Social Media Video: Your Guide to Getting Started
So you’ve heard that the kids are TikToking, people are making a living off YouTube, and IGTV is becoming more influential than cable. It seems like every social media you open is full of videos. Social video isn’t just fun (though it is fun), it’s a sound strategy for increasing your engagement, finding your brand voice, and furthering your business. Let’s take a look into why your business should be posting videos on social, what channels to use, and how you can get started.
Why You Need To Be Posting Videos
Social media has been trending towards visually-focused content since it began. With the wild success of TikTok, we’re seeing that the visual trend has translated into a preference for video content. Delivering video content isn’t just about keeping up with the trends though. Here are a few other ways that videos stand out on social media.
Longevity. How long does your latest Facebook post linger around News Feeds? Usually, if someone doesn’t log in within a few days of your post, they’re not going to see it. Video posts tend to have a better shelf life, especially on platforms that recommend video content to viewers. With TikTok’s “For You” feature, the infinite scroll of Instagram Reels, or Facebook’s Watch tab, your content is likely to be shown to people who might be interested for months to come!
Engagement. One immediate plus from video posts is watching the views and engagements roll in. According to Hootesuite, the average engagement rate for video content on Facebook is 0.26%; better than the average engagement rate of 0.18%. That’s an easy increase in your engagement, just by switching up how you’re delivering your content!
It’s the audience’s preference! We’ve been seeing a trend towards video content for years now – but then 2020 hit. During a year of working and playing at home, video content exploded in popularity! According to Wyzowl, 69% would prefer to watch a short video to learn about a product for the first time. Wyzowl also found that we’re watching an average of 18 hours of video a week or an average of 2.5 hours a day. That’s a lot of cat videos.
Where Should I Be Posting My Videos?
In 2021, you have the option of posting videos on almost every major social platform. In fact, some platforms even have multiple options for uploading and viewing video. Let’s take a very brief look at where you can be – and should be – posting videos.
Got a general post? Go for Facebook, Instagram, and Twitter. For your standard video posts about your business, posting as normal to Facebook, Instagram, and Twitter works just fine. This will appear in your follower’s feeds and your content might be recommended to non-followers on Instagram’s Explore page or Facebook’s Watch tab.
Quick video announcement? Post to Facebook/Instagram stories or as a Fleet! If you’ve got something to tell your followers today that might not matter in a week, use Stories and Fleets. These options will disappear after 24 hours, which makes them perfect for quick updates, beh or spur-of-the-momentind-the-scenes footage, stories.
Short-form vertical video that’ll be good for a long time? TikTok, Instagram Reels, and YouTube Shorts. If you’re creating a funny video that you’re hoping will resonate with a lot of people, showing your brand’s personality, or chiming in on a current trend, these are the places to do it. All of these options have their own in-app editing functions. We recommend giving your content this bit of extra attention for these formats – it’ll make them more interesting and shareable!
Long-form? YouTube or IGTV! If you’re really putting your heart and editing skills into a video, we recommend shooting horizontally and uploading to YouTube. You’ll be able to use this content over and over again with the ease of linking to and embedding YouTube videos. If you’re creating content on your phone for a social media audience, shoot vertically and post to IGTV.
Okay, But What Do I Post? And How?
This is the fun part. Don’t get in your head about not being creative or not having the right equipment. If you have a phone, you’re all set. A ring light? You’re overqualified.
Brainstorming starts with finding stuff you like. Take 30 minutes with a trusted team member, or with a sheet of paper, and list as many video content ideas as you can. Think of videos you like and trends you’ve seen. How can your brand put its own spin on that existing content? What videos would help people understand your business? What do you love about your business that you’d like to share with others? At this stage, bad ideas don’t exist. Write it all down and pick your favorites later.
Film. Now it’s time to create your video. You don’t need fancy equipment, but there are a few ways to get the most out of your smartphone video. First, get in front of some light. That might mean standing in front of your window or moving a lamp over to your work area. Once that’s set, check out your background. Make sure it’s clean and visually interesting if possible. Before filming, remind yourself that authenticity is valued in these videos – you don’t need to be perfectly polished or formal to make a great video.
Use the tools you have. If you have access to editing tools, use them! Captioning your videos or adding interesting effects can really make a video – especially on TikTok and Instagram Reels. If you’re creating a general video, especially on YouTube, having an editor that can add in your logo, contact info, and other graphics is always a plus. When posting, make sure to use hashtags, location tags, and your caption.
Make the most of it. If you’ve just posted a video, make sure it’s available on all relevant social channels. You can also amp up your engagement by letting your followers know you just posted a video. This is especially useful for longer videos because you can give your followers a preview to get them interested. After you post a video, you can also gear up for the next one by asking what your viewers would like to see next!
Looking For A Video Partner?
If you’re looking to upgrade your social media game with professional video, Liquid Creative can help. Our team includes skilled writers, social media connoisseurs, and dedicated content strategists. We’re happy to help you with all your video and social media needs. Contact us today to get started!
