Video content has become a powerful tool for engaging audiences on social media. As platforms like TikTok and Instagram evolve, brands now have more opportunities to create compelling videos, even with limited resources and time constraints.
In a crowded online space, knowing how to produce videos that capture and hold your audience’s attention can be a key factor in making your brand stand out.
This guide will cover:
- Popular types of video content for social media
- How to create effective videos for social media platforms
We’ll examine strategies and techniques to help you craft videos that resonate with your target audience and drive engagement across various social media channels. Whether you’re new to video creation or looking to refine your approach, this guide aims to provide valuable insights and practical tips to enhance your social media video strategy.
Popular Types of Video Content for Social Media
Let’s examine some of the most common types of branded videos used on social media platforms.
1. Q&As
Q&A videos offer a personal way to connect with your audience. You can conduct sessions with customers, industry experts, or team members. These conversations can educate viewers about your brand, culture, product features, or industry trends.
You have two main options for Q&A formats:
- Structured interviews with prepared questions
- Dynamic sessions where followers submit questions
Q&As work well for solo videos too, where you directly address your audience. These can be pre-recorded and edited, or delivered live for real-time interaction.
2. Behind-the-Scenes (BTS) Footage
BTS content shows your team in their natural environment, giving viewers a glimpse into your brand’s inner workings. This could include:
- Office tours
- Event preparations
- Product creation processes
These videos help humanize your brand and build stronger connections with your audience by showing a more relatable side of your business.
3. Product Showcases
Social media videos are an effective way to highlight products and their features. A study found that 78% of people say their purchase decisions are influenced by brands’ social media posts.
Short videos are particularly popular:
- 57% of Gen Z prefer them for learning about products
- 42% of Millennials favor this format for product information
For example, Ikea created a short, humorous Instagram video featuring their anti-slip mat. Instead of focusing on the product itself, the video showed its benefits through a scene of a father chasing his son in a monster costume. This approach demonstrates how creativity can make product videos more engaging and memorable.
4. Live Videos
Major social media platforms like TikTok, Instagram, and Facebook now offer live-streaming features. These include:
- Live chats
- Polls
- Question prompts
These tools encourage real-time viewer engagement. Live streams work well for Q&As, events, and behind-the-scenes content. Interestingly, viewers spend 10-20 times more time watching live videos compared to on-demand content.
5. User-Generated Content (UGC)
UGC videos come from customers, brand advocates, and employees. They showcase authentic experiences and opinions about your products or services. UGC often appears more relatable and trustworthy than branded content.
The main advantage of UGC is its cost-effectiveness. It taps into your existing customer base’s creativity while inspiring others to create their own content.
Popular types of UGC include:
- Product Unboxing: These videos show people opening their packages and sharing first impressions. Unboxing videos are incredibly popular, with over 20 million search results on YouTube.
- User Testimonials: These reviews demonstrate products or services in action. For instance, makeup reviews on TikTok often include swatches and quick demonstrations.
- Trending Challenges: TikTok users enjoy participating in lip-sync performances, comedic skits, and choreographed dances. Brands can create their own hashtags and challenges to boost engagement and awareness.
How to Create Videos for Social Media
Optimizing social media videos for each platform’s unique characteristics increases the likelihood of inspiring desired actions from your audience.
TikTok
Vertical Shooting
Vertical videos with a 9:16 aspect ratio perform best on TikTok. Focus on delivering crisp visuals to enhance the overall viewing experience.
Creative Tools
Take advantage of TikTok’s various features like filters, 3D effects, audio clips, and voiceovers. The platform offers dynamic elements such as stickers, time warps, green screens, and visual distortions to make your content more engaging.
Video Duration
TikTok suggests keeping video durations between 21 and 34 seconds. While longer videos are possible, shorter content aligns with users’ attention spans and is more likely to be watched completely. Brief, engaging videos also have a higher chance of being replayed.
Auto Subtitles
Include subtitles to make your videos accessible to a wider audience, including non-native speakers and those who are hard of hearing. Use the Captions button on the right-hand side during content creation for automatic transcription, and edit the text for accuracy.
Posting Frequency
To increase visibility and potential virality, aim to upload a new video daily. Consistent posting helps your content appear more frequently in users’ For You feeds.
Instagram Reels
Dimensions and Quality
Upload Instagram reels with an aspect ratio between 1.91:1 and 9:16. Maintain a minimum frame rate of 30 FPS and a resolution of at least 720 pixels for optimal quality.
Opening Seconds
Plan your content to grab attention within the first three seconds. Use a catchy phrase, intriguing visual, or sudden action to captivate viewers immediately.
Cover Selection
Choose an eye-catching thumbnail that offers a glimpse into your content. Select a compelling visual or easily readable text to entice viewers to click on your reel.
Smooth Transitions
Utilize the video alignment tool to ensure seamless transitions between clips. This feature shows your last frame’s position, helping you align objects before recording the next segment.
Searchability
Add clear titles and descriptions to your videos so viewers know what to expect. Insert relevant keywords to improve your content’s search visibility.
Storytelling
Begin with a strong narrative when creating videos. Storytelling helps forge emotional connections, enhancing brand recall and loyalty. Ensure your story aligns with your brand values, addresses audience needs or questions, and encourages action.
Call-to-Action (CTA)
Incorporate CTAs in your post copy, verbally or visually throughout the video, or as a text overlay at the end. A clear CTA guides viewers towards specific actions like sharing, subscribing, or visiting a link.
Develop a Powerful Video Content Strategy With Ateliv
Creating impactful social media videos is a skill that combines creativity and technical expertise. Ateliv’s video production team offers a solution that can help you optimize your time and resources. Our experienced professionals are equipped to handle video projects across various scales and genres, always focusing on delivering content that produces measurable outcomes.
We’re ready to assist you in reaching your marketing objectives. Get in touch with us today to start crafting a video strategy that aligns with your brand’s vision and goals.
