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Only a few years ago, in 2013, video was released for the first time on Instagram. Today, the platform—and every other social channel—is flooded with videos.
Exposed to so many videos today, social media users aren’t as easily impressed as they were when video was first released. A low-quality, boring video might have gotten a decent number of views and likes on social media a few years ago. But now that people are inundated with videos on social media, expectations have risen.
It’s not that people don’t love videos anymore—over 500 million people watch video on Facebook every day. But with greater competition, companies have to work harder to make their videos engaging and memorable.
We’ve broken down the key areas to focus on when creating a social video. With these tips, tricks, and resources, you’ll be set to make videos that grab users’ interest even in the most cluttered feeds.
Audio is a powerful way to add context and emotion to a video, but you can’t assume viewers will be listening on social media. Up to 85 percent of videos on social media are watched without sound.
Audio used to be automatically removed by Facebook and Instagram, which would instantly play videos without audio. But they recently switched to including audio with video if a user has the volume turned on. Even with this change, many users still prefer to switch their settings back to soundless videos for a less intrusive experience.
Given this trend, it’s better to assume your video will be played without audio. Create your social video so it can be appreciated without sound and you’ll be able to engage more users. Here are a few ways to create videos that are still compelling without sound:
Uploading a video is relatively easy, so why not share your video on every single platform? It seems like you’d get more traffic by posting your video widely. But that may not be true for your business. Social media video distribution is more powerful when it’s targeted and oriented toward quality. If you try to share on too many channels, you’ll be less able to refine each video and strategize sharing for each platform.
You’re better off saving your energy for strategizing on your customers’ favorite channels. Think about the qualities of your key buyers to guess which social media platforms they prefer. Here are a few qualities of popular channels to help you decide:
Targeting your customers’ favorite channels gives you more time and energy to strategically share your videos rather than wasting your efforts on multiple channels that are less popular for your business.
Users won’t engage with your videos on social media if they can’t see them correctly. To make sure your video is being presented correctly, familiarize yourself with the different video spec guidelines for every social media platform. Check out Sprout Social’s guide to make sure your videos are sized for every platform.
Beyond required specs, think about which shapes are ideal for the viewing experience you’re targeting.
Because social media channels have different settings for appearance, you can only engage users if you size and format your videos correctly.
With more distractions than ever, the key to engagement is picking the right video length. When videos are more than a few minutes long, users typically lose focus and stop watching.
The ideal length depends on the platform, since users have different watch-time expectations for each channel. Here is the ideal video length for each platform:
Staying close to these suggested lengths, especially when you first get started, will make it easier to retain viewers’ attention with your videos.
Users expect polished videos—high quality has become a social media standard. All types of companies have produced professional videos for social media with today’s accessible tools.
There is so much budget-friendly software out there to build outstanding videos at a low cost. Here are a few tools to consider:
Once viewers can rely on you to publish high-quality videos, they’ll keep coming back to your social media channels for more.
Carefully crafting the beginning of your video is essential. Instead of presenting a thumbnail image, most social media platforms will automatically start a video as a user scrolls past it. If your video doesn’t engage viewers in those first few seconds, they’ll scroll past and abandon it.
Here are a few tips to make the first few seconds of your video count:
Make the beginning of your video worthwhile to viewers and they’ll be motivated to stick around and watch to the end.
A video on social media can be engaging, thoughtful, and well-made—but if viewers don’t know how they should act once it’s done playing, they probably won’t reengage with your business.
Show your viewers what you want them to do by including a CTA. By asking your audience to do something, your video will drive the results you want, whether that’s more subscribers or greater sales.
Here are a few tips for creating a powerful CTA:
Adding a clear CTA to your video, whether it’s visual or verbal, will give your viewers the extra push they need to engage with your business.
Videos are no longer novel on social media—every business is releasing video as a part of their social strategy to boost user engagement. With so many videos on every feed, it takes a lot of planning and effort to create a social video that stands out. To boost engagement, make sure your video is visually appealing; has a clear, actionable message; and is targeted to your customers.
These tips for creating captivating social videos are just the starting point. Once you’ve published your videos on different platforms, monitor their performance so you can track which videos get the most engagement. From there, you can start to determine what aspects of your videos perform especially well with users and should be used again in the future.
Vyond allows people of all skill levels in all industries and job roles to create dynamic and powerful media. With features that go beyond moving text and images, you can build character-driven stories or compelling data visualizations that engage audiences and deliver results.
With Vyond, it’s easy to create video for your social media marketing. Start a free 14-day trial and sign up for our weekly webinar.