TikTok, Reels, Tales, livestreams—there’s a motive why video content material is all over the place. Capturing that spotlight pays off. As much as 84% of shoppers say that they’ve been satisfied to purchase a services or products by watching a model’s video. Video is simply downright fashionable; 66% of shoppers say short-form video is probably the most partaking sort of content material. That’s why including video content material concepts to your common brainstorming is a game-changer.
On social, video is a should. Earlier than you pursue big-budget video content material in your social technique, you want a strong plan to benefit from that content material. Listed here are some recommendations on creating video content material for social media.
15 video content material concepts to gasoline your social content material calendar
Gazing a clean web page earlier than you write is intimidating. The identical goes for gazing a clean cellphone display earlier than you hit report.
You may’t know what subjects, video codecs and content material works till you begin experimenting. To get you began, listed below are 15 examples of fashionable video content material concepts that you should utilize to encourage your individual.
1. Video listicles
Listicles are straightforward to digest and naturally pique curiosity—with or with no, “Quantity Three Will SHOCK You!” headline.
Making a video model of a listicle hooks folks in with the idea, and retains them watching—which is a strong algorithm-pleaser.
2. “Make [BLANK] with us!”
Present your viewers how your product is made, or how one can make one thing along with your product. It’s an academic second inside an immersive visible expertise.
For instance, while you see an Auntie Anne’s pretzel stand in particular person, a part of the enjoyable is watching your big pretzel get made.
Their TikTok takes this a step additional, utilizing their product to create surprising objects, and taking viewers alongside for the trip.
3. Styling movies
From straightforward “Outfit of the Day #OOTD” posts to complicated “Making a Capsule Wardrobe” guides, styling your product in movies helps clients envision how they might use the product themselves.
That is an particularly helpful video subject for clothes manufacturers. However it may be tailored 1,000,000 alternative ways.
4. Content material primarily based on vacation or related hashtags
Utilizing hashtag holidays is a win-win. They act as inventive prompts that information your content material. Plus, utilizing them places you on a pattern wave that may develop your attain.
You may take this a step additional and let the day of the week encourage your content material. Use current ones, like #ThrowbackThursday, #MondayMotivation and #SelfCareSunday. Or, create your individual. Simply make certain the hashtag holidays you utilize are related to your model and viewers.
5. Highlight your workers
Our analysis discovered that 76% of engaged social media customers say it’s vital for corporations to publish about their workers.
Spotlight the folks behind your organization with an worker highlight video sequence to construct belief with shoppers, to indicate workers you care and to draw future expertise.
This sort of video content material may be highly-produced…
…however they will also be bite-sized and informal. At Sprout, we spotlight workers in Reels that showcase their personalities and, on this case, favourite Slack reacji.
6. New product updates
Making a video to share new updates or options of your product is a win-win-win.
It’s a win for present clients—particularly when a brand new characteristic was impressed by their suggestions.
It’s a win for potential clients who can get a greater thought of how the product can match their wants.
And it’s a win for you as a result of it creates recent buzz round your product.
A easy product video can introduce the brand new characteristic to create some hype…
…or it may possibly present a semi-interactive product how-to and preview.
7. Ask a query
Posing a query at the start of your video creates a pure hook. To not point out, this scores you additional engagement by encouraging folks to remark with their solutions.
Degree up: Create a sequence by asking a query or questions often, like Auntie Anne’s “Would you eat this?” video content material. In the event that they do properly, publish your sequence often to maintain folks coming again.
8. Occasion protection
Going to a convention or firm occasion? Carry your viewers together with you with video protection.
Occasion protection content material may be as deep as you need it to be. A easy visible spotlight displaying off the occasion will do. Or, spotlight learnings from a convention that your viewers wish to know.
Degree up: Alleviate the work in your plate—faucet coworkers who’re attending an occasion that can assist you seize content material.
9. Tour your area
Video excursions are easy-to-create low-hanging content material fruit. They assist you join along with your viewers by giving them a peek behind the scenes.
Workplace excursions, “desk excursions” the place you showcase your workspace, a tour of your facility (in case you’re a vacation spot)—the alternatives are countless.
This video of the Starbucks Reserve Roastery is a superb instance of a easy but efficient location tour. One take a look at the engagements and you already know that it piqued curiosity.
10. “A day within the life” video content material
Day within the life content material humanizes your model by highlighting the folks behind it and reveals your viewers totally different views and existence they’re interested by.
Indiana College’s TikTok encompasses a sequence about college students finding out totally different topics on the college and what their day seems to be like. And it resonates—some movies on this sequence rack up tens of millions of views.
We share a peek into our workers’ days right here at Sprout, too.
