Video on social media can be a huge asset to your marketing campaigns. If done correctly, videos are a fantastic way to bring attention to your brand, content, and services. Before we continue, take a quick look at these facts to show the increase in popularity of video on social media in recent years;
- By 2019, video traffic will account for 80% of all internet traffic
- Between 2016 and 2017 there was a video increase of 258% on Facebook
- Today, Facebook now generates 8 billion video views on average per day
- A tweet with a video is 6x more likely to be retweeted than a photo tweet
As you can see, video is a powerful tool you should be adding to your marketing arsenal. But, you most likely know this which is why you were searching for ways to boost engagement. Today, we are going to delve into just that; 5 ways to boost engagement on your social media videos. And no, we’re not just going to tell you to use high-quality videos (like most posts we’ve come across)
Are you ready to learn how to boost video engagement? Well, keep scrolling…
The relevance of your video is one of the most important aspects of your video. You need to make sure that whatever you are covering in your video, it is relevant to your target audience. Whether you’re; promoting a new product, service, or producing an informative video it must be of interest to your target audience. This goes without saying for pretty much every aspect of digital marketing, but it’s often overlooked when it comes to video. It’s easy to get carried away when making videos and lose sight of what you want to achieve. To prevent this from happening, keep the content of your video relevant to both the topic and your target audience. You’ll be on the right track in no time.
Another thing to bear in mind when creating videos for social media is value. Not the cost of your video, but the value it holds for your target audience. Whatever the topic of your video, there needs to be a reason to watch it. Explainer videos, for example, hold huge value for the viewer. Especially if somebody is actively searching for a solution to a problem that your video solves. Another example of a video that holds great value for your target audience is the ‘behind-the-scenes’ video. These videos are a great way to give your audience an insight into your business, with the aim of increasing brand loyalty.
You need to tailor your video’s length and structure to suit whichever social media you’re going to be posting on. This is one of the easiest ways to keep people engaging with your videos. Think about it, people use social media in various different situations. Whether it’s at home, on the tube or having a sneaky scroll through Facebook’s newsfeed while they are work. Whichever situation they are in it’s unlikely they have time to watch a 45-minute video, so bare video length in mind. As a rule of thumb, we advise that Twitter and Instagram content needs to be shorter in length than Facebook. YouTube, on the other hand, is great for longer videos as people are actively looking to watch videos when on the platform. However, the only way to find out what the optimum length for your social media videos is to test. See what length video’s your target audience engages with the most and make sure future videos follow suit.
Thumbnails and the First Few Seconds
Both your video thumbnail and the first few seconds of your video are fundamental to success. It’s very easy to scroll past your content on a busy newsfeed, so you need to entice your target audience into actually watching your video. Make sure your thumbnail stands out and is an accurate representation of the contents of the video to achieve this. Many people will stop watching a video if they feel that the title of the promised content was misleading. People have definitely wised-up to clickbait these days…
The first few seconds of a video are also very important. Especially when uploading to a social media platform such as Facebook. This is due to the fact that videos auto-play the first few seconds of the video without sound as soon as it appears on a user’s screen. Because of this, it’s more important than ever to engage the reader in the first couple of seconds of your video. If you hit the thumbnail on the head and entice the reader immediately, you’re views and engagements will improve almost overnight.
Include Call-To-Action (CTA)
Well executed CTA’s can boost engagement on your social media videos tenfold. Adding the CTA ‘Please Retweet’ to a tweet can increase the chance of a retweet by 160%? If not, you do now and it only highlights the importance of CTA’s. You need to figure out what you want to achieve from your video. Is it to gain mailing list subscribers? Or, increase traffic to your website? Whatever your goal, include a subtle CTA to help achieve it.
Let’s stick with the example of trying to gain more traffic to our website. In the description of your video, or perhaps within the video itself, tell the viewer to take a look at and click the link that will direct them to your website. Like we mentioned above be subtle. Give people the option of ‘clicking if they are interested’. This way your target audience feel as though it is their choice to click or not. It is often the case that if you are too pushy and tell people to ‘click the link right now’ they will do the exact opposite!
That’s it for our 5 ways to boost engagement on your social media videos. Although many of these tips may seem simple to implement, don’t underestimate how effective and important they are. What, you don’t believe me? Well, all I can say is apply these tips to your future social media videos and I can assure you that you’ll see an increase in engagement in no time!