Using Video To Supercharge Employee Advocacy And Social Selling

It’s a busy digital world out there, so how do you supercharge your social selling game in a stream of constantly flowing content? Well, I won’t leave you guessing; the answer is video!

The role of video content has evolved from a mere accessory to an indispensable tool for brand advocates seeking to captivate audiences and drive meaningful engagement. According to a report by Wyzowl, a staggering 87% of marketers say video has helped them generate leads and directly increased sales, highlighting its influence in online communication.

In this blog, we’ll share why video is a game-changer for employee advocacy and explain how to harness its potential to amplify your social selling efforts and drive impactful results, from practical tips for leveraging video effectively to my chosen selection of video editing tools.

Let’s dive in!

Why Use Video in Employee Advocacy and Social Selling?

Video content is a strong force in B2B marketing, so it’s no surprise that it offers a multitude of benefits if you’re looking to elevate your employee advocacy efforts and connect with your target audience on a deeper level.

Viewers typically engage more attentively with video content compared to other formats. Research by HubSpot indicates that 62% of consumers consume videos thoroughly, demonstrating a higher level of engagement. Conversely, when it comes to online long-form content, approximately 75% of consumers tend to skim through it.

Here are some other compelling reasons why video has become a cornerstone of successful social selling strategies.

Enhanced Engagement

As we’ve already touched on, video increases engagement. Studies consistently show that video content outperforms other forms of media in terms of engagement metrics. According to Vidyard, using video for sales outreach increases response rates for more than 60% of sales reps. This heightened engagement not only increases brand visibility but also fosters meaningful interactions with potential clients and stakeholders.

Enhanced Trust and Authenticity

Authenticity is key in employee advocacy, and video allows you to convey your message in a genuine and relatable manner, helping to build trust and credibility with your audience. Putting a face to a brand is powerful. In fact, 93% of B2B buyers say video is important for building trust in a brand (source: Superneat Marketing).

Enhanced Brand Awareness

Video has the power to leave a lasting impression on viewers, making it an invaluable tool for building brand awareness and recognition. Vidyard also highlights that people are 13% more likely to remember the details from video emails over text emails, demonstrating its potential to amplify brand reach and visibility across social media platforms.

How to Use Video in Employee Advocacy and Social Selling

Incorporating video content into your social selling efforts opens up a world of opportunities to engage, educate, and inspire your target audience. But how do you use it?

Video content offers versatility, allowing you to tailor your approach to different stages of the buyer's journey and various touchpoints. From captivating product demos to compelling customer testimonials, each video format uniquely engages your audience and drives meaningful interactions.

Consider incorporating a mix of the following types of videos:

• Product Demos: Showcase your products or services in action through engaging demos that highlight key features and benefits. This allows prospects to see firsthand how your offerings can address their pain points and meet their needs.
• Customer Testimonials: Let satisfied customers do the talking by featuring their success stories and testimonials in video format. Authentic testimonials lend credibility to your brand and provide social proof of your value proposition.

Example: Video testimonials can help the sales process. 

• Explainer Videos: Simplify complex concepts or processes with informative explainer videos that break down topics in an easy-to-understand manner. Whether it's explaining your product's functionality or illustrating industry trends, explainer videos are highly effective in educating your audience.
• Thought Leadership Content: Position your brand as an industry authority by sharing thought-provoking insights, expert interviews, or thought leadership presentations. Thought leadership videos showcase your expertise and establish trust with your audience.

Example: combine video with thought leadership ads for extra impact.

Like any form of marketing, the key is to use a variety of styles to keep the content fresh, interesting, and engaging. Using a mix of videos will not only help keep your audience watching but it will also give you endless ideas and material for sharing.

Exploring Video Editing Tools

Now that you understand why, and you’ve got a good idea of how to use video let’s move on to how to create it. With the plethora of user-friendly video editing tools available today, everyone has the power to create professional-looking content with ease.

Here, we are sharing just a few of the many free and accessible video editing tools that can help even less experienced video creators build eye-catching and effective videos. Of course, don't forget the capabilities of your trusty mobile phone too; a great place to start before exploring some of the more capable editing tools. 

1. VlogNow (VN Video Editor)

• Key Features: VN offers a comprehensive suite of editing tools, including multi-layer timeline editing, video transitions, filters, and special effects.
• Functionality: VN is a hassle-free, no-cost video editing app. Its straightforward interface makes video editing accessible to everyone, even beginners. Packed with a comprehensive set of features, VN meets the demands of both professional and novice video editors, allowing you to craft polished, high-quality videos effortlessly.
• Platform Compatibility: VN is compatible with Mac, Windows, iOS and Android platforms, ensuring accessibility across a wide range of devices, including desktops.

2. Adobe Rush

• Key Features: Adobe Rush boasts powerful editing capabilities, allowing users to create professional-quality videos with ease. It offers features such as multi-track editing, customisable titles, and built-in soundtracks.
• Functionality: Tailored for mobile and desktop usage, Adobe Rush is perfect for editing videos on the fly. It enables seamless syncing across devices, ensuring flexibility and convenience.
• Platform Compatibility: Adobe Rush is compatible with both iOS and Android devices, as well as desktop computers. Its intuitive interface makes it accessible to users of all skill levels.

3. Canva

• Key Features: Canva’s video editing tool provides a user-friendly interface with drag-and-drop functionality, allowing users to create eye-catching videos effortlessly.
• Functionality: Canva’s vast library of stock footage, templates, graphics, and animations Makes it perfect for designing engaging video content at the click of a few buttons.
• Platform Compatibility: Canva is available as a web-based platform and mobile app, ensuring seamless editing across devices.

4. iMovie

• Key Features: iMovie provides a user-friendly interface with powerful editing tools, including drag-and-drop functionality, video stabilisation, and audio editing capabilities.
• Functionality: Designed for Mac and iOS devices, iMovie offers seamless integration with Apple's ecosystem, allowing users to create and edit videos effortlessly across multiple devices.
• Platform Compatibility: iMovie is exclusively available for macOS and iOS devices, ensuring a streamlined editing experience for Apple users. If you’re new to video editing, it might take a bit longer to navigate than tools such as Canva.

These versatile editing tools serve as valuable resources for bringing your creative vision to life. However, when you’re just getting started, your best bet is to keep it simple. Remember, it doesn’t need to be a polished masterpiece!

For a full list of free video editing tools read more here. 

Enhance Your Employee Advocacy with Video Content

So there you have it! Video content is quickly becoming a cornerstone of modern B2B marketing and social selling. It offers unmatched potential to engage audiences and elevate brand visibility.

Want to find out how you can amplify your brand through employee advocacy? Our team at Tribal Impact is here to help.