How To Make Compelling Social Media Videos

It’s no secret that video content takes the lead when it comes to generating engagement on social media. A huge 85% of businesses now use video as a marketing tool, with 92% of marketers agreeing that it’s an important part of their strategy. Typically, people find videos more engaging and memorable than any other types of content so making video content for social media is therefore somewhat of a necessity if you’re looking to turn eyeballs into action. In this article, we’ve looked at some best practice techniques on how to create video content for social media, ensuring your content is highly relatable and memorable.

Why video content is an important tool for social media

There is a general appetite for video content, with 48% of viewers wanting videos to reflect the products and services they are interested in. But what do brands really need to know and why is it so important? Here are a few of the reasons why making video content for social media should be at the top of your marketing list.

It enables storytelling

One of the best ways to tell a story is through video content. Storytelling has a unique power to create a massive lasting impact on us. When we hear a story that resonates with us, it boosts feelings of trust, compassion and empathy. Because of this, stories have the unique ability to build connections. In this way, when a brand opts for video it can combine an emotional connection with information, making it more likely that consumers will stick around to engage with the content on a deeper level. Video storytelling also gives brands the opportunity to showcase their personality, share their story and why they exist.

It provides data and insight

When you use social media video adverts, you automatically gain access to a treasure trove of data and insight. By analysing the insights provided by each platform, it offers the opportunity to test different tones and narratives to see what resonates with audiences. It also allows you to generate audiences which can be retargeted with additional information.

It produces results

The engagement rate on video content is much higher than text or image posts. According to Twitter, Tweets with video attract 10x more engagement than Tweets without video, whilst video generates more engagement than any other content type on Instagram. Research revealed that 88% of video marketers also reported a positive ROI from the video marketing campaigns, proving its effectiveness in generating direct results too.

How to create compelling social media video content

So, what does it take to make a compelling social video? Here’s our top tips for social media videos which turn eyeballs into action.

Use emotion to connect with your audience

With video content, it’s crucial to consider what the value exchange is; why should your audience engage in your video content? Creating an emotional connection, for example through humour, will grab the attention of the consumer and drive real engagement because it entertains. Content which ultimately feels more consumer-focused rather than sales-based creates trust between both parties.

Tap into the zeitgeist

Tapping into the zeitgeist and popular culture is key to appealing to audience interests and the sort of content they are already consuming. Everyone wants to be a part of a trending conversation, but that’s easier said than done. Munya Chawawa is a content creator who successfully taps into the collective British consciousness by using news headlines as comedic inspiration. His self-produced comedy sketches and music videos are viral hits throughout the UK; some of his latest sketches include the government’s handling of the backlash over free school meals, the retrain, reskill, reboot campaign, and Pure Gym’s ill-judged 12 years of slave workout. Chawawa uses video content as an important voice for the younger generation, combining comedic elements, current trends and relatability which allow viewers to resonate with the topical skits and remixed music videos.

Chawawa’s ‘Skeptacle - That's Priti (Skepta Parody)’ music video pokes fun at the Secretary of State, Priti Patel’s views on immigration and refugees as well as referencing rapper Skepta's unexplained tweet images of Priti Patel.

Use relevant formats

Another way to cut through with audiences is by using easily recognisable and engaging formats to communicate your message. Our campaign for femcare brand Callaly demonstrates how using an existing popular online format can help connect audiences with new issues. Callaly wanted to promote their range of organic period products including the new tampliner, highlighting the shocking lack of innovation in the tampon industry up to this point. So we used the popular online format of an “unboxing video” to showcase just how much other women’s products have changed since the 1930’s.

Co-create or collaborate

Co-creation and collaboration with your audience is essential to reframing issues, introducing new products and building brand awareness with authenticity. What’s more, co-creation with influencers gives credibility to the stories they are telling, in turn making the video content more appealing to the target audience. Our campaign for BiteBack2030 is a prime example of the power of co-creation. With the aim of recruiting more young people into its movement to half childhood obesity, we created a shocking social experiment with the target audience themselves. This involved creating a fake fast food brand and marketing it using tactics which demonstrate the power of the food industry on the choices we make. Working with Love Island contestants Anton and Dr Alex, we were also able to co-create social media posts for our fake fast food brand, reaching a highly relevant following. Because the pair had prior involvement in talking about nutrition, their posts felt authentic to our target audience, making the marketing tactics used in the social experiment even more effective.

Optimise for Engagement:

Mobile friendly Most social media videos are viewed on mobile, so it’s essential you consider how to make your content mobile-friendly. Simple tweaks like subtitles will ensure viewers are captured even when watching with the sound off, while bright colours will stand out when screen brightness is turned down.Have a CTASocial media videos are most effective when they feel like organic content. However, it’s important that those who take an interest know where to go to find out more. Whatever your objective, it’s important to have a clear and single-minded call to action in order to move your audience to the next step in your engagement funnel. Be platform-conscious The various social media platforms require different video formats; for example, a 9:16 vertical video optimised for TikTok would not have the same effect if uploaded to YouTube. It’s best to consider platform-specific briefs so you can take advantage and make the most of each social media platform’s unique opportunities. Think about time There’s no right or wrong length of time for social media video content; it should depend on the type of content you're creating, which platform it sits on and what the message is. However, it’s also important to consider how you retain attention and engagement throughout the film. Consider moving away from traditional narrative arcs to something more surprising and unexpected.

Talk to us about your next social media video

Our social media and content services can help increase the share-ability and talk-ability of your marketing campaign, converting eyeballs into action. If you’d like to talk to us about your next campaign, get in touch with us at newbusiness@dontpaniclondon.com.