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October 24

Mastering Social Media Video Marketing for Home Improvement and Building Companies

Video Marketing is not a new concept. However, its importance has skyrocketed with the advent of social media platforms that prioritize video content. Think about it, when you’re scrolling through your Facebook or Instagram feed, what type of content makes you stop and pay attention? More often than not, it’s a video.The home improvement business and home builder industry relies heavily on visuals in order for them to showcase their work and there are many platforms for them to introduce their work to their target market. If you’ve seen popular magazines like “Better Homes & Gardens”, and “Traditional Homes” to name a few, they all have similarities—high-quality, perfect lighting and the right mood to it, the job is the center subject of the photo. Sure they’re pretty and all, but it only shows one dimension of the job, it lacks that ‘oomph’ to really highlight their work.

This is where we bring in video marketing and the utmost importance of extending their reach to social platforms. Imagine you’re a homeowner looking to remodel your kitchen and you’ve got a vague idea in your head but you’re not quite sure where to start. You see a video on your social media feed about a step-by-step remodeled kitchen from a cramped and dark space into a spacious and well-lit oasis. You watch the video and that vague idea starts to take shape. Now, you know what you want and who you want to hire for the job. That’s the power of social media video marketing. It doesn’t just advertise a product or service; it provides value to potential customers. It builds trust and establishes a connection between the business and the customer.But how do you create an effective video? How do you ensure your videos reach your target audience? These are some of the questions we’ll be exploring in this article.

The Importance of Social Media Video Marketing

Video marketing on social media for home improvement/building businesses is an increasingly powerful way to communicate their brand story and explain their value proposition. This form of marketing offers a distinct chance to exhibit their craftsmanship, showcase their offerings, and engage with their clientele on a more intimate level.

It boasts a significant advantage in its ability to swiftly grab viewers’ attention. Studies show that video content holds viewer attention 5x longer than static images, making it a potent tool for these industries to set them apart from competitors in the crowded social media space.

Additionally, this allows for more remarketing value due to the nature of social media platforms’ “sharing” features, making it a cost-effective strategy. It also enables these businesses to reach out to potential customers who have an interest in their content, from the point of origin to the sharer’s network of connections, which in return, increases the chances of conversion.

Let’s talk numbers…

  • A recent shows that 96% of marketers believe that video marketing is an important part of their strategy, and is at an all-time high since this data was tracked from previous years.
  • It also indicates a shift in the market, particularly among Gen Z & Millennial audiences. Two-thirds of social media users in this demographic have reported engaging with a brand after viewing a video shared on social media.
  • Long-form videos above 30 minutes have seen a massive growth of 11,000% over the past decade. (Hubspot, 2023)

Simply put, if you’re still on the fence about integrating video marketing as part of your social media marketing efforts, let this serve as proof to get things going. It allows you to engage with your audience in a more dynamic way, build trust with potential customers, and ultimately drive business growth.

Creating Engaging Video Content: Tips for Your Home Improvement Business

There are many ways to create engaging video content for your audience across your social platforms and the choices can be overwhelming and stifle your efforts. We’re here to help and provide suggestions based on our recent case study.

Know Your Audience

Understanding who you’re showing to is crucial in creating content that resonates with them. Are they DIY enthusiasts looking for tips? Or are they potential customers wanting to see the quality of your work? Tailoring your content to your audience’s needs and interests will make it more engaging.

Informative & Entertaining

Secondly, be informative but also entertaining. Yes, your audience wants to learn from your videos, but they also want to be entertained. So, try to present your information in a fun and engaging way. This could be through the use of humor, storytelling, or even just a friendly and conversational tone.

Now, let’s show you the different types of video content you can create featuring one of our long-term clients in the industry—Landmarks West and Five Star Bath Solutions.

1. Transformation videos

These are great for showing your audience the capability of your service. Transformation videos when executed accurately and paired with great audio create excitement and great engagement. People love before and after videos!

2. Testimonial videos

Another proven and powerful method that can sway customers in their decision-making process is social proof. Testimonial videos are so effective because when a customer hears another satisfied customer who has had a positive experience, it creates a great motivator to choose that company. It’s efficient, too! After you’ve done the transformation video shoot, you can shoot testimonial videos straight out the gate.

