How to make the best of social media video

Social media is a big part of most people’s lives these days, so it’s naturally become a pivotal tool for public relations professionals to enhance brand visibility, connect with audiences, and tell engaging stories. Within this, video has emerged as a really effective medium for encouraging engagement. It captures attention more effectively than static images or text and offers an adaptable, eye-catching way to tell your brand’s story.

All the major social media platforms, like Twitter, Instagram, Facebook, and TikTok, increasingly favour video content, rewarding it with better algorithmic reach and higher engagement rates.

So the question is: how can you ensure your videos stand out in an oversaturated digital landscape?

How to Make Your Social Media Videos Eye-Catching

Social media users scroll quickly, so your opening needs to grab their attention instantly. It could be an intriguing question, a bold statement, or a captivating visual.

Your videos need to look good – make sure they are properly focused, appropriately lit, and well-framed. Bright colours, dynamic transitions, and clear text captions can help your videos pop in crowded feeds. It’s essential to optimise your content for the platform you’re targeting – square or vertical formats work best for Instagram, TikTok, and Facebook. At the same time, horizontal videos are suitable for platforms like YouTube. It’s easy to reframe your videos into the correct format using editing software – it just takes a bit of practice and really isn’t as complex as it might first appear.

Storytelling is vital. Audiences are drawn to videos that tell a compelling story, whether it’s a behind-the-scenes look at your company, a customer’s experience with your product, or an emotive narrative that highlights your brand’s values. These all help your audience connect with your brand. You don’t need to get complicated or make anything long – people will respond better to something clear and concise.

There’s one last thing to be aware of – don’t underestimate the importance of sound. Many users scroll with the sound off, so captions or subtitles are crucial for accessibility and to keep viewers engaged. But for those who have their sound on, they need to be able to hear clearly what’s being said. You could use a small microphone or film somewhere with minimal background noise.

What kind of video works best for brands on social media?

Some types of videos consistently perform well for brands on social media, and they are often ones which offer the audience some takeaway information. Tutorials and how-to videos are excellent for showcasing your products or services in action. For example, a skincare brand might create short videos demonstrating how to use its products, offering valuable information to its audience while subtly promoting those products.

Behind-the-scenes videos give your audience an insider’s perspective, helping to humanise your brand and build trust. It could be anything – a sneak peek into your creative process, office culture, or the production of a new product. Anything that offers what feels like a privileged peek behind the curtain.

User-generated content (UGC) is another powerful tool. By featuring content created by your customers or followers, you can build community and add authenticity to your brand messaging. UGC can be anything from product reviews to unboxings, and it often feels more relatable than polished corporate content.

Short, snappy promotional videos also work well, especially for launching new products or services. These videos should be visually striking and focus on one key message. Calls to action, such as encouraging viewers to visit your website or make a purchase, should be clear and compelling.

Successful Brand Videos on Social Media

Some brands have mastered the art of social media video, delivering incredible results with their campaigns. One standout example is Nike, whose “You Can’t Stop Us” video on Instagram and YouTube garnered widespread acclaim. The video creatively combined split-screen visuals to showcase athletes across different sports, tying the message to resilience and unity – values that resonate deeply with their target audience.

The beauty brand Glossier has also achieved success by leaning heavily on user-generated content. Their “Skin First, Makeup Second” campaign featured real customers sharing their experiences with the brand’s products. This approach built credibility and crucially fostered a strong sense of community among their audience.

These examples show that successful brand videos aren’t always about high-budget, glossy productions – they’re about relatability, emotional resonance, and delivering a clear, memorable message.

Current Trends in Social Media Videos

Social media video trends change rapidly, so it’s important to stay up to date. Right now, short-form content is dominating the landscape, thanks to platforms like TikTok and Instagram Reels. Videos under 60 seconds are much more effective at capturing and retaining people’s attention.

Vertical video is another key trend, as it caters to the mobile-first nature of most social media platforms. Optimising your content for full-screen viewing in vertical formats can significantly improve its performance. Again, this is pretty straightforward to do using basic editing software.

The inclusion of captions or subtitles is now very important. As we have said, many people watch content with the sound off, so adding text ensures your message is accessible to everyone.

Interactive content is also gaining traction. Features like polls, quizzes, or shoppable links embedded within videos encourage viewers to engage actively. Trends like “challenge videos” and brand-driven hashtags on TikTok encourage user participation, creating a ripple effect of engagement.

One keyword for current trends is authenticity. Audiences are gravitating towards videos that feel real and unscripted. Instead of overly polished, corporate-style videos, it’s really worth exploring how to produce content that is raw, honest, and in tune with your audience’s preferences. It still needs to look good, be clear and understandable, but something a little more down-to-earth and less glossy can really resonate. Take a look at other examples online, and see what fits your brand and style.

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