Video Content

Social Media Video Production: The What, the Why, and the How (Plus 4 Best Video Production Companies)

Ernest Bio Bogore
October 21, 2022

Social media is a big part of our way of life. It’s where we have fun, chat, get our news and weather forecasts, and discover, it’s a significant part of the world we live in, and it’s more. 

Likewise, they offer businesses a tremendous scope to market their products and services to almost any audience on our planet. 

In this article, we explore social media video production. We’ll cover all the basics, ideas, best practices, and the best companies you can reach out to create great social media videos. 

Content

    Understanding social media video production fundamentals

    Let’s plainly explain what social media video production is and why it’s essential to the success of any business today. 

    What is a social media video?

    In marketing, a social media video is a short promotional or educational video of a brand or product produced specifically for social platforms and positioned to spark engagement and captivate viewers from social networks.

    Why your company needs to produce social content

    Companies have been successful and have gone viral by creating social media videos and engaging with their audiences on social platforms. There are lots of stories and figures out there. We could talk about those. But instead, let’s focus on the real reasons you should not neglect social media platforms. 

    The reach and acquisition potential of social media is greater than any other channel.

    Social channels offer your brand plenty of reach and put you in users’ feeds more than Google and YouTube combined. All networks combined, social media is where people spend most of their time online. Here is how. 

    Let’s only talk about two popular social networks, TikTok and Facebook. 

    TikTok counts more monthly visits than Google, with over 1 billion active users. Meanwhile, Facebook counts more than 4 billion video watches daily, with over 500 million viewers watching 100 million hours of Facebook videos every day. 

    But it is not just about how many people spend time on these social platforms. The engagement level brands get on these platforms makes them even harder to ignore. 

    For example, TikTok users in key markets like the US and UK spend around 24 hours each month watching videos on the app. And in case you were wondering how big of an engagement that is, that’s a far greater engagement time than YouTube (22 hours and 40 minutes every month).

    Also, according to Facebook, 71% of shoppers find video ads relevant, and 62% of users become interested in a product or service after discovering it in Stories.  

    At the same time, Twitter gets 2 billion video views daily. This takes us to the conclusion that social platforms have insane business potential that businesses can’t possibly ignore. They offer the traffic and engagement needed to reach mass audiences and get them to buy. 

    Customers search for products on social media before making purchase decisions.

    Checking social media before buying a product has become a new norm in the buying process of most people today. We always want to know about the experience of someone who has done it before us to understand what to expect as we take action. 

    In other words, people are influenced by other people’s opinions, especially those who experienced something they also want to experience. And social media and video offer them the best way to do it. 

    According to OptinMonster, 78% of people like to learn about and appreciate products by way of video. And according to the 2022 GWI Gen Z report, 46% of Gen Zers rely on TikTok to find product and brand information, while 69% use Instagram.  

    Social media is the first place we run to when looking for genuine product experiences from people we can easily relate to and trust. Given this trend, it makes sense to use videos across social channels to both meet this trend and be where your customers search for products when they want to buy. 

    Social media video ideas to produce (plus great examples)

    Social media is a pool of content types and ideas—and audiences enjoy different content types at the same time. So, there is no standard video type you should be consistently creating to ensure maximum engagement on social media. 

    We have a couple of social media video ideas we will share with you, and we recommend that you mix them up and try different things to see what ideas your target audience enjoys best. 

    Versus/Comparisons

    This is a product video type where you show a lifestyle with your product versus a lifestyle without it on the same screen. The objective is to capture your product’s impact on its users, and the viewers can see the immediate value they can expect from using the product. Here is an example video we have produced for Finder. 

    Behind-the-scenes

    Behind the scene, videos are one the most attention-grabbing social video types your brand can create. If you have a product that has a fun, complex, or somewhat enjoyable production process, it can be a great idea to share that process with the audience. Such videos help you build trust and connection with your audience by showing how the product comes together and the people behind your business.

