How to make social media marketing videos more engaging

By March 20, 2018YouTube

You only have to scroll through your own social platform feeds to realise how popular social media videos are becoming.

According to Statista, social media video penetration among global internet users hit 56% in 2017, up from 38% in 2015. And you can expect this figure to further increase as Cisco predicts 82% of all consumer web traffic will be video by 2020.

Not only are attention spans decreasing, but Wyzowl’s State of Video Marketing 2018 report claims that nearly two thirds (65%) of businesses not currently using video plan to implement it this year. Marketers need to ensure, therefore, that they are producing captivating video content that will cut through the noise and grab the attention of their audience.

But how exactly can you boost engagement? Sustainable Business Forum recommends following these top tips when making your social media marketing videos:

Keep it short

It’s no secret that our attention spans are getting shorter. In order to hold their concentration, shorten the length of your videos.

For the best results, tailor your video for the specific platform, as well as for the audience. While YouTube viewers will be more willing to watch longer content, those on Facebook, Instagram and Twitter will seek shorter videos. Marketing videos on these social platforms should generally be under a minute (Instagram doesn’t actually allow videos longer than 60 seconds anyway).

However, there may be instances when you want to go even shorter. Videos that are 15 seconds long can be incredibly engaging and highly creative, increasing the retention of viewers.

Get to the point in the first eight seconds

The fast-paced world of social media platforms means consumers are used to getting information, and they no longer have the patience to wait around. You need to be as direct as possible.

It now takes viewers eight seconds to decide whether they want to continue watching, so make sure you highlight the benefits of your video in the first eight seconds, otherwise they’ll switch off.

Deliver a single message

Whether you have numerous product launches or a lot of company news you’d like to share, don’t be tempted to put it all together in one video. Every video you create should focus on delivering a single message, and doing so as effectively as possible.

Not only will this tactic help you keep your video short, it also stops viewers from getting distracted, something that causes engagement levels to reduce significantly.

Use visual elements

Social media users are increasingly watching videos without sound. So, if your marketing videos rely on audio to deliver the message, chances are your audience won’t know what you’re trying to say, increasing the chance of them just scrolling on by.

To ensure your message gets through, leverage visual elements and, at the very least, add subtitles, so they can watch your video wherever they are.

If you’d like help boosting the organic engagement of your video marketing, speak to Spot Digital today. We identify key influencers to help get your content in front of the right audience.