Companies from every industry are crazy about video marketing. For them, it’s a fun way to engage their audiences and also an effective strategy to boost brand exposure.

It’s not just empty rhetoric, it’s a proven fact. Just take a look at these stats by Biteable:

  • video content attracts 300% more traffic and effectively nurtures leads
  • a website that has a video on its homepage is 53 times more likely to get to the top of Google search results
  • if you include a video to your landing page, it can boost conversion rates by up to 80%
  • video content can increase organic search to your site by a whopping 157%
  • 52% of marketers agree that videos deliver the best ROI

Amazing, isn’t it?

Indeed, launching a video marketing campaign can give your business a significant boost. Especially if you own a real estate agency or work as a real estate agent by yourself, running even a small video marketing will make your business more recognizable.

But it’s all good in theory.

In practice, unfortunately, you cannot just give way to your creativity and upload any video without prior planning. You need to know who to address in your videos, not to mention – understand which types of videos your audience will like.

What can help you with that?

Social data will give you all the answers.

What is Social Data?

When we talk about social data, we mean all the information that internet users share publicly. Usually, they share this data on social media, hence the name of it.

Which information does social data describe?

There are quite a few useful insights that you can extract from social data:

  • details about the demographics (e.g., gender, age, location, language)
  • biographic data (e.g., first and last names)
  • likes, shares, comments, shared links

If you have at least one social media account for your real estate business, you already have the necessary social data at hand to help you run your video marketing campaign.

However, social data is, in fact, big data. This means that it comes in immense volumes and is constantly updated, making it quite a challenge to keep up with it.

To help you feel not as overwhelmed when trying to analyze social data, here are a few useful applications for it that you can also employ in your real estate video marketing campaign.

1. Do the In-Depth Analysis of Your Audience

A good marketing campaign always has its target audience. The more precise the definition of your audience is, the more solid is the foundation of your marketing campaign.

The same is with video marketing – you need to know who you’re engaging and addressing in your videos. Apart from that, having a proper description of the target audience at hand is necessary for video storytelling and creating the flow in your video script.

That’s why you need all the data you can get to make the description of your target audience. Social data can be of huge help here.

Remember, we talked about how social data can give you information about the demographics of your audience? You can take advantage of this information when defining your target audience persona.

For example, let’s say you’re active on Facebook, where you have a page for your real estate business. If you go to Insights and jump to People, you can see the demographics of your followers:

As you can see in the image above, Facebook provides you with all the basic details about the demographics. You can use these details when outlining the target audience persona for your video marketing campaign. It will make your efforts more fruitful and give your videos a clear purpose.

2. Choose the Type of Content Your Audience Will Love

Finding the right type of video content to engage your audience is one of the biggest challenges for marketers.

Notably, this can be a struggle for many industries, not just for real estate. Even if you have an online language learning school and a channel where you share tips on how to learn English, you can still get stuck when choosing the right types of video content to produce. Is it going to be a podcast? A how-to video? Or a vlog? It’s a tough choice to make.

So, how can you make sure that you’re producing the videos that your audience wants to see?

Social data has the answers.

Let’s consider our Facebook example one more time. Just like with the demographics, the platform provides you with the insights that describe your audience’s preferred content.

If you go to Insights and then select Posts, you’ll see the general statistic, which content your audience prefers in general, and content breakdown post-by-post:

Let’s take a closer look at what we can see in this image.

Every post has its own Reach and Engagement metrics. Facebook calculates these numbers based on the feedback that comes from your followers – their likes, shares, and comments.

After collecting this social data, Facebook presents to you the breakdown of every post by its popularity, helping you determine which kinds of posts your audience wants to see more.

Of course, this might not be enough to plan the content strategy for your video marketing campaign. For a deeper understanding of your audience’s content preferences, you might need to look into their interests.

If you’re using Twitter for your real estate business and have t