In December 2013 alone, 188.2 million people in the United States watched 52.4 billion online content videos, which means that the average citizen spent over 19 hours watching online video. During 2013, 72.1 million American smartphone users watched video via their devices. During 2014, this figure is anticipated to increase to 86.8 million. Online video viewing has had exponential growth the past couple years. Viewership is only going to keep increasing over the next couple years. Maximizing the potential of video in your social media marketing mix is critical for staying competitive within your industry. Explore multiple video outlets While there is no question that YouTube is a very popular video channel, it is far from your only option. Look into Facebook, Instagram, and Vine as well. Each service offers different features that may or may not be a good fit for your company. Pay attention to the channels that your target audience frequents and think about how you may be able to use them to reach different factions of your audience. For example, the short Instagram format can be great for sneak peeks of new products while YouTube is a better channel for lengthy demonstrations and behind the scenes tours. Regardless of the channel that you use for your videos, make sure to cross-promote them on multiple social media accounts and other online outlets. For example, if you post a YouTube video with an overview of your company’s services and then a couple months later, you write a blog post about the same topic, embed the video in your post. Offer high quality, genuine, and varied content No one is going to watch your videos if they’re not high quality and offer something meaningful to your target audience. What sort of topics and formats resonate with them? Don’t be afraid to experiment with lots of different video formats. There is an extensive range of options including customer testimonials, product reviews, factory tours, case studies, tutorials, and answers to frequently asked questions. A younger audience may enjoy funny spoofs of current TV shows as part of a campaign while an older professional audience may appreciate a more formal approach. No matter what sort of tone and format you use in your videos, you should always be authentic, conveying transparency. Publish new videos on a regular basis One of the most important aspects of social media marketing is periodic updates. While you don’t have to post multiple times a day or even every day, you should be posting at least a couple times a week. Once you start creating videos, your target audience is going to expect to see new videos fairly regularly. Do you keep a social media calendar? Schedule time each month to create and market new video content. Mix up longer in-depth tutorials and case studies with one- to three-minute segments showcasing new products and interviewing employees and customers. Whether you’ve been using video in your social media campaigns for years and you’re simply looking for new tips, or you’re brand new to the world of online video, it’s never too late to step up your game. Video in your social media marketing mix is a powerful tool that you’re unable to replicate with another medium. Start implementing some new strategies today.