With a prediction of 80% of all Internet traffic being video by 2019, it comes to no surprise that video marketing is being increasingly used through social media. Currently, more than 100 million hours of video are being watched on Facebook, and Youtube collates nearly 4,950,000,000 video views daily, but how do you create engaging content to suit each platform? Here is our guide to creating great video content across social media.

Making Personal Connections

If you check your Facebook account daily, you’re bound to come across video content at some point in your newsfeed, but how does Facebook video content differentiate from other social media channels?

Firstly, think about the last time you shared a video on Facebook. How did it make you feel? What was the reason behind you sharing it? Facebook provides brands with a fantastic opportunity to connect with their customers on a personal level. Metrics such as personal interests and your location are all available as targeting options for your audience.

In addition, over the last several months, Facebook has made a huge emphasis on video content, potentially meaning more organic reach and therefore more growth for your business.

Using Video to Inspire And Thought Provoke

Following the launch of Instagram stories and Instagram TV, Instagram is slowly becoming Youtube’s next big competitor for video. However, what separates Instagram from the way businesses use video for Facebook and Youtube, is how video content is used to inspire.

Some points to think about when uploading video content to Instagram are:

  • Think no sound: While most listen to Instagram stories with sound, Instagram often requires that you ’tap video for sound,’ meaning that at least the first few seconds of video should be accounted for with and without sound in mind.
  • Set the tone: As we’ve said, Instagram video is often used to inspire, motivate and thought provoke, which is why you’ll see many sports brands using it. However, you may want to strike a more serious tone with your video too. While a different filter may seem like a quick fix, cutting your clip down to only the parts you need, can drastically change the mood of your video.
  • Add a call-to-action (CTA): If you’re creating a video ad, be sure to direct your audience to your website using a call-to-action button. Also, if you have over 10,000 followers, Instagram allows you to add its ’swipe up’ feature. This will help drive more traffic to your website.

Make it Quick and Entertaining

When it comes to social video content, Twitter is great. While others may be talking about Instagram, Facebook at Youtube, Twitter continues to innovate its video platform.

It is thought that 82% of Twitter users watch social video content, but because Twitter users are used to short updates, it’s important to keep your videos short too. As a guideline, try to keep your videos between 30 to 45 seconds long, but if you choose to go longer, make sure that you’re adding value and relevance.

You also want to ensure that your video grabs your audience’s attention as they’re scrolling past, so choose an eye catching image or video clip and place it right at the front. Another way of engaging your customers is by starting a conversation or joining one that exists. This is achieved by using the relevant hashtags, as well as chiming in on topics that may be trending, relevant to your business or in the news.

Focus on a Strong Message

We saved the best until last. Youtube is the motherboard when it comes to uploading video content, and some companies have embraced Youtube exceptionally well. For example: Furthermore from Equinox rakes in over 100,000 subscribers, with their most popular video having twelve million views. So, with this is mind, what makes Equinox successful on Youtube?

Aside from sharing your video on social media, another key feature to consider is Youtube SEO. Make sure that every title and description is optimised so that others can find it. This will also help your video content get found by your target audience. Also, don’t forget to optimise your channel too. In comparison to Facebook, Twitter and Instagram, you can organise your videos into playlists, providing an easier way for your audience to gain access to video content they want. Here are some other tips for creating a successful Youtube video:

  • Appeal to your audience’s values: People often share content because it conveys their own beliefs and interests. Not only do you need to think about what your video will say when people share it, but you also need to consider the tone of your video too.
  • Connect through emotion: Just like Facebook, Youtube users are drawn to videos that convey a strong, emotional response. Such videos add personality and can induce feelings of laughter, sadness, excitement or even nostalgia, therefore creating an appeal.
  • Collaboration: If you have the opportunity to collaborate with another brand within your industry on Youtube, by all means take it. Youtube collaboration can help build your audience, especially when word gets out from another brand. This can help build trust too.
  • Consistency: One of the downsides of Youtube is that your subscribers usually expect content on a regular basis. Whether you upload videos weekly, fortnightly or even monthly, keep to a consistent schedule and don’t miss a deadline.

While you’re here, we have question to ask. Are you need in need of engaging video content for your business? BranchOut is for businesses of all shapes and sizes and it’s where brand success is made, covering strategy, websites, social and animations. To find out more, please contact the team at:

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