    Feature video

    Your video doesn’t have to be about your whole product. Social media videos are best when they are short and quick to watch. So, it won’t hurt if you only focus the video on one feature of your tool that you think will be the most beneficial to your targets. Check here how ThankYou’s video only focuses on one feature. 

    Case study videos

    Case study videos are nothing new to marketers. Here you include one of your happy customers your target audience can relate to and share how your product has helped better their lifestyle. Your goal is to prove your claims in your marketing strategies and content and convince the audience of your product’s value. Here is an example we’ve produced for Bailey Nelson.

    Interview/ Q&A videos

    Answering your target audience’s burning question in your social media video is also a great way to engage with them and bring them close to your company. You can collect questions from your audience or hop behind a camera and answer questions most people would like to know about your company or its products. Here is an example that we produced for PayK. 

    Promos and deals

    Got a fantastic offer you would like to present to your target customers on social media? Use an eye-catching video to promote it on social media. Be sure to wrap it up in a short video with a quick CTA and share it with your followers. Here is an example we created for Finder. 

    User-generated content (UGC)

    Encourage your loyal fans to share some of their content with your company so you can repost it. If you want to gather user-generated content, you can hold a contest, reach out to influencers, or search for videos uploaded by your fans on their own. While you’re at it, always ensure you tag the creators to give them credit. Here is an example we produced for Finder.

    Here is another example from Bailey Nelson.

    Tutorials/how-to videos

    How-tos and tutorials are one of the most searched-for online. It involves showing your social media audience how to achieve something specific using your product or service. A great way to do this is to focus on a particular feature, demonstrate the how-to, and end with CTA. Keep in mind that the video needs to be short for great results; people won’t watch long-minute tutorials on social media. 

    Social media video tips for production and optimization 

    Let’s discuss a few tips you can use to create your own social media videos or things you would like your video production company or team to keep in mind. 

    Align with your target social platform’s specs and requirements

    You need to examine your target platforms and the content that exists natively there. There are already proven video uploading routines and practices that work on most platforms; the idea is to match or copy those requirements and practices in order to set yourself up for maximum success.  

    Essentially, your goal is to learn more about the type, length, style, aspect ratio, resolution, frame rates, mood, file format, and everything about the videos that are already doing very well on the platform and ensure your videos align with them. 

    Keep it short

    One of the first things social media users do when they click on a video is to glance at the timer. Most people will skip through a social media video that exceeds the 60 seconds threshold. Short videos perform better on social media platforms. They always have, and they will still. 

    We like to keep our videos between 15 and 45 seconds for social media video ads. For non-ad videos, we often go up to 90 seconds, 120 seconds tops—which we recommend. Keep in mind that the shorter your videos are, the more likely people are to watch them all the way through.

    Always upload natively

    It can seem like an excellent shortcut to share links and call it quits. After all, social platforms like Facebook, LinkedIn, and Twitter are smart enough to recognize video content and embed them appropriately so that viewers can click and watch. TikTok and Instagram force you to upload natively, but that’s not the point. 

    The problem is that social platforms’ algorithms prioritize native videos. In other words, your video is more likely to be seen in users’ feeds if uploaded natively.

    Entertain, be fun

    Rule number one for maximum engagement on social media is to make your videos fun. People primarily go on social media platforms to have fun and engage with their peers, not to buy. Even when they search for products, they expect real videos from people they can relate to. So, show some personality and be fun so people can quickly identify with your brand. 

    Hook the viewer

    Most social media platforms use auto-play and never-ending scrolls. This means that content never ends on most social media platforms, and people can easily see the first few seconds of a video without actually clicking it. 

    In this scenario, if your video’s not engaging in the first few seconds, it won’t cut it. You need to be able to grab viewers’ attention and keep them long enough to watch your video in its entirety. A few ways you can do this are to ensure high quality to your video, make sure it’s eye-catching and mainly ensure that the first 3 seconds are gold for the target viewers. 

    Make sure your video is compelling even without sound.

    If your videos can’t work well and drive engagement without sound, you’ll miss out a lot. That’s because most videos on social media are muted until the user chooses to turn on sound. Also, up to 85% of Facebook videos are watched muted. This means that there is something users enjoy about muted videos. 

