In the dizzyingly paced world of social media, it’s vital to capture and retain your audience’s attention. That can feel like an impossibly difficult task when your paid and organic posts are among millions of others every day. How can you stand out in the crowd?
One potent tool in the digital marketer’s arsenal is video marketing. Interesting, well-crafted videos don’t just grab a viewer’s attention; they can also keep your prospective customers intrigued and engaged. In this article, we’ll examine how high-quality social media video production can help you attract, engage, and captivate an audience to drive interest and grow a business.
Why Is Video So Effective for Social Media Marketing?
Videos are a dominant force in social media marketing. According to Oberlo, 91 percent of consumers want to see more online video content from brands and 66 percent of them think of short-form video as the most engaging type of video content they can find on social media.
Looking at these statistics, your social media video production team might want to focus on the types of videos you’d see on TikTok, YouTube Shorts, and Instagram Reels. Why is this the case? Why does video marketing have this immense potential?
Visual Appeal and Storytelling
Humans are naturally drawn to visuals. Now, we’re not saying there’s anything wrong with a good book, but those are best enjoyed by curling up beside a fire and taking the time to dive in, which is a far cry from the high-speed pacing of social media.
Videos can combine visuals, audio, and other narrative elements to create a rich experience that can capture the viewer’s interest from the word “go.” You can convey complex ideas in a relatively concise manner, which lets you foster a deeper connection with your audience.
Increased Audience Engagement
It’s a proven fact: videos generate more likes, shares, comments, and other engagement KPIs compared to all other content forms of social media content. In addition, the algorithms on social media platforms of choice prioritize engagement above all else. Higher engagement rates on your content mean that algorithms are more likely to show your posts to other viewers, further increasing your visibility and reach.
Diverse Content
One of the beautiful parts of using video for social media marketing is the many different types of content you can use to harness audience interest. You can make quick how-to guides or product demonstrations, you can promote customer testimonials, or you can give silly behind-the-scenes looks at your business to humanize your staff and create interest in your brand. If you have some good comedians on your social media video production staff, you can create some silly meme-heavy videos that don’t do anything but make people laugh … and share your video.
The level of diversity in the content you can create for social media video marketing easily outstrips what you can produce for other media types.
How To Nail Your Social Media Video Marketing
We’ve established that social media video marketing can be effective and lucrative. Does that mean you can just grab your mobile phone and shoot a quick off-the-cuff video without a plan and have it go viral and sell out your product? We’re not saying that can’t happen; there’s always the chance you’re the next Scorsese or Hitchcock, but the chances of it aren’t high.
That’s why you should work with a great social media video production team, whether internally at your business or with a third-party contractor. Whoever you’re working with — or even if you’re trying to do it yourself — you should follow these steps to making engaging videos for social media:
- Know your audience: Consider their preferences, pain points, and interests. Why do they need your product or services? How can you tailor your video content to meet their needs?
- Establish clear objectives: Define what you want to achieve with your videos. Do you want to drive sales, educate your audience, or simply increase brand awareness? This will guide your creative process.
- Plan your content: Your plan doesn’t have to be a full storyboard. Even a shot list can ensure the video’s clear, smoothly flowing structure.
- Invest in high-quality equipment: Smartphones have made video production accessible to the masses. However, investing in good equipment, such as professional-quality microphones and lighting, can make a difference and make your social media video production feel much more professional.
- Remember to edit: Editing is vital for anything — do you think this article is the first draft? Editing lets you trim what turned out to be unnecessary, highlight what went well, add effects, and more to turn a good video into a great one.
Types of Great Videos for Your Social Media Video Production
Here are just some of the most popular and effective types of videos to use on social media:
- Explanations: These videos provide a clear, concise explanation of a product, service, or concept. They are great for breaking down complex information into an easily digestible, sharable format.
- Behind-the-scenes: Offering a glimpse “behind the curtain” humanizes your brand and fosters trust. It gives your audience a sense of authenticity and helps them connect with your business.
- Testimonials: Social proof is the idea that your brand helps real people with real problems, just like a potential customer. It can be a potent tool for marketing, so harness it! Real-life experiences from satisfied customers can build credibility and trust.
- How-to guides and tutorials: Providing value through educational content establishes your brand as an authority and encourages viewers to watch and rewatch your videos, boosting engagement. If you sell PC parts, you could do tutorials on building a PC or addressing common troubleshooting issues.
- Livestreams and Q&As: These videos allow for real-time interaction with your audience, creating a sense of immediacy and authenticity. Everyone loves to have their question read and answered by the experts.
If you’re ready to step your social media video marketing level up a notch, contact the full-service team at Pretzel Logic Productions. We’re an expert social media video production team that can genuinely elevate your social media video game. Contact us to find out how!