Videos are a fantastic way to communicate with your audience on social media and promote your brand. A video grabs and holds people’s attention far quicker and longer than a print or digital advertisement, while also allowing a business to show off some of their personality. It has the power to pull people in and educate them about your brand and company in a more compelling way than by reading text.
Fast Video Facts:
- Mobile video consumption rises by 100% every year (Insivia)
- 78% of people watch online videos every week, and 55% view online videos every day (HubSpot)
- YouTube is the second most popular website worldwide after Google (Alexa)
- Viewers retain 95% of a message when they watch it in a video, compared to 10% when reading it in text (Insivia)
- 72% of customers would rather learn about a product or service by way of video (HubSpot)
Evidenced by these statistics, it becomes apparent that videos need to be a vital component of every brand’s marketing strategy. Learning tips and techniques to creating captivating videos about your company can go far in building brand loyalty and awareness. Here are 5 practices for creating videos on social media:
1. Keep it short & sweet
According to BBC, the average person’s attention span is 8 seconds, which is only 1 second shorter than a goldfish’s. Try to grab your audience’s attention in the first 3 seconds and push branding to the end of your video.
Before shooting a video, sit down and ask your team, “What are we trying to communicate?” and “How can we convert our content into short, practical videos?” It is better to create four 30-second videos rather than have a 4-minute long video. You can also have the option to have people watch the first 30 seconds of a video, then give the option to for them to continue watching the longer video on your website, which can drive web traffic!
2. Tell a compelling story
Consumers love to meet the people behind brands and hear their stories. It makes brands appear more human and pulls emotions out of viewers. Research reveals that consumers’ emotional responses to an ad has a greater influence on their intent to buy than the ad’s content itself. Think of emotion focused advertisements done by Budweiser, Nike, or P&G and how they influenced positive association with the brand name because of the emotions drawn out in their video advertisements.
3. Use proper lighting and recording equipment
When interviewing or having a member of your company speak in a video, it is crucial to the quality of the video to have a proper process set in order. Wistia recommends using a backdrop, a tripod to hold to camera steady, proper lighting, and a shotgun microphone or using a second device closer to the speaker to collect higher quality sound.
4. Put captions in your videos
According to NeimanLab, 85% of Facebook videos are watched without sound. People will be scrolling through their social feed and may stop at your video, but not click on the video itself for the sound to play. Social media managers need to be aware of this habit so your social videos can have captions or subtitles for your audience to be able to read and understand the message of your video, even without sound.
5. Use humor in your videos
Most companies are very hesitant to use humor in their videos, however, humor has a huge impact on grabbing people’s attention and increasing the ability to recall the message. In a study done by the Journal of Marketing, they found when looking at the effects of humor in advertising that “humor is more likely to enhance recall, evaluation, and purchase intention when the humorous message coincides with ad objectives, is well-integrated with those objectives, and is viewed as appropriate for the product category.”
6. Shoot all video horizontally
Our eyes see horizontally and most everything we use – televisions, laptops, movie screens, and desktops have horizontal screens. Vertical videos only look good on smart phones held upright. Shooting your video horizontally guarantees it will provide a full screen experience to your audience on almost every device they will be watching it on!
7. Plan your video before shooting
Before taking your video, make sure to write out the shots, narration, equipment, and people needed. View your video as a story that needs to have each step thought out before shooting day. Take time to think about the story and message you want to capture and what background, people, or effects can best communicate this to your audience. This will allow filming to go easier and it will create a more complete and thought-through video.