Guide to Building Engaging Video Content for Social Media
FACT: The longer the video, the longer the engagement. The more relevant the video, the more indulged the viewer is.
Hence, video content on any social media platform gets 2x more engagement (likes, comments, shares) than any other kind of content. If a picture is worth a thousand words, then how much do you think is 24fps worth?
Having video content as part of your social media feed can guarantee you
- Increased engagement
- Better communication
- Indulged audience
I get it. It can get overwhelming at times to have to keep moving from one content type to another to keep up with the changing trends. But Isn’t it also exciting though, to learn new things, to experiment and to have multiple ways to choose from that can help communicate your idea better?
Maybe sometimes it’s words that explain the best, sometimes giving a visual might add some context to the words and most times, videos can do the talking for you. Videos can be a complete package.
Depending on what your idea is, you can choose the best-suited medium to communicate it as clearly as possible. Feel free to combine multiple mediums together if that is what solves your brands’ purpose.
Remember, there can be an increased engagement on videos at times, but that doesn’t mean photographs and text don’t get any engagement at all. Neither of the other two forms of communications is going out of business anytime soon.
It’s about using all three mediums in a balanced way to communicate with your audience in the best possible way.
So just sit back, relax, try something new with your team every now and then, and keep exercising the creative muscle of your brain.
The types of medium to choose from for communication include
While creating a video, make sure to
- keep it short
- keep it precise
- keep it relevant to the topic
- have your company’s name in it
- most importantly, have a subject (person, animal, thing – anything. Feel free to get creative )
- have a complete story, do not leave it halfway.
The four major Social Media Platforms, Facebook, Instagram, Twitter and YouTube, all are video-friendly. All slightly different from each other, but all like videos.
There has been a drastic increase in the number of videos posted for advertising or promotional purposes on Facebook. The good part is that the people (audience) that use Facebook are the ones with a little bit of time in hand. Every now and then they make time to engage in it.
From being a photograph centric platform, Instagram has evolved from having only picture feed to having stories, highlights and now IGTV.
Not surprising, that Videos on Instagram get more comments and have a higher engagement rate.
Even though Twitter has a limit on the number of characters, you can easily add a video link to it. Tweets with video links get more retweets and comments than the rest.
Last but not least, videos are the bread and butter for YouTube since February 2005. There are many full-time YouTubers out there that get their bread and butter by posting videos on YouTube as well.
For brands, YouTube should be the platform to market their product or service. YouTube is one platform that has the most varied audience all across the world. There are billions of videos watched every day, just imagine the possibilities.
While watching a video the viewer indulges in its experience using the sense of sight, sound and its emotional feel that is being portrayed. (Remember the five senses taught in school?) That’s the best part of being born as a human, we feel everything. The more elaborate the experience, the more we indulge in it, the more we want to see it.
Having said that, it is also true that a lot of videos today are watched with the sound turned off. Thanks to the fast-moving life and no time to waste philosophy. Most of the time when people scroll through their feed they are either traveling between places, sitting in the office, attending a boring lecture, or at night before going to bed. Nobody wants to disturb the world and showcase what they are watching. It’s not a secret, but it’s not always comfortable either.
So it might be a good idea to put captions and subtitles to help these viewers have context without having to look for their earphones.
Considering all of the above, while making videos for social media, make sure to
- add captions
- include subtitles
- make it informative in as less duration as possible
- easy to understand
- say your message upfront just in case somebody has limited time or bad internet connection
One of the most feared things about building videos for social media is quality.
Fact: Quality for social media is debatable
Even though there are many self-designated photography and videography professionals out there who keep posting their opinions anywhere and everywhere, don’t take them too seriously.
The kind of videos that are posted on social media ranges from being handheld, recorded using a mobile phone camera to professional and cinematographic.
Which brings me to my next point, when it comes to social media, pixels don’t matter as much as content does.
For one very important reason, higher the quality of a video, heavier will be the file to load. People are low on patience, so if it doesn’t load in two seconds, lower will be its chances to be engaged with.
This holds true for all – brands, companies, agencies and individuals.
There are more than 1 billion active Instagram users alone. In order to increase your reach, make sure to spend enough time on building content and not on acquiring the best available equipment out there.
Even the best equipment designed for the job won’t help if one doesn’t know what to do with it. For brands that are just starting out, here are some key points to keep in mind while building a video,
- keep the subject centered and focused
- keep a tight frame to avoid having too many distractions
- start with your brand name/ watermark the video
- keep the colors natural and bright and not neon like vibrant
- make sure that it is easy to relate with for your target audience
If there is anything you would like us to elaborate on, let us know in the comments below. We’ll try to help 🙂