How to create more engaging videos on social media
The rising trend of videos on social media isn’t hidden from anyone. All of us are so actively engrossed in video content these days (you might just be watching a reel or a TikTok on the side while reading this blog) that we just can’t fathom our existence on social media without any kind of video content. Can you even remember the last time, your Instagram was only filled with pictures of your friends travelling or sharing their breakfast pics? I guess you can’t because I can’t either. Now seeing videos on social media comes so naturally to us that we just don’t give two thoughts about it. So how can one utilize this opportunity to create more engaging videos on social media?
Top Social Media Video Marketing Stats for 2022
I am not going to let emotion take over this article and also present some facts that can highlight how important videos on social media have become. A great place to start is the presence of a sheer number of formats and platforms for sharing videos on social media (Reels, TikToks, FB/Insta stories, or the evergreen Youtube).
Social media marketers have been at the forefront to capture the exponential opportunity behind social media videos. Did you know that around 93% of social media marketers consider videos as an important part of their social media strategies? Interesting fact, isn’t it? Let’s give you a few more facts about how videos have taken over social media in 2022.
More than 50% of social media users prefer video over other types of content
85% of social media users want more videos from brands
62% of people report increased interest in a product after viewing a related Facebook video.
Video content on social media has helped around 93% of companies to acquire new customers
91% of users watch videos on Instagram weekly.
Tweets with video get 2.5 times more replies, 2.8 times more Retweets, and 1.9 times more likes.
More than one billion hours of video content are consumed on YouTube daily.
30% of Gen Z social media users prefer using TikTok for product research
How to create more engaging videos on social media
So those were all the facts highlighting the importance of why you should create video content as part of your social media strategy. Now the next big question is how? And it is a valid question because it is not easy to create engaging content on social media. Whenever you log in to your social media, I am sure you will see a lot of brands trying to do a lot of things – Some bands are posting funny videos, some are giving tips and tricks on social media and some are promoting their products/services through influencers.
Between all of this, it might get a bit confusing for people/companies who are freshly starting with creating videos on social media. So what is the best way to get started with creating video content on social media? If you have already started doing it but are not able to figure out how to create more engaging video content, these tips might just work for you!
- Figure out your strategy and your audience
First and foremost, what works for others may not work for you. Your business objectives can be very different and so will your target audience. This first part is all about testing the waters. Test your content in different formats and see what content resonates the best with your audience. For example, if you are a marketing agency, perhaps your audience would love to see some interesting tips and tricks on how to tackle some problems related to social media management. Another example is if you are an airline (Guess who I am going to talk about here), you can create humorous videos for your audience that help catch their attention and thus further build your brand credibility and awareness (Yes a speaking aeroplane can be funny to some people)
- Get content ideas from viral videos
I will still stick to the point that what works for others may not work for you, but you can still get content ideas from some of the best content creators out there. You don’t have to copy the entire thing, rather the trick lies in tweaking the idea to fit your audience. There are some great content creators out there who have mastered the art of getting viral on social media through the means of video content. I am sure there are some of your favourite brands/accounts that you follow every day to see their fresh content. Some of the best examples are Ryanair’s TikTok channel, DuoLingo’s TikTok Channel, and Brock Johnson’s Insta channel.
- Use trending sounds and hashtags
Using trending reels and hashtags can help your content reach in front of thousands of new users and that is the power of video content. Without spending even a single penny, you can organically create tons and tons of new impressions on your posts, just by using some of the top trending sounds. Next time, when you are scrolling through reels or TikTok, and you see a highly popular video, just save the sound of that video, and in the future use that sound to create video content of your own. You will be surprised by the increase in the views and engagement with your content.
- Record with clear and clean video and audio
The importance of a clear video with a crisp sound can never be understated. If you upload a blurry video or if your audio on the video is unclear or muffled, you can expect really low engagement and reach for that piece of content. Can you remember the last time where you sat down and watched a poorly shot video up until the end? I am sure you can’t remember any (Secret prank videos with your friends don’t count). In 2022 when everyone has a smartphone with an appreciable camera quality, no one on the internet will expect to see a poorly shot video with unclear audio. Keep your message crisp and clear.
- Keep a clear CTA at the end
Having a CTA (Call to action) on your video is important as it tells the viewers what to do after they have watched the video. If you don’t put any CTAs in your video, there is a high chance that the users will just leave after watching your video no matter how much they enjoyed watching it. Engage with your audience by including that CTA in your video content. For example, if you are talking about some tips and tricks from your blog, do mention a CTA or read our caption at the of the video, where the caption includes a link to your relevant blog article.
- Mind the duration of your video
The attention span of users on social media is really low. It is highly likely that if you are not able to grab their attention within the first few seconds, they will just skip past the video. Although Instagram and TikTok have introduced longer 60-second video formats on their platform, users still prefer short and engaging videos.
- Collaborate with other creators
Partnering up with other creators in the form of duets or collaborations can help you reach in front of new audiences. If you find a profile/account that is relevant to your niche and fits your audience’s expectations, it would be a good idea to reach out to them to collaborate on video content. This video content can be a Live video or a duet on Instagram or TikTok. This partnership can help both parties to get in front of new users and increase their engagement.
- Guest Vlogging
You might have heard of guest blogging, but here we are going to be talking about guest vlogging. You can either appear as a guest on some other social media account or ask other influential social media personnel to appear on your social media profile. You can also take advantage of influencer networks, where you can partner up with an influencer who has a strong network and is related to your niche. This way you can promote your products/services in front of larger audiences.
- Repurpose the video
Always repurpose your old content. Creating new content is hard (yeah I can relate to that as I am typing this new blog for you people), so why not take advantage of the content that you already created in the past and that performed well. No one remembers your old pieces of content as much as you do, so if you can take some interesting bits out of your old content and create a fresh piece of content out of it, you will save yourself a lot of time and work. Also, make sure to repurpose your content on different channels, for example, if you create a TikTok, just remove the watermark and then upload that video on Instagram too. Now you can get engagement and reach on both platforms just with one piece of content.
- Analyse the performance
Last but not least, this is important for any kind of marketing strategy, not just for social media marketing. Always analyse your performance. Check to see which kind of content is performing the best for you and what’s not turning any stones. You might see a piece of content that you thought was great, perform poorly, and vice versa. It is always better to analyse your performance and then tweak your future strategies to align with the insights you got from your data.
Create more engaging content with Connect Mor
There is no real trick or magic word behind getting big on social media. The strategy that works for you might not work for others or what works for them might not work for you. Creating videos on social media is definitely one of the most effective ways to push your content in front of your audience, but what strategy you choose for your brand, will depend on your own objectives. Get the best tips into how you can optimise your organic content on social media.
You can always take the help of tools such as Connect Mor, which can help you to analyze your competitors’ social media to give you access to their top hashtags, most viral topics, and the best performing posts. Using this data you can create more engaging organic content on social media for your brand. If interested, book a demo today and start your 14-Day free trial.
November 9, 2022
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