It goes with out saying that not all content material is created equal.
You’ve in all probability already seen whereas mindlessly scrolling by means of your social feeds, however video content material reigns supreme—and for good purpose. From TikTok and YouTube movies and streaming companies to Instagram Reels and Stories—and all the pieces in-between—the common web consumer spends round 16 hours per week watching movies on-line.
As we proceed to witness the exponential progress of video, manufacturers are taking full benefit of individuals’s restricted consideration spans and free time. But it’s one factor to produce video simply tohave one thing to fill your content material calendar; it’s one other to develop content material that actually engages your viewers and compels them to take motion.
Here are 4 suggestions to assist your model break into the social media highlight:
1. Plan forward.
First issues first: You want a strong plan. Your video blueprint mustn’t solely define why you’re going to leverage video, but it surely also needs to element the who, the place, how, and when.
For instance, will your video be designed to be considered on cell apps by Gen Zers? Or would you like your video marketing campaign to goal city millennials throughout the workday? The extra you possibly can anticipate how, the place, and by whom your video can be considered, the extra you tailor the content material to match your wants.
Knowing the precise belongings you’ll want to a create profitable video makes a world of a distinction. Did you recognize practically 85% of video views on Facebook happen with out the gadget’s sound turned on? Looks such as you’ll want to add captions!
Additionally, 50% of all video is performed on cell gadgets. Looks such as you’ll want to optimize for smaller screens.
2. Tell an excellent “Story.”
Instagram struck content material gold when it rolled out its ephemeral Stories function 5 years in the past. Instagram Stories permits customers to submit photographs and movies that vanish 24 hours later. Today, greater than 500 million Instagrammers share and consider Stories every day.
Stories hit the candy spot for capturing customers’ quick consideration spans whereas pushing the bounds of short-form video. In addition to optimizing your model’s Instagram grid, Stories are a top-of-funnel tactic that simply interact your viewers earlier than they even scroll down their timeline.
3. Keep it quick and easy.
We’re bombarded with content material each second of every single day, so it’s no secret that focus spans are quick when it comes to social media, or any internet content material for that matter. That’s why manufacturers want to give you the chance to set up an efficient hook in the beginning of their movies to shortly seize their viewers’s curiosity.
But simply because folks would possibly solely watch just a few first seconds of your video doesn’t imply they aren’t selecting up what you’re laying down. According to a research performed by Nielsen, video impressions that final two seconds or much less nonetheless lead to 38% model recall, 23% model consciousness, and 25% buy intent. Start every of your movies with a bang: Share a mind-blowing truth, ask a head-scratching query, or specific one thing that can gasoline the viewer’s curiosity on the spot. Make them really feel captivated sufficient to preserve watching.
4. Go stay.
Whether or not we’re humble sufficient to admit it, we’ve all skilled it at one level or one other. “FOMO”—or the worry of lacking out—is all too actual. Many folks need to be concerned in what’s occurring, whether or not in-person or just about. What higher means to construct hype for your model and have interaction immediately with your social viewers than a stay stream?
In-the-moment video content material helps your model appear real, related and up to one thing cool. From product unboxings to how-to’s, Q&A periods or occasion attendance, stay streams are a straightforward (and enjoyable!) means to join and work together with your viewers in real-time.
When it comes to social media advertising, having video as a part of your toolkit is now not a nice-to-have. Video is crucial.
Josh Arter is the social media director at STIR Advertising & Integrated Messaging.