The process of producing videos for social media has never been simpler. With the increasing sophistication of platforms such as TikTok and Instagram, brands have an infinite number of opportunities to create captivating video content, even with limited resources and time.
In a digital landscape where competition is rife, the ability to produce videos that capture and maintain the attention of your audience may be the key to distinguishing yourself.
Popular Types of Video Content for Social Media
Initially, we will examine the most frequently encountered categories of branded videos that are posted on social media.
Q&As
A personal and intimate method of connecting with your audience is provided by on-screen conversations. Conduct question-and-answer sessions with a team member, thought leader, or satisfied customer. The information they provide can be used to inform other consumers about your brand, culture, product features, or industry trends.
You have the option of utilizing a structured interview format that includes pre-prepared questions or promoting a dynamic environment by inviting queries from your followers.
The Q&A format is equally effective for solo videos in which you directly address your audience and respond to their submitted queries. Videos can be delivered in real-time during a live session, enhanced, or pre-recorded.
Behind-the-scenes (BTS) Footage
BTS video content provides a snapshot of your team in their natural environment, allowing your audience to observe an alternative aspect of your brand. These videos provide your consumers with a glimpse into your world, whether it be by showcasing your office, backstage at events, or the
development of new products. They enhance the relatability and humanization of your brand, thereby fostering stronger connections and trust with your audience.
Product Showcases
According to a study, 78% of individuals assert that their purchasing decisions are influenced by the social media postings of brands. A product’s features and capabilities can be effectively illustrated through social media videos.
According to HubSpot, 57% of Gen Z and 42% of Millennials prefer to learn about products and their features through short videos.
Take a look at Ikea’s brief and amusing Instagram video. The video showcases Ikea’s anti-slip mat by depicting a father pursuing his son in a silly monster costume.
This form of captivating video content is distinctive in that it does not exclusively display the product; in fact, it is barely visible. Rather, it emphasizes the advantages of the product and illustrates Ikea’s distinctive and approachable brand identity.
Research indicates that purchase intent can be increased by 97% through the use of entertaining video content (SocialPilot). By infusing video content for social media with humor and creativity, viewers can experience a more memorable and pleasurable experience.
Live Videos
Built-in live-streaming capabilities are now available on TikTok, Instagram, and Facebook, three of the world’s largest social media platforms. Viewers are encouraged to participate in real-time conversations by these social media giants, which provide sellers and brands with access to features such as live chats, polling, and question prompts.
Live broadcasts are the optimal format for Q&As, events, and behind-the-scenes content. According to Demand Sage, viewers allocate 10-20 times more time to live videos than to on-demand content. In addition, live broadcasts are preferred by 82% of consumers as social media updates from brands.
User-Generated Content (UGC)
Customers, brand advocates, and employees are the sources of user-generated social media videos. They demonstrate genuine experiences and opinions regarding your product or service, which renders them more relatable and trustworthy than branded content.
The most advantageous aspect of user-generated content (UGC) is that it is entirely free. In addition to encouraging other users to participate and create their own content, this video format capitalizes on the creativity of your current consumer base.
Some examples of user-generated video content are as follows:
- Product Unboxing: These videos depict individuals unpacking their packages and expressing their initial impressions of the products. The term “unboxing” generates more than 20 million search results on YouTube. In reality, one in five consumers has viewed an unboxing video.
- User Testimonials: User evaluations demonstrate the functionality of a product or service. For example, makeup evaluations on TikTok frequently incorporate swatches and brief demonstrations. Another prevalent trend is the comparison of the most recent technological advancements side by side, which assists viewers in making well-informed decisions.
- Currently Trending Challenges: TikTok users are fond of sharing and participating in brief lip-sync performances, comedic skits, and choreographed dance routines. In order to increase engagement and awareness, brands may implement innovative hashtags and challenges.
How To Create Videos for Social Media
When optimized for the distinctive attributes of each platform, social media videos are more likely to motivate the desired actions.
When producing video content for a variety of platforms, adhere to these guidelines and strategies:
TikTok
- Shoot in a vertical orientation: Videos that are formatted with a 9:16 aspect ratio function optimally on the platform. Guarantee that your videos provide clear visuals to improve the overall viewing experience.
- Explore Creative Tools: Utilize the platform’s diverse selection of filters, 3D effects, audio snippets, and voiceovers when producing video content on TikTok. You can also incorporate dynamic elements into your videos on TikTok, including decals, time warps, green screens, and visual distortions.
- Maintain a Short and Sweet Video: TikTok suggests that videos should be between 21 and 34 seconds in length. Short-form content is more likely to be viewed in its entirety, as it is more suited to the shorter attention spans of users, despite the platform’s capacity to accommodate videos of up to 10 minutes. Video content that is fast-paced and captivating is also more likely to be viewed on multiple occasions.
- Implement automatic subtitles: Subtitles facilitate accessibility for individuals who are deaf or hard of hearing and do not speak English as their first language. TikTok will automatically transcribe any audio in the video by clicking the Captions button on the right-hand side when producing video content. Additionally, it is feasible to modify the text to enhance its precision.
- Post at Least Once Daily: To increase the visibility of your content and potentially achieve virality, it is recommended that you publish a new video on a daily basis. Your videos may be less frequently featured in users’ For You channels if you maintain a low profile.
Instagram Reels
- Ensure the Dimensions Are Correct: Instagram reels can be uploaded with an aspect ratio spanning from 1.91:1 to 9:16. Ensure that your segments have a minimum frame rate of 30 FPS (frames per second) and a resolution of at least 720 pixels.
- The Initial Three Seconds Are Critical: When developing your content, consider the elements that would motivate an individual to pause and concentrate on your video within the first few seconds. This could be a sudden action that immediately captivates the viewer, an intriguing visual, or a memorable phrase.
- Choose an Eye-Catching Cover: Guarantee that your thumbnail piques the interest of your audience and provides a preview of your content. Select an engaging visual or text that is readily comprehensible to your audience, thereby encouraging them to click on your reel.
- Ensure Smooth Transitions: Utilize the video alignment tool to guarantee seamless transitions. It indicates the location of the user in the previous frame, thereby facilitating the alignment of objects prior to the recording of the subsequent frame.
Ensure Your Videos Are Searchable: Establish a clear title and description to ensure that viewers are aware of the content before they select to play. Incorporate specific keywords to increase the visibility of your content in search engines.
Utilize storytelling: Begin the development of social media videos with a compelling narrative. Emotional connections are established through storytelling, which can improve brand recall and loyalty. Ensure that your narrative aligns with the core principles of your brand, addresses the needs or inquiries of your audience, and encourages them to take action.
Include a Call-To-Action (CTA): CTAs can be seamlessly integrated verbally or visually throughout the video or inserted at the end via text overlay. They can also be included in the post copy. Specific actions, including sharing, subscribing, or visiting a link, are guided by a distinct call to action.
