I think it’s fair to say that video has taken the social media world by storm, and every platform is trying to implement its version of short-form content for its users. Even LinkedIn is currently testing a video feed on their mobile app.
But making video content for social platforms isn’t the same as making an amazing founders video, or a TV ad. It has it’s own unique set of criteria to meet for the most possible success.
Firstly, as always, understanding your audience is crucial. A good short-form video will provide a lot of value to your viewer and by tailoring your content to their needs, wants, etc. You can ensure a higher rate of engagement and satisfaction with your videos.
Going hand in hand with this is keeping the video short and sweet. Only use the amount of time required to talk about the topic at hand. Don’t try and drag out the video given the short attention spans on social media, it’s essential to capture attention quickly and deliver your message as fast as possible.
It’s vital to grab the attention of your viewer in the first few seconds, especially on a platform like LinkedIn where they aren’t necessarily expecting to see a video on their feed. So focus on making a strong impression within the first few seconds and maintaining clarity throughout the video.
Storytelling is another crucial element of short-form video content. Whether it’s a product demonstration, a customer testimonial, or a behind-the-scenes look, a clear narrative can keep your audience interested and invested in your content.
Captions are also a must, must, must. Believe it or not, most people are watching your videos with the sound off. Good quality and engaging captions are therefore a great way to keep your engagement up. This also has the added benefit for people watching with the sound on of your words flooding two senses. Making your message even more likely to be at the front of their mind.
Now let’s look at more of the technical side of social media videos. Each platform has its own best practices, such as specific aspect ratios, video lengths, and features like stories or reels. pay attention to the specific requirements of each platform and optimise your videos for that platform. this doesn’t mean that you can’t repurpose content from platform to platform however you need to take into account the requirements when doing so.
For example, an Instagram reel can be 3 minutes however a YouTube short can only be 60 seconds. so while these are similar types of content your formatting will be different for each platform.
You should also consider including a call to action in your videos to encourage your viewers to take specific actions. However, the research shows that only having one call to action per video is best. As soon as you ask people to do more than one thing they are more than likely to do none of them.
Lastly, regularly analysing your video performance using analytics tools is crucial. Monitoring metrics like views, likes, shares, and comments provides valuable insights into what works and what doesn’t. Use this data to refine your strategy and improve future videos.
By understanding your audience, telling compelling stories, optimizing for each platform, and continually analysing and adapting your approach, you can create social media videos that effectively engage your viewers and promote your brand.
Additional Tips for Specific Platforms:
- Use Reels and Stories: These features are highly engaging and favoured by the platform’s algorithm.
- Engage with Viewers: Respond to comments and messages to build a community around your content.
- Go Live: Live videos generate real-time engagement and can create a sense of urgency.
- Utilize Facebook Ads: Boost your video posts to reach a larger audience.
YouTube
- SEO Optimization: Use relevant keywords in your video titles, descriptions, and tags to improve discoverability.
- Consistency: Regular uploads help maintain audience interest and grow your subscriber base.
