Video Content on Social Media: 11 Essential Strategies and Best Practices

Video Content is more Engaging. Here’s why

Across the world, studies have proved beyond a doubt that video content typically garners more engagement than static posts on social media. You shouldn’t be wondering too hard why this is the case. There are several reasons why:

1. Higher Visibility: Nowadays, most social media algorithms tend to prioritise video content and display it more prominently in users’ feeds. Popular platforms like Facebook and Instagram actively promote video content because they tend to keep users on the platform longer, increasing ad revenue. TikTok’s model of operation revolves around short-form videos that are uploaded covering a wide range of topics.
   
   
2. Increased Engagement: Videos are inherently more engaging than static images or text. They combine several visual and auditory elements making them more captivating and memorable. Viewers are much more inclined to stop scrolling and watch a video compared to simply scrolling past a static post.
   
   
3. Better Storytelling: A video allows for richer storytelling compared to static posts. Through video, brands and individuals can convey their message, showcase products or services, and connect with their audience on a deeper level through visual narratives, music, and spoken words.
   
   
4. Emotional Appeal: Videos have the power to bring out emotions in ways that static posts usually can’t. Whether it’s humour, excitement, inspiration, empathy, or plain curiosity, video content can quickly tap into viewers’ emotions, leading to stronger connections with the brand or message being conveyed.
   
   
5. Higher Shareability: People are more likely to share video content with their friends and followers, leading to increased reach and engagement. Videos that are entertaining, informative, or relatable have the potential to go viral, further amplifying their impact.
   
   
6. Mobile Optimisation: With the rise of mobile usage, video content is particularly well-suited for consumption on smartphones and tablets. Social media platforms have optimised their interfaces for video playback, making it easier for users to watch videos on the go.
   
   
7. Diversification of Content: Incorporating video into your social media strategy allows for greater diversity in your content. By mixing up your content formats, you can keep your audience engaged and cater to different preferences within your target demographic.
   
   
8. Improved Conversion Rates: Studies have shown that video content can lead to higher conversion rates compared to static posts. Whether it’s driving website traffic, generating leads, or increasing sales, videos have the potential to drive action from viewers.
   
   

Best Practices To Follow While Creating Video Content On Social Media

The dynamic nature of video content, combined with its ability to convey emotions, tell stories, and engage audiences, makes it a powerful tool for brands and individuals looking to succeed on social media. Consequently, the popularity of video content on social media is exploding right now. However, one needs to keep in mind that creating engaging and effective video content for social media involves several best practices to maximise reach, engagement, and impact. 

We provide you with some doable tips:

1. Understand Your Audience: It is extremely important to decide who the video content on social media is aimed at. Know who your target audience is and tailor your video content according to their preferences, interests, and demographics.
   
   
2. Keep it Short and Sweet: Attention spans on social media are short. Aim to convey your message within the first few seconds and keep the overall length of your video concise. Ideally, aim to keep your video content for under a minute for platforms like Instagram and Twitter, and 1-2 minutes for platforms like Facebook and LinkedIn. It should be longer, say about 4 – 10 minutes on YouTube.
   
   
   Also read: Use of AI in Social Media Marketing
   
   
3. Hook Viewers Quickly: Start your video content for social media with a compelling hook that grabs attention and entices viewers to keep watching. This could be a question, a surprising fact, or visually striking imagery.
   
   
4. Optimise for Mobile: Remember, the majority of social media users now access platforms via mobile devices. Ensure your video content is optimised for mobile viewing by using vertical or square formats, as well as large, easy-to-read text and visuals.
   
   
5. Tell a Story: Engage viewers emotionally by telling a story that resonates with them. It could be a narrative about your brand, customer testimonials, or a behind-the-scenes look. Storytelling, done well, through video, has the power to capture attention and foster a deeper connection with your audience.
   
   
6. Add Captions: Many viewers prefer to watch videos on social media with the sound off, so adding catchy, informative captions can make your content more accessible and engaging. Platforms like Facebook and Instagram offer auto-captioning tools, or you can create your own.
   
   
7. Include a Call to Action (CTA): Encourage viewers to take action after watching your video, whether it is liking your video content, subscribing to your channel, sharing the video or visiting your website or vlog. Be clear, articulate, and specific about what you want them to do.
   
   
8. Quality Matters: Invest in high-quality production values, including clear audio, crisp visuals, and smooth editing. Viewers do not expect you to present Hollywood-level production but crisply polished videos definitely make a stronger impression and reflect positively on your brand.
   
   
9. Be Consistent: Establish a consistent posting schedule to keep your audience engaged and build anticipation for your video content on social media. Consistency helps maintain visibility and fosters a sense of reliability and trust with your audience.
   
   
10. Engage with Your Audience: Ensure to respond to comments, messages, and mentions promptly to foster two-way communication with your audience. Engaging with your audience builds relationships, increases loyalty, and can even provide valuable insights for future content.
    
    
11. Monitor Analytics: Use analytics tools provided by social media platforms to track the performance of your video content. Pay enough attention to metrics like views, engagement rate, watch time, and demographics to understand what content resonates best with your audience and adjust your strategy accordingly.
    
    

Needless to say, creating video content for social media takes creativity, time, ideation, effort, A/B testing, and revisions. It is not a one-shot affair. You need to keep monitoring your social media video performance metrics such as engagement, views, and shares which will enable you to know the video content that clicks best with your target audience. By monitoring your video performance and following these simple best practice points, you can create more impactful videos that convert. So, go on and create the compelling video content on social media you’ve always wished for, and effectively engage with your audience to achieve your social media marketing goals.