Video content on social media is a must for every brand, regardless of what social media platform your brand focuses on. In fact, 66% of consumers say that short-form video is the most captivating content type that they engage with, according to Sprout Social.
Creating videos for social media may seem complex or impossible at first, but the reality is that if you have a smartphone, you can get started today! Video can be a powerful tool as you’re creating your brand’s social media calendar. Here are a few tips for you to get started incorporating video into your social media content.
STRATEGIZING VIDEO
While you can certainly get started with video by recording something and publishing it straight away, it’s a much better idea to strategize a plan for your video content.
Think about your target audience and the kind of content that will resonate with them. Is your brand seen as having a more serious and professional attitude on social media? Does your brand like to have fun on social and post funny content? What does your audience respond best to?
It’s a good idea to incorporate different types of video content as well. Play around with video content like:
- Tutorials
- Behind-the-scenes clips
- Interviews with your staff
- Product showcases
- Testimonials
- Q&A sessions
- Product demonstrations
Always try to incorporate storytelling into your videos — your audience wants to know why they should care about what you have to say in your clip!
Set measurable goals for your video content just like you would any other type of content. There’s no one most important metric for videos, so consider where your content falls on the consumer journey when deciding on your goals.
RECORDING VIDEO
You don’t need to start out using high-end equipment like DSLRs or expensive video cameras — the cell phone in your pocket works perfectly for social media.
While it’s great to have a studio setup with lighting, backgrounds, and extra sound equipment, the reality is that many small businesses can’t afford the investment (or space). Realistically, they don’t need to. If you don’t have a second set of hands to help you record, an inexpensive tripod can make a world of difference in recording a shake-free video. That can be the only piece of equipment you buy to get started.
Your videos don’t need to be movie-studio quality, nor do they have to be as long as a feature-length film to be entertaining and engaging for your audience. Shorter videos (between 2 and 3 minutes) perform well on social media. Your video can even be anywhere from 15 to 60 seconds and still be engaging!
Keep in mind that you want to optimize your videos for use on social media. That means recording videos vertically with the proper aspect ratios to be the most engaging. Consider that on some platforms (like Instagram) certain portions of your audience’s screen will be covered by engagement buttons and your post text. Also, note that some platforms have minimums and maximum lengths for videos too.
Don’t worry too much if you make mistakes while you’re recording. Editing apps will allow you to trim and splice as needed.
EDITING VIDEO
Editing videos for social media is likely the most intimidating aspect of the process. Thankfully, there are many free apps available that allow you to edit your videos directly on your phone with no experience required!
Apps such as CapCut allow you to import a video from your phone and edit it directly. You can trim the length of your video or insert additional clips. The app also comes with royalty-free songs you can add as well as a multitude of fonts, effects, and filters. You can even choose from templates to make editing a snap. There are several of these types of apps available in your phone’s app store. Try a few to find what works best for you.
Social media platforms like Facebook and Instagram are also viable free options for editing your videos. Both offer options for trimming clips and adding effects, sounds, text, and stickers. LinkedIn offers minimal video editing in the app, including trimming, stickers, and adding text.
PUBLISHING VIDEO
Publishing your video to social media is as simple as pressing a button. Facebook, Instagram, and LinkedIn all offer native publishing of videos. However, there are a few additional options for publishing to know about.
Facebook and Instagram offer Stories and Reels for video publishing. While Stories and Reels are both used for short-form video content, they differ in a few ways.
Stories: Stories are only available for viewing for 24 hours, and in general, these are likely to be seen only by people who follow you. Videos posted as Stories are great for nurturing your current relationship with your audience.
Reels: Reels, on the other hand, don’t disappear after a day. They are found via a separate tab, which makes them discoverable by a wider audience than simply your followers. That gives your Reels greater visibility and potentially higher engagement. On Instagram, all videos (outside of Stories) are Reels, and you can choose whether to share your Reel to your Instagram Feed or not.
Need help with your social media calendar? Our team of experts at Federated Digital Solutions can help you plan and publish engaging content for your business’s social media pages. Contact us today to find out how we can help increase your brand awareness and keep you top of mind with your customers through social media.
Written by Emily Wideman
Emily Wideman is a Regional Sales Manager for Federated Digital Solutions. Emily has over 20 years in media marketing as both a leader and a marketing consultant. She has experience in advertising sales, broadcast TV and radio as well as sales management. Her passion for helping local businesses solve their marketing challenges is what drives her. The marketing experience Emily brings to the digital world allows her to not only be a consultant on digital but also a consultant with all her clients marketing needs.
