Interior designers stand to gain a lot from video marketing, even though many might not realize what they’re missing out on. These days, of course, almost everyone can benefit from video and social content, considering that 1 billion hours of YouTube are streamed every single day. Then there’s TikTok, Facebook, and even LinkedIn, which is newer to the video marketing game but has been quick to catch up with the competition.
So, how does an interior designer go about building an effective Facebook, YouTube, and/or TikTok following? Well, for starters, it’s going to take a little work. The good news is that there are people who’ve come before you that will make it easier. In the list below, we’ll cover 10 marketers you should be following, including many in the design industry who have a lock on video marketing and how to capitalize on it for growth.
And no, video’s not just a fad, either—studies report that by 2022, 82% of all Internet traffic generation will come from video. This includes live, streaming, and downloaded content.
In 2018, it was estimated that people were watching over six hours of video a week. By 2021, that number has climbed to sixteen hours per week. Plus:
- 1200%: How much more effective video is at marketing than other types of content.
- 84%: The number of customers who convert to a purchase after seeing an explainer video.
- 95%: The amount of content absorbed by the viewer through video.
- 66%: The number of people who would rather watch a video to learn about a service or product, as opposed to only 18% who want to read text content.
Video marketing works because it’s engaging, easy to digest, and it offers people what they want: instant answers and interactive content. Of course, you can’t just toss up some random videos and call it a day. Like anything else, this requires a strategy.
How to put video marketing to use in your interior design business
There are no hard and fast rules about how to put video marketing to use, but there are definitely some best practices to consider, and some types of content that do better than others. Before you dive in, knowing your options can help you better craft your marketing strategy. Here are just a few ways that other brands and entrepreneurs are using video to reach out to their clients and grow their audience.
These consist of how-to videos, tutorials, and other informative content that are purely designed to educate people, rather than trying to sell them a product. In the world of interior design, you could explain the consultation and design process, for example, or even offer how-to’s of different design processes for people to watch.
Before and after
Designers are ideal for this content and it’s a type of video that people love. You can take footage of your design jobs before you begin, while they’re in progress, and then after the fact to show everyone the differences in real-time. It’s a great way to showcase your skills and generate interest with your audience at the same time.
This is video that you can use for your design business, yourself as a designer, or even for different projects or clients that you’re working on or with. If you have people who are willing to be in your videos and give testimonials of how it was to work with you, this can be a great way to help convert more leads—people love firsthand insights.
If you are trying to grow your professional audience, consider what type of professional content you can offer, such as tricks and tips for finding clients, how to complete jobs on budget and on time, and so forth. Share your own success stories and if you have some marketing trick or sales tool that works wonders, put it out there. You can even just share your journey as a designer with others to make connections and build relationships.
Design Hacks/Tips and Tricks
Along with traditional explainers, the “hack” style video is a popular format. You can create a lot of great content here so that your audience doesn’t have to struggle to figure things out on their own. Plus, you can do it in a fun, engaging way to help people with DIY projects, or even help other designers improve their job skills.
These are just a handful of examples as to what you can do with video marketing. Now that you’ve got a better understanding of the how, let’s look at the people who can inspire you and help you get there.
10 video marketers for interior design
Her subscriber count of just over 900K is a good start, but then you add in the fact that Rebecca Robeson has been the most-watched interior designer on YouTube for eight years in a row, and it’s obvious why she’s first. Check out her channel, scroll through her selection of videos, and make sure that you look at not just the way she presents her videos, but her entire marketing strategy. Rebecca knows how to connect with people and post engaging content that’s relevant, too, which can help you in building your own strategy.
Mary Elizabeth is a glamorous professional designer and stylist, offering a unique aesthetic to her audience with her YouTube videos. She focuses on offering high style, low maintenance living and has almost 400K subscribers on her channel to date. She has a fun, funky style and posts a lot of relevant content to keep her audiences engaged, which is what sets her apart. She also has impressive social platforms on Facebook, Instagram, and Twitter, where you’ll find design tips and insight, industry news that she shares, and information about her own business and life as an interior designer.
