How To Create a Good Video For Social Media Marketing

Introduction.

If you’re looking to make an impact on social media, you probably already know that videos are the way to go. Video content is more than just a trend – it’s become the heart and soul of social media marketing.

According to recent stats, 73% of consumers prefer to learn about a product or service through video, and videos on social media generate 1200% more shares than text and images combined (source: Wordstream). So, if you’re not using videos in your marketing strategy, you’re missing out on a huge opportunity.

But making a great video for social media isn’t just about hitting record and sharing it with your followers.

To stand out in the crowded social media landscape, you need to create content that grabs attention, tells a story, and connects with your audience.

The goal is to create something that not only entertains but also educates, inspires, or motivates viewers to take action.

In this post, I’ll walk you through everything you need to know to create an engaging and effective social media video. From planning to filming and editing, I’ve got you covered. Let’s dive in!

How Do I Create a Good Video For Social Media Marketing?

1. Understand Your Audience

Before you even think about picking up a camera, the first step in creating a good video is understanding who you’re making it for. Your audience should guide everything – the tone, style, and even the length of your video.

Are you targeting young adults, professionals, or families? Are they more likely to watch on Instagram, YouTube, or TikTok?

If you’re not sure who your audience is, take the time to do some research. Look at the demographics of your current followers, review comments and feedback, or even run polls on your social media accounts to get a sense of what your audience enjoys. Once you know who you’re speaking to, your videos will feel more personal and engaging.

2. Keep It Short and Sweet

It’s no secret that attention spans are getting shorter. In fact, studies show that the average person spends only 8 seconds on a social media post before scrolling past it (source: Microsoft).

So, when you create your video, you want to make sure it grabs attention quickly.

Social media platforms like Instagram, TikTok, and Twitter are all about short, snappy content. Think of your video as a story with a beginning, middle, and end, but try to keep it under 60 seconds.

If you’re posting to YouTube, aim for around 2 to 3 minutes. If the video is too long, you risk losing your viewer’s attention – so get to the point quickly and make the most of those first few seconds.

3. Focus on the First Few Seconds

I can’t stress this enough: those first few seconds of your video are everything. You need to hook the viewer right away, or they’ll move on to something else. Start with a bold statement, an interesting question, or something visually stunning to grab attention.

One great example is the “teaser” approach – start with a quick preview of the most exciting part of your video, and then deliver the full story. You want to create enough curiosity that your audience feels compelled to keep watching.

4. Quality Matters (But Doesn’t Have to Be Perfect)

Now, I’m not saying you need a fancy camera setup or professional lighting (though it helps). But if your video is too blurry or hard to hear, you’ll lose your audience in an instant. Fortunately, with smartphones these days, you can get away with high-quality video without breaking the bank.

Make sure your video is well-lit, the sound is clear, and the image is in focus. If you’re shooting indoors, natural light can work wonders. And if you’re filming outdoors, make sure there’s no background noise that could drown out your voice.

5. Have a Clear Call-to-Action

What do you want your audience to do after watching your video? Do you want them to visit your website, sign up for your newsletter, or follow your account? No matter what action you want them to take, make it clear in your video.

Don’t assume they’ll know what to do next. Instead, tell them directly. Whether it’s “Click the link in bio” or “Drop a comment below,” make sure your call-to-action is easy to follow. Adding a CTA at the end of your video can help you convert viewers into customers or followers.

6. Add Text and Subtitles

Did you know that around 85% of videos on Facebook are watched without sound? This means that if your video relies solely on audio, you might be missing out on a huge chunk of your audience. To fix this, add subtitles or captions to your videos.

It’s a simple addition, but it makes your content more accessible and ensures that your message is still communicated, even if someone is scrolling through social media without sound.

You can either add subtitles manually or use tools like Instagram’s auto-caption feature or external apps like Kapwing.

7. Edit for Impact

Editing is where your video truly comes to life. This is where you can trim out the unnecessary parts, speed things up, add effects, and make sure everything flows smoothly.

You don’t need to be a professional video editor, but taking a little time to make your video polished will go a long way.

Use apps like iMovie, Adobe Rush, or InShot to cut out anything that doesn’t serve the story. Add text overlays, music, or transitions to make it feel dynamic and engaging.

8. Choose the Right Platform

Each social media platform has its own strengths and best practices for video content. Here’s a quick rundown of what works best where:

• Instagram: Short, visually appealing videos that tell a story. Reels and Stories are particularly effective.
• TikTok: Creative, fun, and often trend-driven content. Think challenges, dances, or humorous moments.
• Facebook: Videos that entertain or inform with a clear call to action. Longer videos can work here.
• YouTube: Longer-form content that’s informative or entertaining. Vlogs, tutorials, and behind-the-scenes videos work well.
• LinkedIn: Professional, educational content, often related to industry trends or career tips.

Make sure to adjust the video’s aspect ratio and length to fit the platform you’re posting on. And don’t forget to tailor your content to the preferences of each platform’s audience.

9. Optimize for Mobile

Most social media users are browsing on their phones, so it’s essential that your video looks good on mobile screens.

Keep it vertical for platforms like Instagram Stories, TikTok, and Snapchat, and make sure your video is easy to watch on a smaller screen.

Also, remember that people often watch videos on mute, so make sure your visuals can stand on their own.

Use clear imagery, strong visuals, and simple text overlays to help communicate your message even without sound.

10. Monitor and Adjust

After posting your video, keep an eye on how it’s performing. Social media platforms usually provide analytics to show how many views, likes, and comments your video has received. This data will help you understand what’s working and what needs improvement.

If your video isn’t getting the traction you hoped for, don’t be discouraged! You can always tweak things like the video length, thumbnail, or CTA to improve future videos. Experiment with different approaches and see what resonates with your audience.

FAQs

Q1: How long should my social media video be?

Aim for 60 seconds or less for platforms like Instagram and TikTok. YouTube allows for longer videos, but keeping it under 3 minutes is a good rule of thumb.

Q2: Do I need expensive equipment to create a good video?

Not at all! You can create high-quality videos using just your phone. Good lighting and clear audio are the most important factors to focus on.

Q3: How do I add subtitles to my video?

You can use built-in features on platforms like Instagram or TikTok, or use tools like Kapwing or Rev to manually add captions.

Q4: How do I know which video format works best for each platform?

Each platform has its own preferred video formats. For example, Instagram favors square or vertical videos for Stories, while YouTube is best for landscape videos.

Conclusion

Creating an effective social media video doesn’t need to be complicated. With the right planning, execution, and editing, you can craft videos that not only stand out but also engage and convert your audience. Keep your message clear, make it visual, and don’t forget to tell your audience what to do next.

So, are you ready to start creating videos that’ll take your social media game to the next level?