TikTok, Reels, Tales, livestreams—there’s a purpose why video content material is all over the place. Capturing that spotlight pays off. As much as 84% of customers say that they’ve been satisfied to purchase a services or products by watching a model’s video. Video is simply downright widespread; 66% of customers 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 on your social technique, you want a strong plan to profit from that content material. Listed here are some tips about creating video content material for social media.
15 video content material concepts to gasoline your social content material calendar
Looking at a clean web page earlier than you write is intimidating. The identical goes for observing a clean cellphone display screen earlier than you hit report.
You possibly can’t know what subjects, video codecs and content material works till you begin experimenting. To get you began, listed here are 15 examples of widespread video content material concepts that you should utilize to encourage your personal.
1. Video listicles
Listicles are simple to digest and naturally pique curiosity—with or and not using a, “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 methods to make one thing along with your product. It’s an academic second inside an immersive visible expertise.
For instance, once you see an Auntie Anne’s pretzel stand in individual, a part of the enjoyable is watching your large pretzel get made.
Their TikTok takes this a step additional, utilizing their product to create sudden gadgets, and taking viewers alongside for the journey.
3. Styling movies
From simple “Outfit of the Day #OOTD” posts to complicated “Making a Capsule Wardrobe” guides, styling your product in movies helps prospects envision how they might use the product themselves.
That is an particularly helpful video matter for clothes manufacturers. However it may be tailored one million 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 development wave that may develop your attain.
You possibly can 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 personal. Simply ensure the hashtag holidays you employ are related to your model and viewers.
5. Highlight your staff
Our analysis discovered that 76% of engaged social media customers say it’s vital for firms to publish about their staff.
Spotlight the folks behind your organization with an worker highlight video sequence to construct belief with customers, to indicate staff you care and to draw future expertise.
This sort of video content material might be highly-produced…
…however they may also be bite-sized and informal. At Sprout, we spotlight staff 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 prospects—particularly when a brand new characteristic was impressed by their suggestions.
It’s a win for potential prospects 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 will possibly present a semi-interactive product how-to and preview.
7. Ask a query
Posing a query originally of your video creates a pure hook. To not point out, this scores you additional engagement by encouraging folks to remark with their solutions.
Stage up: Create a sequence by asking a query or questions recurrently, like Auntie Anne’s “Would you eat this?” video content material. In the event that they do nicely, publish your sequence recurrently to maintain folks coming again.
8. Occasion protection
Going to a convention or firm occasion? Deliver your viewers together with you with video protection.
Occasion protection content material might be as deep as you need it to be. A easy visible spotlight exhibiting off the occasion will do. Or, spotlight learnings from a convention that your viewers want to know.
Stage up: Alleviate the work in your plate—faucet coworkers who’re attending an occasion that will help you seize content material.
9. Tour your area
Video excursions are easy-to-create low-hanging content material fruit. They enable you to 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 (if you happen to’re a vacation spot)—the alternatives are infinite.
This video of the Starbucks Reserve Roastery is a superb instance of a easy but efficient location tour. One have a look at the engagements and 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 exhibits your viewers totally different views and life they’re interested in.
Indiana College’s TikTok includes a sequence about college students learning totally different topics on the college and what their day appears like. And it resonates—some movies on this sequence rack up thousands and thousands of views.
We share a peek into our staff’ days right here at Sprout, too.
Stage up: Leverage staff, college students, followers and extra who’re social savvy and have a big following. This can assist shortly develop your attain.
11. Consumer-generated content material
Not all your video content material wants to return 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 method that builds belief—39% of customers wish to see buyer testimonials or actual buyer demos from manufacturers they observe.
That is particularly useful if you happen to’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 you get permission to make use of their content material!
Stage 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 possibly can discover ways to do absolutely anything on social media. Explainers and how-to movies are the preferred sort of selling video amongst manufacturers and customers. It’s so widespread, 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 infinite 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 prospects troubleshoot or improve their expertise with the product.
