What you need to know before creating video for your social network


Last week, we looked at how to create a video for social media on a shoestring budget but because video keeps growing in popularity (even LinkedIn is moving more towards video marketing), it’s time to deep dive and have a closer look at the things you should think about before you go all smartphone crazy and start filming everything that moves.

What makes you watch a video?

One of the first things you need to do is have a look at all the videos that peak your interest. What entices you to watch a video? Is it the headline or the subject matter? What compels you to keep watching? Do you prefer watching Q&A or interview formats? Perhaps you like step-by-step instructional or live demonstrations? Ask your colleagues what they like watching.

What is the purpose of your video marketing?

Ask yourself these simple questions: What do you hope to achieve? Do you want people to sign up for your service or learn more about a product? Are you providing an answer to a common problem? Is your video marketing to educate or simply to entertain? For an example; if you’re a gym owner—do you want people to sign up for memberships or boost attendance to group fitness classes?

How long should a video be?

Size does matter! The most popular videos are between 1–10 minutes, any longer and the content better be nothing short of amazing! These days attention spans are pretty short. In fact, you have 8.25 seconds to make an impression. You want your viewer to stay watching, not drift off and go to sleep.

How can I make my video content more appealing?

Be human! Your video doesn’t have to be perfect. If you have a few bloopers, that’s okay. It will make your video more endearing if you’re not perfect. You only have to watch a few FloSocial live videos to know that it’s okay to tell the odd terrible joke and completely be yourself as long as the message is clear—after all, it’s kinda endearing.

What’s the most important part of a video?

Be clear about what you want your watching audience to do whether it’s buying a product, signing up for your personal training sessions or click through to your website for more information. This is called a call to action.

How do I measure the results of my video?

More important than the number of views, is the number of viewers that act on your call to action. Your results can be measured in a few ways:

  1. How many people take action after watching the video
  2. How many viewers watch your video to the very end
  3. How many people share your video with their friends or family on social channels

Split testing (also known is A/B testing) is an effective way to test different options for your video. Tweaking the headline, the ad creative, length or landing pages can give you a better idea of what your audiences are more interested in, but we’ll talk more about that coming up. Or you can sign up for one of our SuperCharge Your Social Media courses where we cover split testing and ad sets.

Now you know how to make videos on a shoestring budget and the type of content, you’re ready to get started. Tag us in on your first video. We’d love to know how you get on.