As Australia’s favorite design blog, this channel offers tons of great features and is a wonderful companion to the written content of the TDF site. There are practical solutions for design and plenty of value-added insights to be found about creating the perfect look in any home. Videos range from informational to tutorial and everything in between, but their focus is on providing people with valuable insights that they can use. This kind of mission is great to include in your own video marketing strategy.
Studio McGee is the home of a husband-and-wife duo that take pride in making interior design videos to build their brand. They started all the way back in 2016 and today, with 110K subscribers and counting, they’re definitely onto something. They shoot their videos with impressive equipment to create beautiful footage of home tours, how-to videos, and more. They primarily use YouTube and Instagram, but you can find social profiles for Studio McGee everywhere to help you learn more about building your own successful video marketing strategy.
Emily Henderson is a television host-turned YouTube star who uses her own vintage design ideas to help inspire others. Although she’s got slightly fewer than 50K subscribers on her YouTube channel, her fans will tell you it’s not about numbers. Emily offers a lot of valuable information and insight, and more importantly, she knows how to create engaging videos that connect with the audience. It helps that she’s got a background in television so she is somewhat skilled in some of these areas already, but that just means you can learn even more when you check out her channel for yourself.
Jenna Sue is a top pick of ours for that personal style. Unlike some, she uses her YouTube as more of a vlog where she shares her personal adventures in real estate, design, and DIY. She educates, entertains, and even has some travel videos to show people that when you work hard, you can set yourself up for some great rewards. And, those travel rewards can become design and real estate adventures, too. She’s a lot of fun to watch and she has plenty of helpful information about becoming successful in these industries after creating her own. Plus, you can find her on Instagram, Facebook, and other social platforms, as well.
Three Birds Renovations is the collective of three best friends-turned-moms who have a keen eye for the world of design. They have over 83K subscribers following them currently, and their three strong personalities bring a lot to the table. They talk about all kinds of design topics, and they do one thing that a lot of professional brands overlook: they just have fun. If you’re looking for a more casual style to add to your own video marketing arsenal, take notes from these ladies who are growing quite the following on YouTube and other social media platforms, as well.
Karin Bohn is a long-time business professional who has also won awards for her work in interior design. Her YouTube is buzzing with regular content and over 77,000 subscribers, and her other social platforms are quite impressive, as well. She focuses on offering tips and tricks, DIY insights, and even advice and videos for other designers who are looking for inspiration or guidance in their careers. She’s got a professional, yet fun style that helps anyone feel engaged and connected, and she makes it easy for people to want to just keep watching more. That’s definitely a skill you could use.
We couldn’t possibly have a list of the best YouTube and video marketing efforts without adding HGTV to the list. This major TV network knows how to get audiences’ attention, and they’ve proven to translate those skills just as effectively to the world of social media. They have an impressive collection of videos online, including things like DIY and design projects, advice for homeowners and designers, and even behind-the-scenes footage and exclusive video that isn’t put on television—that’s one of their hooks that you can take note from. The exclusive content angle is a great way to encourage people to get on board with your social profiles because it’s the only place they can get the good content.
Mr. Kate is more about sharing her journey through design and life, and currently, the channel has more than 3.3 million subscribers. She is another that offers a lot of personal insights and professional expertise with a charismatic and personable approach. Plus, the fact that her channel is called “Mr. Kate” is just eye-catching at first, which often draws people in on the name alone. On other social platforms, you’ll find just as much personal connection and engaging content, too. Educational videos are great, but these connection-style videos are definitely something that needs to be on your strategy list.
Focus on your clients while Smith.ai fields calls, chats, and more
Building a business is hard, and especially when it’s something like interior design where you’re constantly working on client’s projects. You’re already limited on time for marketing and business development, and you don’t need one more thing to manage. However, clients are still going to call. People are still going to request live chats. And when you enlist the assistance of the virtual receptionists at Smith.ai, you’ll never miss a single thing.
Our team is available to handle customer needs 24 hours a day, seven days a week, no matter how big or small they might be. We can field those live chats, pick up those after-hours calls, and provide scheduling assistance, and so much more. We’ll even work with you to come up with a strategy for managing it all, no matter what you have in mind.
