Nowadays videos represent one of the main channel used by business to reach clients. Indeed, it is an easy and enjoyable way to communicate with the greatest numbers of people. Generally, they are short, memorable and have the possibility to be shared easily on a wide numbers of online platforms (e.g social medias networking, blogs..).
Moreover, they can help businesses to achieve several goals: to promote specific products, brand’s image. For example this kind of content are often used by the giant of the beauty industry: L’Oréal. They are using it for promoting products, to raise awareness for their social events, and to share values of their brand. For instance, for Christmas 2016 (video on the side), they decided to be present in the life of customers along this important event. They are presenting the magic of christmas spirit and also remind customers that lipstick can be a good idea for a present.Videos can also allow customers to share their ideas and opinion by encouraging them to comment and use the “tag cloud” by using “#” in social media. It permits to the brands to gather different information about makeup, create a real community: a place where they can encourage people to communicate makeup tips, different methods that they are using feedback on products.
How companies design and implement Social Media strategy?
In a world where technology is constantly growing, companies face new challenges in communicating with their customers. Nowadays, one of the main methodology used is: a social media strategy, which is possible thanks to the web application Web 2.0. It is a strategy which regroups the use of social media (online communication channels such as forum, microblogging, video sharing,social networking..).
Companies need to design this innovative strategy in several steps in order to be efficient. Firstly, they need to define what they are expecting from this: to enhance awareness of their brand, to protect their reputation, enhance professional relationships with their suppliers/ client by communicating faster and on time, build an online community to encourage exchanges between clients sharing same goals about a company, or improve customers relationship.
Secondly, they need to identify which customers they are targeting. Different clients of a company have common traits that businesses need to identify in order to reach effectively their clients.
Thirdly, they need to select which platforms and tools will be the most efficient for them. Thanks to the second step this part will be easier. Depending of their clients, they can choose what time they have to post, what contents are the most enjoyable to communicate with this community.