How do you stand out on social media nowadays, with so many platforms full of millions of users, creators, and businesses?’ Should you be using graphics, going live every day, or sharing memes?
Well, we’re here to tell you – it’s video. There are no two ways around it, with the increase in popularity for short-form content because of the likes of TikTok – it’s just the way to go.
“Social media posts that contain video have been shown to increase views by 48%”.
But just creating plain old videos isn’t enough anymore, there are millions of other accounts out there trying to grab the attention of the same users you want – so your content needs to be good.
We asked Ryan (a social media executive from our sister company Glass) to find out what makes “good” video content for social media.
These are his top 5 tips to make sure your video content is peachy-keen!
1. Create content with your audience in mind
Think about who you want watching your videos, then create content they want to see.
This video from the male grooming brand “Manscaped” is a perfect example of knowing your audience. They are targeting men so they make content that men will find funny.
Our advice when it comes to social videos is before posting think “Will people want to see this in their social media feed in between more entertaining content?”
If the answer is no then it’s back to the drawing board, your content should have a purpose – educational, visually pleasing, “entertaining”, or funny.
2. Keep it quick
Leave the long, drawn-out videos to Hollywood – social videos need to be short and concise.
Let’s remember people have short attention spans, and will only watch a long video if they’re enticed right at the beginning. If it’s not that enticing, keep it short.
3. Make it accessible
The internet is made up of billions of people with different requirements. When you create video content you may alienate those who are deaf or hard of hearing.
Many platforms like Instagram and TikTok have a subtitle feature, the app will scan your voice and automatically generate captions. If your content is good – everyone should be allowed to experience it!
It is worth noting that these subtitles can be slightly dodgy at times – so do check before you post that you haven’t accidentally called our Peach Dawn, for example, by a different name…
4. Vertical wins
For years we were told to film videos horizontally (mainly because YouTube was the king of video content online) but with the rise of Reels and TikTok, the preferred orientation for video is vertical.
Buffer ran tests on Facebook and Instagram to see how vertical video content performs compared to square videos.
They found that vertical was the clear winner.
Their results showed that vertical video content received 6% more 3-second views and 187% more people watched at least half the video.
The name of the game is retaining attention so with stats like this – vertical is hard to ignore.
5. Start with the basics
Although viewers have transitioned to consuming less professional-quality videos, you still need to know how to do the basics.
The great thing about platforms like TikTok and Instagram is that they feature in-app editors allowing you to trim, adjust and add music to your videos.
If you want more control over your video there are free apps like Rush or In Shot that allow you to resize, adjust the look of your video, and more.
There is nothing worse than watching a video that looks like it was filmed in a blender – keep it steady!
If you haven’t got a tripod (which can be quite affordable nowadays), balance your phone on a stack of books to keep it in place.
Music (Trending sounds, commercial sounds)
Music is a big part of TikToks and Instagram Reels, similar to hashtags choosing the right one can be crucial.
Both apps have a large library of sounds to choose from but, if your profile is set up as a business account you are limited in your choice due to copyright issues.
Good lighting can be the difference between a grainy hard to see video and, a clear, easy to watch one.
Although there and hundreds of cheap lighting options available online, filming near a window on a bright day or making use of house lamps can get similar effects.
Social media was complicated enough before video content grew so popular but we all have to adapt.
We as businesses are battling for users’ attention on social media.
These platforms are massively oversaturated with not only other companies but, influencers and media companies trying to do the same thing. That is why the content you create is more important than ever.
If you are still curious about video content for social media, join our very own Ellie Harries in her webinar as she breaks down what you should be doing on social media and explains why video needs to be in the game plan.