCIAL VIDEO
To keep yourself accountable, identify regular times in
your daily or weekly schedule to focus on video. Whether
it’s an hour each morning while you drink your coffee, or a
couple hour block once a week, having this time reserved
will help you focus on your video goals.
And you don’t have to use this time for video creation alone.
Keep it on your schedule as a dedicated time to learn,
research, improve, and create. Here are some ideas:
• Save videos that inspire you as you scroll through the
News Feed. Ask yourself, what is it about these videos you
like? Try to replicate those elements in your own videos.
• Challenge yourself to quickly create and publish a video
in one sitting. The more you practice, the faster and better
you’ll get.
• Look back at an old video that didn’t perform as well as
you’d hoped. Think about how you could change the video
for the better and try again.
PRO TIP: Take lots of photos as you
go about your day-to-day business.
This will save time and make your life
easier when you sit down to create
videos—you’ll have a lot to work with!

QUESTION #4:
HOW MUCH MONEY WILL YOU INVEST?
In the same way that you probably have a budget set
aside for other business-related expenses throughout the
year, you’ll also want to outline your budget for video
marketing. These costs include everything from production to
targeted advertising on Facebook, YouTube, and beyond.
However it’s not super expensive. To conserve expenses you
can create videos yourself using photos and video clips
you’ve already made, or record new clips using your
smartphone. That way most of your investment can be
spent on putting your videos in front of the right audiences.
A NOTE ON ORGANIC PERFORMANCE
Before we get into paying to get results, a note on organic reach and
engagement. Yes, you may be creating some videos spe-ciﬁcally to
use as ads, but you should also be creating videos to post
organically, as unpaid promotion, on your social proﬁles too, to en-
gage with your fans and followers. This will also allow you to see
what types of videos are getting the most engagement and reach so
that you can spend against those.
DEFINING YOUR BUDGET
Now, let’s get back to the question of how much
you’ll spend. We recommend budgeting $100 per video
you create for advertising. If you’re planning to make
one video a week, that’ll amount to about $400 per month.
Remember: this doesn’t mean you have to spend $100 to promote
every video. Instead advise you to concentrate your spend on the
videos that are performing best.
PRO TIP: Facebook marketing expert
Mari Smith says, “To get more mileage
from your paid reach, let your posts run
for 1-24 hours to gain some organic
traction before boosting them.”

QUESTION #5:
WHO IS YOUR AUDIENCE?
The targeting tools in Facebook Ads Manager allow you to get
very, very granular with your targeting on both Facebook
and Instagram. When used properly, you can laser-target a
relevant customized audience that will resonate with your
content, products, and services.
It's worth taking some time to imagine what deﬁnes your
target customer (or customers). You can this "avatar" to
create a Saved Audience in Facebook Ads Manager.
By doing so, you’ll be ready to go as soon as you’ve got a
video gaining organic traction that you want to boost.
WHAT LANGUAGE DO THEY SPEAK?
WHAT ARE THEY INTERESTED IN?
ARE THEY NEW OR EXISTING CUSTOMERS?
WHAT DEMOGRAPHIC ARE THEY IN?
WHERE ARE THEY HANGING OUT ONLINE?
WHERE ARE THEY LOCATED?
ARE THEY MALE OR FEMALE?
HOW OLD ARE THEY?
HERE ARE 8 QUESTIONS HELP YOU FIND THE RIGHT TARGET AUDIENCE ON FACEBOOK:

QUESTION #6:
WHICH PLATFORMS WILL YOU FOCUS ON?
There are many different social platforms available now:
The "big ones" like Facebook, Instagram, Twitter, and YouTube,
and more specialized ones like LinkedIn, Snapchat, Pinterest,
Google+, and beyond.
You understand your customer and target audience better than
anyone, so using this knowledge - and based on where they’re
currently spending the most time online - you’ll be able to
choose which platforms for which you want to focus on creating
videos in 2018.
PRO TIP: Everyone and their mother
(literally) is on Facebook. So paired with
that fact, and Facebook Ads Manager's
insane ability to target ads, you’ll deﬁnitely
want to be using videos on Facebook in
2018. Instagram is also gaining traction as
a must for advertisers.
Learn more about using video on
Facebook, Instagram, YouTube, and Twitter
from the Social Video Bluepring (Cheat
Sheet) on page 14.

QUESTION #7:
WHAT VIDEOS WILL YOU MAKE?
So what kinds of videos will you create? We urge you to
focus on content-driven as opposed to sales-driven videos.
What does this mean? Simply this; the videos you share
should actually be useful to viewers. Rather than telling
people to buy from you, teach them something, inspire
them, or entertain them. By doing that, you'll earn authority
and trust. Then, when it's time to make a sale, potential
customers will be pre-disposed to buying from you.
Naturally, you'll want to dedicate videos just to advertise a
product or service, which is perfectly fine - especially for
targeted ads. But we do recommend that for every sales-
oriented video you create, you create at least two or three
content-only videos.
Need some inspiration? Here are some examples,
straight from the pre-built storyboard starter templates in
our Marketing video builder.
EVENT RSVP
Generate buzz and excite-
ment for your next online or
in-person event. Include all
the necessary details to drive
sign-ups and add a hashtag
to make it shareworthy.
BITE SIZED PRODUCT INTRO
Introduce a product or ser-
vice using just a handful of
photos and text. Keep it
short and punchy to grab
attention on social media.
EDITORIAL
Serve up a story that your
audience will want to share.
Showcase your expertise
and get the word out about
your brand or business.
TOP 5 LIST
Hook viewers with a quick,
punchy list that’ll stand out
on social media with bold
text and inspire engagement.
STEP BY STEP
Demo a product or teach
viewers how to do something,
step by step. Post to YouTube
to show up in searches
related to your business.
BEHIND THE SCENES
Attract new customers by
showcasing your personality
and all the hard work that
goes into the products and
services you offer.

PRO TIP: Start with what you have. Take inventory of
the photos, video clips, and other assets you’ve already
got and see what videos you can create with them.

NEXT STEPS
Once you’ve answered our seven questions for building your social video strategy, what’s
next? It’s time to map out your strategy according to how you answered them. We suggest
creating a document or throwing dates on a calendar to keep yourself accountable.
According to the amount of time you decided to spend on your social video marketing, how
many videos will you commit to making each month? Each week? Mark them down on
your calendar, along with what types of videos you’d like to try and which social media
platforms you’d like to share them to.
Looking for ideas? We’ve included a full 2018 calendar on page 16 with a list of national
holidays, social media holidays, and events to inspire ideas for videos throughout the year.
We’ve also included a Social Media Cheat Sheet on page 14 with tips to help you create
videos that’ll perform on Facebook, Instagram, YouTube, and Twitter.
For extra support as you embark on your year of social video, we invite you to contact us
for any help you may need. We are here to provide feedback and inspiration throughout the
year! Premier Detroit LLC - (586) 790-1000
BUILDI N G A W IN N IN G S O CIAL VIDEO STRATEGY IN 2018 13

SOCIAL MEDIA CHEAT SHEET
We’ve talked a lot about the four big social media platforms—Facebook, Instagram, YouTube, and Twitter. But you may be wondering which sites
are best for different purposes and how to optimize your videos for different platforms. We’ve put together a handy cheat sheet to help!
TWITTER
Twitter is all about conversations, but Tweets only stay relevant while
they’re still at the top of the feed. To make the most of your Twitter
video efforts, repurpose content you already have and think quick,
punchy, and relevant.
BE QUICK: Twitter videos can be up to 2:20. But since Twitter users are
used to short updates, it’s best to keep your Twitter videos short too.
Try 30 to 45 seconds.
BE PUNCHY: Catch people as they’re scrolling by starting your video
with an eye-catching image or video clip or intriguing line of text.
BE RELEVANT: Join existing conversations and prep for events, trends,
and holidays you know people will be talking about.
Choose a thumbnail image that’ll draw viewers in and
stand out from other videos.
Use hashtags to get your videos in front of a wider
audience.
YOUTUBE
On YouTube, it’s all about search. Posting videos to the world’s sec-
ond largest search engine will increase your chances of getting dis-
covered. But you’ll want to optimize your videos to get the most out
of your efforts.
PLAN FOR INTENT: What are your potential customers interested in?
What are they searching for? Create videos around these topics so
you show up when they search.
OPTIMIZE METADATA: Make sure to use good titles, descriptions, and tags
with relevant keywords to make sure your videos show up in search.
EDUCATE: Showing up is the ﬁrst step, but your videos also need to be
useful. Create longer videos (2+ minutes) that share your knowledge.

