If you’re looking for a way to improve your small business presence on social media, video content is key. It’s not news that videos have been the best way to reach and engage your audience for the past several years. A recent survey from Wyzowl confirmed that 91% of businesses continue to use video content as a marketing tool in 2023.
That might be because of how videos on social media share relevant information in such a personal and easy-to-understand way. Videos became so popular that almost every social media platform is using them, and there are now platforms dedicated just to videos, like TikTok, which has been growing nonstop. Even Twitter, which is a platform that lasted years without being video-driven, revealed that “tweets with video attracted 10X more engagements than tweets without video”.
So what’s the secret to good video content on social media? I’m Splurge Media’s social media lead, and I’m here to teach you everything you need to know!
What are social media marketing videos?
Social media marketing videos are short videos produced specifically for social media channels to display a product or service in order to engage the audience and increase brand awareness.
Whether it’s showing your product's features, answering questions, giving tips, or sharing behind the scenes content, videos are a flexible and attractive tool to help you grow your business on social media.
In order to achieve the expected results, it’s important to understand that not every video will work on social media. To guarantee that your videos will perform well, they should be tailored and designed specifically for each social platform.
Social media video strategy
Before you start creating videos for social media, it’s important to include the video outlines in your social media strategy. These will help you create relevant and assertive content when the time comes.
A social media strategy is a document where you will add your content ideas and map out your plans and goals for your social channels.
The social media video strategy should include:
- Your goals: What you want to accomplish with your video content
- Your audience: Who is your target audience for the videos and a research to see where they are more active on...
- Your channels: The platforms you want to create videos for
- Types of video content: Ideas of videos you want to produce for each channel.
Each platform has a specific type of video content that works best. For example, reaction videos are really popular on TikTok, but don’t work as well on Instagram. Always do some research to understand the platform you’ll be producing content for.
Understanding your customer's needs and wants will also help you determine the type of content you want to create. Consider your audience strongly when mapping out your yearly social media plan.
Creating videos for social media
Once you have everything planned, it’s time to start creating videos!
It’s important to understand that the equipment you use for video content doesn’t have to be professional. Most cellphones have great video quality and are more than enough to create a great video. If you want to invest in some equipment, we recommend some good lighting tools and a microphone.
Keep in mind that videos for social media need to be short. According to Hubspot the ideal video length for each platform is:
- Instagram: 30 seconds
- Twitter: 45 seconds
- Facebook: 1 minute
- Youtube: 2 minutes
According to Flixier, the ideal length for a TikTok video is between 15 and 60 seconds.
You should also explore all the features that your phone and some apps offer in order to create unique and creative content. Check out the infographic below to see some other tips and best practices when shooting your social media videos:
