7 Social Media Video Best Practices to Boost Engagement

Video content has become a dominant force in the world of social media marketing. With platforms like Instagram, Facebook, TikTok, and YouTube prioritizing video content, it’s more important than ever to create videos that capture your audience’s attention. However, just posting a video isn’t enough to guarantee success. To truly harness the power of video and elevate your social media game, you need to implement best practices that optimize both viewer engagement and overall impact.

In this article, we’ll explore seven key social media video best practices that can help you create more engaging and effective video content.

1. Keep It Short and Sweet

Attention spans are shrinking, and social media users scroll quickly through their feeds. To catch their attention and keep them watching, your videos should be short, focused, and to the point.

Why It Works:

• Platforms like Instagram and TikTok favor short videos (up to 15 seconds) that deliver quick value, making it easier for viewers to consume content without feeling overwhelmed.
• Users are more likely to watch short videos in full, which boosts your video’s chances of being shared or recommended.

Tips:

• Aim for videos that are under 60 seconds, but the optimal length varies depending on the platform. On TikTok, videos between 15 to 30 seconds perform best, while YouTube Shorts works well with videos around 60 seconds.
• Make your hook engaging within the first few seconds to ensure users don’t scroll past.

2. Focus on Quality Production

High-quality video production can significantly increase your chances of success. While you don’t need expensive equipment to create engaging content, making sure your video is visually appealing, well-lit, and has clear audio is crucial.

Why It Works:

• High-quality videos look more professional and are likely to resonate better with your audience. They build trust and credibility, encouraging viewers to watch longer and engage more with your content.

Tips:

• Use natural lighting or invest in affordable ring lights to ensure your videos are well-lit.
• Make sure the audio is clear, especially if you’re using voiceovers or dialogue. Consider using an external microphone if you’re recording on a smartphone.
• Keep your video resolution high (at least 1080p) to ensure a sharp and clear image.

3. Optimize for Mobile Viewing

Most social media users access content from mobile devices, so it’s essential to ensure your videos are optimized for mobile viewing.

Why It Works:

• Mobile-first design guarantees that your videos are easy to watch on smaller screens without losing their impact.
• Videos that are optimized for mobile viewing also load faster, which reduces the chances of users abandoning the video before it finishes.

Tips:

• Shoot videos in vertical format (9:16) for platforms like Instagram Stories, TikTok, and Facebook Stories.
• Use large, bold text for captions to ensure they’re legible on mobile screens.
• Test how your videos look on mobile before posting to ensure everything is formatted correctly.

4. Add Captions for Accessibility

Many people watch videos without sound, especially when scrolling through their feeds in public places. Adding captions ensures your message is still communicated, even without audio.

Why It Works:

• Captions increase video accessibility for people who are deaf or hard of hearing and provide a better experience for non-native speakers.
• Captions boost engagement because users can still watch and understand the video without needing to turn the sound on.

Tips:

• Use automatic captioning tools or manually add captions to your videos to ensure accuracy.
• Consider including captions for background sounds or music if relevant to the video’s context.

5. Include a Strong Call-to-Action (CTA)

A video without a clear call-to-action (CTA) is like a message without a destination. You want your audience to know what to do next after watching your video, whether that’s visiting your website, following your page, or sharing the content with friends.

Why It Works:

• A CTA gives your video purpose and helps direct the viewer’s next steps.
• Videos with strong CTAs are more likely to result in higher engagement and conversions, whether it’s getting a follow, a like, or a website click.

Tips:

• Include a clear, concise CTA at the end of your video (e.g., “Follow us for more tips,” “Tag a friend,” or “Visit our website for more info”).
• Make your CTA easy to act on by including clickable links or action buttons, where possible.

6. Use Engaging Thumbnails and Titles

A thumbnail and title serve as the first impression of your video. Without an enticing thumbnail or title, viewers may scroll right past your content, even if it’s excellent.

Why It Works:

• A compelling thumbnail and title can capture attention and increase the likelihood of viewers clicking on your video.
• Thumbnails act as a mini-poster for your content, so it’s essential to make it eye-catching and relevant to the video’s content.

Tips:

• Choose a frame that visually represents the video and entices curiosity.
• Keep titles short and intriguing, making them easy to read while also conveying the value or intrigue of the content.
• Use bold, contrasting text on the thumbnail to highlight the key message or topic.

7. Test and Analyze Your Performance

Once you start posting videos, it’s important to track their performance and adjust your strategy based on the results. Social media platforms provide insights into how your videos are performing, which can help you refine your approach.

Why It Works:

• By analyzing video performance, you can understand what resonates with your audience and replicate that success in future videos.
• Continuous testing helps optimize engagement and increase the effectiveness of your content.

Tips:

• Pay attention to metrics like watch time, engagement (likes, comments, shares), and click-through rates to assess video performance.
• Experiment with different video formats, lengths, and posting times to identify what works best for your audience.
• Use A/B testing to see which video titles, thumbnails, and CTAs drive the most engagement.

Conclusion

Social media video is a powerful tool that can help you grow your brand, increase engagement, and connect with your audience on a deeper level. By following these seven best practices—keeping your videos short, focusing on quality, optimizing for mobile, adding captions, including a clear CTA, using engaging thumbnails, and testing your performance—you can maximize the impact of your video content and achieve greater success on social media platforms. Keep experimenting and refining your video strategy to ensure your content continues to resonate with your audience and meets your business goals.