Standing out on social media posts can be a challenge for any business, big or small.  Using striking imagery is a great start, but video also can be extremely effective.

For example, technology company Buffer studied over 16 million posts and 100,000 brands on social media and found that on Facebook, video gets three times as much engagement than any other kind of content. That could be why companies such as Animoto, a platform that makes it easy for people to create video from images and clips, is becoming increasingly popular among businesses.

“Consumers are spending their time on social media so it’s more important than ever for brands to have a presence there,” Cyndi Knapic, Head of Animoto for Business, said. “Brands and businesses should also be thoughtful about delivering the type of content consumers prefer, which is increasingly video.”

Group of people with smart phones

Making the best use of this medium can be simple – and does not require a degree in film. Read on to find out some of Knapic’s best tips for creating impactful social videos.

1. Tell a story

One of the reasons why video is so effective is because humans historically prefer storytelling when sharing information. With video, you have so much more freedom in telling a visual story opposed to using a single photo. Don’t be afraid to add sound or visual copy — it will give you a lot more to work with.

 2. Be part of the conversation

Timing is critical for social media. We often see great campaigns come about because their creators were able to respond quickly to something that was trending and contributed to the conversation in a timely manner. Stock imagery and video (like those from Animoto partner iStock by Getty Images) can be your secret time-saving weapon in creating your video, so you can focus your efforts on telling that great story quickly rather than trying to take a bunch of photos or videos yourself.

3. Use text

One of our top tips is to make sure you use copy in your videos. It’s the best way to grab people’s attention when they scroll through their feeds, and can be effective even when your audience has the sound muted.

4. Share natively

We often see people using the same url for a video across all their various social channels, and while that may seem efficient, it’s actually not the best approach. Since native content – content hosted within the platform you’re on — is always prioritized and optimized, you want to make sure that you’re uploading videos natively to all your different platforms, whether it’s YouTube, Facebook or Twitter. Videos that are uploaded natively perform better than any other kind of content.


Explore video footage to create your own engaging videos at Getty Images and iStock by Getty Images