To learn more, schedule a consultation to find out how our 24/7 virtual receptionists can help you embrace growth by taking care of your clients and customers. You can also reach us at email@example.com or (650) 727-6484.
Shorter Videos Are In Demand. Here’s How Different Social Media Platforms Are Reacting.
Opinions expressed by Entrepreneur contributors are their own.
With TikTok and Instagram Reels slowly conquering social media marketing, there’s no mistake: Short videos are in demand.
The average length for most, if not all, business videos is only six minutes long. And that number is set to decrease as consumers look for shorter videos.
With that in mind, why are short videos in demand? What platforms are implementing short-form videos the best? And most importantly, how can they benefit your business?
TikTok – Changing consumerism, one video at a time
Where shorter videos are concerned, TikTok has always led the industry. What started as a merger with Musical.ly quickly became one of the world’s most powerful social media platforms. And what made it so famous? The same concept that made Vine viral short videos.
TikTok has over 1 billion active users, twice as many as Snapchat and Pinterest. For reference, Twitter only has 397 million users. With such a massive user-base, the only thing keeping the platform alive are the 15-second-long videos.
But why are short videos so popular? Simple – people don’t have time on their hands. When they open apps like TikTok and Instagram, they’re more likely to spend time watching shorter videos. And businesses are already catching up.
The impact of Instagram Reels
With the invention of Stories by Snapchat, other platforms like Instagram caught up on short videos. Instagram Reels presents adults and young users with a more straightforward way to tell others about their day. It employs quick photos and videos that are only available for 24 hours instead of being permanently posted. Now engagement is encouraged, especially after Instagram included the “Swipe” option. This has allowed e-commerce sites to both advertise their products and make instant messaging easier.
Youtube has joined the bandwagon
While YouTube is more or less a platform for long-form videos, its recent update offers shorter vertical videos. Known as YouTube Shorts, the feature allows creators to engage with their audience in under 60 seconds.
But YouTube has another trick up its sleeve, and this one is mainly towards advertisers. It is “YouTube TrueView” and is the primary advertising technology for YouTube. Through this, advertisers can promote long or short videos, with some being skippable after five seconds.
However, since most people are unlikely to click on longer ads, YouTube now offers 6-second non-skippable ads. The clickthrough rate for shorter 15 and 30-second ads is around 70%, a whopping number for any business.
It’s time to say goodbye to IGTV
With Instagram’s IGTV coming off as less captivating than its Reels and video posts, it has decided to remove IGTV. Instead, it has a separate section for videos. These videos will appear on a person’s profile and can be viewed from the Instagram app.
The change they made here is that videos posted to the Instagram feed can be up to 60 minutes long. The exact reason for doing this is not confirmed. But it seems like Instagram wants a seamless platform where short and long videos co-exist.
This makes long videos more accessible to users using the Instagram app. And it helps promote video tutorials that people typically do not consume on social media apps.
Another significant change is that Instagram videos that are longer can be monetized, a feature not available on Reels. This significantly shifts the focus towards creators who don’t sell a service and want to gain cash through Instagram.
Does this mean long-form videos are out of the picture?
With short-form videos becoming more popular among consumers, will long-form videos die out? While it’s highly recommended for any business to create videos as short as possible, the answer isn’t that black and white.
While short-form videos will drive traffic from new users, long-form videos are better for brand loyalty. Shorter videos will get more engagement and show up on new users’ feeds. But longer videos will be the backbone of your business.
Of course, that depends on what service you’re offering. Ecommerce companies will want to direct their attention towards short-form videos and ads. However, long-form videos are better suited for when you want to go in-depth about product details. That is, of course, only after you’ve grabbed the user’s attention with a short-form video.
Companies that offer webinars will benefit from longer videos. And so will companies that post interviews. However, promos and how-to videos should remain under a minute or two, depending on how long the tutorial needs to be.
Essentially, ask yourself two questions:
- First, can the video content be summarized in a short-form video?
- Do you want to merely catch the attention of the consumer or develop brand loyalty?
The correct formula is neither short nor long, but a mix of both.
