Tips for Shooting Successful Social Video
For a company, organization, or business seeking to implement successful social media marketing campaigns in today’s market, using visuals is key. While images enhance the appeal of your newsfeed, videos are the champions of audience engagement. In a report released by Hubspot this year, 85% of businesses surveyed have internal staff and resources to produce video in-house.
While you do not need to build a film studio in your place of business, having video-centric content development and marketing strategies in place will help lead to greater engagement with your audience members. For example, video marketing was so successful in 2016, that 60% of marketers and small business owners said that they planned to increase investment in video marketing for 2017. Using video as your primary storytelling medium allows you to combine visuals, sound, and movement to capture your followers’ attention better than a still image or text-only post.
Here are some tips for shooting successful social video:
Keep it Concise
The previously mentioned Hubspot report stated that 56% of all videos published in the last year are less than 2 minutes long, and that the average video will retain 37% of viewers until its end. Videos that are under 90 seconds in length will retain an average of 53% of its viewers, and videos over 30 minutes will retain only 10% of the audience. This shows that viewers prefer shorter, more concise messages. Not only do shorter videos save on production time and retain viewers longer, but they also provide an opportunity to serialize different topics pertaining to your business practice. For example, if you want to talk about your restaurant’s approach to cooking, you could split it into a series of videos that last 90 seconds each rather than producing a single video that runs for more than seven minutes.
Distinguish Between Situational and Evergreen Messages
Situational content concerns materials that only pertain to a certain event or point in time. Are you having a weekend sale? What about your Halloween event? This type of content is situational, because you would not be promoting your Halloween event in December, long after it already concluded. Situational-type videos work best when created and shared through social media outlets, like Instagram and Facebook, because they do not hold relevance after the specific timespan has concluded.
Evergreen, however, refers to content that can be repurposed year-round without it feeling “inappropriate” for an occasion or time of year. These types of messages make great video topics that can best illustrate your brand’s core values and mission. Invest heavily in promoting these videos on a recurring basis to remind your followers of your brand identity. Evergreen message videos are best hosted on a platform that will permanently store them in a way that allows for easy access, such as Vimeo or YouTube. Examples of evergreen content include company philosophy, a mission statement, your organization’s history, or information on ingredients in your most popular dishes.
Keep the Camera Steady
If you intend to use social video as a prominent asset in your marketing arsenal, be sure to film it with a steady camera. If you are holding a smartphone to record video and your hands are shaking, that will create an unsteady picture which can then distract the audience from the message. Whether you are using an iPhone, a camera, or other device to record your content, make sure the camera is steady. This will help ensure that your viewers remain focused on your core message. The best way to accomplish this is to invest in a tripod that can hold your camera in place while you record.
Use a Social-Friendly Hosting Platform
“Social video” implies that the video you are sharing through your social media accounts should have seamless integration with those platforms. The easiest platform to manage and share your videos across multiple accounts is YouTube. It is a network that other social platforms can link to easily. Hosting videos here also allows you manage your content, and even potentially monetize it, through an extremely user-friendly interface. For example, if your YouTube channel has over 10,000 views, you can sign up for an AdSense account, which then allows you to collect ad revenue from your content.
Share and Prompt Engagement
Once you’ve finished shooting, editing, and uploading your video, be sure to share it! Sharing it is the easiest way to spread the video’s message to your audience members. When sharing on Facebook, Instagram, or Twitter, be sure to include a call-to-action in the video or in the caption. CTA’s invite the viewer to engage with your brand further. For example, if you post a video regarding one of your new products, include a CTA at the end that invites the audience to contact your company for more information.