October 23, 2020 / Creative Humans
Social media is an ideal platform for sharing video content to promote your brand. Your followers can even boost your marketing efforts for you by sharing your content with others, making it go viral. Video content created for social media applications like Facebook, Instagram, Twitter, and others can be a significant marketing tool for any brand—but only when it’s done right. To help you create an engaging campaign, here are some essential social media video production tips.
What is it about your brand that your audience finds engaging? If you already have an established social media presence or other content types on your website, review your analytics to determine your top-performing content. You can then use that information to plan a concept for your new video campaign. While you don’t want to simply copy your successful campaigns, take a moment to consider which elements were most engaging to your audience, and use that to guide your future content.
Don’t focus on the “big picture” of your brand. Effective social media videos have a very short amount of time to deliver their messages. Narrow your messaging for your video to focus on an individual product or promotion for maximum effect.
While this might be your first video for social media, you will want your audience to associate particular visuals with your product or service to help with your brand’s identity in future marketing. Aspects like color, filters, music, and graphics can be applied to your ongoing video content to build familiarity with your audience.
On average, Facebook users spend 1.7 seconds looking at a piece of content on a mobile device and 2.5 seconds on a desktop. Additionally, 47% of video impressions come from individuals who viewed less than three seconds of a video on Facebook. This means that your video needs to engage your audience immediately, from the very first frames.
Audiences are far more likely to finish viewing your content if it is brief. Though Facebook and Twitter allow for longer videos, Instagram stories are limited to just 15 seconds. Your video content on all social media platforms should be less than 15 seconds for maximum impact. Even with this much time to work with, it’s important to remember that most users will only watch three seconds or less of a video on social media platforms. Ensure your most important message is upfront at the beginning of your video.
Many users will engage with your social media video before they even watch it—because they will see the thumbnail image. Ensure that the thumbnail is properly formatted for the platform you are sharing on, and make it engaging! A great thumbnail can make the difference between a user deciding to watch your video or keep scrolling.
Prominently feature your brand’s identifying information, such as your logo, in your video’s thumbnail. Even if users don’t view the video, they will get an impression of your brand.
Users will be more likely to share your video if they have a personal connection to it. Social media videos that include photos, comments, or video clips created by your audience can help significantly boost your engagement. Consider ways that you can include your current audience within your concept for your video.
Many social media users scroll through their feeds without sound on, and some platforms require users to actively turn sound on to hear audio. Including subtitles is essential to ensure your messaging gets across to all viewers.
While many users will watch your video without sound as they scroll through their social media feeds, don’t treat your video’s sound as unimportant. Your video’s sound is still an effective method of delivering your messaging when a user decides to listen to it.
If your video features voiceover or dialogue, record it with a high-quality microphone. A production team can also help you select the ideal music for your video as well.
Unfortunately, the major social media platforms do not all use the same specifications for video content and requirements for each change over time. Let your production team know what platforms you will intend to share your content on, so they are prepared to tailor your video content for those applications. For example, your production team will know if they will need to crop your video to fit the size limitations of a platform and shoot the footage accordingly.
Shooting content for a single 15-second video may take very little time for a professional crew. Maximize the time you hired them for by shooting your concept in several different ways or by using your location to shoot some different ideas for future social media content all at once.
Social media platforms have limitless potential for engaging with your audience and developing new business. Professional social media video production companies and freelancers can elevate your social media marketing with exceptional content. For the best results, search the Creative Humans directory to find and hire expert talent for your next social media video project.
What the Best Corporate Videos Do Right
Whether intended for internal and external business use, corporate videos have proven to be an effective method of elevating the perception of a business, its culture, and its products or services. But how do you produce a great corporate video that both informs and engages your audience? Here’s what the best corporate videos do right.
To produce effective video content for your organization, focus on these important tips culled from the strategies and presentations of the best corporate videos:
A corporate video created for internal use will likely have a very different focus than a video created for the general public. Similarly, a video created for new employee orientation would feature different information than a training video made for veteran management.
Because of that, your messaging should be tailored to make the most impact on its intended audience. If your video needs to speak to two different audiences, perhaps you should consider creating two different, focused videos.
You don’t want your video to be any longer than it needs to be. Not only do you want to keep the attention of your audience, but you also don’t want to overspend your budget to produce your video. Figure out what your video’s objective is and the most direct way to convey that message. If you can sum up the purpose of your video in one short sentence, you’re already off to a good start.
Shooting a video in-house may seem like a fun team-building activity, but it will probably not produce an effective video. Much like you dress up for a job interview to make a good first impression, your corporate video may serve as the first impression for your potential customers or employees.
That’s why it’s so important to professionally shoot your video with high-quality lighting, sound, and editing. The higher the quality of your content, the more likely your audience will take your message seriously.
Nobody likes to feel like his or her time has been wasted. Whatever the objective of your video may be, it is important for a viewer to feel like they learned valuable information from watching it.
Even corporate videos that are meant to be instructional, like companywide safety videos, can present information in an engaging way. Consider ending your video with a summary of the information covered to remind viewers what they were meant to learn.
Including lighthearted moments in your video can help endear its content to audiences. However, be aware that effective humor is challenging. You want to avoid hokey or off-color jokes—and if you are making a video for international audiences you need to understand that humor does not always translate to different cultures. If you cannot determine a way to use humor in a universal way, you may want to avoid a humorous tone.