Remember to set a cover image for your videos. Once
published, you can’t update.
85% of Facebook videos are watched without sound,
so plan for sound-off viewing.
FACEBOOK
With over 1 billion daily active users, no matter what product or ser-
vice you’re selling, your customers are spending time on Facebook
and you should be too. And video can help you drive engagement
and sales.
AVOID THE HARD SELL: On Facebook, you’ll draw more engagement with
content that educates, inspires, and entertains over content that is
just about your product or service.
TARGET: Use Facebook Ads Manager to get your videos in front of just
the right audience. Target according to location, interests, and more.
GO SQUARE: Square videos take up 78% more space in the News Feed.
Create square videos to stand out and stop more thumbs as they
scroll.
INSTAGRAM
Instagram’s user base is growing rapidly and, as such, it’s becoming
a must for businesses looking to get noticed. Post videos organically
to your own audience, or target potential customers through
Facebook Ads Manager.
THINK VISUAL: Instagram was originally just a photo-sharing app and,
as such, Instagram users are used to seeing beautiful, striking
images in their feeds.
KEEP IT SHORT: Instagram videos can be 1 minute, but since they loop,
and viewers can’t see how long they are, it’s best to keep it under 30
seconds.
SHOWCASE A PRODUCT: Selling a visual product, like clothing or jewelry?
A video ad featuring nice product shots can work well on Instagram.

If you’re stuck for ideas of videos to create throughout the year, a
good place to start is with the yearly calendar.
There are all sorts of trends throughout the year that you can create
videos around, from popular consumer holidays like Valentine’s Day,
Mother’s Day, and Halloween, to fun social media hashtag holidays
like #NationalCatDay and #NationalCoffeeDay.
To help you get started, we’ve put together a calendar of days to cele-
brate in 2018. Before you dive in, here are a few tips on how to de-
cide which days you should celebrate with video, and which you
should ignore.
SOCIAL MEDIA HOLIDAYS
RELEVANCE
Is the holiday relevant to your business?
#NationalRunningDay may be a good option for a personal trainer, but
may make less sense if you’re a jeweler—unless you’re selling running
shoe earrings!
EFFORT
How much time will it take you to create?
For fun social content, try creating the best video possible in under an
hour. Spent more time on the videos you can use throughout the year.
TIMING
Where does it ﬁt in your overall strategy?
Figure out if there are any special deals, announcements, product
launches, etc. that you can tie to the event so you can get more your
of your campaign.
Finally, before you post your videos, make sure to double-check to
see what hashtags people are using. We’ve included some in our cal-
endar, but hashtags tend to change and evolve over time so you’ll
want to see what people are using on the day you post to make sure
you’re getting the furthest reach.

JANUARY
SUN MON TUE WED THU FRI SAT
4 5 61 2 3
11 12 1387 9 10
18 19 201514 16 17
25 26 272221 23 24
2928 30 31
MARTIN LUTHER
KING JR. DAY
NATIONAL
TRIVIA DAY
NEW YEAR’S DAY

FEBRUARY
1 2 3
8 9 1054 6 7
15 16 171211 13 14
22 23 241918 20 21
2625 27 28
GAME DAY!
MARDI GRAS
PRESIDENT'S DAY LOVE YOUR
PET DAY
NATIONAL
WILDLIFE DAY
VALENTINE'S DAY CHINESE NEW YEAR
RANDOM ACTS OF
KINDNESS DAY
GROUNDHOG
DAY

MARCH
1 2 3
8 9 1054 6 7
15 17161211 13 14
22
29 30 31
23 241918 20 21
2625 27 28
NATIONAL
PUPPY DAY
FIRST DAY
OF SPRING
INTERNATIONAL
WOMEN'S DAY
SAINT
PATRICK'S DAY
DAYLIGHT SAVINGS
PALM SUNDAY NATIONAL MOM
AND POP BUSINESS
OWNERS DAY
PASSOVER BEGINS
GOOD FRIDAY
EMPLOYEE
APPRECIATION DAY