13. Predictions
Prediction content material can serve totally different functions relying in your business.
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 have interaction 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.
Stage up: Faucet numerous subject material specialists in your personal group to get their takes on a subject, like your business or your prospects’ industries.
14. Relatable content material
What makes content material “relatable” will differ relying in your model, business and viewers. In the end, this includes 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 may 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 could have time to drop every part and browse a weblog publish (though I’ll take this personally.)
However everybody has time to observe a 15-second video that breaks down that weblog publish.
Break down your longer written content material items into informative bite-sized movies. These can assist 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 on your viewers
Within the ideation part, 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 software, like Sprout Social, to have a look at your most profitable previous social media video content material. Sprout’s Publish Efficiency report takes the guesswork and legwork out of figuring out your top-performing posts and collects these excessive performers for you.
And have a look at the pages and weblog content material that obtain probably the most visitors in your web site, too. Use Google Analytics to determine content material that resonates along with your viewers and drives 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 belongings past the social media video content material itself that you would be able to 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 belongings 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 beneath.
Life-style photos 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 chicken’s eye view photos of our topic’s desk to offer a preview of who and what was to return.
The fantastic thing about BTS belongings 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 belongings to the Sprout Asset library, to maintain them organized and available for you once you’re able to schedule your BTS content material.
3. Targets, objectives, objectives
It’s not sufficient to only wish to entertain your viewers. That you must set measurable objectives upfront on your video advertising and marketing technique to know whether or not or not your content material is efficient.
When setting objectives, decide the place your content material falls within the advertising and marketing funnel. What do you hope to perform along with your video?
When you’ve decided your high-level objectives, determine which metrics shall be your key efficiency indicators (KPIs), and set benchmarks for efficiency. There’s nobody magic metric to trace—it’s essential have a look at a number of to measure your success.
For consciousness stage content material, your KPIs could be impressions, clicks or video views.
If you wish to generate demand, think about taking a look at video engagement metrics, shares or click-through price.
Unsure the place to begin? Obtain our social media metrics map for a complete information to objectives, metrics and KPIs for every stage of the customer’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 consequence that ladder as much as your objectives. The important thing to an efficient CTA is that it’s simple to identify and intuitive on 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 multiple place—assume: your video, your social copy, and so on.
When figuring out what CTAs to pick, think about 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 the 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 want watching movies with the hold forth, which most customers do.
Add closed captions and different textual content to all of your video content material, GIFs and animations for everybody to take pleasure in. 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.
The easiest way 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 on 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, can assist you get found on the platform, and on Google. And including the suitable key phrases to your captions on TikTok and Instagram can assist 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 matter and the way folks may seek for it.
Key phrase analysis instruments like Google Developments, Moz and Ahrefs will inform you what it’s essential 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 reside, use Sprout to publish video posts and enter all the required data. For YouTube, particularly, publishing from Sprout ensures that later, once you’re able to report on the success of your video, the information shall be routinely pulled into your YouTube report.
7. Analyze video efficiency
Put your knowledge analyst hat on: It’s time to speak reporting. Creating video content material can take a variety of time and sources—measure the return on that funding. As you analyze your metrics, use the next questions as a information:
- What occurred? Have a look at the metrics you recognized once you set your objectives. Did you meet or exceed your objectives? Or did your video fall brief?
- Why did one thing occur? Have a look at metrics past your KPIs to determine anomalies in your knowledge. Have been impressions or video views excessive on a particular 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, in case you have a finances, think about 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 belongings
The gorgeous factor about video is that it may be break up, shortened and remodeled 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 belongings to get extra worth from one piece of content material. These sorts of belongings can oftentimes reside past your video story, stand on their very own and be integrated into your long-term content material technique.
If, for instance, your authentic video includes 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 can develop your model
You realize your viewers, what they worth and what they need or want out of your model. Whether or not you’ve gotten an enormous 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 methods to make a social media viral video to develop the attain of all your movies.
