Five ways to nail your social video content

Over the past few years video content has become a crucial part to any social media strategy. It is expected that all video content is expected to be video by 2022 so there’s even more reason to start creating better video content now. Here at SHC Digital, we love video content; it’s proven to have a better engagement and it gives your brand a voice. Here are our five ways to nail your video content.

1. Get the basics right

First thing’s first is to make sure you’ve got the basics covered. We’re talking dimensions, ratios and length. Here is a really helpful link to an up to date specs guide.

It’s important to keep your video content short and concise. The average watch time per video is 10 seconds so it’s important to get your message across in those first 3 seconds before your viewer loses interest. As a good rule of thumb we recommend sticking to a maximum of 15 seconds. Share any longer form content you have IGTV & Youtube.

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2. Think vertical

Mobile video consumption rises by 100% every year which is why you should be optimising your video content for mobile viewing. People are more likely to watch video on their mobile phones than any other device so it’s time to get vertical. Think about a mobile phone screen as your shop window. If a user is scrolling through their social media networks you want your content to take up the whole screen to ensure you capture their attention. The two ratios we’d recommend using are 4:5 and 9:16.

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3. Add subtitles

We get asked a lot if brands should be subtitling their video content. Our general consensus is yes, if appropriate. On Facebook, videos play without sound unless you click on them so we would always advise using subtitles on feed content. Facebook’s research also showed that “when feed-based mobile video ads play loudly when people aren’t expecting it, 80 percent react negatively, both toward the platform and the advertiser” The last thing we want to do is annoy our fans!

Instagram however, says that users view 60% of videos in Stories with the sound on which is quite a high statistic. However that does means there is still 40% of people with the sound off. We’d hate for you to miss out on capturing the attention of that 40% so it’s worth considering subtitles on story content too.

You can add subtitles by using your movie editing software or alternatively there are some free applications you can use like veed.

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4. Authenticity rules

Now you’ve got the basics ticked off, it’s important to think about the authenticity of your content. Being authentic is key, your content needs to be compelling and relatable to hook people in. Facebook recommends their pitch, play and plunge approach for creating compelling video content across stories, feed and IGTV. Take a look at the video below to find out how you can adapt this approach in your content plan.

The beauty of video content is that it gives your fans a window into your brand - Maximise this! Afterall, Facebook has over 8 billion video views per day. Those are some serious numbers!

5. Quality control

Let’s look at video quality. For your Facebook and Instagram feeds we’d recommend that your video content looks professional, well lit and uses the correct dimensions for the platform. We’d also recommend including your branding and/or logo within the first second so the viewer associates the content with you.

However Instagram Stories & Facebook Stories are the perfect example of your content not needing to be so polished. Stories are a great way for you to show your behind the scenes content - they are offering your fans an insight into your everyday reality. Don’t be afraid to be a little bit rough around the edges when it comes to story content. Use polls, add gifs, use the question and quiz tools - they are the perfect way to adopt the ‘play’ and encourage interaction with your fans

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