Degree up: Leverage workers, college students, followers and extra who’re social savvy and have a big following. This may help rapidly develop your attain.
11. Consumer-generated content material
Not all your video content material wants to come back from you. Lean on the content material your viewers is already creating.
Consumer-generated content material alleviates your workload by leveraging already-made content material. And, it celebrates your viewers in a manner that builds belief—39% of shoppers prefer to see buyer testimonials or actual buyer demos from manufacturers they comply with.
That is particularly useful in case you’re experimenting with new content material codecs, like vertical and short-form video, however don’t fairly have the technique down but.
Simply be sure to get permission to make use of their content material!
Degree up: Sew movies on platforms the place this characteristic is obtainable—like on TikTok or Instagram Reels. That is one other strategy to piggyback on already current content material and to insert your commentary, response or response.
12. Academic or how-to content material
You may learn to do absolutely anything on social media. Explainers and how-to movies are the most well-liked sort of selling video amongst manufacturers and shoppers. It’s so fashionable, TikTok fashioned #LearnOnTikTok, a program to create academic content material.
From product tutorials and course-like breakdowns or factoids, to step-by-step “how-to” movies, there are countless methods to create recent academic content material. Let your creativity shine.
Use this sort of video to introduce a services or products to new audiences and assist current clients troubleshoot or improve their expertise with the product.
13. Predictions
Prediction content material can serve totally different functions relying in your trade.
For a model like Sprout, predictions function helpful thought management that social media managers can use to assume forward.
For a sports-centric model, predictions can be utilized as a strategy to interact along with your viewers and mission winners.
For a media model, you may predict who will or is not going to get a rose on a sure TV present.
Degree up: Faucet numerous material consultants in your individual group to get their takes on a subject, like your trade or your clients’ industries.
14. Relatable content material
What makes content material “relatable” will differ relying in your model, trade and viewers. In the end, this entails taking your viewers pursuits, habits or ache factors into consideration and creating content material primarily based on them.
For instance, Grammarly creates on-brand #relatable content material that’s related to their skilled viewers, and to their product.
This will also be impressed by the platform you’re posting on. For instance, on TikTok, social media manager-forward content material is a recurring theme no matter model—from writing software program, to language apps, to aquariums.
15. Adapt your bigger content material items
Not everybody may have time to drop every part and skim a weblog publish (though I’ll take this personally.)
However everybody has time to look at a 15-second video that breaks down that weblog publish.
Break down your longer written content material items into informative bite-sized movies. These may help you hook curiosity earlier than linking viewers to a full weblog publish. For instance, this short-form video is an intro to the full, stellar article it’s primarily based on.
Or adapt your written items into long-form movies that give viewers two methods to devour one piece of content material.
Tricks to get probably the most out of your social media video content material
1. Create video content material that’s significant in your viewers
Within the ideation section, form your content material across the followers you have already got. Inform a narrative that shall be useful, intriguing or entertaining to current followers and the audience you hope to hook.
A method to do that is to make use of beforehand profitable posts to encourage new video content material concepts.
Utilizing an analytics instrument, like Sprout Social, to have a look at your most profitable previous social media video content material. Sprout’s Submit Efficiency report takes the guesswork and legwork out of figuring out your top-performing posts and collects these excessive performers for you.
And take a look at the pages and weblog content material that obtain probably the most site visitors in your web site, too. Use Google Analytics to establish content material that resonates along with your viewers and drives site visitors to your web site to encourage future movies.
2. Seize behind the scenes (BTS) content material whilst you movie
Earlier than you movie, assume by means of the inventive property past the social media video content material itself that you may seize on set.
Think about creating brief video teasers of the place you’re going, who you’re filming, the way you arrange and extra. Then, use these property to intrigue your viewers and provides them a peek behind the scenes of the inventive course of. Your BTS footage may even find yourself in future movies, just like the one under.
Life-style photographs are one other easy strategy to tease upcoming video content material and supply a glance behind the scenes. In Sprout’s All the time On sequence, we used chook’s eye view photographs of our topic’s desk to offer a preview of who and what was to come back.
The great thing about BTS property is that you just don’t want a videographer or photographer to make them look good. Use your cell phone to snap away whilst you’re on set.
As you put together to launch, add all your inventive property to the Sprout Asset library, to maintain them organized and available for you while you’re able to schedule your BTS content material.
3. Objectives, targets, targets
It’s not sufficient to only wish to entertain your viewers. It is advisable to set measurable targets upfront in your video advertising technique to know whether or not or not your content material is efficient.
When setting targets, decide the place your content material falls within the advertising funnel. What do you hope to perform along with your video?
