The best ways to create impactful video content for social media

Plan = Idea + Concept + Goals + Target Audience + CTA = Results

It’s a well-known fact that video has now become the front driver for brands content strategies with brands spending over half of their marketing budgets on creating video.

“Globally, video ad spending has risen 19 percent to $32 billion in 2018 (Vox, 2019′

This continues to grow rapidly year on year and with all the money spent on producing and marketing video content you would naturally assume brands would carefully plan and nail down video content strategies to ensure return on investment (ROI) however that’s not always the case. Typically, videos that are being pushed out by brands lack a concrete message and a call to action (CTA) which ultimately means the video offers up little to no engagement and more importantly zero leads.

Brands have to be vigilant when producing content to ensure the correct tonality and exact intended messages are being conveyed over to their  target audiences.

“A 2018 social media video trends report found that 73% of consumers claim that they have been influenced by a brand’s social media presence when making a purchasing decision”

As a brand you are responsible for driving the wheels of the social car, building up enough of a social presence to ensure people understand and react to your brand. Pushing out the right messages, at the right times will encourage people to act.

“55% of people play close attention when consuming video – more than all other types of content” (Hubspot, 2018)

This reinforces the fact that you need to get your message right and it has to be at the beginning of the video as people will switch off after 7-10 seconds if they are not engaged and the video is boring.


Make sure the content fits to an audience

We referenced identifying audiences in our previous blog with a strong purposeful message and a CTA after the video which directs all views from that video over to a sign-up page, product page or email list sign-up whatever it may be.

Its very important to think about is as not just making content for the sake of it, many brands feel like they need to create content to fill a hole, or to keep up appearances on social media but it doesn’t serve any purpose and it shows in lack of views and conversions. Furthermore, many brands start to lose the energy to produce and post content as it never helps to increase engagement or sales so they give up, but if you apply the messages in this blog to your strategies it will help improve on the emphasis of what you are trying to get across to your audience.

Keep the message short

If you are trying to sell a product or service people don’t have the attention span (we reference attention spans in the last blog) to comprehend your message so keep the message short and to the point. Social media platforms including Facebook, LinkedIn and Instagram have sophisticated algorithms that can affect how much that content is seen. If people in your network like, share and comment on that post it stands a better organic chance of being noticed, but again you need to create content that is good enough to share and get people talking about it so it goes back to the same point of creating content with purpose and substance but video will perform 10x better than just a picture with some text.

Set Some Achievable Goals

There is no written manual out there to tell brands how to produce videos that excites, engages and uplifts target audiences enough into taking action after they have watched it. There are of course experts out there in the form of agencies and creative houses who can help steer you in the right direction towards creating video with purpose, but you have to determine what you want to achieve from the video (s) and plot some goals, an agency will play close attention to your marketing objectives both short-term and long-term when producing the content. We always tell our clients to determine some goals they want to achieve from the campaign so they aiming at targets, rather than producing content that ends up in the black hole of content that has no purpose, as bleak as it sounds it rings truth to many brands and their output. A simple example of measurable goals could be to have 3k people watch the video, 1k visit the website and 200 people sign-up to a newsletter or buy a product.

Measure Campaigns

If you use Google Analytics you can track social impact to your website from previous campaigns to identify what worked and didn’t work in that campaign this will allow you to make better decisions and spend your resources better. You are able to see how many people that video drove over to your website and if they converted into customers, how long they watched the video for (if the video is hosted on your website) and what social media channel was most effective in driving traffic from that video. Hootsuite offers a really effective guide in implementing Google Analytics tracking capabilities to help you measure social success.