How to Create Clickworthy Branded Video
How to Create Clickworthy Branded Video for More Engaging Social Media
When it comes to measuring engagement, we're looking at likes, social shares, comments, saved items, retweets, or click-throughs. Video content will gain the attention of your target audience on social media platforms, here are a few key reasons why social media videos get higher engagement and should be a part of your business marketing strategy:
Audience Appeal – As media viewership is evolving, viewers of all kinds, especially Gen Z, engage with videos more than other forms of media.
More Exposure – Video content is algorithm friendly; the longer your viewers engages with your video content, the higher exposure it will receive. Social media platforms are creating new features specific to video content, for example on Instagram, IGTV, and IG Reels. Social media like Instagram, Facebook, Twitter, etc., will always prioritize this new video or live stream features.
Video Content is Gaining Popularity – Social media videos are becoming the most popular form of content across all channels and social media platforms. They are even more popular than sharing blog posts and cat videos!
Longer Shelf Life – Videos tend to have high longevity for weeks or months on social media after it’s been published, this is because video content tends to have more engagement and shares
Maximized Reach – Video content reaches audiences across multiple platforms and is very cost-efficient. Think of this simple formula: Greater Reach = Greater Return on Investment (ROI). Before your next event, including event videos with tips and tricks to engage your audience on Facebook, Youtube, Instagram, and Twitter. Get the whole team involved in all of your posts. Make sure you post daily marketing videos about your business and resources coming around the corner.
Purchasing Power – Social Media Videos have an unparalleled purchasing power. Viewers watch and connect more with the video that will lead them to purchase your product/service like a "how-to" or unboxing video. You'll need to drive sales through video content on each platform differently. This is where it becomes important to know your target audience and their user habits well.
Build Genuine Connections – Consumers don’t buy brands; they purchase based on relationships. Creating video content requires you to be more personable and create the necessary connection and engagement you want with your customers. Any video that centers your customers and their needs at the center is a great start. Think about adding a how-to video to your content calendar that addresses their most common struggles.
What kind of social media video content are people watching, and where are they watching it?
People are watching videos on all platforms; however, the type of video content people are watching, largely depends on which platform they are using. It is important to keep this in mind as you want to create content that works for each platform.
When it comes to content marketing, one video does not fit all social media sites; we may find that on Facebook, more family-oriented or heartfelt content goes viral. For example, on Twitter, music-related videos and comedic skits on Tik Tok videos perform better. Comedy skits and vlogs perform well on both Facebook and Twitter.
Research what kind of videos on Facebook go viral the most? On Twitter? On Instagram? YouTube visitors are typically seeking out something specific, such as a tutorial. For social media sites such as Instagram, or Facebook, viewers are more likely to only see videos when scrolling through their feeds. Viewers who are scrolling on Twitter are not looking to watch a 10-minute video on how to prepare a dish, so videos you created for your website, newsletters, or online platforms may need to be edited to short videos for Tik Tok.
Knowing your audience is an essential component in creating video content on social media. The most effective videos are also the ones where users can get their questions answered without having to look too far.
Stay up to date and aware of things that are creating a buzz on social media and put everything together so others will not have to. A brief wrap-up of the week’s latest news or a summary of a newsworthy event is content that gets people watching. Make it quick, but be sure to have plenty of sources because “fake news” will be detrimental to the credibility of your company.
Make the video as short and detailed as possible, save the longer version for YouTube and your website posts. This will also serve to increase traffic to your brand's channel. Save the edited short videos such as interview snippets for social media video posts.
How Do You Create Engaging Videos on Social Media?
Creating engaging video content for social media platforms should be a primary focus in your brand’s marketing plan. Truth be told, as people’s time on social platforms has increased, their attention spans have shortened. What makes Tik Tok so popular as a social platform is the videos are only a few minutes max in length, catering to our short attention spans, and the user-generated content is what drives engagement with the video content.
