By Jill Messinger, Social Media Specialist
In the age of technology, it’s no surprise that videos have risen as a leading source of reach and engagement on social media. In fact, videos have been proven to receive three times more engagement than other types of content (i.e. links, photos, blog posts). Despite these statistics, videos are hugely underutilized across all social platforms. According to this Buffer report, videos accounted for less than 1% of all Facebook content.
So, if you’re attempting to improve your social game and increase reach and engagement, videos are definitely the way to do it. In this blog post, we will dive deep into 5 very simple but effective best practices to help optimize your video content on social media.
Create an Intriguing Headline
A compelling headline is the first thing a social media user will see upon viewing your video post. This is your first shot in capturing your audience’s attention and convincing them that your video is worth watching.
A video headline should create curiosity and pique a user’s interest without giving anything away. Your headline should be thoughtful and relevant to your video’s content. Write something engaging and informative that will grab a viewer’s attention in the news feed. This article by Social Media Examiner walks you through the process of writing a perfect video headline.
Know Your Optimal Length
When it comes to posting videos on social media, not all social platforms are created equal! Be aware of the optimal length depending on each platform.
EditMate breaks down the best length for videos per platform in order to maximize the quality and reach.
- Facebook: 30 to 60 seconds
- Twitter: Under 30 seconds
- Youtube: 3 minutes
- Instagram: Under 60 seconds
- LinkedIn: Under 60 seconds
Hook the Audience in the First Few Seconds
The first 2-3 seconds of your video are crucial in reeling the audience in and convincing them that the rest of your video is worth their time. Now that videos play automatically on desktop and mobile newsfeeds, you want to forgo the long introduction and engage people immediately.
The following are just a few examples of ways to successfully hook your audience at the beginning of your video:
- Ask rhetorical questions
- Tell a story
- Provide a “what if” scenario
- Start with a fact or assertion
- Use a quote
As previously mentioned, Facebook now auto-plays videos in the news feed on both the mobile and desktop versions. By adding captions, you are ensuring that everyone who views your video is able to comprehend it, even when the sound is off. For comprehensive instructions on how to add captions to your videos, check out this article.
Include a Call-to-Action at the End
One of the last (and most important) steps to include in your video is a specific call-to-action (or CTA) that indicates what the viewer should do next. The easiest CTA to include in your video is a direct link to the practice area you touch on in your video. Explain that they can receive more information by visiting this link, and provide your phone number for them to call with further questions or to schedule a consultation. It’s clear that viewers who watch your video all the way through are engaged in what you have to say, so be sure to make it as easy as possible for them to take the next step in learning more about what else you have to offer!
In this video, Dr. David Bogue begins his video with a question that is relevant to the audience. The viewer is immediately drawn and wants to learn more about the subject. The video includes timely, accurate captions that would be understandable with or without the sound. The video is brief, about one minute in length, and gives the viewer just enough information without boring them. At the end, there is a clear call-to-action to visit his website to learn more or to call to schedule a consultation.
Utilizing video in your social media marketing strategy will help your overall reach and engagement, no matter which platform you choose to post to. If creating and posting videos to social media sounds too overwhelming to do on your own, partnering with a digital marketing agency, such as Page 1 Solutions, may be beneficial to you and your practice.
Page 1 Solutions has a team of experts who can help you produce and optimize invaluable videos for you to post to both social media and your website. Learn more about how Page 1 Solutions can help boost your digital marketing efforts by calling 800-368-9910.