Let’s face it, mastering corporate social media can be like a relentless ocean voyage. Its scale is massive, there can be raging storms, and if you don’t know how to right your ship and follow that North Star all the way ‘til morning then… ok I’ve lost the metaphor. But my point is in order to stand out in the sea of content, companies need engaging social media videos that capture attention and drive engagement.
Here’s 6 key action points and real-life examples to help you create captivating corporate media content.
1. Start with a Clear Goal
Before hitting the record button, define your video’s purpose. Are you aiming to increase brand awareness? Generate leads? Showcase a new product? Having a clear goal will guide your content creation and help measure success.
Example: HubSpot has created a series of short, informative videos with the clear goal of promoting their free marketing courses & driving traffic to their educational platform.
2. Hook Your Audience Early
The first few seconds of your video is everything. Start with a hook to grab attention. This could be a surprising fact, an intriguing question, eye-catching visuals, or starting in the middle of a story to pique interest.
Example: Wendy's "Twitter Roasts" have become legendary, they hilariously & often savagely respond to customer tweets and take jabs at other fast-food chains, creating dynamite viral content.
3. Use High-Quality Visuals and Audio
Professional-looking videos reflect well on your brand. Invest in good equipment or hire a production company to ensure your videos look and sound great. Poor quality can be a major turn-off.
Example: I’m gonna toot our own horn here… XVP Studios has partnered with United Airlines’s social media team on many occasions and created high-quality content like this piece Pride with General Manager Ziv R. The goal being to professionally convey United’s message of “Connecting People'' & “Uniting the World.”
4. Captions and Text Overlays
Many social media users watch videos without sound. Adding captions or text overlays ensures your message gets across even when the sound is off. It also makes your content more accessible.
Example: Adobe's Instagram and YouTube channels feature creative tips and tricks for using their software, with step-by-step captions and creative overlays that guide users through the process.
5. Call to Action
What do you want viewers to do after watching your video? Whether it’s visiting your website, signing up for a newsletter, or following your social media channels, include a clear and compelling call to action.
Example: Shopify’s videos often end with a CTA encouraging viewers to start a free trial, seamlessly integrating their marketing goals.
6. Tell a Story
People. Love. Stories. Period. If you can craft a narrative that resonates with your audience and conveys your message effectively… you have won. A well-told story is infinitely more engaging than a straightforward sales pitch.
Example: Ok, ok, one more horn toot… XVP Studios was lucky enough to partner with Ace Hardware to produce the short doc series, "Heartware Stories.” It was an absolute honor to tell these stories that have received over 1 Million views over all of Ace’s social media platforms. All this to say that a good story told well is a force to be reckoned with.
Creating engaging corporate social media videos doesn’t have to be a daunting voyage across a merciless sea! By following these best practices and drawing inspiration from successful examples, you can craft videos that captivate your audience and achieve your marketing goals. Happy sailing!... me matey?
Sam Martin (Producer/Editor) has produced and edited pieces for the Four Seasons Hotels, TEDx, Accenture, AbbVie Pharmaceuticals, Medline, Ace Hardware, United Airlines, and more. He’s also performed at The Second City and iO Theater.
His comedic shorts have been featured on CBS News, USA Today, TIME.com, Slate, Entertainment Weekly, and more!
Related Posts
