How to use social media video as a net for catching new audiences

You’re called to spread your net wide over social media. But the vast majority of people in the country have an account, and you need to be wise with your marketing dollars so you certainly can’t afford to show your video to everyone. How can you be sure you reach the people who need your mission the most?

The key is to craft awareness videos that serve as bait in your net, then to retarget people that show interest.

Awareness is the first step in the customer journey, where potential customers become familiar with you, your mission, and your services. The goal is to capture attention and spark interest. 

Retargeting, on the other hand, involves reaching out to people who have already interacted with your content but have not yet signed up or otherwise converted. Have you ever looked at, say, a pair of boots on one website, then had those boots follow you around in the ads on every site you visit? That is retargeting. This strategy is essential because it prevents your message from being forgotten in the torrent of daily life and encourages users to take action.

Here’s how to effectively implement this approach.

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Katie Rutter is the COO of Hundredfold Video. She has received multiple awards for her work, including the highest honor of the Cardinal John P. Foley Award by the Catholic Media Association in 2023, a nomination for a Chicago/Midwest Emmy in 2021, and being declared Video Producer of the Year in 2018 by the Catholic Media Association. Subscribe to our newsletter to receive our video Mission Driven Marketing tips in your inbox every month!

Learn more about the Cardinal John P. Foley Award and its former recipients, including Fr. Mike Schmitz.