Videos have become a critical facet of social media marketing. High-quality videos not only increase the image of products and brands but also increase the conversion rate of advertising campaigns, corresponding to programmatic advertising trends. Just filming a video, of course, is not enough. The challenge for video editors lies in making the storyline enticing and convincing.
We interviewed Gina, a member of the Kdan Mobile family. She shares her personal experiences managing the creation and distribution of video content across various social media platforms. Gina also talks about the evolution of her own video-editing methods that she has honed through observing other video editors and videos.
Though YouTube is known worldwide as the leader in video streaming, Facebook is one of the most popular social platforms for marketers. Facebook began paying attention to the business opportunities of video advertising in 2016 and started providing algorithmic incentives for video creators and users who posted on their apps.
Although there is a high saturation for brands now in the community and the algorithm is gradually getting harder to manage, Databox surveys show that 60% of marketers say video tends to drive more engagement than static images. Click-through rates also prove the power of video – particularly for apps like Instagram and TikTok which are at the forefront of the short-form video wave. The role of videos on social media is growing alongside the increasing demand for such content.
Many editors, marketers, and advertisers are facing an issue: how to make social video content with limited budgets and time. If you find yourself facing similar challenges, read on to find out how Gina leverages various digital social media manager tools to achieve growth using the powerful strategy of pre-planning.
The Role of a Social Media Manager
Q: The social media manager is not only a front-line spokesperson of the company but should have sensitivity and knowledge on community issues as well as keep the company’s services and products in the limelight. What are the daily tasks of a social media manager? How do you manage social media marketing strategy?
My job responsibilities include being a social media manager and running advertising campaigns. The role of the social media manager includes creating social media posts, interacting with social media users, planning content, and maintaining a cohesive company image across different social media channels. Advertising plays a supporting role in the company’s products. There is a lot of overlap between the two responsibilities.
I organize the content calendar on a monthly basis, focusing on company branding and I organize the content calendar on a monthly basis, focusing on company branding and audience engagement. I work closely with the public relations team and product teams. Every week, we check the status of active campaigns and upcoming events. We also brainstorm how to boost product sales and brand awareness. Although content is generally scheduled in advance, I must also be flexible with any quick tasks that come my way.
Because the world of social media is a very open space, users may directly send messages on social media or leave a message in a post. Responding to these messages and comments is also a very important part of my work.
The Role of Social Media in Marketing Strategy
Q: As you mentioned, the world of social media is an open space and a channel for many people to connect with a company. From an operational perspective, what role do you think social media plays in brand management?
I am still exploring this role. I think that social media occupies different roles in different industries. Social platforms may be the main sales channel or display content. In any case, I think that social media is the face of the company, and it plays a very important role in presenting the company’s image and culture. On the contrary, if a brand is not careful, their social media image may create a negative perception.
Kdan Mobile is a relatively new software company that grew from a startup. Our goal is to portray Kdan Mobile as a “young and dynamic software company.” To do so, we aim to introduce products in a lively and interesting way.
In terms of which medium to use, I think video is most suitable for showcasing your brand’s energy. Although the process of filming and editing a video can be time-consuming, video has the ability to convey meaning that static pictures or text can not.
The Age of Video Content: Editors’ Blood, Sweat, and Tears
Q: You mentioned video marketing – it seems that the amount of videos on social media has greatly increased. Do you have any thoughts on this trend? Can you also share some of your experience with shooting videos for social media?
Starting as a social media manager with no formal design or digital media experience, professional video editing software is not my first choice. At the beginning, I really disliked filming, even to the point where I wanted to avoid it completely. I didn’t like making videos because the preparation was too troublesome and my vision often didn’t align with the end product. Editing and post-production also took a lot of time.
However, a lot of popular content on social media is made with video. For example, when the COVID-19 pandemic began to spread in 2020, Taiwanese social media had a hand-washing dance challenge that we took part in. It was a chance to participate in something that was quite popular at the time in Taiwan. As mentioned earlier, videos of events are also better than photos at capturing the atmosphere, so even though I was afraid of producing video at the time, I still bit the bullet and followed the trend. This ultimately let us share more of the event experience with our followers that couldn’t attend than a photo ever could.
Choosing the Right Video Editing Software to Tell Your Story
Q: Do you think you have overcome your fear of editing videos? How did you get over it?
Since our company launched Write-on Video, I decided to dip my toe in the water using our video software. Our product team specifically stated that the focus of the product is on video planning, so I tried to change my personal habits and follow the instructions in the app. The method is to plan the outline of the video first. After making several videos, I feel that my efficiency in video editing has greatly improved. This was a huge difference from my previous editing software, iMovie.
In the past, I tended to keep the planning and visualizing of scenes in my mind and discuss in real-time with the actor during the video shoot. There were many unexpected situations while filming, and communication and setting up took a lot of time, too. When I found that some necessary shots were missing while editing the video, or my vision didn’t translate into the video shooting process, I often only had time to edit the existing footage instead of re-shooting the scene. Rearranging these scenes also took a lot of time and energy.
Video Planning and Storyboard Design Experience
Q: Specifically, what kind of help does Write-on Video provide? Can you share your experience?
On Mother’s Day this year, our company gave employees Starbucks cake vouchers! I wanted to capture this on film.The content of the video should take into account both Mother’s Day and elevate our company brand by showcasing a fun activity. I needed to plan the venue and think ahead of time about how I wanted to convey this to our followers. At that time, I first used Write-on Video to follow the ideas in my mind and used the “Pod” (scene) function in the app to input the key points, people, and actions to be presented into the storyboard.
Because you can view and check with the storyboard at any time while shooting on your phone, the video-shooting process was smooth. It went so well that I was shocked – it was also much easier to edit the video clips when I went home. You can clearly follow the storyboard in the app, import the recorded video into the Write-on Video scene (pod), and perform some simple editing.
The result was not much different from my original vision. Thoroughly planning an outline saved a lot of time for subsequent editing. In the end, I felt a sense of accomplishment when viewing my final video – it was a step up from my previous videos and made me feel like I had improved my video editing skills.
In short, I am less afraid of making videos now and have gotten to know and use this platform. The editing software I used before was iMovie… It is a fairly standard editing software, but can be troublesome when you want to incorporate special effects. Write-on Video gives me much more freedom in importing subtitles and multimedia materials.
Before the end of the interview, I asked Gina about her views on the evolution of social media in recent years. Gina mentioned that the environment of social platforms is greatly affected by algorithms. Instead of “trends,” she hopes to focus on making “resonances.” In terms of content, trends come and go, but as the first line of contact between the brand and users, the most important thing is that any posted messages can resonate. Additionally, the video medium may be impactful due to its high interactivity.
A social media manager must also grasp the characteristics of various media and convey strong messages through each post. The public gets to know a company’s products and services through social media platforms. Although there are texts and pictures shared online, video stands on its own in terms of being able to deliver an irresistible charm.
In Gina’s interview, she mentions the importance of making good use of tools. Social media managers and marketers who need to perform multiple jobs may not have formal experience in multimedia editing, but as long as they have the right tools, can gradually find their own rhythm and cultivate their abilities.
Gina humbly said that she thinks she still has a lot of room for improvement in all aspects. If you want to give some encouragement to the social media manager, you’re welcome to check out the Kdan Mobile Facebook Page. Additionally, if you want to try out Write-on Video, the software mentioned by Gina, download via the following links: