How to structure Video Content for Social Media

Description/Summary of "Digital Marketing" Content

How to structure Video Content for Social Media

How to structure Video Content for Social Media

Over the past 12 months Disrupt Digital has produced over 250 pieces of original video content on behalf of our clients. The majority of this was destined for social media. Given that we also handled the distribution of this content across the major platforms, this put us in a unique position to examine what works and what doesn't when it comes to video content destined for social. 

With this in mind, we have compiled what we feel are the most important elements to get right. All of the steps below can be applied to the majority of video content to increase engagement and user experience. 

1. Make an immediate Impression 

The most epic picture on the internet

Our attention span for online content is getting shorter and shorter. We found that there was a significant drop in engagement on content that didn't grab the audience's attention within the first 3 seconds of playing. Don't waste your time with flash intros, setting a scene or any other element that reduces the initial impact of the actual content. Begin to deliver your message immediately in a way that will appeal to your target audience. 

2. Video length matters

Size Matters

"If you have a message to deliver you better do it fast."  

This was a useful quote that we pulled from a recent seminar. It is also the next step once you have grabbed your audience's attention. We target most of our videos to be around the 30-second mark in length. This has two benefits. Firstly, you condense your content down to only include the best possible elements and secondly, you reduce the risk of the viewer swiping/scrolling past. 

3. Add some in-video titles

Video titles

This comes down to a basic understanding of the user experience. Your content is part of a newsfeed that is being scrolled through at high speed. You might have the greatest piece of content in the world but if the audience can't identify it immediately as something of interest to them they will scroll on. Include a title that describes the exact content of the video. 

4. Add subtitles 

Intense subtitles

If the dialogue is important it is essential to add subtitles. The majority of users on social will watch your video with the sound off. It is no coincidence that Facebook provides their own subtitle service. If you are including your own pick an easy to read font in line with your brand guidelines and stick with it. The golden rule here is to make sure that spelling and grammar are correct. Add Grammarly to your browser if this is an issue.

5. Keep your tagline concise

Facebook tagline

Our data also found that for your average piece of content a single tagline in the post was the most effective way to get a user to view the video. Along with the caption, this is another opportunity to capture the attention of your audience and so shouldn't be a throwaway line. A line that adds to the understanding of the video's content is a good way to approach it. 

Got something to add or just interested in growing your brand. Drop me a mail at This email address is being protected from spambots. You need JavaScript enabled to view it.

Rate this item
(1 Vote)
Read 575 times Last modified on Wednesday, 06 September 2017 10:51

1 comment

Bianca Reid

Sharonda Ellner

Right on!. Cheers for this material. I actually thought email marketing was the most important component of marketing your company online. You got me thinking. I should make modifications to my marketing techniques. Thanks for your wisdom provided.

Comment Link

Leave a comment

Make sure you enter all the required information, indicated by an asterisk (*). HTML code is not allowed.