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Video marketing and social media have now gone hand-in-hand. From the most downloaded app, TikTok, to the world’s second-biggest search engine, YouTube, video content dominates the social media landscape, even the internet.

With this massive opportunity to reach out to larger, wider audiences, marketers leave no stone unturned to jump on the bandwagon.

That all said, not all videos can engage any audience, as they’ve become pickier than ever. So, the key here is to find ways to make the video stand out in a sea of content.

We’ll dive into some practical tips to ensure your video content drives engagement for social media users.

Keep it Short and Sweet

In today’s fast-paced world, people have shorter attention spans than ever before. That’s why short-form videos (i.e., meme videos, explainer videos, etc.) have been embraced by TikTok and YouTube Shorts. In other words, it’s crucial to keep your videos short and sweet.

According to study, videos that are less than 60-90 seconds tend to get the most engagement on social media. Don’t save the best for the last. Keep your videos brief, and get straight to the point.

Tell a Story

People love a good story, and videos are an excellent way to tell one. Use your videos to share stories that resonate with your audience. It will make your marketing videos less hard-selling and more engaging.

Whether it’s a personal story or a story about your business, storytelling can help you connect with your followers and build stronger relationships.

Optimize Your Videos for Each Platform

No social media are created the same– meaning that different platforms have different video requirements. For instance, Instagram videos should be 60 seconds or less, while YouTube videos can be much longer. Also, vertical videos work best on TikTok.

Make sure you optimize your videos for each platform you’re posting on to ensure that they look their best and get the most engagement.

Use Captions

Not everyone watches videos with the sound on, so it’s essential to include captions in your videos. Captions can help your videos reach a broader audience and make your content more accessible to those with hearing impairments.

Not to mention that many people watch videos on their phones while in public places, such as on the train or in a coffee shop. Captions make your videos more mobile-friendly, allowing them to watch your content everywhere without disturbing others around them.

Here’s an example of how Ahrefs include a transcript that appears as captions for their YouTube videos:

How to Use Video Captions

Add a Call to Action

A call to action (CTA) is a statement that encourages your audience to take action. In your videos, include a CTA that tells your audience what you want them to do next, whether it’s to follow you on social media, visit your website, or sign up for your newsletter. That’s how you can get a higher opportunity to boost your ROI for the social media video ads.

For example, if you upload a video on YouTube, you can put CTA on the video and the description box.

Add a Call to Action to Your Videos

When adding a CTA to your video content, it’s important to keep it clear and concise. Your CTA should be relevant to the content in your video and aligned with your social media goals. Here are some examples of effective CTAs for video content:

  • “Subscribe to our channel for more videos like this”
  • “Visit our website to learn more about our products”
  • “Share this video with your friends”
  • “Leave a comment and tell us what you think”
  • “Follow us on social media for the latest updates”

It’s also important to consider the placement of your CTA within your video. Ideally, your CTA should be placed toward the end of your video after you’ve provided valuable content to your audience.

Be Authentic

Authenticity is key when it comes to video content. Whether you create animated commercials or live-action ads, don’t be afraid to show your personality and be yourself in your content. People want to connect with real people, so let your personality shine through in your videos.

Authenticity can also help differentiate your brand from your competitors. By being true to yourself and your values, you’re creating a unique brand identity that sets you apart from others in your industry. This can help attract new followers and customers who share your values and beliefs.

Wendy’s is well-known for their witty personality when it comes to social media marketing in general, no matter what platform they use:

How to Create Authentic Videos

Use Analytics to Measure Your Success

Social video marketing shouldn’t stop at hitting the “publish” button. You also need to monitor how well the video performs. Use analytics to measure the success of your video content. Most social media platforms offer analytics tools that can help you track engagement, views, and other video metrics. Use this information to improve your content and make adjustments as needed.

Analytics can provide valuable insights into your audience’s behavior and preferences. This includes tracking demographics such as age, gender, and location and tracking metrics such as device type and time of day. By understanding your audience’s behavior and preferences, you can create video content that resonates with them and drives engagement.

Wrapping Up

In the digital age, where attention spans are shorter than ever, video content has become a powerful tool for businesses and individuals alike to capture their audience’s attention. With social media platforms constantly evolving and video content becoming increasingly popular, leveraging the power of video can be the key to boosting your social media engagement. Remember, Rome wasn’t built in a day, nor was a successful social video marketing campaign. It all takes consistency and patience to reap all the benefits.

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