Just because your videos follow a current trend, doesn’t mean you’ll get views.
Many people think that TikTok and Youtube trends should influence the way you make videos so you can take advantage of the current fad and the traffic it generates online. They spend hours shooting, editing, and posting their content, hoping they get recognized for a viral hit. But their videos don’t get any views or engagement, leaving them frustrated with all the time they wasted.
Why doesn’t this strategy work?
There are way too many creators in the world that post trending content every day. The content is endless and cutting through the clutter on a trending hashtag is extremely difficult. I’m not saying this strategy doesn’t work since posting on trending topics is a great way to stay relevant. It’s just that you need to leverage these trends with your own unique voice so you target the audience you want rather than aiming for the average viewer.
So how do you stand out from the rest of the content on the internet?
Having a video content strategy is crucial. Knowing your target audience’s viewing habits are key. Understanding how to craft an engaging video is essential. You can’t just post with a trending hashtag and hope for a viral hit, you need to understand how to create scroll-stopping videos so your content stands out on peoples’ feeds.
Here are some tips on how to make video content for social media that will boost your views:
1. Snappy and Engaging Introductions: Get them locked-in from the start!
The attention span of internet users is shorter than a goldfish’s short-term memory, so make those initial seconds count. Research shows that videos with attention-grabbing intros have a higher chance of retaining viewers until the end.
Create snappy and engaging video introductions that hook your audience right from the start. A pattern-disrupting statement, an intriguing question, or eye-catching imagery can pull them into your video without them reading about what your post is about.
2. Optimize for Mobile Viewing: Keep It Vertical!
Let's face it; we're all guilty of consuming social media content on our mobile devices. According to studies, more than 90% of users watch videos on their smartphones. Shoot videos in vertical format to fit perfectly on mobile screens without the need for users to turn their devices sideways. Vertical videos tend to perform better, have higher completion rates, and keep viewers fully engaged.
3. Embrace the Power of Storytelling: Humans love stories!
Stories have been a part of human communication for centuries, and they still hold sway over our hearts and minds. Social media video strategies that weave compelling narratives are more likely to leave a lasting impact. Don’t just tell people what you’re going to talk about - tell them a story that relates to your message.
Tap into emotions, evoke curiosity, and take your audience on a rollercoaster ride of feelings. From tear-jerking tales to heartwarming triumphs, storytelling builds connections and fosters loyalty. A useful video strategy is “HOOK-STORY-CLOSE” which means: catch their attention with a hook (Tip #1), keep them watching with a story, and close out the video with a CTA or action you want them to take. Tell a story and keep them watching.
4. Keep It Short and Sweet: The Power of Brevity!
Long-winded videos risk losing viewers to the ever-tempting "scroll down" button. Aim for concise content that delivers a powerful message in a few short seconds. TikTok and Reels used to have 15-sec limits that now can expand even longer, but most viewers like to watch videos under 1-minute.
Research indicates that videos under 60 seconds garner the most engagement. So, chop, trim, and snip away unnecessary fluff to keep your audience hooked till the end.
5. Leverage User-Generated Content: Empower Your Audience!
Your biggest brand advocates are often your customers themselves! User-generated content (UGC) is a goldmine for social media video strategies. Encourage your followers to create videos featuring your products or services and share their experiences.
UGC fosters authenticity, builds trust, and expands your brand's reach through peer-to-peer recommendations. It's a win-win situation that empowers your audience and elevates your brand's presence. Plus, you don’t have to hire a video team to create a steady stream of videos - let your customers do the work for you!
6. Dabble in Live Video: Real-Time Connections!
Live video is the ultimate engagement booster! Platforms like Facebook, Instagram, and YouTube offer live streaming options that allow you to connect with your audience in real-time.
Research shows that people spend three times longer watching live videos compared to pre-recorded content. Use live video to host Q&A sessions, behind-the-scenes glimpses, product launches, and exclusive events. It's the perfect way to foster real-time interactions and build a genuine connection with your audience.
7. Utilize Captions: Silence Speaks Volumes!
In a world where scrolling is often done in silence, captions are your best friend. Adding captions to your videos ensures that viewers can understand the content even with the sound turned off. It’s called the mute test - can your audience understand your video on mute? Can someone scrolling at a bus stop or restaurant without headphones grasp what your video is all about?
Research indicates that videos with captions receive a higher view-through rate and engagement. So, whether it's a witty one-liner or a powerful call-to-action, let your words accompany your visuals for maximum impact. Most social media platform offer AI generated captions so utilise this feature and apply captions to your posts.
8. Play with Influencer Marketing: Tap into Established Audiences!
Influencers are the social media celebrities of the digital age, and they hold tremendous sway over their followers. Collaborating with influencers in your niche can help your video content reach a broader and more targeted audience. We just wrote an article on this topic so check out our last post on influencer marketing.
Research suggests that 49% of consumers rely on influencer recommendations before making a purchase decision. Choose influencers whose values align with your brand and let them create captivating videos that showcase your products or services to their loyal fan base. Just remember to research your influencer’s content and audience so that you truly understand if they align with your brand or not. Collaborate with the creator and don’t just tell them what to do - your hired them for their expertise and audience so guide them, don’t restrict them. More tips on our influencer marketing blog post!
9. Analyze, Adapt, and Repeat: Track Your Success!
The beauty of social media video strategies lies in their adaptability. Analyze your video performance metrics regularly to identify what works and what doesn't.
Platforms like Facebook, Instagram, and YouTube offer in-depth insights into video views, engagement, watch time, and audience demographics. Use this data to refine your approach, experiment with different content styles, and consistently improve your video content game.
In the ever-changing world of social media, video content stands tall as the ultimate engagement powerhouse. By crafting snappy introductions, optimizing for mobile, embracing storytelling, keeping it brief, and leveraging user-generated content, live video, captions, and influencer marketing, you can create an impressive video strategy that catches the audiences’ attention that they’ll remember.
We at Creative Haven have been using video content to help us grow our own brand. As a video production company, it would be ironic if we didn’t use video to help us promote our video services. The tips above are exactly what we do to help us get more clients so apply it to your own video content strategy and watch your views and engagement improve!