3. Service showcases

These video types can be used to highlight a specific product or material you use in your projects. You can talk about its benefits, why you chose to use it, and even show it in the final work.

Remember,  the key to creating engaging video content is to make it resonate with your audience. So always keep them in mind when planning and creating your videos.

Video Content for Social Platforms

1. Compatibility

As you probably know by now, each social media platform has its own format that’s optimized and built for that platform’s technology.

It’s always a rule to check 2 things: Resolution (video size) and Character limits

For example, Instagram In-Feed videos’ recommended size is 1080 x 1080 pixels, and a minimum size: 600 x 315 pixels (landscape), 600 x 600 pixels (square), while Facebook Feed videos have a recommended size: 1280 x 720 pixels for Landscape and Portrait, while the minimum width should be 1200 pixels accordingly. (see our Social Media Video Sizes Guide) 

Next, you need to consider the limitations for your copywriting per platform – no use of a good copy if you can’t fit it, right? As an example, Facebook offers a generous character limit of 63,206, and naturally, an ideal copy length should be under 2-3 sentences.We’ll soon write another article for each social platform’s character limits, so follow us to keep updated!

2. The Power of SEO

One of the key factors that can influence the success of your video SEO is the quality of the video’s script and copy. A well-written script can help you communicate your message clearly and effectively, while a good copy can help your videos rank better in search engines and make it easily accessible to active viewers.Always take into account that if you want to include your desired keywords and phrases doesn’t necessarily mean you’ll have to compromise the clarity of your copy. This is why planning and drafting are essential to your relevant keywords and that it should just fit naturally into it.

One best example of this method is looking up the most used keywords or terms in your industry. Let’s say you’re searching for a video about  “bathroom overhaul” on Google and it will immediately give you a lot of choices about “bathroom overhaul”. To put simply, the keywords or phrases you would use for your copy will help people stay engaged as this is exactly the content they would be looking at. More eyeballs for your video!

With these tips in mind, you’re well on your way to create engaging and optimized video content for your social media platforms. But remember, the work doesn’t stop there. It’s crucial to monitor your results and adjust your strategy accordingly.

Measure Success and Adjust Your Strategy

Measuring the success of your social media video marketing efforts is important in understanding what’s working and what’s not. Here’s how you can do it:

1. Engagement Metrics: These include likes, shares, comments, and views. High engagement indicates that your content is making a great impact on your audience.

2. Watch Time (Views): This metric shows how long viewers are watching your videos. A higher watch time means that viewers are finding your content interesting and valuable. Keep in mind that each platform has different variations of what counts as “watch time or views”, but usually, even a few seconds of watch time counts. It is still a good indicator at a glance of how many people are seeing your content.

3. Conversion Rate: This is the percentage of viewers who complete a desired action after watching your video. If you’re running a newsletter campaign and you want new sign-ups informing customers about your new “solution” and/or if you have quality material for construction and want them to try or purchase or simply just to be up-to-date on the inner works of your services, then using this metric to measure is a must-have for you to adapt your strategy.

Once you’ve measured these metrics, it’s time to adjust your strategy based on the results. If a particular type of video is getting high engagement and watch time, consider creating more of that type of content. Always test, measure, and adjust to achieve the best results.

Need a hand? We got you covered

Social media videos stand as a vital asset for the home improvement and building industries, it offers unmatched opportunities to captivate audiences, convey brand narratives, and engage on a personal level. The numbers don’t lie and don’t leave any room for skepticism. Embracing video marketing is not a choice, it’s an imperative for establishing trust and connections and driving business growth.

Here at Socialize Video, we’re equipped with a dedicated team of experts, covering all facets of planning, execution, and implementation. Our holistic approach ensures that your social media video marketing efforts are not just effective but are unrivaled.

By choosing us, you’re making the best choice for your home improvement business. Our team is committed to creating content that speaks well with your audience, adheres to platform-specific guidelines, and excels in SEO, all while continually adapting to deliver the best results. Your success is our mission, let’s get started today!


construction business, home improvement, Social Media, social videos, Video Marketing, Video Production

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