How To Make Videos For Social Media

How To Make Videos For Social Media

How to make videos for social media is really a two part question. First you have to interact with the content, and then you need to address format, and the two are very much tied in together with each other. Let’s start with content, specifically from a marketing perspective.  

Front-Loading

Many platforms have videos set to autoplay, so it’s imperative that the viewer get a strong sense of the nature and purpose of the video right away. It’s how you hook them. A lot of social media video presumes that the viewer WANTS to be watching, and that simply isn’t true. The viewer wants to be entertained, and if you save the punch line for the end (without having a title that specifically tells people to wait), the drop off rate will be brutal. 


Shareability 

As a medium, video is highly shareable, so try and create things with broad appeal to your audience. Different platforms have different means of sharing with varying degrees of ease (Facebook has a button, Twitter has retweets, Instagram has stories), so it’s important that the social media video content itself can provide value, either as entertainment or education.

Tone

This is pretty dependent on your platform and your purpose. If you’re raising awareness, more abstract but evocative stories work well. If you’re trying to move product or collect information, you’re going to need to be able to build a CTA into your messaging. On top of that, the sliding scale of casual (like Instagram, as Hunter says twice in the video) to professional (like LinkedIn) factors into wacky you can be. The best social media videos know what they are and what they’re for, and it makes a big difference when you’re trying to grow organically. 

For more info on the specifics of the platforms, check out the many pages dedicated to our Platform Profiles in the 2019 Video Marketing Guide. Once you have the content figured out, you need to build it in the most optimal way, as Jared lays out in the video. 

Formatting video for social media can be a chore, and often requires a lot of forethought. For instance, if you’re hoping to use the same footage for YouTube as Instagram, are you framing the shot so that it can fit into both a regular 16:9 ratio and square? How do Stories’ vertical formatting fit into that?

Video length can be tricky, too. Facebook allows long videos, but platforms like Twitter cut you off at 2 ½ minutes, and Instagram only gives you 60 seconds. Having solutions or alternative edits to accommodate these hard rules can make editing even more time consuming.

Hopefully we’ve at least equipped you to know what to expect as you jump into the world of video on social media. Best of luck, and if you’re looking for more tips, feel free to check out more of our vlogs.


Hunter Smith