8 Tips For Creating Awesome Videos for Social Media
Video is the biggest trend in marketing right now. Businesses are investing in it and consumers are demanding it. According to research from HubSpot, 62 percent of consumers will watch a video all the way through (compared to 27 percent who will read an entire blog); and more than half of the people surveyed said they’d like to see more video content from brands in the future.
If you haven’t yet incorporated video into your marketing efforts, the time is now! Here are some tips to help you get up and running, and to create content that has the greatest shot at standing out.
1. Identify Key Topics
Before investing in video, do some work to identify the topics people are most interested in hearing about. A great place to look for inspiration is your Google Search Console’s Query Report. Take a look at the search terms that actually led people to your landing pages. If you begin to see something with an unusually high click-through rate, that’s a sign that people are very interested in what you have to say about that term or phrase.
From there, you can extrapolate and create related video content. If you’re an internet security company and you find that a lot of queries about credit card theft are resulting in website traffic, consider making a video series about how to best protect your credit card information online, and a step-by-step video for what to do if your information is stolen.
2. Tell a Story
Once you’ve settled on topics for your videos, you want to craft the content. You should create a script (or at the very least a detailed outline) for every video, and make sure that you’re employing the basics of good storytelling.
Don’t just create something flashy that is designed to sell your product or service. Create a video that has a clear beginning, middle, and end. Build the video around a protagonist that viewers can root for. Maybe it’s a case study or testimonial, where your hero is the client who had a big problem (which you just happened to solve!). Maybe it’s your business’s origin story, and you’re the protagonist, sharing your passion for your work and why you love your company and customers.
3. Reel Them In
People’s attention spans are getting shorter and shorter. A recent scientific study found that the average person is distracted after just eight seconds (for comparison, the average goldfish can focus for a full nine seconds).
This means that the first few seconds of your video are critical. You can’t include a whole bunch of lead-up to the topic at hand. Let viewers know right away what it is they can expect to get out of the video, and then get to the meat of the topic as quickly as possible.
This also means you should aim to keep videos short. Keep all videos to under two minutes. Some platforms like Instagram impose limits on your videos, anyway.
4. Get the Right Equipment
With video, looks do matter. Fortunately, it’s easy to create high-quality video with some low-cost investments. Most of us are walking around with really high-quality cameras in our pockets every day. The video quality on smartphones is astounding. However, if sound and lighting are off, even video shot on the highest-quality camera will look cheap.
That’s why it pays to make a few smart investments in those two areas. A lapel microphone can help to eliminate ambient noise in the room, and makes for a crisper, clearer sound. There are many low-cost lapel mics that can connect to your smartphone or iPad and make recording a breeze. Additionally, a softbox lighting kit can help eliminate shadows and make sure everyone’s looking their best on camera. There are countless microphone and lighting kits for sale on Amazon, and you can build yourself a professional-level equipment kit for under $200.
5. Add Subtitles
No matter what kind of video you’re making, it pays to include subtitles. Most people are watching video on mobile devices these days, so you never know where they are when they’re watching your content. Maybe they’re at their cubicle and work, on a crowded train, or sitting at a cafe.
Of course, if they’re in a public place and find themselves without headphones or it’s too noisy for them to hear well, they can’t enjoy the audio component of your video. But if you include subtitles, it’s possible for them to still get the full benefit of your content. A service like Rev can help you quickly and easily add captions to any video you have.
6. Keep Content Native
If you want to get the most bang for your buck, you’ll share your video content across multiple social channels. When you do, be sure to post the content native to the given site, rather than sharing a YouTube or Vimeo link across your platforms.
Why is that? Because native video has been shown to get a lot more attention than videos shared with a link. A study from Quintly found that native Facebook videos got 530 percent more comments than videos shared on Facebook via other platforms. The native videos also had a 477 percent higher share rate.
This is in part because of the way Facebook has designed their platform. Native videos begin to play automatically as people scroll past them on their newsfeed, so a moving video is a lot more likely to catch someone’s eye than a static image on a YouTube link.
7. Go Live
Live video is a great way to engage with your followers. People get excited about catching the content before it’s over. Plus, the live aspect allows you to connect and interact with fans in real time. You can give shout-outs to those who are watching and address any questions or comments as they come in. Live video is about embracing the most social aspects of social media, and it’s a great tool for brands to take advantage of.
Certain types of videos do really well in a live format. If you’re launching a new product or have some exciting news, go live to share that on the spot with your audience. Live is also a great way to share events with customers. Show clips of speakers as they take to the stage, and allow those who couldn’t be there in person to feel included.
Some people are intimidated by the idea of live video, and that’s okay! If you’d like some guidance on getting started, check out some of our best practices here.
8. Include a Call to Action
While you do want to tell an authentic story within your video, it’s also okay to include an ask at the end. Wrapping things up with a call to action is critical. There are a number of ways to include your CTA. You can edit it directly into the video, with a title card at the end that includes your ask.
If you’re sharing the video as an ad on social media, there are ways to incorporate the CTA outside of the video itself. Facebook makes it easy to include a button below the video, and YouTube allows you to include an overlay ad on certain types of videos.
The most important thing to consider when adding a CTA is making sure that it’s relevant to the content in the video. Consider creating different calls to action for each video, and have those CTA buttons link to specific landing pages on your website.
Now is the time to get in on the video trend. This is where brands are spending their marketing dollars, so you want to be sure you understand how to get the most out of video on social media.