Creating engaging social media videos is an essential skill for any brand looking to connect with its audience and boost its online presence. With the vast amount of content competing for attention on platforms like Facebook, Instagram, TikTok, and LinkedIn, it's crucial to make your videos stand out. At Focus Forward Media, we specialize in creating compelling video content that resonates with audiences. Here are some of our top tips for producing videos that perform well on social media platforms.
1. Keep it Short and Sweet (mostly)
Attention spans on social media are short, so it's important to convey your message quickly. Aim for videos that are 60 seconds or less, particularly for platforms like Instagram and TikTok. For platforms like Facebook and LinkedIn, we've actually seen longer videos doing well again. However, you still need to keep it engaging. But overall, on those platforms, feel free to make your videos longer, 2-3 minutes, even 4-5 minute long videos will do well if done right! The key is to capture your audience's attention in the first few seconds and deliver your core message. Be sure to cut out the fluff wherever you can.
This video here was 1 of several we did for a jewelry store client of ours this past Fall. We spent a day in a studio with these models and captured content for various marketing purposes. These were mainly distributed to the clients Instagram channel.
This video was longer form, and intended for YouTube and this client's website. Being around 3 minutes, we were still thoughtful of how we told the story, and making sure to keep the viewer engaged throughout.
2. Grab Attention Early
The first few seconds of your video are critical. Use a strong hook to grab your audience's attention right away. This could be an intriguing question, a striking visual, or an exciting moment. Make sure the opening of your video is compelling enough to make viewers want to keep watching.
We were intentional with the first few seconds of this video, aiming to catch the viewer right away and make them want to watch it in its entirety.
3. Optimize for Mobile Viewing
Most social media users access platforms via mobile devices, so it's essential to optimize your videos for mobile viewing. Use vertical or square formats, which take up more screen space on mobile devices and provide a better viewing experience. Ensure your text and visuals are large enough to be easily seen on smaller screens.
We knew this video would be widely used across platforms like Instagram and Facebook, and on mobile devices so we decided to edit this in a square format, for more optimal viewing.
4. Tell a Story
Storytelling is a powerful way to engage viewers and make your content memorable. Whether you're showcasing a product, sharing customer testimonials, or highlighting a brand story, make sure your video has a clear narrative arc. Stories create emotional connections, making your content more relatable and impactful.
5. Use Captions and Text Overlays
Many social media users watch videos with the sound off, so it's crucial to use captions and text overlays to convey your message. This ensures that your content is accessible to everyone, regardless of their audio settings. Additionally, text elements can highlight key points and make your video more engaging.
In this video we did for a client, we optimized for Instagram (their main platform) as well as putting in subtitles, so the message could get across even without audio.
6. Leverage Trends and Hashtags
Stay current by incorporating trending topics, challenges, or hashtags into your videos. This can increase your content's visibility and relevance, making it more likely to be discovered by a wider audience. However, ensure that any trends you leverage are aligned with your brand and message.
There's no point in making trending videos or using trending audio to make content that means nothing to your brand, and to your followers. It won't make a difference and will not help in the long term.
7. Focus on Quality
While social media content can be informal, quality still matters. Invest in good lighting, clear audio, and stable camera work. High-quality visuals and sound can significantly enhance the viewer's experience and reflect positively on your brand. At Focus Forward Media, we ensure that every video we produce meets the highest standards of quality.
8. Include a Call to Action
Encourage viewers to take action by including a clear call to action (CTA) at the end of your video. This could be asking them to like, comment, share, visit your website, or make a purchase. A strong CTA helps guide your audience on what to do next and can drive engagement and conversions.
9. Be Authentic
Authenticity resonates with audiences. Show the human side of your brand, share behind-the-scenes content, and be genuine in your messaging. Authentic videos build trust and connection, making viewers more likely to engage with your content and become loyal followers. When you're forcing a message that doesn't come across authentic to you, it's typically easy to tell. Your audience will know.
10. Analyze and Optimize
Finally, continually analyze the performance of your videos and optimize based on the data. Use analytics tools provided by social media platforms to track metrics such as views, engagement, and conversions. Identify what works and what doesn’t, and adjust your strategy accordingly to improve future video content.
Conclusion
Creating engaging social media videos is both an art and a science. It takes time and effort to perfect it, and is something that should be reviewed regularly, like in the 10th tip. By following these tips and best practices, you can produce content that captures attention, tells compelling stories, and drives action. At Focus Forward Media, we specialize in helping brands create high-quality, engaging videos that perform well on social media platforms. Ready to elevate your social media game? Contact us today to learn how we can help you achieve your video marketing goals!
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