Mastering Social Media Video: 9 Engaging Formats for Brand Success
- September 02, 2023
- Posted By : 360
Social video has become an essential tool for engaging with your audience in a dynamic and captivating manner. Nowadays, many social media users anticipate and even expect brands to utilize video content as a means of communication. While there’s an abundance of videos available on various social platforms, social videos can generally be categorized into several native content formats. Here are some ideas for creating compelling social media videos:
- Explainers: YouTube, in particular, has evolved into much more than just a video-sharing platform; it’s also a valuable search engine. People turn to YouTube for information. Explainer videos can shed light on a subject based on the presenter’s expertise or perspective. These videos are effective in simplifying complex ideas or trends for viewers. Explainer videos typically aim to provide clear and concise explanations on specific topics, often designed to educate, inspire, or even prompt action. For instance, the “Our Changing Climate” video channel effectively utilizes explainer videos to raise awareness about climate change.
- How To’s/Guides: How-to and guide videos are akin to online tutorials. These videos offer step-by-step instructions on how to use a product, create something, or perform specific tasks. Typically, they feature a presenter who demonstrates the product’s usage and explains its key features and benefits. Such videos are well-received on platforms like YouTube and Google, as they often contain popular keywords and phrases that consumers search for. If comprehensive and credible, these videos can significantly influence a viewer’s purchasing decision.
- Interview and Q&A Videos: Interview and Q&A videos are excellent for engaging your audience with insightful and exclusive content while establishing your industry expertise. You can interview industry thought leaders, influencers, team members, or even customers. To boost engagement, consider collecting questions from your audience through social media in advance and address them in your videos. This format works especially well for live videos, enabling real-time interaction with your audience.
- Behind the Scenes (BTS): Authentic and engaging behind-the-scenes (BTS) videos provide viewers with a glimpse of what goes on behind the curtains of your company. These videos are ideal for showcasing your company culture, recognizing the individuals behind your brand, and humanizing your business. You can give office tours, showcase employees in action, or depict the product manufacturing process. For example, Microsoft used BTS “day in the life” videos to illustrate how their staff worked from home during the pandemic lockdown.
- Challenges: Challenge videos involve participants recording themselves taking on popular challenges and then inviting others to try them. These videos have a strong potential to go viral, particularly on platforms like TikTok. Challenges can include dances, pranks, practical jokes, and tricks, often utilizing trending hashtags or popular music tracks.
- Recaps: Recap videos involve discussions on various topics, often focusing on other forms of media such as comics, video games, TV shows, or movies. TV networks, for instance, use this format to promote high-profile TV shows or movies. These discussions can also engage your audience and foster conversations around your industry or niche.
- Play Throughs: Play Through videos, commonly known as “Let’s Play” videos, are popular in the video game industry. Viewers get to experience a game from the creator’s perspective while receiving explanations about on-screen events. Many video game companies encourage creators to produce Play Through videos, as they offer insights into the game’s development process.
- Live Broadcasts: Live Broadcasts feature real-time conversations, performances, or virtual events. Examples include interviews, announcements, news broadcasts, or reports on ongoing events. With most major platforms offering live video broadcasting to all users, live streaming has gained popularity, especially during the COVID-19 pandemic. Brands can leverage live broadcasts to build personal connections with their audience, boost engagement, and easily connect with viewers.
- Reviews: Review videos involve creators testing and evaluating new products of interest to their audience. These reviews can be conducted by amateurs or experts, offering their opinions on the product. Brands often collaborate with creators to review their products, aiming for positive feedback. Review videos often include an unboxing process, where the user excitedly unpacks the product and provides insights on its presentation.
When planning your social video strategy, carefully consider which combination of these formats aligns best with your marketing campaign.
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Q1: What is the significance of social media videos for businesses today?
Answer: Social media videos are essential for businesses as they provide a highly engaging and dynamic way to connect with their audience. Videos capture attention, convey messages effectively, and can help build brand awareness, trust, and engagement.
Q2: How can explainer videos benefit my brand’s social media strategy?
Answer: Explainer videos simplify complex topics, educate your audience, and inspire action. They are a great way to convey information, raise awareness, and establish your brand as an authority in your industry.
Q3: What are “How To’s/Guides” videos, and why are they important?
Answer: “How To’s/Guides” videos offer step-by-step instructions, showcasing product usage or task completion. They are vital for helping customers understand your products and services better, potentially influencing their purchasing decisions.
Q4: How can I effectively use interview and Q&A videos in my social media strategy?
Answer: Interview and Q&A videos can engage your audience with exclusive insights. Engage your viewers by collecting questions from them via social media, and use these videos to showcase industry expertise and connect with your audience.
Q5: Why are behind-the-scenes (BTS) videos beneficial for brand marketing?
Answer: BTS videos humanize your brand, showcase your company culture, and strengthen connections with your audience. They offer a transparent look at your operations and build trust.
Q6: What are challenge videos, and how can they go viral?
Answer: Challenge videos involve participants taking on popular challenges and inviting others to do the same. They can go viral by capitalizing on trends, catchy music, and hashtags, creating engaging and shareable content.
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