What this all means for an entrepreneur
Short-form videos hold substantial market value, especially for new businesses. Take the example of the Dollar Shave Club. What started as a viral video on YouTube grew to become a behemoth of a brand.
And that’s not where the examples end. There are countless success stories like this one that prove the value of short videos.
Short videos have a higher clickthrough rate, and for entrepreneurs, that’s all you need. Short videos are of particular interest to people with ecommerce businesses. For example, 84% of people say they are more compelled to buy a product by watching a video. And the statistics keep on showing a friendlier short-video market.
There is no doubt that short-form videos are gradually creeping up the graph. And while long-form videos are great for information and brand loyalty, shorter videos are better for PR.
This begs one last question: Are videos beneficial for you? The answer is – yes!
How to Make a TikTok Video: Beginners Start Here
And with 1 billion monthly active users, it’s time to join the action and get your brand out there to a wider audience!
Want to learn how to make a TikTok Video but don’t know where to start? Don’t sweat it! We broke down all the steps and tools you’ll need to make a viral-worthy first video and make sure your debut is anything but cringe.
Download the full Social Trends report to get an in-depth analysis of the data you need to prioritize and plan your social strategy in 2022.
How to create a TikTok account
First things first, you’ll need to create a TikTok account.
There are different ways to sign up for one: you can use your phone number, email address or social media account. Here’s how to do it using your phone number.
1. Download TikTok from Google Play or the App Store.
2. Open the TikTok App on your iPhone or Android.
3. Click the “Me” or “Profile” icon at the bottom-right of your screen.
4. Choose a method to sign up (we’re choosing “use phone or email”)
5. Enter your birth date and phone number (make sure this is accurate because it’s how you’ll retrieve passwords and confirm your account).
6. Enter the 6-digit code sent to that phone number (see, told ya!)
7. You did it! Celebrate by scrolling TikTok for too many hours.
How to make a TikTok video
Here’s how to get started on your very first TikTok video. Luckily for you, it’s way easier than learning this TikTok Shuffle dance.
1. Hit the + sign at the bottom of your screen.
2. You can upload photos and videos from your phone’s library or make a video directly using the TikTok camera.
3. If recording directly, hit the Record button at the bottom of the screen. Hit it again when you’re done recording. The default video mode is “Quick” which is for 15 second videos but you can switch it to “Camera” for more editing options and longer videos (15s, 60s and 3 mins), or “Templates” to create a specific style of video.
4. Tap the check mark when you’re done shooting all your footage.
5. Make any edits or changes on the post page. All your edits are on the right sidebar of the screen. Also, add music or sounds by hitting “Add sound” at the top of the screen.
6. Post that video and share it everywhere! Make sure to include a description with some hashtags so it finds its way to your audience.
How to make a TikTok with multiple videos
Instead of taking one long video, why not capture shorter videos and edit them together to make your TikTok video? Here’s how to do that (and you don’t need a film degree).
1. Hit that “+” sign to start your video
2. You can either shoot multiple videos directly by hitting that record button after each clip, building up your video with different shots. Or, you can hit the “Upload” button next to the record button and add multiple videos and photos you have stored on your phone.
3. Select all your media and tap Next.
4. You can now sync sound across your videos and make adjustments (or try “Auto sync” which will do the syncing up for you.)
5. Hit Next when done. You’ll be brought to a preview screen where you can further add sounds, more effects, text, and stickers.
6. Tap Next when you’re done editing your video and proceed to the Post screen.
7. Remember to throw in a description and some hashtags and bingo-bango-bongo you’re the Steven Spielberg of TikTok!
5 things to know before creating your first TikTok
TikTok style is less polished than other types of video
Don’t worry about being too precious with your videos. On TikTok, videos are meant to be candid, and natural—and they should show off your personality. Things like perfect edits, smooth transitions or flawless lighting shouldn’t get in the way of your idea and your own charisma.
Sure, there are lots of editing options, effects and filters to choose from (what the heck is the difference between B3 and G4 filters anyways?) but the real star is you —or, at least all 6 of these friends belting out Lady Gaga for the #caughtinabadromance challenge at this bachelorette. If that’s not candid, I don’t know what is.