    You can add captions to make up for it. Still, make sure your video can engage viewers and make a case for your product even without sound. You can do this by using high-quality visuals, capturing viewers’ emotions, making it dramatic, or immediately transposing the value of your product—as in versus videos. 

    Engage viewers with attention-grabbing thumbnails

    Most social media platforms use auto-play, so designing thumbnails may not seem like it’s worth your while. But you still need to maximize your chances. Platforms like YouTube, Twitter, LinkedIn, and Facebook still display video thumbnails—sometimes even before auto-playing them. 

    So, make sure your video has an attention-grabbing thumbnail that can stop people from scrolling and taking a few minutes to watch your videos. To do this effectively, you need to know what appeals to your audience and capture it in your thumbnails. Ideally, make sure it complements the video and reflects what the video is about. 

    Add subtitles

    Subtitles make it easy for your viewers to follow your video, especially if it is a dialogue. Also, if you are targeting a global audience, subtitles can be a great way to break accent barriers and ensure everybody can understand what you have to say properly. Essentially make it a rule to add subtitles anytime there is talking.  

    Mix shots

    Suppose your social media video is dormant (i.e., it’s not aesthetically pleasing or visually captivating, most people will sleep on it. So, be bold. Try different things, and don’t be afraid to mix things up a little. Use bird’s-eye or drone videos, take action shots, make it dramatic, take close-up and far-off shots, etc. 

    Don’t forget that you must ensure good harmony between shots and that the video flows well. Failing this can cause your video to not perform very well and disengage viewers who start watching it.

    Create a loop

    If you frequent TikTok, Twitter or Instagram often enough, you know what this is about. Short videos are primarily played in rotation on social platforms (aka, they are played in a loop). You aim to create videos that seamlessly loop so viewers won’t notice and watch your videos a few times more. If you do it well and make it fun enough, it is easy to get your brand into viewers’ psyches. 

    Top social media video production companies to work with

    Here are 3 video production companies that can help you create compelling social media videos.

    Vidico

    Yeah, that’s us. But no. We didn’t come first on the list because it’s on our blog. 

    Our Vidico team has worked with thousands of companies and created videos for different channels. We can help you create videos optimized for your social strategy in all shapes and sizes. 

    We have over five years of experience in the market. We have already served the biggest Tech, SaaS, and eCommerce companies, including Amazon, Spotify, Samsung, Uber, Airtable, Salesforce, Digital Ocean, Square, and more. 

    We have created over 1200 videos and got over 1.4 billion views. We have produced award-winning work in animation, motion graphics, and in-studio product videos. 

    We rely on an end-to-end video creation process managed by a world-class in-house team that develops innovative ideas that result in high-quality pieces, as seen through our service to top-tier brands and the videos on this post.

    We make business-relevant content on all platforms and for all formats. We can create TikTok videos, LinkedIn videos, Snaps, Reels, Facebook videos, and more. Talk to us here.

    We Are Social

    We Are Social is a social-first video production team that has also worked with top institutions like TikTok, the Australian government, Audi, Samsung, and many more. The company helps you develop influencer marketing strategies that align with your values and beliefs and gets you new customers. You can learn more about them here

    We The People

    We The People lends itself as a digital communication company. They’ve also gained experience working with exciting companies like Adidas, TikTok, Abbot, and more. They also primarily focus on social media content and can help you create any social video idea you might have in mind. Find more about the team here

    Create your first social video today with Vidico

    Social media videos come in many forms and can help you achieve many business goals—from getting the word out about your business to fueling acquisition. 

    At Vidico, we have experience creating stellar social media videos for top-tier brands. We are a team of video creatives who use the best tools to bring any recommendation to life. 

    Wanna know how much a social video will cost you? Use VidiFit to find out. 

    Find an estimate for your video project in minutes.
    With our new VidiFit quiz you can find the right type of video to meet your marketing goals along with a high‑level estimation on how much it would cost to produce it.
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