Social media scrolling has become so addictive that it has popularized the consumption of content at your fingertips. Due to busy lifestyles and short attention spans, short-form content has become the norm. Short videos, product advertisements, celebrity endorsements, posts with games and quizzes, among others, increase online engagement.
Competing for your followers’ attention has become a challenge, but don’t worry. Here are some tips for creating engaging videos for social media:
Understand the types of video content
There are two main types of videos: short-form and long-form. Short-form videos are typically less than 90 seconds long, while long-form videos can range from short tutorials to over an hour long videos on YouTube.
Some examples of short-form videos are:
- Instagram Stories
- Facebook Stories
- TikTok Videos
- Instagram Reels
- YouTube Shorts
Examples of long-form videos include:
- YouTube Videos
- Facebook Video Posts
- Instagram video posts
- Facebook, Instagram or YouTube live broadcasts
The type of video you choose will depend on your customers’ preferences and social media video strategy. For example, 66% of social media users engage most with videos under a minute, while 50% finish watching videos between 2-10 minutes. Live streams generate 27% more viewing time and engagement than on-demand videos. While shorter videos are often more effective, it will depend on your strategy and what length works best for your business.
It’s crucial to know the different types of videos, but the most important thing is to create content that connects with your audience. You want to establish a personal connection, evoke emotions, and inspire action through your videos. To do this, it’s helpful to research your competition and adapt the ideas to your business. Here are some popular types of videos:
Behind the scenes: A tour of your premises or office, “takeover” style videos on social media or in a “ride-along” format to show the culture and work environment.
News: Brief and concise explanations about events or news relevant to your business or clients.
Promotions and teasers: To present a new product or service, these videos generate anticipation, either with an “unboxing” or a test of the product.
Educational: Instructions or demonstrations on how to do something, sharing research or history related to your industry.
Testimonials: User-generated content, such as reviews, unboxings, or demonstrations of products or services.
Interviews: Question and answer sessions with employees, managers or clients.
How to create quality videos
Having clear ideas about what kind of videos you want to make is only useful if you know how to execute them well. Here are some things to consider:
Camera:
- Clean the lens to avoid obstructions or blurred images.
- Choose a good frames per second (FPS) rate to avoid image lag; 30-60 FPS is a good choice.
- Use a smartphone; newer models are ideal for social media because they adjust the format automatically.
- Secure the camera with a tripod or stable support.
Lightning:
- Make sure the subject (product, employee, location, etc.) is well-lit.
- Consider investing in artificial lighting such as ring lights or warm LEDs.
- Take advantage of natural light and avoid glare.
Audio:
- Record in quiet spaces with good acoustics, and if you record outdoors, use a lavalier microphone to improve clarity in noisy environments.
- Add subtitles to your videos, regardless of the type of content.
Music:
- Use music that is legal under copyright laws or choose royalty-free music.
- If you publish externally, make sure the music is Creative Commons to avoid copyright penalties.
- Use music clips provided by social platforms as they are licensed for use.
Compelling videos have good sequencing, with a smooth transition between ideas. Most follow a basic script with three parts: a hook or introduction, the main content, and a conclusion or call to action (CTA). Planning this structure will keep users engaged throughout the video.
For looping videos like Reels or TikToks, make sure the ending is seamless, connecting to the beginning so that when the video repeats, it counts as a new view.
Engage your audience from the start
The average attention span is just over 8 seconds, so it’s crucial to grab attention instantly. Start with an intriguing question or tease the main content. If your video addresses a problem, mention it right away along with the solution you offer.
Be concise and direct in your videos
Algorithms favor videos that retain viewers longer. Avoid unnecessary content that can cause users to lose interest. Also, include your brand or logo throughout the video to keep your company top of mind.
End with a good call to action
The goal of social media videos is to convert viewers into customers. The CTA should align with your video’s goals. If you’re looking to raise awareness, invite viewers to share the video. If you’re promoting sales, indicate how to leverage them. To increase traffic to your website, suggest they visit your page for more information.
Optimize for multiple channels for your videos
Each social network has different specifications for videos. While it’s not necessary to record different videos for each platform, it’s important to optimize them by adjusting the orientation, length, and file size according to each network’s standards.
By following these tips, you can create effective videos that improve engagement on your social media.
