Creating Video Content for Social Media

Since the days of MySpace, the interweb has been reinventing itself to make the experience of streaming video better, faster, and fresher. In the past year alone, Facebook rolled out its video carousel feature, which allows a new video to begin streaming as soon as the last one ends. Before this, Instagram finally lifted its 1:1 square aspect ratio for it’s photos and videos to accommodate a more natural video viewing experience. With Instagram’s Boomerang app, creating fun gif-like videos is now easier than ever.

Essentially, the biggest social media platforms are continuously reinventing themselves to have the best video-viewing experience on the internet. This can only mean the one thing we’re all thinking–there’s money in video.

As a business owner, understanding how to create quality video content for social media will only become more and more important as time goes on. The best thing you can do now is to learn the strategy behind successful video content. Evol Empire Creative loves producing social media video content, and we’ve been pretty damn successful with it as well. From the belly of the beast, here are 5 tips to help you strategize and create top-quality social media video content.

Audience

This one’s a no-brainer, right? But knowing your audience goes far beyond being aware that you audience consists of 24 – 35-year-old women who love dogs. Chances are, you are not a member of your target audience’s demographic. If you aren’t, take some time to look at brands that revolve around your audience’s known interests. What video characteristics do you see being repeated across different brands? Recognizing these patterns and emulating what these brands do (but better) will help your videos to be successfully received.

Content Type

Buzzfeed’s Tasty releases videos that revolve around food, and they invented a brand new style of videography–specifically created for social media viewing. They created this new style because they knew it would resonate with their audience specifically through Facebook. It’s important to produce your social media videos with social media in mind, because your audience will be able to tell.

15-30 Second Length

Everyone on social media is looking to consume as much as they can and fast as they can, so your videos must be straightforward and to the point. As a rule of thumb, a time range between 15 and 30 seconds sees the highest video completion rate.

Posting to the Right Platform

Are you a specialty business? Do you create custom sewn dresses? Maybe creating how-to videos resonates with you audience on Instagram, so you create consistent videos with the same look and feel, so that your audience knows exactly what to expect when viewing. If you’re creating many videos, Instagram will most likely be a better platform to promote your videos than Facebook. If you’re creating videos to target specific demographics, Facebook will probably be a better reach.

Content Value

At the end of the day, the best videos (and content in general) are the ones that supply a solution to a consumer’s need. Take this blog post, for example. Chances are you’re reading it because you’re looking for tips on how to create better videos for social media. If this post was in video form, it would still be helping you, because I’d still be explaining the best ways to reach your audience. This blog post is providing a solution to your problem, and that’s why it’s valuable. Make sure that you test your videos to make sure that they resonate with your audience.