One of the main reasons why social video works – and does it very well – can be best summed up with a single word: Familiarity.

That’s not to be confused with getting used to things. Something can be new and yet feel familiar. Familiarity speaks to a sense of close acquaintances and relaxed friendliness between two parties. It implies a close relationship, and that’s precisely the feeling most social networks (and their content) strive to simulate in their users.

It doesn’t take long for anyone using Twitter to get accustomed to following threads of tweets in a single conversation. Or for someone on Instagram to browse their timeline looking for a beautiful photo or interesting short videos to occupy their attention for a little while.

The topics of the conversations and the content of the images change, but the feeling of familiarity remains.

It is the reason why influencers go all out trying to bring their audiences closer using types of videos that feel familiar and intimate. And businesses strive to emulate this trend by making more casual and approachable marketing videos.

In this post, we are going to go over a handful of tips, dos and don’ts you can use to help your social video marketing campaign achieve this desired quality and stand out from the rest.

Do Provide Value

Rather than obsessing over production quality, or focusing exclusively on conversion effectiveness (granted, both fundamental things to keep in mind), your primary aim should be creating something that will prove value to anyone watching it. This is particularly essential during the creative stage of conceptualizing your video.

One of the best assets at your disposal in this regard is storytelling. We are hardwired to respond to it, and it has become entangled with the way we learn about and experience things. So, a strong focus on narrative is strongly advised, regardless of your chosen format.

Effective use of narrative makes it easier to attain your goal of providing value and increases the overall effectiveness of your social video marketing.

What type of value, though? It’s a fair question. And the answers are abundant. But know that engaging, entertaining, and educating are usually at the top of that list.

Do Take Advantage of Analytics

Paying attention and taking advantage of your content’s metrics can have a significant impact on their performance.

Looking closer at your hugely successful videos can teach you a lot about what’s working. While studying the ones with lukewarm response lets you know what to avoid.

This numbers-oriented approach is key to building an effective branding strategy, as well as expanding your influencer image through compelling content.

Some platforms offer a lot in the way of analytics when it comes to videos (from traffic sources and total watched time; all the way to user engagement estimates). Others are rather scant when it comes to metrics.

You need to actively track any analytics your chosen platform provides. And use that data to inform your video creating process, guiding your decision-making on issues of topics to consider, strategies to implement, and areas to improve.

Metrics give you a straightforward look into what works, and perhaps more importantly, what doesn’t in your videos. Using analytics in this way can quickly overhaul viewer response. And help you turn struggling content into viral pieces of branding that actually contribute to your goals.

Do Include Call-to-Actions

For most people, the difference between merely watching a video, and watching while also sharing, liking, and commenting on it is merely you, asking them to.

CTAs are one of the most powerful findings of business marketing science and refer to any element designed to prompt or encourage an action.

As you create content, you need to make sure you are using it to their full potential in your social video marketing campaign.

You can go about it overtly – which tends to work best for influencers and other types of content creators – by requesting viewers to engage with your content. You can ask them to engage by clicking “like” buttons, sharing your videos on other platforms, subscribing, etc. This is done usually right after your video’s hook, and/or right before ending it.

On the other end, businesses engaging in social marketing might benefit from a more subtle, indirect approach. Like posing thoughtful questions, polls, or observations within their videos to prompt people to participate and share beyond just watching the content.

Don’t Underestimate the Importance of Video Length

Among the myriad of aspects that play a role in a piece of video’s performance on social networks, length is one of the leading ones.

Different social networks have distinct preferences when it comes to length. And you should, not only be aware of them, but also actively take advantage of said conventions.

YouTube and Facebook audiences are more comfortable with long-form content, and IGTV seems poised to complete that trinity. Other social platforms who are characterized for being more mobile (namely Twitter and Instagram) tend to forgo long videos for shorter, snappy ones.

A lot of good research has been done on the subject, and you’d do well to consider it when planning your content.

Don’t Slack with Your Thumbnails

Overstating the role of thumbnails on viewer engagement is difficult. They are that important. YouTube reports that about 90% of their best-performing videos on the platform have custom thumbnails. This is no coincidence.

When people browse their timelines and suggestions feed, it is the thumbnail, not the title, that catches their attention most of the time. Once that image engages them, everything else follows.

Now, what constitutes a good thumbnail is dependent on a myriad of variables. Several of which depend on your chosen social network, your target audience, your video’s content, and the expectations of your niche.

There are, however, a handful of considerations that can help you create good thumbnails which apply across the board.

A good thumbnail should:

  • Give a pretty good sense of the premise of your video.
  • Stand out in some way to grab peoples’ attention.
  • Remain “on brand,” and in tune with the image you want to project.
  • Compel people to want to click “play.”
  • Optimize to look appealing on all screen sizes.

Don’t be Afraid to Step Away From Conventions when Necessary

Yes, you need to be aware of and apply these conventions to better your chances of a successful social video marketing strategy. However, there comes a time when the canon gets stale, and whoever doesn’t innovate gets left behind.

This advice is particularly crucial for influences, and businesses in the tech industry using social marketing.

Do bear in mind this advice isn’t a license to have every other video feel like a stylistic exploration of artistry. Consistency remains the most significant factor. But once in a while, you should get creative and try to do things a bit differently.

When you do, it is essential to pay close attention to the analytics and audience response. They are the keys to figuring out what’s working and what isn’t. Keep what helps your strategy, and let go of the rest without hesitation.

Running effective and successful social video marketing campaigns doesn’t happen by accident. And very rarely is one possible without a plan. Knowing and implementing this advice won’t guarantee your campaigns’ success. It will, however, position your campaign on better footing to achieve success.

Start going over your future videos and try some of these dos and don’ts. You won’t regret it.