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Creating and Marketing Engaging Social Media Videos

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9 min read
Posted:
January 30, 2024
Updated:
December 8, 2023
Author
Andrew Kozik
Reviewed by
Helena Raise
Posted:
January 30, 2024
Updated:
December 8, 2023

Contents

Video dominates social media today. Platforms like Facebook, Instagram, Twitter, LinkedIn, and TikTok all prioritize video content in their algorithms. For brands and businesses, creating compelling social media videos is essential for cutting through the noise and connecting with modern audiences.

This comprehensive guide will teach you how to craft eye-catching social media videos from start to finish, distribute them effectively, and analyze performance. Follow these best practices for creating and marketing videos optimized to perform across leading social platforms.

The Power of Social Video 

Well-produced social media videos offer many benefits:

Increased Engagement 

Videos spark interaction and word-of-mouth sharing, keeping audiences engaged longer than static posts. Well-edited social videos utilizing quick cuts, text overlays, and animated elements command viewer attention in feeds full of competing content.

Brand Storytelling 

Video provides a creative canvas for conveying brand stories in entertaining and memorable ways. Businesses can showcase company culture, founder journeys, and customer success stories through compelling video narratives.

Thought Leadership 

Instructional and educational videos position brands as industry authorities. "How-to" tutorials and insider explainers demonstrate expertise. Teaching valuable skills helps build trust and loyalty.

Lead Generation 

Calls-to-action in videos convert interested viewers into leads and sales. Videos catch attention, while clear CTAs channel viewers to landing pages, contests, sales offers, etc.

Expanded Reach 

Viral worthy videos expand brand exposure beyond just existing followers. Interesting, funny, or emotional videos get widely shared across social networks. This introduces brands to many new potential customers.

Benefits of Social Media Videos

Best Practices for Social Videos 

Follow these tips to create effective and optimized social media videos:

Know Platform Requirements 

Study specs like ideal length, formats, aspect ratios per platform. Tailor videos accordingly. For example, square 1:1 ratio performs best on Instagram and Facebook.

Lead with Strong Hook 

Grabbing attention quickly is crucial. Open with bold visuals, questions, stats, etc. Every second counts when trying to catch the viewer's eye against the endless streams of competing content.

Convey Key Messages Fast 

Communicate core ideas right away. Audiences lose interest quickly on social media. Quickly establishing value and purpose retains the viewer early before they click away.

Include Subtitles and Captions 

Enhance accessibility and convey message when videos auto-play silently. Subtitles also aid comprehension and boost views and shares.

Use Vertical Orientation 

Frame shots for mobile viewers in portrait dimensions. Most social video watch time occurs on phones. Capture footage oriented for ideal mobile viewing.

Inject Personality 

Let brand character and storytelling shine through via tone, visuals, etc. Leverage videos as a means to form an emotional connection with viewers through refined brand persona.

Mind Lengths and Pacing 

Trim videos tightly with energetic, snappy editing to maintain engagement. Avoid dragging on too long. Use brisk cuts and varied visuals to keep viewers interested.

Production Gear for Quality Videos 

Investing in basic production equipment pays off in better performing videos:

DSLR/Mirrorless Camera 

Dedicated cameras offer higher quality than phones/laptops for crisp, cinematic footage. Interchangeable lenses provide creative flexibility. Large sensors excel in low light.

Tripod 

A sturdy tripod provides stable, smooth camera work for professional results. Eliminate distracting shakiness and capture steady locked-off shots and elegant pans/tilts.

External Microphone 

Capture clean audio input by miking presenters separate from the camera. On-camera mics pick up excessive ambient noise. External mics isolate voice more cleanly.

Portable LED Light 

Small LED panels illuminate subjects naturally and flatteringly indoors or outdoors. Boost exposure or fill shadows in tricky lighting scenarios away from the studio.

Reflectors and Diffusers 

Modify and shape natural sunlight outdoors for a soft, even look. Bounce sunlight onto darker areas with reflectors. Soften harsh light with diffusion.

Editing Software 

Streamlined apps like InShot (mobile) or Filmora (desktop) assemble and refine footage. Import clips, make cuts, arrange in order, apply effects, add text, export for platforms.

Optimizing Videos for Each Platform 

Tailor video content to align with top platforms' special requirements:

YouTube 

YouTube offers expansive creative options. Maximize chances of appearing in search and suggested videos. Include channel branding, end screens with calls-to-action to subscribe and watch more relevant videos.

Instagram and Facebook 

Square 1:1 aspect ratio performs best, especially for Instagram Stories. Use relevant hashtag keywords. Add location tags and user handles in captions to expand reach.

LinkedIn 

Include calls-to-action to follow company page and click through to website or offers. Stats and text overlays expand on key points. Carefully brand with lower thirds.

Twitter 

Concise explainers and breaking news work best. Integrate trending hashtags from events, cultural moments into captions to tap into public conversation.

TikTok 

Leverage ultra-short viral formats. Use duets, stitches, and reactions to insert your brand into trending memes. Participate in dance challenges when aligned with brand identity.

