Advice for Creating Videos for Social Media

In our continuing analogy of relating videos to actual hand tools, this is some sdvice for creating videos for social media, which also include platforms such as YouTube that have viewer interactive components to it and tools to directly drive sales.

Why Captions?

You may think that captions are not needed if you market to an audience that speaks the same language the video is recorded in, but there are two important purposes they serve. The first one is that on YouTube, captions make your video searchable and index-able on Google, since YouTube is owned by Google. The search engines can’t listen to a video and figure out what kind of content is on there, but it can search through captions. Videos can and do appear in organic search results and the combination of an SEO-friendly title, description, and caption file attached to the video greatly increases its chance of being listed.

The second purpose captions serve, which overlaps in particular with social media, is the ability for people to understand your video’s content even with disabled audio. If your viewing audience is using a mobile device, which many are, they may not necessarily be in a place where audio can be reasonably heard, even with ear buds. Captions can allow them to follow along without enabling audio and disturbing those around them or they can enable comprehension if they’re simply in too noisy of an environment. If neither scenario applies, they can simply enable audio, which disables captions, and watch the video normally. The point is to always give your viewing audience the ability to adapt to their situation if you want to increase viewership.

Why the Text Label?

Let’s assume for the moment that potential customers that don’t know anything about you, your product, or your company, happen to see your video as they’re scrolling through on the social media feed. They’re going to see the freeze frame of the first image of your video but the question to ask is whether that’s enough to entice them to watch on its own. What we postulate has a better chance is a one-sentence statement that pertains to the video and effectively acts as “click-bait”. That text label is important. It should have as universal of an appeal as possible to potential new customers. Crafting that statement can be a joint effort with our producers or the exclusive domain of your marketing department, but whatever the case may be, understand that it may be the only chance you have to communicate something to a new customer. Make it good!

What Else About This?

In closing, producing a “social-media” version of your video is often something we charge little to nothing extra for as the process for producing this secondary version is minimal. You can also inquire about vertically-oriented videos designed to fill up the screen of a vertically-held mobile phone as well as YouTube end screen add-ons which provide clickable links to viewers that take them to other video content you’ve produced. Contact us today!

Video Example

This training video, produced on behalf of Laticrete International, is part of a series of videos that demonstrate solutions they provide to common flooring problems.

Social Media Version

advice for creating videos for social media

Click on the image to see an example on Facebook.

General Advice for Creating Videos for Social Media

  1. Shorter is better: Remember that social media is a platform for leisure with lots of distractions. The shorter your video is, the more likely it will be watched in its entirety. Also keep in mind that the first 15 or so seconds is the most important part of your video, the amount of time you likely have to hook someone’s attention.
  2. Make it entertaining or profound: Again with the leisure platform, your videos should have some kind of entertainment value or they’re likely to be clicked off just like a television commercial or YouTube pre-roll ad you can skip.
  3. Consider vertical video: Social media is frequented by people on their phones, so sometimes vertically-oriented video can be more effective for phones held in an upright position.