Video is often the most memorable form of content for audiences and the hardest to create. But, unlike blog posts or images, video takes more time, money and resources to produce.
Don’t worry about making the perfect video. Your content doesn’t need to look like an Oscar-nominated film to have a lasting impression on your audience. This week at #SproutChat, we dove into key tactics and tips for successful videos for social media. Here are a few pointers to get you started.
Ensure Your Videos for Social Media Are Visually Appealing
This can be interpreted literally or figuratively but it’s important to consider what visuals surrounding your product or service could be most insightful for consumers. If your product isn’t the most visually appealing, show people reacting to it and emphasize its emotional impact instead. Animation is another option. However, outsourcing this can get costly, so make sure to estimate your video’s potential reach and sales leads before shelling out the money. Regardless of the format you choose for your video, ensure its visually appealing.
A1 the best video makes people think feel or act regardless of production or platform #sproutchat
— David Pepper (@thedavepepper) April 6, 2016
A1 It depends on the context & purpose. I find animated is best on non-food products, live for charities and animals though. #sproutchat
— Terry Lo (@calgarydreamer) April 6, 2016
A1. It depends on your audience (and channel), but some trends are: behind-the-scenes; strong story; and cute animals #sproutchat
— Alexander Wilson (@anthrofoodie) April 6, 2016
A1. If you are looking to sell a product or a service then a to-the-point <30 second ad spot highlighting features/benefits #sproutchat
— Chris Desadoy (@EliteYouTubePro) April 6, 2016
A1: I don't promote video enough on social, but my instinct is people focused, story focused, not product focused. #sproutchat
— Aaron Lumnah (@aaronlumnah) April 6, 2016
Communicate a Clear CTA in Post Text
Use post text to engage your audience and communicate a clear call to action. Don’t spam this space with hashtags or leave it blank. Also, consider adding text and subtitles to the video itself, this can capture the attention of someone who’s casually scrolling through their Facebook Newsfeed.
A1. Depends on ur objective. But a credible, well-written CTA never goes out of style. #sproutchat https://t.co/bP8N6QRB4X
— Jenn Emerson (@Jenntelligent) April 6, 2016
A3: Pretty important. Can't catch a fish w/o a hook and that text is your hook. #sproutchat
— Matt LaCasse (@MattLaCasse) April 6, 2016
A3 Copy in a video post matters. Don't spam hashtags for likes or views. Fight for potential engaged users, not a passerby #sproutchat
— Ross Morrone (@rossmorrone) April 6, 2016
A3: Of course, w/ autoplay becoming standard; making sure your vids have subtitles is pretty important, too. #sproutchat
— Matt LaCasse (@MattLaCasse) April 6, 2016
Understand Your Metrics Beforehand
The only way to measure success is to see if you hit your predetermined goals. Set hard numbers you want to achieve before publishing your video on social. Based on what you want to achieve, ask users to take a specific action.
With Sprout’s Facebook video publishing capabilities, you can publish videos that autoplay on feeds and measure their impact from within the Sprout platform. While tools like Wistia can help you gain insight on when viewers’ stopped engaging with your content.
A4. There are three metrics that matter on any video ever: Retention/Sharing/Engagement #sproutchat
— Chris Desadoy (@EliteYouTubePro) April 6, 2016
A4. Your metrics MUST map back to your key comms and business objectives, especially in a world of data overload #sproutchat
— Alexander Wilson (@anthrofoodie) April 6, 2016
A4. With @wistia, you can see that engagement dropoff clearly which tells you which part of your video gets folks tuning out #sproutchat
— Margot Mazur (@margotcodes) April 6, 2016
Having the social media publishing tools to take your videos to the next level is critical for any social media manager. We asked our community for additional tips on creating effective videos. Here’s what they had to say:
@SproutSocial A5. Engaged actors, clear and valuable message, easy CTA = great video #SproutChat
http://pic.twitter.com/ekb0JgrAC4
— Margot Mazur (@margotcodes) April 6, 2016
A5: Have a goal, good lighting, be authentic to ur brand / audience. #sproutchat https://t.co/oT6Fn9V5uJ
— Amanda Nelson (@MandaVision) April 6, 2016
A5: 3 tips for great video content: Make it memorable. Be true to your brand voice. Be authentic. #SproutChat https://t.co/aCtA9PeGBG
— Michelle MacPherson (@mavenandmention) April 6, 2016
A5: Clarity ( message & video quality), content relevance, and show the brands personality! #sproutchat
— Natasha West (@NatashaWest_) April 6, 2016
A5 Show your love 💕for product or service, communicate well and pick your background carefully #sproutchat https://t.co/W4nu1BEQAo
— Jamie Y-M, SPHR (@j_yaskomangum) April 6, 2016
A5 Only use vertical video when it makes sense (Snapchat/Periscope). Make sure background is uncluttered. Focus on audio quality #SproutChat
— Josh Schweigert (@joshschweigert) April 6, 2016
Join our Facebook community to continue the #SproutChat conversation and connect with other marketers. See you for the next chat Wednesday, April 13 at 2 p.m. CDT.
This post #SproutChat Recap: Tips for Creating Impactful Videos for Social Media originally appeared on Sprout Social.
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