Social media has become a world of video. With social platforms realigning themselves to this medium, it is safe to say that creating video content is how fans want to engage with the businesses they follow.
However, creating video isn’t just hitting the record button on your camera. Platforms like Facebook and Instagram have implemented algorithms to lower the organic reach for underperforming and unengaging content. The next time you are creating a video for your profile, refer back to the strategies listed below to create engaging and watch-worthy content.
Avoid These Video Mistakes
Attention Span of a Goldfish
In the last few years Microsoft reported that humans now have a shorter attention span (8-seconds) than a goldfish (9-seconds). Whether this is true or not, creating highly engaging content within the first couple of seconds in any video will help to capture the audience’s attention; thereby resulting in the user watching some, most, or all of the video. Social media metrics also suggest that nearly two-thirds of consumers prefer videos under 60 seconds. Keep your videos short, engaging, and to the point.
Understanding Your Market
Whether they’re renters, buyers, sellers, or all of the above, you need to understand your target audience before attempting to create content you think your audience wants to watch. By understanding your target audience, you have a better understanding of what catches their attention and can create content that is relevant and helpful to them.
Understanding your target audience also helps you figure out which social channels they are using. Social media demographics differ from one platform to the next, so if you notice that the majority of your audience is on Facebook or Instagram, focus your time and social content to that particular platform, even though you might prefer another.
Also, just because your audience might be using one channel over another, doesn’t mean that you should forget to share your videos on as many channels as possible. However, instead of sharing the same video over and over again, create new, shorter videos out of the same one. For instance, you can have a 1-minute “movie” for Facebook, create a 30-second “episode” for Instagram, and a 15-second “trailer” for Snapchat. This will ensure that your target audience gets the full movie and audiences that might have a need for your business get a chance to see what you have to offer. Focus on your audience and where they are, but remember, sharing is caring.
Their Feelings Matter
People like to do business with people that they know, like, and trust. The methods you use to market and promote your videos is part of building trust. For instance, how would you feel if you clicked on a video titled “Sell 100 Listings a Year,” only to find the video was about joining a brokerage that sells 100 listings a year? The misleading title would be clickbait, creating a sense of mistrust between the user and the business.
When watching videos on social media you want to feel some type of emotion: whether it’s sad, happy, smart, amused, or even ‘I just watched something to waste time’. But the most engaging content on the internet creates a feeling within the viewer that keeps them coming back for more. So the next time you are making a listing video, add some music and create a story that resonates with viewers.
As a real estate agent, your followers on social media want to see what you have to offer, but they are bored with photos. It is time to start giving them what they really want. So either take out your smartphone or invest in a professional camera and start reaping the benefits of engaging video content.
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