Julie Talenfeld, President, BoardroomPRSocial media began as a few websites used to connect with friends and family. It has since turned into a mass platform capable of growing business, developing client relationships and taking your brand to the next level.You should be taking advantage of new features and updates to help maximize your brand. Every post should have a visual, and these days, videos are proving to be more engaging, allowing your account to come to life. Every industry, from fashion to real estate and hospitality can benefit from using video as a part of online branding efforts.Video is huge, and it’s favored by social media algorithms. Over 500 million people watch video on Facebook daily, according to a Forbes report. While a blog is great for sharing information about your company, industry and expertise, video is a chance to add to that and show the public your personality and what you’re all about.1. Go Live. Facebook Live. According to Facebook, users spend three times more time watching live videos than traditional ones. This is particularly beneficial for broadcasting live at events, ceremonies and Q&A’s as it allows your audience to connect with you in real time. Take viewers through what’s happening behind the scenes with exclusive access. Interview models and designers during fashion week. Grand openings of shopping centers, restaurants and hotels provide a great opportunity to start a broadcast.2. Plan and prepare. Think about who you select to get in front of the camera. Remember, you only have one shot for live videos. Make sure whoever you have on camera has a likeable personality. They need to be able to multi-task, making sure to engage with the audience. Facebook Live allows people to comment in real-time, so be prepared to answer any questions they might have, including any product information, dates for releases, locations and how they can get more information. End by telling people when and where they can tune in next for more.3. Schedule a reminder. Schedule your Facebook Live ahead of time to notify subscribers about when to tune in. Publish posts ahead of time to build anticipation and awareness. Ask people to submit questions and to tune in to see if they get answered. Facebook will also send out a reminder letting them know you’re about to start your broadcast. Any video that you record live will stay on your feed for people to watch, share and comment on later. Remember, people from around the world can access your page, so make sure you use relevant hashtags so potential stakeholders can find you.4. Ensure a connection. Keep in mind you’ll need good sound, good lighting and a good internet connection. There is nothing more frustrating than watching a blurry video that keeps pausing. Invest in a microphone that can connect to your phone, especially at events where loud noises and music are present. You don’t want your audience to miss anything important.5. Shake it up. You don’t have to stick to straightforward videos. Get creative. Consider time lapse videos. They are very time consuming, but they are always a crowd favorite as they show progress from beginning to end. Set up a camera showing the transformation of an empty space to a runway-ready room at fashion shows. Real estate professionals can capitalize on time lapse videos by filming construction sites over the course of a few hours for demolitions, and over the course of a few weeks for building. It shows potential buyers that your team is busy working on their new home. Drone video is becoming popular as it provides a unique aerial view that you can only get from above.Remember to make sure to keep your videos short and focused. You have about two minutes to get your message across before your audience will lose interest. Also be sure to share your videos on all of your company channels, as well as those who work at your company to maximize your reach. Include a link to the video in your eNewsletters as well to stay top of mind.With a shift in the digital world, posting updates without a visual just isn’t effective anymore. No one wants to read a page of block text. Videos make it easier to transmit information. Consider producing a series of videos as opposed to a one and done. This is a great way to follow up and tease the new video by sharing the link to a previous episode. Be innovative. Make yourself stand out. Know your audience and go after them. You have the tools, so don’t be afraid to take a chance. No one makes it to the top by following the crowd.[author]About the Author: Julie Talenfeld is the president of BoardroomPR, an integrated marketing and PR firm based in South Florida. She can be reached at jtalenfeld@boardroompr.com[/author]