When you’ve decided your high-level targets, resolve which metrics shall be your key efficiency indicators (KPIs), and set benchmarks for efficiency. There’s nobody magic metric to trace—it is advisable to take a look at a number of to measure your success.
For consciousness stage content material, your KPIs is likely to be impressions, clicks or video views.
If you wish to generate demand, contemplate taking a look at video engagement metrics, shares or click-through charge.
Unsure the place to start out? Obtain our social media metrics map for a complete information to targets, metrics and KPIs for every stage of the client’s journey.
4. Be intentional with calls-to-action (CTAs)
You already know what you need the viewer to do after watching your video—present a pleasant additional nudge with a transparent, sturdy CTA.
CTAs that drive conversion have a measurable end result that ladder as much as your targets. The important thing to an efficient CTA is that it’s straightforward to identify and intuitive in your viewers, in order that they know what the results of their motion shall be.
And there’s no disgrace in placing your CTA in a couple of place—assume: your video, your social copy, and so forth.
When figuring out what CTAs to pick out, contemplate the tone of your video. Is it inspirational, severe, academic or informal? Make your CTA match that tone.
5. Make your movies accessible
Accessibility issues. There are roughly 466 million folks on this planet who’re deaf or listening to impaired. Your video, and all of your social media efforts, ought to be accessible.
This additionally advantages individuals who merely choose watching movies with the hold forth, which most shoppers do.
Add closed captions and various textual content to all of your video content material, GIFs and animations for everybody to get pleasure from. Most social media platforms, together with YouTube, Instagram Reels and TikTok, provide methods so as to add editable captioning and/or subtitles to movies you add.
One of the best ways to get higher at creating accessible content material for the model accounts you handle professionally is to use those self same finest practices to your private social media.
Write alt textual content in your Instagram selfies. Caption your humorous TikTok movies. Follow makes progress.
— Alexa Heinrich (@HashtagHeyAlexa) November 9, 2022
6. Don’t neglect website positioning
When publishing social media video content material, take website positioning into consideration simply as you’d for webpages or weblog posts.
Using YouTube website positioning, for instance, may help you get found on the platform, and on Google. And including the correct key phrases to your captions on TikTok and Instagram may help folks discover your content material.
Analysis and incorporate related key phrases in your title, video description, tags, captions, hyperlinks and CTAs. The key phrases ought to align along with your subject and the way folks may seek for it.
Key phrase analysis instruments like Google Tendencies, Moz and Ahrefs will inform you what it is advisable to find out about your key phrase’s search rating, how aggressive it’s and extra.
When you’ve acquired your key phrases and also you’re able to go stay, use Sprout to publish video posts and enter all the required info. For YouTube, particularly, publishing from Sprout ensures that later, while you’re able to report on the success of your video, the info shall be robotically pulled into your YouTube report.
7. Analyze video efficiency
Put your information analyst hat on: It’s time to speak reporting. Creating video content material can take a number of time and assets—measure the return on that funding. As you analyze your metrics, use the next questions as a information:
- What occurred? Take a look at the metrics you recognized while you set your targets. Did you meet or exceed your targets? Or did your video fall brief?
- Why did one thing occur? Take a look at metrics past your KPIs to establish anomalies in your information. Have been impressions or video views excessive on a selected day? Did your video efficiency begin sturdy and taper off?
- What are your subsequent steps? Use your findings to form your technique. And don’t be afraid to regulate. In case your objective was to succeed in 100,000 views in a single month, however after three weeks you’ve solely hit 20,000, you may wish to improve your posting cadence. Faucet your model or worker advocates and request that they share your content material. And naturally, when you have a finances, contemplate boosting your video content material throughout social platforms.
When your evaluation is full, create a social media report to current your findings and subsequent steps.
8. Repurpose your video into extra social property
The attractive factor about video is that it may be cut up, shortened and reworked into one thing fully new.
Whether or not that’s a graphic quote, images, teaser clips, GIFs and even several types of movies (assume: YouTube movies vs. TikToks), stretch one video into extra property to get extra worth from one piece of content material. These sorts of property can oftentimes stay past your video story, stand on their very own and be included into your long-term content material technique.
If, for instance, your unique video encompasses a buyer raving about your model and product, flip these quotes right into a graphic or brief clip that may be shared independently.
Brainstorm video content material concepts that may develop your model
your viewers, what they worth and what they need or want out of your model. Whether or not you may have a large finances with a full video crew, or a scrappy social crew with telephones in-hand, there’s a lot you are able to do with the movies, instruments and experience you have already got.
So put your director hat on and kickstart a stellar video technique.
Able to dive deeper into your video technique? Try our article about how one can make a social media viral video to develop the attain of all your movies.