Distributing Social Videos Effectively 

Publishing videos is only half the battle. Promote them aggressively via:

Paid Ads 

Allocate budget to boost key videos into followers' and lookalike audiences' feeds. Expand reach beyond just existing followers to new potential customers.

Cross-Post Across Platforms 

Maximize reach by natively sharing videos to YouTube, LinkedIn, Instagram, etc. Adapt videos to each platform's formatting needs to publish natively.

Embed on Website 

Host videos directly on your site and embed into relevant blog posts and pages. On-site video engages visitors and boosts time on page.

Email Marketing 

Send videos on topics subscribers care about directly to their inboxes. Use brief videos to add engaging visual content to normally text-heavy emails.

Retargeting Ads 

Keep showing videos to people who already watched them or visited your site. Continually remind engaged viewers about videos to drive more views.

Influencer seeding 

Send pre-launch videos to influencers so they spread buzz to their engaged followers. Leverage influencer audiences for instant scale and credibility.

Analyzing Performance and Engagement 

Key metrics to track how videos perform include:

Views 

Monitor how many times videos are watched overall. However, focus more on minutes viewed for understanding true engagement. Quickly skipping past a video inflates view count.

Completion Rate 

The percentage of viewers watching the full video indicates content quality and retention ability. High completion rates signal you held audience attention.

Clicks 

Clicks on calls-to-action show ability to drive specific desired actions, like visiting a landing page. Monitor clicks to judge effectiveness of CTAs.

Shares 

Track how often content gets reshared for organic reach beyond just your existing followers. Viral shares introduce brands to new audiences.

Comments 

Relevant comments indicate you’re sparking meaningful conversations with audiences. Sentiment analysis of comments provides useful viewer feedback.

Follows 

Videos that attract new engaged followers expand your audience reach for future content. Growing followers helps quantify impact and future value.

Common Social Video Types 

Demo Videos 

Showcase product features and user experience through demonstrations and tutorials. Helps inform purchase decisions.

Spotlight Videos 

Highlights individuals like founders, employees, and customers through testimonials and brand stories. Puts human face on brand.

Event Videos 

Capture important moments, announcements, and speeches from conferences, trade shows, and other gatherings. Extend reach beyond just live attendees.

Thought Leadership 

Position your team's expertise by sharing valuable insights, trends, and best practices. Build reputation and trust through education.

Behind-the-Scenes 

Give an insider look into company culture, office spaces, manufacturing processes, etc. Provides authentic transparency into brand values.

Seasonal Videos 

Mark holidays, cultural events, and time-of-year moments with topically relevant videos. Join timely public conversations.

Video Editing and Animation Tools 

Streamline video creation and enhancement with these options:

Adobe Premiere Rush 

Quickly execute core editing tasks on mobile or desktop like trimming clips, adding titles and transitions, improving image quality, and more.

Kapwing 

Intuitive browser-based editor for basic social video projects. Trim, stitch, manipulate, and spice up clips without software downloads.

Animaker 

Create animated explainer videos right in your browser. Select professional templates and customize with your brand assets.

InVideo 

AI-powered online animated video maker. Choose templates, customize text, graphics, and let AI generate polished video.

After Effects 

Industry-standard VFX and motion graphics software for limitless video compositing and animation capabilities. Significant learning curve.

MotionDen 

Marketplace of customizable animated video templates and assets for business marketing videos. Drag-and-drop library of templates.

Mistakes to Avoid 

Steer clear of these video marketing missteps:

Lengthy Intros 

Hook viewers immediately. Don't waste valuable seconds on prolonged branded intros before delivering value.

Scrimping on Editing 

Invest time in refining pacing, sequence, and message clarity through thorough editing.

Weak Scripts 

Without concise, compelling scripting, videos meander aimlessly. Carefully craft narration or on-screen text.

Amateur Aesthetics 

Lackluster lighting, audio, framing reflect poorly on brand image. Prioritize production quality.

Text Too Small 

Use large, legible fonts and sufficient contrast for screen text. Small unreadable text undermines videos.

Forgetting to CTA 

Always include a strong concluding call-to-action. Drive viewers to take desired next steps.

6 Video Marketing Mistakes to Avoid

Power Up Your Videos with Screen Story 

Screen Story's AI-powered creation tools, and automated enhancements like cursor tracking and dynamic zooming accelerate producing sleek, professional-grade social videos quickly and easily.

Bring your product launch videos to the next level by trying Screen Story's innovative video creation software with robust automatic animations, customization options, and multi-platform exporting. Download it today for high-impact social media videos made easy.

Give your social media video strategy a competitive edge by producing next-level content rapidly with Screen Story. Try it for free!

Recap

Video dominates social media engagement today. To connect with modern audiences, brands must incorporate compelling, well-crafted videos tailored for top social platforms' special requirements. Plan video content strategically, produce videos efficiently, distribute them broadly, and analyze performance to refine an effective approach. With the right creative and promotion, social videos become invaluable for expanding reach and driving measurable business growth.

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