With video content growing in popularity across social media, businesses have the potential to reach larger audiences and see more engagement by creating video posts. Video posts on LinkedIn are said to see 5x the amount of engagement compared to posts with only photos or text, and 87% of marketers say videos on LinkedIn drive results. Not all videos are created equally, however, so check out these top 5 tips below on how to create engaging video content on social media that converts your followers into clients!
Piquing Your Viewers’ Interest at the Beginning
The most important part of your video happens in the first 3-5 seconds, the hook that reels your viewer in to watch more. The beginning of your video should be so engaging that it captures the viewer’s attention and makes them want to continue watching. The best way to do this is to state directly what your video is about and why someone needs to continue watching. There are many different ways to cultivate a captivating hook. The first piece of advice is to utilize the word “you” in your hook, as it helps the viewer identify with the content in your video and want to continue watching because your business is speaking directly to them. Additionally making bold claims or providing an exciting factoid, or alluding to a certain number of points you will make, such as “5 tips” or “the number one reason…,” etc., allows the viewer to know what to expect and focus their attention on your video, understanding there are 5 pieces of vital information to watch out for over the next couple of minutes. Your video’s value proposition needs to be compelling enough to convince someone they need to stay on your video to learn the information you are about to share.
Visually Stimulate the Viewer
Another great way to keep your viewer engaged is to switch up the camera angle every few seconds. Rather than recording your entire 15, 30, or 60-second video all in one take, create new frames every couple of sentences. Visually, it is more appealing if the content is constantly changing and somewhat unpredictable. An approach can look like reciting a line, hitting pause, changing the camera angle, recording another sentence, and then repeating. It can also look like overlaying different visuals on top of your text or creating a montage. At the end of your process, edit all your clips together to flow seamlessly as a complete video full of valuable content that stimulates the viewer’s eye and holds their attention.
Filming in this style makes creating content more manageable. You do not have to memorize an entire 30-second script; instead, you can split your content points into snackable bites and record each separately. You can use many free editing tools to compile your clips, and most social media platforms such as Instagram and TikTok allow you to edit your videos together right in the app. Having minor cuts between each point in your video makes the content more engaging and keeps the viewer focused for longer, so be sure to give this style a try on your next social media video post!
Create Shorter Videos
The current trends on social media are pushing toward shorter-form video content. While platforms such as YouTube that feature longer videos are still popular and have their merit, it is easier to gain traction to these channels by first posting shorter content on other platforms to drive traffic. The attention span of the typical social media viewer continues to dissipate, so to have your content stand out, you’ll want to make sure it is short and straight to the point. There is no room for fluff when social media provides an endless scroll of content and videos to absorb. If your video does not get to the point within 15, 30, or at most 60 seconds, you will lose your viewer to a video that reels them in faster.
If your business already has longer-form videos filmed, you can easily take small clips from these videos and create shorter content with only one point instead of the entire 10. Let’s say your company has a long video filmed on all the benefits of your new product. Instead of posting the whole 10-minute promo on Facebook or IGTV on Instagram, for example, cut the video into shorter chunks and post them all separately. These shorter videos have a better chance of capturing a viewer’s attention, and you can then direct them to other channels to learn more about your product in-depth.
Add Music and Captions to Make Your Videos Accessible
A simple way to create more engaging videos for social media is to include music in the background. Music is another element that maintains viewers’ attention for more extended periods as they absorb your content. Research shows that 81% of marketers say their videos performed better when they contained music. Even if your video includes a lot of narration, you can easily add music to the background and turn the volume down to a minimum to maintain clarity in the voice of your video. If it works with your content, utilize familiar, copyright-free songs your viewers know and catch them singing along!
Make your videos accessible to all types of viewers by adding captions. Captions not only make your content available to people who are deaf or hard of hearing, but they also allow viewers with their sound off to watch your content as well. A study conducted by Verizon Media found that 92% of viewers say they watch videos on social media with the sound off. With such a high percentage, you don’t want to be losing esteemed views by failing to make your videos accessible. Many free applications allow you to create auto-generated captions easily, so take advantage of this feature to engage more viewers!
It’s All About the Call-to-Action
The best way to end your video is with a compelling call to action (“CTA”) – the step where you tell your viewer to take a specific action at the end of the video that will lead them somewhere else. You may ask them to like and share the video, follow your account, or check out a link in your bio to purchase the product you talked about in your video. Never assume your viewer knows what you want them to do after watching. Instead, provide a direct CTA that will lead them to continue interacting with your business and bring them more value.
Cultivate a Social Media Approach for Your Business with Southport Strategies
Even with all the right tools, creating consistent and engaging social media content can still be challenging. If you find yourself struggling to create professional content for your business that provides value to your target clientele, Southport Strategies can help. A solid social media strategy is crucial in 2021 to building your brand and growing your business online, so don’t waste your time figuring out how to start. Book a no-obligation call with Southport Strategies today to learn how to take your business to the next level with a clear social media strategy.
