Certainly not, if we want a real, engaging, activating relationship with our audience, not a formal posting. One thing that is having a strong impact on our lives at the moment is video on social media. This is a great way to grab people’s attention and perhaps even go viral. Videos are one of the most widely shared content on all social media platforms, with millions of people sharing new, creative and interesting videos every day. And with so many people already creating great content, it can be hard to get noticed.
That’s where mastering the art of social media video creation comes in handy.
The undeniable relevance of videos
In 2024, video on social media is essential. Once just a popular tool, today they have turned into a game changer. The numbers show it: video posts get more likes, shares and comments than any other type of post. It’s not just a small change – it’s a huge transformation in how businesses and content creators engage with their followers.
One of the best things about video is how quickly it can be used to share large amounts of information. In an age where it’s hard to keep people’s attention, the ability to get a message across quickly is crucial. Videos can also make you feel something, tell a story or help you feel a connection with someone. They are therefore an effective way to share stories and build a brand.
Social media platforms are also focusing more on videos. They are developing new features such as live streaming, stories and reels that allow people to be creative and share their lives in more interesting ways. New video features are emerging on these platforms, making the use of video in social media planning even more important.
Types of social media videos
Before you start creating videos for social media, it’s a good idea to know what types of videos you can create. Each type is best suited to achieve certain goals and is suitable for certain platforms, depending on what appeals to viewers. Let’s dive into the main types of videos that are popular on social media:
How-to videos
These videos show you how to do something, or introduce you to a topic. We often associate these videos with cooking, but they can range from showing how a product works, to more in-depth training on specific topics. “YouTube” is great for longer, in-depth videos because people go there to learn. “LinkedIn” is also good for these types of videos, especially for career-related advice or to deepen your knowledge of the industry you represent.
By showing the production process, we not only reveal how the product is made, but we build trust, enhance the audience’s knowledge, and communicate quality indirectly.
Behind-the scenes
People love to see what goes on behind the scenes of their favourite brands or creators. This can be a glimpse into how things are made, what and how tests are carried out, or a sneak peek at new products. “Instagram” is perfect for this, with features such as stories, reels. “Twitter” is also suitable for sharing quick behind-the-scenes moments.
Product in the spotlight
These are short adverts highlighting the cool features of the product, the benefits of the project. They aim to grab attention quickly. “Instagram” reels and “Snapchat” are the best places for these videos. We recommend planning and publishing a series of reels that tell a story, through a series of stylistically related reels you can successfully and powerfully showcase a whole range of outstanding features of a product or service or project that create a unified attractive image for the audience.
Testimonials
Videos where customers share their experiences or testimonials build trust and can influence others to try something. “Facebook” and “Twitter” are great places for such posts as they make it easy for people to share and talk about these stories.
Entertainment
Entertainment videos include things like funny episodes, dance challenges or just fun clips. “TikTok” is famous for such fast, memorable videos, which often spread lightning fast. The key here is to be creative and create content that connects with people. While “TikTok” is leading the way in this area, entertaining videos work well on many platforms such as “Instagram”.
Live streaming videos and webinars
Live streaming allows you to interact directly with viewers, making it ideal for Q&A, interviews or event screenings. This real-time communication feels real and immediate. “Facebook Live”, “Instagram Live” and “You Tube” are the main platforms for live content, with dedicated tools to make live video better.
There is no hard line between the different types of video. Rather, they show the variety that is possible in order to achieve compelling content on social networks. It is important to think creatively about the needs of the audience and your own capabilities and to be bold not only in displaying the product, but also in creating the context: the production process, the testimonials, the industry knowledge, the fun adventure with the product as if it were entertainment, but all the emotions conveyed by the videos create a seamlessly engaging image of the brand.