Press Play: How to Start Producing Videos for Social Media

How many videos have captured your attention on social media this week? If you’re like the 64% of adult smartphone users in the 2018 Nielsen MediaTech Trender survey, you’ll probably watch at least seven—one per day. If you’re between ages 18 and 34, that’s even more likely.
 
If you’re not making the most of video on your brand’s social media channels, it’s time. There are occasions that call for a videographer, but a great deal of social media video content you can produce yourself starting today.
 
Here are a few tips:
 
Show, Don’t Tell
Starting with a script for your video? Stop. The value of video lies in what you can show your audience, so first take stock of all the visuals that could support your goal. Grab a pen and paper and doodle a storyboard. If your story is about how stormwater runoff impacts the environment—get out in the rain and show it. If it’s about a new product—show us what it can do. Then, if necessary, add words to expand upon or support what the audience is watching.
 
Caption That
If your video does involve words, caption it if possible. Not only does this make it accessible for more viewers, it ensures your message gets across to the majority of social media consumers viewing video with the sound off.
 
To make this easier, Facebook can auto-generate captions that you can edit for accuracy.
 
You Don’t Need Much
With your phone in hand, you have everything you need for a basic video.
 
Capture a few shots and weave them together with one of the free or inexpensive apps and programs out there. iMovie is a great tool you may already have on your Apple device. Alternatively, try Adobe Spark or one of these mobile app options.
 
To reduce editing time, do yourself a favor and find well-lit area sheltered from the wind and away from noisy HVAC systems. You might also consider purchasing an inexpensive tripod and phone mount to keep the footage steady.
 
Keep It Short
One to two minutes is plenty for a social media video. Any longer and many viewers will drop off before the end. If you have more to communicate, make a few different videos. Conveniently, you’ll end up with more content to share and be well on your way to becoming a social media video pro.
 

By Hannah Barry