Hang out in a cafe, and open a video on YouTube. On the train, watching videos on IGTV. During a break at work, check out the tips video on LinkedIn. Yelp! it's all about videos. Whether it’s live-action or animation videos.
Social media offers various kinds of videos that we can access to get important information, add insight through online courses, important tips through video tips or video tutorials, and even short funny videos that entertain the audience.
Amazingly, many people have turned into billionaires and successful people because they have succeeded in making videos of content that really attracts the attention of their followers on social media. Wow, why is that so? According to the data we have, almost all of the world's population watches at least one video every day.
This indicates that in today's digital era, we prefer to watch videos in an effort to get news information, insight, and even entertainment. Initially, video content on social media was popular only from YouTube channels. Finally, Facebook, Instagram, LinkedIn, Twitter, and other social media also made features that made video content more comfortable for users to watch.
Video content makes the speaker and audience feel as if they are communicating directly and in real life. Although the video is still included in the one-way communication category, it has a very 'special' and interesting place for the audience.
Previously, making videos was known as a form of media that was expensive to make. You need a good camera, tripod, microphone, good lighting, and other equipment at a fairly expensive price. However, it seems that all of that is no longer the case.
In fact, many cool videos are of high quality and produced only from smartphones, without the help of other expensive supporting devices.
In this article, we are not going to talk about advertising videos, movie videos or other types of videos. But we will discuss social videos, which are videos made specifically for uploading on social media. Usually, social videos also have a different size from other videos. Why? Because we need to make social videos short, to the point, and interesting to watch.
To attract the attention of many audiences from our social videos, we need a good understanding of creating video content that will be uploaded on social media. How to? Here are 3 steps in creating engaging video content on social media.
1. Understand Your Audience Well.
In life, we will never be able to make everyone happy and satisfied. That's why in business, we need to have specific targets. Likewise when we want to create video content on social media. Long before we create video content, we need to target the audience we want to be the audience for our videos later.
Is our target audience young mothers? Teenagers? Or, young executives? When we have clearly targeted the audience, then we can move on to other thoughts. We need to make sure that the video marketing we make is really clear, attractive, and certainly not visible.
By doing this, when we want to include information in our video, we will include it according to the interests of our target audience. For example, young mothers really like video content consisting of delicious and simple recipes.
Well, would it be very strange if the content of food recipes is included in our videos that target young children as the target audience? Supposedly if our target audience is small children, then video game tips will be more suitable for that audience category.
So, it's clear why we need to understand the audience's desires when creating video content on social media.
2. Understanding the Social Media Means Used
Each social media has its own popularity, so we can identify each audience who is on social media. For example, most people who choose Pinterest are social media users who are looking for ideas for something. Or, those who prefer LinkedIn are mostly young executives who like information about business and all things professional.
In other words, everyone uses different social media for different reasons. This indicates that the same video, which we upload to various social media, will get different responses. For example, I really like creating video content about "how to cook traditional dishes".
So when we upload this video to Facebook and LinkedIn, it's most likely the video will get different responses from each other, even though the uploaded video is the same video.
Not all of our followers on LinkedIn like videos about “how to cook traditional dishes”, so the 'likes' and comments are also very few.
On the other hand, maybe our followers on Facebook really like video content related to food recipes. So, likes, and comments are very much. In fact, not a few of our followers share the video with their other friends.
In essence, in order to create interesting and cool content videos on social media, we need to understand that every social media tool has an audience with its own interests.
3. Understand How to Tie Audience Engagement
After understanding what our audience wants and understanding every social media that exists, we also need to understand how to tie our audience's engagement to the videos we upload on social media.
This third point is very important because, without the involvement of the audience, all the videos that we post on social media will just go to waste. Audiences (audiences) are very important people for us to keep their interest. Without them, our creativity will be hampered in making video content, because there is no reaction from the audience to our videos.
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