When Martine Cadet, digital content marketing strategist at Kaderique Consulting Group, asked members of the audience at ASI Fort Worth to pull out their phones to download BigVu, a video teleprompter app, she was met with a sense of reluctance. “This is a video marketing workshop,” she joked. “Why is everyone so surprised that I asked them to start making a video?”

Martine Cadet, Kaderique Consulting Group

This attitude might link to the fact that 18% of individuals don’t know where to start with creating content marketing. And 30% of people feel they lack the time altogether, as stated during the workshop.

But Cadet, an adjunct professor who teaches 10 courses and owns her own business, said it’s not about time, it’s about strategy. It’s about creating content with intention.

“My promise to you is that in an hour and 15 minutes, this will no longer be you,” she said. “You will no longer feel this way.”

According to Cadet, social media video marketing comes down to embracing three key mindsets.

The first: creating content with the intent to instill an emotional connection with the audience. Why? Because it builds trust and credibility, which increases brand loyalty and customer retention.

“Highlight real people and stories behind the brand,” said Cadet. “It’s always good to have somebody else talk about it, versus you.”

When introducing a new product or service, sharing milestones or company achievements, and even just trying to increase brand awareness, think about showing behind-the-scenes footage of production or sharing the day-to-day life of members of the company.

This plays into being consistent and genuine in brand messaging and bringing posts back to a company’s value proposition, according to Cadet.

“It’s about starting a conversation to get to conversion, not just creating content with the intent to convert,” Cadet said.

Another key mindset is boosting conversion and increasing return on investment. When launching new products, promotions or targeting specific customer segments, showing up directly to sell can be in a company’s best interest.

To do this, one can craft a structured message with a clear call to action, a format they can replicate in many of their posts.

Telling customers exactly what they are wanted to do such as leave a comment, “buy now,” or “sign up now” can be an effective way to directly increase sales and influence. “You have to tell customers what you want, because they don’t know,” Cadet said.

When using social media video marketing, brands should think about the audience, not themselves. One way to do this is to evaluate the kind of video that would get someone to stop rapidly scrolling on their phone and pay attention.

This ties into creating a multisensory experience of the audience, a mindset that will allow brands to enhance message retention and recall. When using audios, visuals and compelling, high-energy transitions in their videos, more people will get hooked in, according to Cadet.

It comes down to thinking about user-experience. Cadet said most people scroll through social media without their sound on, so including auto-generated captions that the audience can read along with can be a way to keep attention. If a video includes sound, prepare the audience for that preemptively, Cadet said.

Using AI-powered apps like CapCut, InShot, and BigVu can take most of the legwork out of content creation.

Cadet shared that when given a task to create a 30-second promo video, using the app BigVu’s features including an auto-generated AI script and teleprompter took her all of 15 minutes. Normally, she said, that type of video could take an entire Saturday. “This is powerful, and you will know it once you start using it,” she said.

“Creating content is not posting and ghosting,” Cadet said. “We have to remember it’s about having a conversation.”