Social media platforms and video content now go hand-in-hand. From TikTok to Instagram Reels, more and more features are designed to embrace this engaging content format. So, it should come as no surprise if the recent statistics show that in 2023, people are watching 17 hours of online videos per week, on average.

While more and more social media users watch videos, it’s a battle for eyeballs for businesses and marketers out there. Users are getting pickier than ever; therefore, crafting engaging video content that worth watching is only getting more challenging.

That all said, there are actionable practices to ensure that social media videos you create is well-optimized to reach the right audience.

1. Make It Short and Sweet

Social media users’ attention spans are shrinking. It’s too easy for them to scroll through a video one after another. Thus, the key to engagement is short, snackable videos. Break down your main video into shorter clips or create unique snippets specifically designed for social media platforms. You can use copywriting tips to make your video attention grabbing or learn more about creating effective video presentations. 

Start your video with a visually captivating or intriguing moment within the first few seconds to grab viewers' attention. Unconventional hooks can include unexpected visuals, quick cuts, or an intriguing question. The old adage, “save the best for the last,” isn’t really applicable here.

2. Embrace Vertical Video

While horizontal videos are still widely used, vertical videos are becoming increasingly popular on social media platforms like Instagram Reels, YouTube Shorts, and TikTok. By shooting and optimizing your videos for vertical viewing, you can better utilize the available screen space and capture viewers' attention.

Remember also to make sure that vertical videos are so much more than just a format. All of the elements on your videos should be readable in smaller screen sizes, from text to graphics.

3. Optimize for Silent Viewing

Many social media users watch videos with the sound off, so it's crucial to optimize your videos for silent viewing. Use captions or text overlays to convey your message effectively, and ensure that the visual storytelling is strong enough to engage viewers even without sound. Now, doing it has become so much easier with AI tools that allow you to add captions or even subtitles automatically.

Remember that talking heads, dialogue, and voiceovers can easily be communicated to soundless viewers through text that runs at the bottom of the screen. This allows all viewers to absorb better and retain the critical information being delivered.

4. Include CTA

No matter how brilliant your video content is but when the viewers don’t understand the purpose of it, it will get you nowhere. This is where call-to-action (CTA) comes in handy.

Whether it's encouraging them to visit your website, subscribe to your channel, or participate in a specific action, a well-placed CTA can drive viewers to take the desired next step. Make sure your CTA is visually prominent and aligns with your video's content and objectives.

5. Create Authentic Behind-the-Scenes Content

Social media video marketing shouldn’t be all serious. Make your brand more like a human, so it would be much more comfortable for users to interact with you. 

You can humanize your brand by sharing behind-the-scenes glimpses of your work or production process. Authenticity and transparency can foster a deeper connection with your audience. People enjoy seeing the human side of brands and creators, and it can help build trust and loyalty.

6. Utilize Data and Analytics

Optimizing social media video marketing doesn’t stop the moment after you hit the “upload” button. You also need to monitor and track how well the video is performing.

This is why you need to leverage the insights provided by social media analytics tools to understand what type of content performs best for your audience. Experiment with different video lengths, styles, or topics, and use the data to refine your video strategy over time.

GUEST BLOGGER AUTHOR:

ANDRE OENTORO