The fact that video rules the digital marketing landscape is no news to anyone. You don’t even have to be a marketing specialist to know that videos are the best performing type of content on social media; you just have to be an internet user and analyse your browsing habits. But for those who want hard proof of it, we’ve got a few telling statistics in this respect. According to Business Insider, in 2020 the number of digital viewers in the US reached 244 million. A study conducted by HubSpot reveals that as much as 54% of consumers would like to see more video content from the companies they’re interested in. Finally, up to 86% of marketing professionals include video content in their marketing strategy.
So, there you have it: video is the undeniable king of content. Over the past few years, social media videos have become an indispensable tool that can boost your digital marketing game if done correctly. But that’s exactly where things get complicated, at doing things the right way. Not everyone is a natural-born video creator capable of producing Oscar-worthy shorts. Making original and compelling videos to be posted on social media platforms requires creativity, vision, and a series of skills that are not easy to learn.
However, the statistics couldn’t be any clearer. If you’re a business owner, a marketer, or a social media personality, you can’t afford to leave video content out of the equation. Even if you’re not a pro at video making, you should jump on the bandwagon and do your best to make things work. And if you’re looking to hone your social media video skills, we’ve got a few suggestions that can help you out.
Start with a plan
You can’t just start making random videos, post them on your social media channels, and then hope for the best. Before you begin the production process you need to conduct a market analysis and develop a plan that should include your short- and long-term goals, your vision, the steps you need to follow, the schedule, and the necessary resources. This pre-filming preparation will make the whole process run a lot smoother, enabling you to create videos that align with your objectives and bring real results.
Keep it short
Don’t turn your social media videos into feature films. No one has the time or the patience to watch lengthy videos on social media, and you certainly won’t get any awards for it either. Social media users are looking for concentrated but easy-to-digest content, and short-form videos fulfil their needs perfectly. If your video is over 15 minutes long, you risk losing a large portion of your audience. Be mindful of the length of your video, cut the fluff, and only include information that’s relevant and essential. If you take on a subject that requires a more in-depth approach you can cover it over multiple parts, so you don’t tire your audience with one interminable video.
Create compelling intros
Social media users are generally quick to decide whether a video is worth watching or not. This means you’ve only got a few seconds to grab their attention and convince them they should stick around to see the rest of the video. That’s a pretty difficult thing to do, but not impossible. You need to make the most of those few seconds by creating compelling intros. Give your views something that sparks their interest and curiosity, like offering them a teaser, opening up with a catchy line, or asking them a mind-boggling question, and that might get them hooked.
Most social media videos include talking because they are more attractive to the audience than just sharing images. Narration plays an important role in video making, and many creators choose to hire actors from a voice over agency to make their videos sound as professional as possible. However, certain users prefer to watch videos without sound, or they may be hearing impaired, so it’s important to add subtitles as well, preferably in various languages, in order to reach people from different countries.
Ensure good quality audio
Speaking of sound, you have to make sure your videos have good audio quality. It’s easy to assume that videos are all about lighting and image quality, but the sound is equally important. You might want to purchase professional recording equipment to ensure your videos won’t be plagued by all sorts of noises and distorted sounds that may annoy your audience. Also, don’t forget to choose fitting background music, and keep it at a volume that won’t interfere with the voice over. Music can set the right mood and complement your videos, but make sure you have the right to use it if you don’t want to get into any legal trouble.
Use the power of storytelling
A good intro will get people hooked, but it’s the way you craft your content that will keep their eyes locked on the screen from beginning to end. That’s why you have to use the power of storytelling to get your message across and share something of value with your audience. Videos that look and sound nice are a dime a dozen, but if you want to draw people in, elicit an emotional response, and create a deeper connection with viewers, your videos have to bring them on a journey. Every element that goes into it has to be carefully thought through, from the person who tells the narrative – you can hire a professional English voice actor to create voice overs that reflect the right emotions and fit the purpose of the video – to how the story is structured and presented to the audience.
As a final recommendation, you should keep in mind that different social media platforms have different video requirements, so you should optimize your videos for each one of them. That will ensure your videos are viewed properly on every channel and your audience will be able to enjoy them properly.