We’re sure you’ve heard by now that video content reigns king. If not, just look at your feed. From product demos to behind-the-scenes moments, video is everywhere because it works.
With everyone creating and sharing video content, how do you ensure that your video and social media content stand out among the noise?
Video and the power of social media prove to be a strong combination. When joined together, the duo can certainly gain an audience’s attention.
Just as we optimize our websites for discovery in Google search results, your video content should be optimized for maximum discoverability and engagement across different social channels.
Here are ten ways you can optimize your videos so that your hard work doesn’t go unnoticed.
1. Go Native
You’ve already posted your videos to YouTube and/or Vimeo. All you need to do now is share the links on Meta and X, right? While that may be a very tempting approach, this method actually reduces the reach of your video content.
For content to be considered native, the video should be uploaded to each social media platform independently. It’s true, Meta’s algorithm favors video content, but more specifically, native video content.
By posting your videos directly to Meta, they also get archived on your page. This makes it much easier for your followers to find and share your content in the future. Plus, native videos work with the autoplay timeline feature.
Similar to Meta, native video content on X tends to drive higher engagement than linked content. So what are you waiting for? Go native!
2. Add Captions
Remember how we said native video content is usually set to autoplay? Well, in most cases, sound is disabled. In fact, roughly 85% of Meta videos are watched with the sound off (and to think you spent all that time trying to find just the right music for your content, we feel your pain).
You can’t have everyone in the office know you’re watching the latest funny cat video when you’re supposed to be watching a training video, right? Oh, just us?
Adding captions to your video ensures that viewers will get your core messaging even with the sound off. It also allows hearing-impaired viewers to still enjoy your content.
3. Keep it Short
When it comes to social media, less is definitely more. While a 30-minute clip might be ideal for certain applications, short and sweet is the name of the game in the world of social.
Ideally, videos you share on Meta should be two minutes or less — after that, engagement begins to drop off. By keeping your videos short and direct, you increase the chances of your audience sticking around until the end and taking action to convert.
4. Lead With Compelling Visuals
As with an elevator pitch, you only have a few seconds to capture your audience’s attention. That means your videos should hit the ground running. Leading with compelling visuals increases the likelihood that viewers will stop scrolling and give your content their attention.
The first three to five seconds are the best opportunity to get your brand and key messaging in front of your audience. So, lead with your strongest message so your brand sticks, even if they don’t finish the full video. P.S., this is also the perfect place to add some motion design.
5. Flip the Phone To Make it Vertical
There are expected to be 6.05 billion global social media users by 2028. More than half of all website views happen on a mobile phone. What does this mean? When it comes to social media, think mobile first!
Snapchat helped to usher in the acceptance of vertical video, and there are no signs of turning back. The advantage of vertical video on mobile is that it takes up more real estate. As a result, videos captured in the vertical orientation tend to see increased engagement.
We know it might seem a little disorienting at first, but go with the flow. Flip that phone and start capturing awesome, shareable content!
6. Have the Right Tools
When making videos for social media, it’s important that you utilize tools and equipment to help create better content. For instance, if you’re filming a video with your phone, using a small tripod or stand will improve stability and keep your framing consistent.
You’ll also want to make sure the settings on your phone are correct. Make sure to set your resolution to align appropriately for the social media platform you’re using. Also, choose the white balance preset or modify it based on your needs.
Additionally, do not rely on autofocus. Depending on the type of video you’re making, your focus settings may need to be manually adjusted. After all, you don’t want to spend your time creating a video, only for it to not be useful.
Some important tips for creating videos for social media include:
- Charging your phone or camera fully: Start with a full charge or bring a portable charger if you’re filming on the go. You can’t finish a video if your battery is too low!
- Update your software: Updates often include performance improvements that can affect video quality and export options.
- Pack all necessary cables and accessories: Don’t forget chargers, adapters, or microphones. Missing a single cord can halt production.
Taking a few minutes to prep your tools can save you hours of frustration later and help ensure your video is ready to post when you are.
7. Use Relevant Keywords and Hashtags
As you begin to publish videos to social media, remember to use relevant keywords and hashtags. The website or platform you use will help determine whether hashtags are useful or not.
For Instagram content, you’ll want to add appropriate and pertinent hashtags, similar to TikTok. If you post a video advertising a product, hashtags should reflect the product, your brand, and the positive attributes of said product.
For instance, you may want to use a long-tailed keyword such as #adoptdontshop as a hashtag when promoting the adoption of a pet. More specific hashtags are lower competition and therefore are often better for targeting search intent. To increase your visibility, you can add keywords not only within your video but also in the writing that goes along with your content.
8. Tag, You’re it!
Don’t forget about the tagging feature on social media platforms. When making videos for social media, you should cross-promote as much as possible so more eyes are on your content.
If you promote a brand or reference a person or place, always try to tag the appropriate user or product. In doing so, you’ll reach a larger audience, improving your video’s discoverability.
9. Include a Call to Action
At the end of your video and social media post, you’ll want potential customers and clients to follow up by contacting your business. To help with this, end your post with a call to action.
An example of a solid call to action is “Make your own product video and contact us today!” This sentence provides your audience with an urgent call that is specific to produce a product video and to do it with you.
In your call to action, mention your business as well as any services you can provide. Providing a way for your audience to get in touch with you and learn more leads to higher engagement and continued conversation.
10. Track Metrics
If you want to stay on top of the game and refine your future social media videos, you’ll need a way to track your metrics. The Meta Business Suite allows you to track video views, reach, and engagement.
Metrics can also be tracked across:
- YouTube
- TikTok
- Meta
- X
In addition to this, you’ll want to take advantage of third-party tools such as Hootsuite, Sprout Social, and Google Analytics. Video creation for social media is ever-changing, but if you stick to these ten ways to optimize your content, you’re certainly on the right track to success!
We would love to chat with you about everything from telling a great story to the latest drone technology, to inspire your next video.
To learn more about Bottle Rocket Media, all of our video production services, and how we differ because of our Rocket Sauce, connect with us on TikTok, Instagram, and LinkedIn!