TV Commercial Production + Social Media Plan using the 80/20 principle
As video production experts, we know the importance of creating engaging video content for businesses. However, it’s not enough to just create great content, it’s also crucial to have a solid social media plan to ensure that your content reaches your target audience and drives engagement.
We had the opportunity to work on a project for a popular UK-based tile and bathroom company. The objective of the project was to increase brand awareness and demonstrate the company’s growth potential through a TV Advert. However, we not only produced the TV commercial but also created a 3 to 6 months social media plan to accompany it.
Gaps in the industry
One of the first things we did was research their industry and competitors to identify gaps in their marketing strategy. Upon analysing the behaviour of the company’s shoppers both in-store and online, we identified some gaps in the industry.
We found that the company’s competitors had recently produced TV commercials featuring real people to connect with their audience. However, they did not maximise on their investment. They were not creating graphics, short social adverts, or email series from the commercials. This was a missed opportunity for our client.
We also found that the company’s social media accounts lacked engagement and value offerings for users.
Creating a social media plan
This was a golden opportunity for our client to create a social media strategy. This way they would be able to attract more followers and potential customers.
Therefore, we proposed a 3 to 6 months social media plan for our client’s top 3 platforms: Instagram, Facebook, and YouTube, along with the TV commercial script. In this plan, we included which were the best types of social media videos to include, as well as which is the best length for each platform.
Starting with Instagram, we advised our client to use Instagram stories for quick purchases and offered special deals on items under £50. We also suggested that they encourage users to take a look at related products on their website, leading to further purchases or potential sales down the line.
Once on the website, users may be encouraged to take a look at related products, which may lead to further purchases or plant the seed for them to act six months down the line when buying a new bathroom.
For Facebook, we encouraged our client to create a community by discussing trends and providing helpful tips for their audience.
This would not only increase brand awareness but also position our client as an educator and thought leader, leading to increased sales in the long run.
With so many DIY videos and tradespeople busy, there is real scope to educate the end-user on how to do things themselves. A community would not only spread the word about our client but increase its total sales as the members of the community would choose our client over a competitor when in need. Seeing our client as the educator and thought leader.
Lastly, we recommended that our client start uploading How-to videos to YouTube too. One of their top competitors was already uploading educational videos, but more personality could have been pumped into the videos with their staff or someone who actually looks happy! YouTube videos would not only help with SEO but with brand trust.
The 80/20 principle
When it comes to social media strategy, it is important to remember that users do not want constant sales pitches. They want content that is informative, valuable, and engaging.
We encouraged our client to add value to their social media strategy by following the 80/20 principle – 80% value offering in thought leadership and 20% promotional content.
The value offering content can take many forms, such as educational videos, infographics, how-to guides, industry news, and insights. By providing valuable content, our client can establish themselves as thought leaders and experts in their industry,. This all can create a more engaged and loyal audience.
Offering valuable content can encourage followers to engage. Sharing content, leaving comments, and participating in discussions can lead to increased visibility and brand awareness.
While promotional content is important, it should not be the main focus of the social media strategy. The 20% of promotional content can showcase new products, offer discounts, and promote special offers or events. But only those times where it is relevant and valuable to the audience, and not just a sales pitch.
Creating a great piece of content, like a TV commercial, can set the tone for marketing. A solid social media plan is crucial to reach your target audience and drive engagement. Providing value to your audience using the 80/20 principle can position your brand as a thought leader. This leads to increased sales and brand trust.
If you want to improve your online presence, hire a video production expert to create compelling video content and develop a solid social media plan.