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You’ve probably heard this before – video is super important for a successful social media strategy. Broken record, right? Marketers have been talking about video content for years, and yet, there are still lots of companies out there not doing it. There’s a bit of a fear factor with video. It seems like a big undertaking, but it doesn’t have to be. In this article, we’ll talk about how to make video a little less scary, and some tools to help you start incorporating video into your posts and boost your social media engagement.

Social media engagement - scrolling on laptop
But first, here’s a stat from our friends at HubSpot: 78% of people watch videos online each week, and 55% of people are watching every day. That’s a lot of people, and a lot of opportunity to get your brand out there. 

Don’t overcomplicate it though. Creating a video doesn’t have to be a full-blown production with a camera crew. There are multiple online tools and apps out there so you can keep video production in-house. Plus, they are super easy to use. Here are 3 popular video creators to look at:


1. Biteable

Social media engagement - Biteable video creator

This video creator is extremely user-friendly. What’s nice about Biteable is that you have access to a bunch of templates, stock video and music. Plus, they’ve done a really nice job of mapping out the process so you don’t have to guess what to do next. Start with a video title, pick a template, then an image or video (or upload one), choose a font, and move onto the next scene. After you’ve mapped out your scenes, select a color scheme and music, and boom – a video perfect for social media. It’s only $23 per month for the pro version, and definitely worth it.


2. Camtasia

Camtasia - video editor

This screen recording and video editing software makes it easy to record demoes, how-to videos, webinars, video lessons and more right from your laptop. Then, after you say “cut” (not literally), Camtasia allows you to edit, upload videos from your computer, add animation features, customize the colors to your brand specs, and upload to your favorite video hosting site (like YouTube and Vimeo). Camtastia does have a cost ($249/year), but they offer a free trial so you can make sure you love it before you buy it.


3. Animoto

Animoto video creator - social media engagement best practices

Animoto is pretty similar to Biteable, but with a different style of templates. So, it’s really up to you what your preference is. Here’s basically how it works – start with your own video (taken with your phone or camera), photos, or a stock video from the options Animoto has available and start personalizing. Select your color scheme, a music track and font, then share it. This is another super simple video creator. It’s also very affordable – only $5 a month!


Now that you have some video creator tool options to choose from, let’s talk best practices so your videos can actually help boost your social media engagement. Because that’s the whole point, right?


1. Make it pop.

It’s the age of the never-ending scroll. People on social media are scrolling and scrolling until they find something that catches their attention. So, make sure your video is eye-catching and interesting.


2. Provide value.

Before you hit post on your social media channels, ask yourself this question – “will my target audience care?”. If the answer is "no" or you aren’t sure, chances are this video isn’t providing any value and will not help your social media engagement ratings. Not exactly ideal. A valuable video on social media will do one of the following:


  • Entertain your audience
  • Educate or train
  • Help with a problem


3. Don’t make it too long.

You may have created a beautiful, valuable video, but if it’s too long, you’re at risk of your audience tuning out before the end. One to two minutes is really the sweet spot for social media; 90 seconds if posting on Instagram (because that’s literally the limit). The simple truth is people don’t have a long attention span today. We’re always on the go, in a hurry, so we naturally engage with content on social media the same way.


4. Rally your audience with a clear call-to-action.

When writing post copy to go along with your video on social media, make sure to use actionable language. Words like – watch, view, and press play – tells your audience exactly what you want them to do. You can even ask a question in the post to encourage commenting. With a clear call-to-action, you can easily improve your social media engagement.


5. Consider adding captions.

It may seem odd, but captions (or subtitles) are very effective at getting the message of your video across to your audience. Here’s the reason – there are a lot of people watching online videos on silent, so if you’re conducting an interview or talking about how to use your product, subtitles are a great best practice. Facebook can add captions for you, but it isn’t always 100% accurate. Instead, we suggest using a tool like Rev.com. It’s only $3 to create captions for each minute of your video, and it’s much more dependable.


And there you have it, future videographers! With your favorite video creator tool, and these five best practices, you’re well on your way to boosting your social media engagement with some awesome branded videos. Just keep in mind that they don’t have to be perfect. The key is keeping them short, providing value, making them visually pop and writing some engaging post copy.



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