If you don’t think at least a good chunk of whatever audience you’re trying to reach with your videos isn’t watching video content on social media platforms, you’re wrong.
In Janurary, news came out that Snapchat users were viewing 7 billion videos per day, and that number quickly went up to 8 billion just over a month later. Then there’s Facebook and of course YouTube, and there are emerging social sites and others stepping their video games up as well.
And as a longtime NY / NJ video production company, we have a lot of experience with using social media and, now, with creating social videos specifically. So, read on to learn a bit more about social video and how it can possibly help you.
What makes a social video social?
Whether you’re new to video completely or just new to creating video content for social media use specifically, it can be difficult to create a social video if you don’t know what that is, exactly.
First off, the social media communities don’t spend their time on these sites to be sold at or promoted to. You need to think carefully about the tone of your content, and the key is to be authentic.
From there, social videos must be tailored to the specific platform they’re intended for. For example, a video intended for use on Instagram will likely need some serious adjusting to work on Facebook, or may not work at all, and a platform like Vine requires a totally different approach than either.
Then there are live-streaming platforms like Periscope to consider, but the point is that social videos must be created for the particular platform and community they’re intended for. Exclusivity needs to be part of your video production plan.
Social videos need to be shareable as well, which means you need to try to create content that’s credible, provides real value, appeals to the viewers’ emotions, provides a sense of urgency, tells a story, and is compelling enough to make viewers want to be the one who passes that story on.
Why should you create them?
Like mentioned above, there are sites like Snapchat on which the amount of daily video views is rising rapidly, and then there are the big boys like YouTube and Facebook, which is currently putting more and more attention on live video.
On that note, Periscope and Meerkat are growing fast in the social live-streaming world. Instagram and Twitter also have their own video features now, and Vine isn’t going anywhere. The bottom line is that video, in general, is both becoming a more important part of the major social sites and the primary focus of many of the emerging ones. Why?
If the staggering Snapchat numbers at the top didn’t tell you enough, the main reason that video has become such a valued part of social media is that more and more people are watching them, particularly younger people. Millennials are actually spending less time watching television and more watching videos online now, and they’re not just watching them for entertainment either.
Recent research by Defy Media found that 13 to 24-year-olds are also turning to video content for educational purposes, to stay connected with their groups, and as a source of stress relief. It also showed that although they don’t like overly promotional videos, they’re willing to sit through video ads that they find entertaining.
Because they look up to digital celebrities, young adults have shown a willingness to understand how advertising allows them to continue to create content. So, they’re willing to watch video ads as long as the content their beloved digital stars create remains authentic. For more on that, check out this post from ReelSEO, Social Video Way More Important than TV for Generation Z.
How can you start using social videos?
Remember, the key when creating video content for social media use is to be authentic. Take it from us a video production company in NY and NJ that’s been in the business for years, you need to leave the salesy stuff at the door or you’re just wasting your time.
That’s why using video to tell your brand’s story or the real stories of your customers, fans, followers, etc., or to let them tell their stories themselves, can work so well, and the same goes for and any behind-the-scenes content. Whether you take viewers on a tour of your workplace or a current project, or let them meet your team and see your company and culture in a different light, BTS video content is great for the social platforms.
You can also create social videos in which you provide live customer service or answer FAQs, and you can even respond to and engage customers individually. Then, there are How-to videos, which also work tend to very well on the social sites, and the list goes on.
There are so many more ways to use social video to help yourself or your brand depending on your industry, audience, resources, etc., and different platforms work for different reasons.
Just remember that no matter what kinds of videos you create, you need to do everything in your power to make them shareable to your specific target viewers, and to include clear CTAs whenever possible. For more on that, check out this post, The Missing Piece to the Puzzle: Killer CTAs.
Viral and social are two different things.
Lastly, when trying to create social videos, don’t make the mistake of judging their effectiveness by their ability to go viral.
Creating viral videos is like catching lightning in the bottle, and when it comes to creating social videos, the goal must be to get your target audience to watch and engage, not the whole world, although that would be nice.
The bottom line is that it’s time to start seriously considering creating social video content if you haven’t already. Chances are, your competitors already have.
About Us: KVibe Productions, a full-service film & video production company in NJ / NY, can handle every aspect of the production process. Whether it’s a corporate video, a commercial, a feature film, etc., at KVibe, we create to inspire.