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INCREASING YOUR REACH
Short video is the best format for organically reaching both followers and non-followers of your social accounts in greater numbers. All of the previously mentioned social platforms have been increasingly distributing content to consumers based on user interest in addition to content from accounts the user follows. This means your golf related content will reach golfers, and primarily those interested in golf in your area, even without paid advertising.
It is crucial to understand the factors used by the various platforms to determine your consumer reach. For example, watch time is the total amount of time users spend watching a particular video or channel. Watch time can also be known as audience retention and it determines how valuable your content is. If a video you post gets significant watch time from your engaged users, it will be delivered to even more users on that platform.
Importantly, the platform also wants to keep users watching its content so they do not get bored and move to another platform. Other metrics such as likes, comments, save and shares show the platform the value of your content and in turn deliver your video to more users, again increasing watch time.
VIRALITY & GROWTH
Some videos generate such significant watch time and engagement that the increase in reach becomes exponential. This is known as virality and a good example of how the right content at the right time can reach a wide audience quickly. Whether the goal of a campaign is virality, or more simply consistent steady growth in video views - the best approach is to create a content calendar and post short videos regularly. Every video post is a new opportunity to reach consumers, and the more posts that are made the more likely some of these will benefit from increased reach and virality.
SHOWCASE YOUR FACILITY
Fortunately, golf course videos are inherently visual and are likely to capture consumer interest. Keep the following 3 tips in mind to ensure you are properly showcasing your facility:
1. Photos can be edited together to create a video format.
2. Using drones for aerial photos and videos of a course is a popular approach in the indus- try which is great raw material for video content.
3. Creating short videos is also a great way to repurpose existing photos and videos of a course into something new and interest- ing for socials.
THE MAJOR PLATFORMS
Instagram and Facebook Reels, TikTok, and YouTube Shorts are currently the most relevant plat- forms overall for the golf industry. Each of these platforms is relevant across all demographics while being consumer centric and content driven. TikTok reaches the young- est audience, followed by Insta- gram, with YouTube and Facebook reaching a slightly more mature audience. TikTok is the best for discovery and reaching new users. Instagram and Facebook are best for reaching a combination of followers and non-followers. YouTube is the most SEO (search
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