Unless you’ve been living under a rock for the last fifteen or so years, you’ll be well aware of the benefits of video marketing via social media. Facebook, Instagram, Twitter — and more recently, TikTok and the seemingly ill-fated Threads — all offer platforms for social-savvy marketers to test their mettle.
On the one hand, the democratization of advertising has been a boon to small business owners. Nowadays, anyone can get their brand seen by millions of viewers simply by posting a video on social media — an idea practically unthinkable before the dawn of the internet. However, this also means that competition is fierce. In a world where every entrepreneur with a smartphone is a potential content creator, mastering the art of video marketing has become an art and a science.
Unfortunately, we can’t give you an A-Z guide to social media marketing supremacy — the rules of engagement change so frequently that it’d be out of date within a week! Instead, we’ll focus on the production side of things. From initial recording, right through to the final edit — the 8 tips below are guaranteed to boost your social media marketing game.
Ready? Let’s dive in.
1. Craft a compelling storyboard
Before hitting the record button, invest time in creating a compelling storyboard. Much like a roadmap, a well-thought-out storyboard guides your video, ensuring a logical flow and engaging narrative. Identify key points, transitions, and the overall message you want to convey. This not only streamlines the filming process but also helps your audience stay captivated from start to finish.
Of course, a detailed storyboard might not always be necessary — a 7-second clip is unlikely to require such meticulous planning. Spontaneity can often lead to eureka moments, so if you’re struggling to generate that initial spark, try hitting record and seeing what happens!
2. Optimize for mobile viewing
In an era dominated by smartphones, optimizing your videos for mobile viewing is non-negotiable. Consider that over 90% of social media users access platforms via mobile devices. Tailor your videos with a vertical or square aspect ratio to ensure a seamless viewing experience on various screen sizes. This simple adjustment can significantly enhance your video’s visibility and impact.
3. Master the art of thumbnail design
In the vast sea of social media content, a captivating thumbnail is your first impression. It’s the digital equivalent of a book cover, and we all know the importance of those. Design a visually appealing thumbnail that accurately represents your video’s content and sparks curiosity. Use contrasting colors, bold fonts, and clear imagery to make it stand out in crowded feeds.
Check out our guide to promoting your YouTube channel for more information on how to make the perfect video thumbnail.
4. Invest in quality equipment
While smartphone cameras have come a long way, investing in quality equipment can elevate your video production to the next level. Unless you’re rocking the latest iPhone Pro setup, a decent camera is a worthwhile purchase.
Next up on your shopping list? A microphone (such as the superb Rode Wireless ME) and lighting rig. Crisp visuals and clear audio not only make your content more professional but also increase viewer engagement. Remember, the perceived value of your brand often correlates with the quality of your visuals.
5. Harness the power of editing tools
Post-production is where the magic happens. Editing tools can turn a good video into a great one. Experiment with cuts, transitions, and effects to enhance visual appeal. Tighten your narrative by trimming unnecessary elements, keeping in mind the attention span of your audience. Additionally, add subtitles for videos without audio to ensure inclusivity and accessibility.
Never edited a video before? Feel flabbergasted when confronted with the UIs of industry-grade software like Adobe Premiere Pro or Final Cut? Don’t worry, you’re not alone. Thankfully, there are plenty of easy-to-use video editing suites and online video editors designed specifically for novices. A quick google search using phrases like “simple online video editor” or “easiest video editing tools” should return what you need!
6. Embrace authenticity and transparency
In the age of information overload, authenticity stands out. Be genuine in your videos; let your brand’s personality shine through. Whether you’re showcasing behind-the-scenes moments or addressing customer feedback, authenticity fosters a connection with your audience. Embrace transparency about your products, processes, and values. This not only builds trust but also sets you apart in a market saturated with polished yet impersonal content.
7. Remember that consistency is key
Building a strong social media presence requires consistency. Develop a content calendar that aligns with your brand’s voice and values. Regularly share videos to keep your audience engaged and invested in your content. Consistency doesn’t just apply to posting frequency; it extends to your visual style, tone, and messaging. A cohesive brand image fosters brand recall and loyalty among your audience.
8. Engage with your audience
Social media is a two-way street. Actively engage with your audience by responding to comments, asking for feedback, and encouraging user-generated content. This not only builds a sense of community but also boosts your content’s visibility through algorithms that prioritize engagement. Pay attention to analytics to understand what resonates with your audience, and tailor your future videos accordingly.
Remember — mastering video production is a journey rather than a destination. By implementing these eight tips, you’re not just creating content; you’re crafting an experience for your audience. If an idea falls flat, try not to be disheartened! Like anything in life, you’ve got to learn from your mistakes, so don’t be afraid to experiment with different content formats. The key is to stay authentic, provide value, and keep your audience coming back for more. The digital stage is yours — make it memorable.