APRIL
4 5 6 71 2 3
12 13 1498 10 11
19 20 211615 17 18
26 27 282322 24 25
3029
EASTER
APRIL FOOLS DAY
#NATIONALSIBLINGSDAY
#NATIONALPETDAY
NATIONAL LOOK
ALIKE DAY
TAKE OUR DAUGHTERS
AND SONS TO WORK DAY
NATIONAL SMALL
BUSINESS WEEK BEGINS
NATIONAL HAIRSTYLIST
APPRECIATION DAY
NATIONAL HONESTY DAY
EARTH DAY
PASSOVER ENDS

MAY
2 3 4 51
10 11 1276 8 9
17 18 191413 15 16
24
31
25 262120 22
29
23
302827
MAY DAY
MOTHER'S DAY
SCAVENGER HUNT DAY
MEMORIAL DAY
STAR WARS DAY
MAYTHE4THBEWITHYOU
TEACHER
APPRECIATION DAY
RAMADAN BEGINS
NATIONAL SMALL
BUSINESS WEEK ENDS
CINCO DE MAYO

JUNE
1 2
7 8 943 5 6
14 15 161110 12 13
21
28
22
29
23
30
1817 19
26
20
272524
FIRST DAY OF SUMMER
NATIONAL SELFIE DAY
WORLD SOCIAL
MEDIA DAY #SMDAY
FATHER'S DAY
NATIONAL
DOUGHNUT DAY
NATIONAL
RUNNING DAY
NATIONAL BEST
FRIENDS DAY
RAMADAN ENDS

JULY
4 5 6 71 2 3
12 13 1498 10 11
19 20 211615 17 18
26 27 282322 24
31
25
3029
INTERNATIONAL
JOKE DAY
NATIONAL
COUSINS DAY
INDEPENDENCE DAY
NATIONAL MOON DAY

AUGUST
1 2 3 4
9 10 1165 7 8
16 17 181312 14 15
23
30
24
31
252019 21
28
22
292726
NATIONAL BARGAIN
HUNTING WEEK ENDS
JUST BECAUSE DAY
NATIONAL BARGAIN
HUNTING WEEK BEGINS
RELAXATION DAY
BOOK LOVERS DAY
NATIONAL DOG DAY
FRIENDSHIP DAY

SEPTEMBER
BACK TO SCHOOL!
BEARD DAY
INTERNATIONAL
COFFEE DAY
ROSH HASHANAH
GRANDPARENTS' DAY
NATIONAL VIDEO
GAME DAY
INTERNATIONAL TALK
LIKE A PIRATE DAY
INTERNATIONAL
DAY OF PEACE
FIRST DAY OF FALL
LABOR DAY
1
6 7 832 4 5
20 21 221716 18 19
30
27 28 292423 25 26
13 14 15109 11 12

OCTOBER
NATIONAL TACO DAY
4 5 61 2 3
11 12 1387 9 10
18 19 201514 16 17
25 26 272221 23 24
2928 30 31
COLUMBUS DAY
INTERNATIONAL
CAT DAY
HALLOWEEN
NATIONAL FARMER'S
DAY

NOVEMBER
1 2 3
8 9 1054 6 7
15 17161211 13 14
22
29 30
23 241918 20 21
2625 27 28
BLACK FRIDAYENTREPRENEURS DAY
#GIVINGTUESDAY
THANKSGIVING
DAYLIGHT
SAVINGS ENDS
VETERAN'S DAY
WORLD
KINDNESS DAY
CYBER MONDAY
SMALL BUSINESS
SATURDAY
#SHOPSMALL
AUTHOR'S DAY
NATIONAL
CAPPUCCINO DAY

DECEMBER
CHANUKAH ENDS
CHRISTMAS EVE
CHRISTMAS
KWANZAA BEGINS
BOXING DAY
BACON DAY NEW YEAR’S EVE
NATIONAL
CUPCAKE DAY
CROSSWORD PUZZLE DAY
1ST DAY OF WINTER
SUPER SATURDAY
INTERNATIONAL
MOUNTAIN DAY
FREE SHIPPING DAY
CHANUKAH BEGINS NATIONAL COOKIE DAY
1
6 7 832 4 5
20 21 221716 18 19
30
27 28 2924
31
23 25 26
13 14 15109 11 12

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