How To Create Engaging Social Media Videos

By Trusted CMO

Social media content is key for marketers.

In today's digital age, social media is a powerful tool that businesses can use to reach a wide range of companies and consumers. By creating engaging content and using effective strategies, businesses can use social media to build brand awareness, drive traffic to their website, and generate leads. In addition, social media can be used to create a community around your brand and develop relationships with buyers.

While there are many benefits to using social media, it is important for businesses to create content that is relevant and interesting to their target audience. By doing so, businesses can maximize the impact of their social media campaigns and achieve their marketing goals.

With the introduction of TikTok and other social networks designed to share user-generated short-form videos, we could now laugh, cry and cringe together by watching the same 30-second video. Even if you don’t use TikTok, you likely know someone who does; in the U.S. alone, the app was downloaded approximately 850 million times as of 2020 and now reached an estimated 750 million monthly users worldwide in 2022. We are now conditioned to engage with visually interesting information and immediately captivating content, as these quick videos provide.

It is no secret that we live in a visual world, the human brain is hardwired to respond to visual stimuli. When we see something that grabs our attention, our brain releases chemicals that help us focus and remember what we have seen. According to the Media Education Center, our brain processes images 60,000 times faster than it does text. Furthermore, studies have shown that people are more likely to remember information if it is presented in a visual format. For these reasons, it is no surprise that video has become the most popular form of communication and entertainment.

Social media has raised the bar for our marketing approach and content. Why would we make our audiences read lengthy articles when we can deliver a message quickly and with the potential for more impact?

The lingering issue is that many marketers and communicators struggle to make videos because video creation appears to be time-consuming, costly, or complicated. In fact, it seems easier to write a short blog post.

These misconceptions have got to change, starting now. But where should you start? Here are some steps to guide you.

Step No. 1: Empower your team to create videos internally

Start your video-creation process with those who live and breathe your company’s mission: your team. I know what you’re thinking-they don’t have any video-production expertise. At this point, all you need is for your team to create a story based on the key message you want to share and the action you want to drive. You don't need anything fancy: just a logical flow of ideas.

Step No. 2: Use easy-to-use video creation tools

Now that you have your storyboard, what do you do with it? Most of us don’t want to spend our weekends learning iMovie, Final Cut Pro or Adobe. Additionally, no one wants to spend money on an external agency if it’s not necessary. Instead, spend an hour or two looking at the newest online video creation offerings that almost make videos for you and can save you countless hours and dollars. Tools such as PlayPlay or Canva offer drag-and-drop, easy-to-use solutions.

Step No. 3: Ensure consistent branding

As you plan your video, you’ll want to make sure you establish your brand identity at the beginning. Whether you use your logo, colors or signature song, your viewers should immediately recognize your brand, irrespective of the channel or platform.

Step No. 4: Use existing content as inspiration for videos

At this stage, you might be thinking to yourself: how can I make social media videos a part of my long-term content strategy? And to that, I say: use the content you have already produced. Creating a video doesn’t mean starting over; in fact, it can also mean repurposing the work you have already done in a new format. You could promote a podcast from last year or showcase a customer case study you published last week.

Step No. 5: Publish to the social platform best suited for your video

Congratulations: Now you have a portfolio of videos. It’s time to start posting them. TikTok, Instagram, Snapchat, Facebook, LinkedIn, Twitter, YouTube, your website: the opportunities are endless. To narrow down your decision, refer to social media demographic statistics to select the channel or channels that will be most effective for your needs. Since many of these platforms have adopted the “TikTok-style” short video implementation, your video will likely fit and attract viewers wherever you choose to place it.

You can do it

Creating social media videos may seem daunting at first. And there’s a bit of art and science to it. Following the steps above will not only help you get started, but also will give you the opportunity to fully embrace your newfound marketing medium.

Need help with your content strategy? Talk to us.

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