In today’s digital age, video content is an essential tool for businesses looking to engage their audience on social media. following some key principles can elevate your video content.
In today’s digital age, video content is an essential tool for businesses looking to engage their audience on social media. following some key principles can elevate your video content.
Video content is no longer a “nice to have” – it’s a must have in a modern marketing strategy. The statistics on New Zealand’s social media viewer engagement speak for themselves:
“Videos receive 1200% more shares than text and image content combined. Short-form videos (under 60 seconds) are particularly effective in capturing audience attention.”
(Source: The Institute of Digital Marketing NZ, ‘2024 Digital Marketing Report and Statistics for New Zealand’ & DataReportal ‘Digital 2024: New Zealand’)
Yes, video is essential for your business’s social media, but that doesn't mean you have to convince your team to start learning TikTok dance trends. Think about video content that aligns with your brand – product spotlights on Instagram reels, and business updates on Facebook, detailed tutorials on YouTube, and fun behind-the-scenes video for TikTok. Whatever you choose to film, following some fundamental tips will help you make the most out of your content creation.
• Clean Your Lens:
This might seem obvious, but often gets missed! Make sure your phone or camera lens is clean to avoid blurry images.
• Check Audio Quality:
You don’t necessarily need a fancy mic, but a decent lapel microphone will make a huge difference in quality. Whatever you’re using for sound recording, it’s a good idea to film in a quiet spot and test the sound before you get started.
• Which Way Up?:
For Instagram stories or reels and TikToks, definitely film in portrait mode. Landscape is okay for Facebook and LinkedIn, but ideally go for portrait orientation to maximise screen space.
• Understand the Platforms:
Instagram and Facebook ‘stories’ are 24-hour snapshots, while Instagram ‘reels’ and TikTok videos are short, engaging videos. Tailor your content according to the platform.
• Start with a Strategy:
Before hitting record, develop a strategy: define your goals, target audience, and key messages. A well-thought-out strategy will help guide your content creation and ensure it aligns with your business objectives.
• Hook, Line, and Sinker:
The initial moments of your video are crucial, so capture attention with a good hook, intriguing visuals, bold statements, or compelling questions. Viewers decide within the first three seconds whether to keep watching, so make those seconds count – take a look at our blog on Marketing in Milliseconds to get the long and short on short-form content.
• Length Does Matter:
Test different video lengths to see what works best for your audience. Short videos can drive quick engagement, while longer videos can delve a bit deeper into your content. Find the balance that keeps your viewers engaged and that suits your content.
• ABC’s of A/B Testing:
Experiment with different video elements like titles, descriptions, and content types and see what performs best: A/B testing helps you understand what resonates best with your audience. Don’t be afraid to try new formats and styles to see what sticks!
• Analyse Your Analytics:
Alongside A/B testing, use analytics to gauge your video performance on each social media platform. This data provides awesome insights into who’s watching what, what works, and what doesn’t, allowing you to refine your content strategy effectively to meet your business’s goals.
• Optimise Lighting:
Good lighting is crucial for video quality so test lighting with your front-facing camera before hitting record. Natural light is often the easiest solution, try face a window while filming to utilise natural light effectively. Proper lighting can make a significant difference without the need for expensive equipment.
• Keep it Casual:
Authenticity is key when it comes to social media in general, but this is particularly true of video content. You don’t need a fancy set or overly formal presentation. Film in settings that feel natural and relevant to your business. Your audience will appreciate the genuine approach.
• Clear Calls to Action:
So they’ve seen your video, now what? Calls to Action (CTAs) will guide your views on what to do next – whether it's “find more on our website”, “shop here”, or "click the link in the description," be sure to include a relevant CTA.
• Platform-Specific Content:
Tailor your content for each social media platform: what works on TikTok may not work on LinkedIn. Adjust your content style and messaging to suit each platform's audience and specifications.
• Consistency is Key:
Try to maintain a consistent posting schedule. Planning, filming, and scheduling your content in advance keeps your audience engaged and means a steady flow of fresh content.
• Experiment with AI:
If you’re feeling stuck, AI tools like ChatGPT can assist with brainstorming content ideas, generating video scripts, and creating social media videos – but always add your personal touch to maintain authenticity and keep messaging in line with your brand.
• …and Remember, Practice Makes Perfect!
Don’t expect to be fantastic on film right from the start. The more you practice, the better you’ll get, so film regularly, seek feedback, and be open to trying new things. Over time, you'll become more comfortable and skilled at creating engaging video content.
By following our top tips, you'll be well on your way to creating compelling video content that captivates your audience and improves your business’s social media presence. If you’re feeling stuck with video creation, talk to the PDC team: we’re a team of video experts and social media gurus who create content that your customers will connect with, talk about, and share.
Happy filming!
