If you haven’t implemented a social listening strategy, you might be missing out on valuable data that can help build your business. In the past few years, social listening value has significantly increased. With the right social media listening tools, you will be able to understand exactly what your current and potential customers think of your brand. By analyzing what they talk about you and your competitors on social media. Read on to learn what social listening is and how it can help you with video marketing.

What is social listening?

Social listening refers to the process where you identify and assess what people are talking about your company on the internet. The conversations people have about your business on the internet are just unstructured data. However, before you create a social listening initiative, you should know what you want to achieve through this. Depending on your goals, you will need the right tool, which might be an expensive software suite or free Google alerts. Whether it is person-to-person or social media, information gathering has value, and social listening has to be one of the best customer intelligence tools you have to use for your brand.

Why is social listening important in video marketing?

Instead of making assumptions about what your audience needs or wants, you will be able to know exactly what they are saying about you. People often share their opinions about the brand online. Here is how it can benefit you:

Get exclusive customer insights

With social listening, you will be able to assess how your audience reacts to the different types of videos posted on your social media channel. You can take help from one of the many analytics tools available online that will help you know whether your audience has skipped parts of your video or watched it in its entirety. This information will help you know which parts of your video were considered interesting by your audience. You can publish videos like this in the future.

For an effective video marketing strategy, you need insights for every sales funnel stage, which social listening can provide. For instance, if a potential customer is still considering whether or not they should buy your products, you can use social listening to discover what they are saying about videos you have created for first-time visitors. With this information at hand, you will be able to create new videos and address their concerns.

Understand what your audience wants to see

Do you know what types of videos will attract your audience’s attention? What kinds of references, aesthetics, easter eggs, and influencers do they want to see? Social listening can help you get answers to these questions. It is important to understand that over time, your audience will change. Even though their defining qualities and demographic might remain the same, the topics of conversation and trends will evolve. Audience analysis can help you stay updated with these. You can do this by selecting keywords that your audience might use, such as brand names, hashtags, topics, personalities, and more. After you have collected these mentions, you can show videos on topics that are popular among your targeted audience. 

Avoid crises

Social listening can be used for tracking your audience’s sentiments in real-time. You will have information about the significant changes in the moods and opinions of people on social media. You can consider social listening as an early warning or alert sign on how people perceive your brand on the internet. If your brand is getting more engagement than usual, you will be able to understand the reasons behind it through social listening.

Identify social media influencers

Influencer marketing has become an important marketing component for all brands, mainly because of the measurable results it offers. You would want to work with influencers who like your brand and are interested in its value proposition. But, how can you find them? Social listening can help you find influencers who will be a good match for you. Listen for your brand mentions across the internet. It will help you find people who post about these topics. Some of the top profiles that are talking about your brand might be influencers you work with, especially if they have a significant following. 

However, it is important to note that just because somebody has mentioned your company’s name in their posts, it doesn’t mean that they will resonate with the values of your brand. Only a few influencers will be good brand ambassadors for your company. 

Create engaging videos that meet your goals

With social listening, you will be able to focus on the content that provides you with the maximum ROI on your money, time, and efforts. You can start by finding the social platform that is perfect for you and gives you the most engagement with your audience. It will help you amplify your brand’s popularity and your content. Social listening tools can help you analyze which video-based platform is the most suited for your brand. For instance, if your primary audience is Gen-Z, you will be more suited to create videos on TikTok. For millennials, Instagram might be the more suited option. Thanks to machine learning algorithms, you can use social listening to eliminate the trial and error method and create engaging content that offers a higher conversion rate. 

So, these are a few benefits of social listening that you can enjoy. The market has become highly competitive today, and if you don’t utilize every arrow in your quiver, you will be left behind.