How to film for social media

With so much content out there on social media nowadays generating so much noise, it’s important to have the knowledge and tools to make the best content you can. So that naturally means understanding the various platforms you will post to.

But before you post them, what about the videos themselves? Your films need to be engaging, visually appealing, and resonate with your audience, so it’s important to understand who you’re trying to reach. Your audience’s preferences, interests, and habits should guide your creative choices, from the tone of your videos to the types of stories you tell.

The quality of your videos is very important. Poor lighting, shaky footage, or unclear audio can quickly turn viewers away. By investing in a good camera (or even using your smartphone with care), a reliable tripod, proper lighting, and a good way of recording sound, you can considerably heighten the quality of your videos. Even if you are making a more ‘casual’ off-the-cuff style video, say a quick report for an Instagram reel, it needs to be made properly. A too shaky camera, or bad sound, is a huge turn-off and will simply get people swiping along to the next reel.

Engaging content is just as essential as technical quality. Think about how to hook your viewers from the very beginning and keep their attention throughout the video. Consider how your video can educate, entertain, or inspire your audience, and make sure your message comes across clearly.

Filming for Instagram

Instagram’s preferred format is vertical video (9:16 aspect ratio), as it makes the most of the screen space available on mobile devices. Instagram has several options for video content, including Stories, Reels, and IGTV. Each serves a slightly different purpose, so tailoring your content to the format is very important.

Reels are short, snappy, and ideal for showcasing trends or entertaining moments. Stories are perfect for sharing behind-the-scenes snippets or more casual updates. For longer, more in-depth content, IGTV is a great option. Regardless of the format, keeping your videos short and visually appealing will help to hold your audience’s attention.

Captions or subtitles play an essential role on Instagram, as they provide context and can engage viewers who might be watching without sound, of whom there are an ever-increasing number. Hashtags and tagging people – employees, contributors, etc help increase the discoverability and shareability of your video.

Filming for TikTok

TikTok is all about short, engaging, and creative videos. The platform’s fast-paced nature means you need to capture your viewers’ attention within the first few seconds. Using vertical video (9:16 aspect ratio) is a must, as TikTok is designed for mobile viewing.

Trends drive much of the content on TikTok, so keep an eye on what’s popular and consider incorporating trending music, challenges, or hashtags into your videos. The platform has a huge library of music, sound effects and video transitions and effects, which are a great resource for enhancing your content. Experimenting with these features can help make your videos more dynamic and engaging. TikTok has a much more ‘DIY’ aesthetic than other platforms – people often make content quickly and reactively, so there is a greater opportunity to make slightly more rough and ready content. But it still needs to reach a decent standard of watchability, and if representing a brand or a company, it must adhere to their standards.

TikTok thrives on participation, so it’s a good idea to join challenges or create content that encourages engagement. Authenticity and creativity often resonate most on this platform, so focus on being relatable and bringing a lightness and fun to your videos.

Filming for YouTube

YouTube tends to favour longer-form content, which makes it ideal for detailed tutorials, reviews, or storytelling. Horizontal video (16:9 aspect ratio) is the standard format here, as it provides a professional look and works well across various screen sizes.

Good lighting and sound quality are crucial for YouTube videos. Using a microphone and a proper lighting setup can take your videos from amateur-looking and undistinguished to a professional level. The structure and storytelling are also important. You could start with a clear introduction that sets the stage for your video, move into the main content, and finish with a strong conclusion or call-to-action.

Don’t underestimate the power of compelling thumbnails and titles. These are the first things viewers see and are really important in encouraging them to click on your video. Make sure your thumbnails are eye-catching and your titles accurately represent the content of your video.

Filming for Facebook

For Facebook, it’s important to remember that your videos will need to adapt to different viewing habits. Many users watch videos without sound, so including captions or text overlays is crucial. Square or horizontal formats work well on this platform, although square videos often gain better engagement.

Facebook Live is another powerful tool for connecting with your audience in real time. It’s great for hosting Q&A sessions, sharing live events, or providing instant updates. Whatever the format, you should aim to engage your audience quickly—most users scroll through their feeds rapidly, so the first few seconds of your video are very important.

Shareability is key with Facebook. Videos that spark conversations or resonate with viewers’ interests are more likely to be shared, increasing your reach.

Filming for LinkedIn

As a platform that deals mainly with business, videos for LinkedIn need to have a professional feel. The platform is tailored for career-focused content, so it’s the ideal place for educational or thought-leadership videos. Your messaging needs to be clear and concise to establish credibility and hold your viewers’ attention.

Good lighting and audio quality are essential. LinkedIn users often watch videos without sound, so adding subtitles or captions is highly recommended.

Sticking to a shorter length, ideally under two minutes, will mean your videos align with the platform’s audience preferences. Providing some kind of value, whether through industry insights, tips, or stories that highlight your expertise, is crucial here. This will help you position yourself as a knowledgeable voice in your field.

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