How to Make Engaging Social Media Videos

Online videos are getting shorter – but how can brands benefit? asks Chloe Inman.

Scrolling for hours and not realising where the time went; we’ve all done it. So how can businesses use short-form videos as an opportunity? They need to understand how they can stop the scroll.

Short-form content is becoming increasingly favoured, as the fast delivery of information encourages viewers to move on quickly. If you’re sitting in a waiting room, at the train station, or alone in a coffee shop, short videos are your best friend. They have become a cure for boredom.

Gen Z are the main consumers of the short videos, with 80% of them using TikTok. TikTok used to be seen as the app for the cringe-worthy dancing videos, but it’s now home to many creators of all genres. And it’s not just Gen Z – millennials are also starting to choose short-form videos as their go-to source for information. This influence from the younger generations must be recognised by businesses because people are starting to discover brands differently. If viewers are not on TikTok they’re likely consuming short-form content on Instagram, Facebook, or YouTube – they’re everywhere!    

What this means for businesses

The average TikTok video is about 50 seconds long, with the most viral videos averaging 41 seconds, perfect for shrinking attention spans. There’s a clear relationship between video length and engagement, but the content and style of the video matters too of course.

Consumers are wanting interaction, not interruption. This is a great opportunity for brands to show some authenticity to their target audiences, rather than the traditional ads that everyone skips. Video content allows businesses to communicate information in a more engaging way, by combining visuals, sound, and motion. Brand visibility is enhanced through these sites with algorithms pushing content to consumers who want relatable content. This is all good news for brands, but understanding what actually engages viewers is another thing. As promised, here’s how you can stop the scroll. 

How to stop the scroll

Viewers are quick to judge content within the first couple seconds, so make a good first impression! Using these strong hooks will create curiosity:

•  ‘If you have (problem) then you need this’
•  ‘If you’re seeing this, this is your sign to’
•  ‘You’re losing customers because of this one mistake’
•  ‘Most businesses get this completely wrong’

Use your most eye-catching visual at the start. This could be showing a result of your product/service, showing a problem that you can solve, or even some bold text on the screen.

This will entice your relevant audience into sticking around to find out what your video is about. 

If a viewer comes across your video when they have no sound on and can’t make out what it’s about, they will scroll past it. Subtitles are being used frequently on videos to ensure viewers take in the information straight away. This works for those with their sound too as they are now being provided with visual and auditory information, making it more interesting and likely to stick with them.

Now you’ve got your audience hooked with your gripping intro, you’ve got to keep them there. Thanks to the nature of short-form content, you need to keep the pace fast. Don’t linger on one topic that doesn’t need a lot of explaining. Use different camera angles throughout to add some excitement and grab any attention spans that were dropping off. Edit out any unnecessary filler words or breaths to make your video clean and attractive. 

TikTok in particular has trends that are worth staying on top of. Finding creative ways for your brand to take part in trends will allow you to reach target viewers and show them the personality behind the brand. Viewers seek human connection and if you can offer them that, then they’ll feel connected to your brand. This is why ‘day-in-the-life’ videos and business owners speaking to the camera work so well. Sharing real stories and communicating with the audience builds emotional connection and trust in the person and the brand. 

Without background noise, your content may seem ordinary and sometimes even awkward. Taking a look at the trending sounds on your chosen platforms helps reach. It can completely change the feel of your videos, so pick a trending sound or one that suits your content. Voiceovers are also widely used and work well for short clips. Creating your own fun trends and sounds is another way to bring attention and spark conversations online. 

Ready to stop the scroll?

The ever evolving behaviour of consumers is creating a need for brands to increase their online presence. If you want your brand to keep up to date with trends, start or improve your short-form content. Creativity and connection are what consumers want from content, so provide them with it and see how your brand visibility improves. 

These are just some ways to build engagement on your short videos. Get creative, find out what works for your brand and have fun with it! CI

Chloe Inman is a Management and Marketing Student at Leeds Beckett University who spent a week at Shooting Star this month gaining experience of the real world of work.