Social media serves as a catalyst for us to heavily consume celebrity culture and the lifestyles of the rich and famous. When clicking through Instagram or Tik Tok, users can view videos of celebrities at events, vacations, and at home. This is totally a game-changer! Tik Tok gives viewers a glimpse into peoples’ lives, what products they are using, and how they are using them, etc. The user-generated content growing in popularity on Tik Tok can range from home improvement projects to life or parenting hacks. What is so engaging about consuming content about other people’s lives?
The behind-the-scenes view gives us the what, why, where, etc. of the brand we pay attention to. This user-generated content builds trust and genuine connections with consumers. As a brand, giving the world insight into how you run things behind the scenes will build the connection that you need to attract and maintain a loyal customer base.
Tips for Creating Branded Video Content
We’ve established that social video is a great way to increase your brand’s awareness to consumers and should be in your brand marketing strategy. As you brainstorm video marketing, consider these tips.
First, you need to plan out your idea, begin to jot down ideas and important things you want to convey in your video. What will your format be? Write a script, if that is an easier process. Just don't skip this step before going live.
Reference previous video ideas or past events. Utilize all resources, search your old idea and format them to be relevant to the present online landscape.
Review what your most popular social post is, remind yourself of your WHY and remember to not stray too far from the types of videos that work.
Be Informed and do research to make sure you are on top of what social media posts are trending and pay close attention to it. Don’t forget to make a note of why it’s trending and how.
Caveat to the above tip, be mindful not to create posts just because it is trendy. That won't boost your sales. Keep up with the trends but be purposeful when incorporating the trends to create content that will drive traffic to your website. It’s not just about getting in front of a camera and copying what other users are doing.
Be sure to include various types of social content like behind-the-scenes content, Facebook live videos, for example. Consumers buy from you; they want to know you. Giving them the behind-the-scenes type of content makes them vested in your brand’s journey.
Get creative and use the first few seconds to capture the attention of your viewer. We have short attention spans; you have to grab us in before we’re clicking on the next thing. Have a call to action in your posts. What are you trying to tell us? What is your message? Think about and format the answers to these questions before even turning the camera on.
Why do we love Behind the Scenes Video?
We get to work with businesses that viewers find truly engaging! Behind the scenes, tips and sneak peeks are a way to give back to your loyal fans and followers. How do we create engaging blog posts? It's easy!
You can start by filming, "A Day in the Life" blog that opens the door to your awesome personality, and it's a great way to introduce the world to your staff. Marketers love this stick because it allows us to seamlessly infuse our content creation powers into our daily schedule. "A Day In The Life" video doesn't require you to change literally anything about your day. It's simple; all you need to do is carry your smartphone with you to video short snippets of your day.
Before recording, think about your viewer. Don't stop at just the blog post; tweak your content into an eye-catching social media video post that tells a story. We love working with brands that are dedicating to making our world a better place. Your story always leads back to your brand effortlessly, regardless of which platform you choose. Most of us hold our phones vertically while we're doom scrolling the internet on Instagram and Facebook and spot a video, so it makes more sense to film your "A Day in the Life" Video vertically.
Brands should keep their introduction short and sweet. Let us know who you are, what your brand is, and most importantly, why we should be watching this video. Instagram is filled with live and pre-recorded videos. Introduce your mission to your Instagram and Facebook followers through mini-introductions of your staff. They can share how they each may an impact throughout your blog post.
Let Argonaut Help You Create Dazzling Branded Video Content that Engages your Audience
As video content becomes the popular form of media across most media channels and social media for brands, your business must have a strategy to create attention-grabbing types of videos with high engagement. Embedded in our company culture, we take the time to assist our clients in how to best display their why with personable videos that will boost their message and build a loyal relationship with their customers.
In our Discovery Process, we will help your brand get started on your multi-pronged strategy and help you illustrate the story that will Amplify Your Mission through video, becoming your trusted video marketing partners of choice.