The social media landscape is in constant evolution. Today, video content is what’s working. A well-made video is the best way to capture attention. The few tricks below will help you level up your skills to make the most of video content on social media.
Create Custom Content for Each Social Channel
Marketers use hub platforms such as Buffer or HootSuite to share on social media. It saves them time from having to log into each platform. But this strategy isn’t recommended for video content. Each social platform encourages different behaviors from their users. A specific video may work on one platform and not on the others.
Facebook auto plays video right in the news feed with muted audio. That means users scrolling through their feed will see the first few seconds of your video, but won’t hear it. You can leverage this feature by putting some text in the first 5 seconds. Make the copy intriguing to encourage them to watch more. Something like this:
Twitter has a similar experience to Facebook’s. Videos auto-play with the sound muted. The small difference is in user behavior. The attention span is shorter on Twitter than it is on Facebook. You can use intriguing text within the first 5 seconds like you would on Facebook. But try to create a shorter version.
Instagram is a fun storytelling challenge. It only gives you 15 seconds to say something interesting through video. Our rule is to be as visual as possible. This is a great opportunity to pair music with beautiful video content. If your content can not fit in 15 seconds, you can show an excerpt and point your Instagram followers to a longer version hosted elsewhere. Entrepreneur Gary Vaynerchuk’s Instagram provides a great example of this strategy.
Keep It Short
Social media users have a limited attention span. They’re not on social media to see your videos. They’re logged in to post something or consume content from their friends. So it’s important to keep a social video under 60 to 90 seconds. If you can’t say what you need to say within that time frame, you should rethink your message.
Longer form content still have their place. They should live on dedicated platforms such as Wistia, Vimeo or YouTube. You can then share them on your website where visitors have a much longer attention span. They’re here to see you content after all!
Pay Attention to Quality, But Not Too Much
You don’t need to buy $3000 in equipment to come away with a fantastic video. People engage with content not because it’s in 4k resolution, but because it tells a story. However, you can still do a few things to improve the quality of your content:
- Sound – Control the environment as much as possible. Stay away from busy streets and loud environments. Buy a lavalier microphone on amazon to take the audio quality to the next level.
- Lighting – You can buy this little iPhone light. Even when shooting in daylight this is a great way to give a professional touch to your video.
- Stabilize – You should never have shaky footage unless you are a journalist covering something volatile or your story supports it. Use a tripod or set your camera or phone on a table.
Respect The Golden Rules (True on All Platforms)
- Keep it short – 60 seconds is good, 45 is perfect, and anything under 30 seconds is gold.
- Show don’t tell – Can you create an interesting video even if its on mute?
- Be authentic – Don’t put lipstick on the pig, just be the pig, pigs are cute.
- Provide value – Laughter on a stressful day, knowledge, and beautiful images.