You don’t have to dance
Good news! You don’t have to spend 2 hours trying to perfect the LaLisa dance tutorial to make sure your video stands out (unless you want to, then no judgment over here!).
There are so many different ways to engage your followers that don’t involve you popping and locking in your living room in front of a ring light (but again, no judgement if you do, except maybe from your pet and their adorable judging eyes).
You also don’t have to attempt whatever this is.
Hashtags can help more people see your post
It’s no secret a good hashtag can go a long way on TikTok. Strategic use of hashtags will help people find your videos who don’t already follow you, and maybe even see it on their For You Page (FYP).
The right song can go a long way
Attaching a trending song to your video or audio from a popular TikTok video can help it get seen by more people. This app has a big music following (lots of new songs are intentionally promoted through the app to help them climb the music charts) so lassoing your video to one of these shooting stars is only going to help you get on more FYP and in front of new audiences.
Your greatest asset is you
Don’t overthink it, just come up with a simple idea and let your personality shine through. The sense of intimacy and community that TikTok brings is why people love this app—it feels personal.
Even if you’re doing a TikTok challenge or trend that’s popular, the thing that will make you stand out is your unique take on it. It’s not about gimmicks but about putting your best self out there. Nothing should feel too staged or self-aware (that’s cringe territory). Pretend your audience are your good friends and approach it with that energy!
@janikon_No, I can’t re-record this, I’m laughing too hard #fyp♬ original sound – Stu (he/him)
Warner Music reports accelerating streaming revenue from TikTok, Facebook & Peloton in …
Warner Music Group has announced its fiscal fourth quarter and full-year financial results for the period to September 30, 2021.
The major reported continued momentum across established and emerging streaming platforms, while artist services and physical revenue bounced back after the impact of Covid last year.
For the fiscal year, recorded music streaming revenue increased 24% year-on-year to $2.403 billion. In the fourth quarter, streaming revenue was up 22% to $639 million.
Total revenue increased 18.8% (15.4% in constant currency) to $5.3bn for the financial year. It was driven by strong digital revenue growth of 21.9% (19.1% in constant currency) across recorded music and publishing. Digital revenue represented 66.8% of total revenue, compared to 65.0% in the prior year.
“Music is essential to billions of people across the globe,” said Steve Cooper, CEO, Warner Music Group. “But now, more than ever, great talent needs help to cut through the noise. By delivering for new artists and songwriters, returning superstars, and global legends, we’ve also delivered outstanding results in 2021.
“Looking to 2022, we’re excited to release incredible new music from the world’s hottest artists and most influential songwriters. We’re also planning innovative moves and collaborations that will strengthen our leadership position across a vast universe of opportunities, in both the digital and physical worlds.”
For the 12-month period, recorded music revenue increased 19.3% (15.9% in constant currency) to $4.54bn. Digital revenue grew 20.9% (18.2% in constant currency) to $3.54bn due to the strong performance of new and prior year releases, as well as accelerated revenue growth from emerging streaming platforms such as Facebook, TikTok and Peloton.
We’re planning innovative moves and collaborations that will strengthen our leadership position
During 2020-21, recorded music physical revenue increased 26.5% (22.3% in constant currency) to $549m thanks to vinyl sales. Over the same period, artist services and expanded-rights revenue increased 14.1% (8.7% in constant currency) reflecting an increase in merchandising revenue, partially offset by the impact of Covid disruption on touring and live events.
Music publishing revenue increased 15.8% (12.6% in constant currency) to $761m for the 12 months compared to the prior year. The revenue increase was driven by growth in digital, sync and mechanical revenue, partially offset by a decline in performance revenue.
Operating income was $609m, compared to an operating loss of $229m in the prior year.
“Our strong fourth-quarter results put an exclamation point on an outstanding year,” said Lou Dickler, acting CFO, Warner Music Group. “Even as certain revenue was impacted by Covid, the strength and resilience of our music propelled us to double-digit revenue growth and margin expansion in 2021. As the possibilities for music continue to evolve, we remain focused on delivering shareholder value through our financially disciplined investment strategy and positioning ourselves for the next wave of growth.”
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