How to Make Your Video Content Succeed on Social Media
Your videos aren’t getting the views or engagement you want. And when you look around, it’s hard to understand why. Twitter gets 2 billion views per day, and 500 million people watch videos on Facebook and Instagram (separately)!
So, where’s your cut?
When you combine video and social media you have a recipe for tremendous reach, all because people love consuming videos on social media.
But just shooting any old video won't do. You have to create content that is relevant, structured, and eye catching to get more views and generate results.
You've got to be strategic, and I'll show you what that means by walking you through a three-step process that will help you create videos effective videos.
I’ll cover how to find strong and relevant content ideas, how to structure your video to tell an interesting story, and how to position your video in search results to stop your audience from scrolling past it.
3 Steps to Structuring Successful Video Content for Social Media
1. Find strong ideas to stay relevant.
Content marketing is all about relevance. You have to create material that resonates with your audience and guides them along the buyer's journey. Coming up with original and exciting ideas for video content can be a stretch, but it doesn't have to be.
The biggest challenge marketers have is trying to come up with original ideas. But your goal isn't to come up with new concepts for content, it’s to create more interesting and insightful content that makes your audience stop and say, "Hey, I want to know more."
So, how do you find a strong idea?
The easiest way to figure out what your audience is interested in is to dive into their personas. Find out what pain points and the challenges they have or issue your audience contends with on the road to finding a solution like yours.
Ask your current audience:
- What problem or set of problems made them start searching for a solution?
- What emotions they felt when they became aware of the problem?
- What expectations they have of the solution and why?
Once you know what kind of information your audience needs, create content surrounding that.
Check Out What's Working
Not all searches will offer useful insights, but overall, the results will give you an idea of which titles and content work best.
For example, if you offer accounting services to small businesses, knowing that your audience wants helps. Ubersuggest’s and Buzzsumo's results validate your idea and help ensure that you’re creating something insightful and valuable that will get you more views.
2. Storyboard your videos for structure.
Now that you have an idea you know will appeal to your audience, start storyboarding your video.
Storyboards create structure. They help you arrange ideas to tell cohesive stories your audience will find easy to follow and gain value from.
They are used to provide a shot-by-shot look at what takes place in each scene of your video. They also help determine which angles to use and how long each scene should be.
Storyboards aren’t difficult to create. In fact, a simple rule of thumb is to break your story into three sections:
Make it strong to capture the attention of your audience. Lead with a statistic, statement, or question that matters to your audience.
For example, as an accounting firm, you could share a statistic on the number of businesses that struggle because of poor accounting practices. You could also go a step further and share a consequence of prolonged poor accounting practices and how they could lead to a business shutting down.
Whatever you choose, make sure it’s valid. Also, reinforce the value of watching the video by sharing that you will provide tips on how to avoid becoming a statistic.
Go deep to offer unique insights. Use stats, figures, and examples for context. Telling stories is best done by offering context. It helps audiences better understand concepts and sets a foundation for the next stage of their buyer’s journey. Stats and figures also help position brands as trustworthy sources of information as they help audiences gauge or quantify information.
Conclusion and Call to Action
Wrap it up, but leave your audience something to guide them along their buyer’s journey. Your conclusion can be a summary of what you covered or just a sentence stating the value of following the tips provided.
Your call to action, however, has to be clear, concise and point your audience to do something. It could be to download a guide, book an appointment, or read an article.
With each section mapped out, develop a script and break your story into shots with lines from your script for your storyboard.
3. Craft enticing copy to grab viewers.
While imagery captures attention, text also catches the eye—but only if it’s crafted to stop followers from scrolling through their feeds.
To create thumb-stopping copy, aim to include at least one of the most important elements copywriters often used to create effective titles for content.
- Urgency: introduce a sense of urgency related to a problem or the solution in your video
- Uniqueness: position your video differently to your competitors’
- Ultra-specificity: draw attention to a specific pain point and benefit to be gained by watching your video
- Usefulness: give your viewer something of value by sharing a benefit or the core benefit received by watching your video
3 Fast Ways to Elevate Your Videos
1. Capture attention with vertical videos.
Smartphone design has changed the way social platforms show video content. And because of the increase in content viewed (think live streaming) on mobile devices, marketers have found that vertical videos tend to capture attention.
Before social platforms offered vertical videos that filled an entire smartphone screen, people naturally gravitated to recording most of their content in landscape format. Horizontal video made for better footage and was easier to watch on desktop.
But now vertical videos tend to stand out because of the white space on the left and right of the video. And if you’re scrolling through a busy feed on your desktop, a vertical video is sure to catch your attention.
2. Drive engagement with captions.
Auto-play is often considered obtrusive and an assault on a viewer’s senses. Social media platforms realized this and have all opted to mute videos. What’s fascinating is research shows that 85% of Facebook videos are viewed on mute.
This means that captions can drive the kind of engagement your videos need. But be sure your captions are accurate. Spelling mistakes and grammatical errors could make your content harder to follow and cause people to move on.
3. Use pattern interrupts to draw in viewers.
A pattern interrupt is a sudden and abrupt idea introduced to a viewer. Because the human mind is built to latch onto new ideas, the pattern interrupt draws attention, and in a way “resets” the viewer’s mind.
Buffer was able to grow their YouTube channel by 59% in 30 days using them.
You can introduce pattern interrupts in the form of graphics, different camera shots, questions, humor, music or new ideas.
For example, Board Studios introduces pattern interrupts by shifting the position of their video’s speaker. She moves from right to center, and then the left of the screen. They also use large text that catches the viewer’s eye.
Be Strategic and Add Value With Your Video Content on Social Media
Video marketing on social media is low-hanging fruit for brands. But to generate positive results, you have to execute strategically. Take the time to find strong ideas, plan your content, and create videos that include valuable information and insights for your audience.
Together, these steps and tips will help buyers become familiar with your brand, positioning it as a trustworthy source of information, and increasing the likelihood of more conversions down the line.