When TikTok sauntered onto the social media stage back in September of 2017, no one quite expected the video-focused app to disrupt the status quo of digital marketing quite like it has. With over 1 billion users in over 150 countries, TikTok has solidified its position as a powerhouse within the social media arena.

 Head of Instagram, Adam Mosseri, has recently announced that the ever-shifting Instagram algorithm will also be moving toward a focus on video content. Mosseri explained that they want to explore Instagram as a platform of entertainment rather than solely a photo-sharing app.

So, what is it about video-focused platforms that work so well? Simply put, video content is engaging, entertaining and above all, extremely binge-worthy. Now I know what you’re thinking, but before you sigh heavily and shut your laptop in defeat; let’s explore how this shift can be an exciting, positive adjustment for consumer brands…

The most followed user on TikTok, at only 17 years old, has over 122 million followers. Charli D’Amelio began posting lip-syncing videos on the platform back in 2019 and is now signed to Sony Music, has appeared in numerous commercials, and is earning an impressive $4 million each year. Any account, no matter how small or large, could ‘blow up’ through engaging video content. It’s clear that you don’t need to be Steven Spielberg to make it viral.

Let’s look at the TOP FIVE ways you can optimize video content for your account:

 

1) CREATE VALUABLE CONTENT.

When producing content in any format, we should always be asking ourselves whether the post will be of value to our target audience. If the content is not beneficial for the consumer, re-think and try again!

2)   SHOW PERSONALITY.

There’s nothing more boring than a brand churning out generic, emotionless content time and time again. Video content is giving brands the chance to really get across their personality and ethos through entertainment, humour and creativity.

3)   BE RELEVANT, RELATABLE, AND ACCESSIBLE.

When thinking about your video content, make sure to keep up to date on the latest trends and where relevant, jump on these trends with an original spin. Keep in mind that video content is not accessible to everyone in the same way, so including features such as closed captions is a must. 

4)  CREATE A HOOK & USE THE FIRST FEW SECONDS WISELY.

Just like when scrolling through static images, if we’re not instantly hooked by a piece of content, it’s already forgotten about. Imagine the first few seconds of your video as this ‘scrolling time’ and make sure your audience is immediately engaged.

5)   MAKE SURE THE THUMBNAIL IS INVITING.

If your video content is going to show up on the feed with a static thumbnail, that thumbnail needs to appeal to your target demographic. Use your brand look and feel to encourage consumers to view the content.

 

2021 is an exciting time to get stuck into the world of video marketing. With a mini camera glued to our hands 24/7, it begs the question: why haven’t we been doing this sooner?! At Brilliant we’ve begun rolling out video content for some of our clients, ranging from ‘hacks’ and ‘how-to’s’ for Silver Bay Point, recipes for Saint Agur and jumping on humour-led trends for Beanies.

Social Media has always been and will continue to be a minefield of ever-changing trends and algorithms. It isn’t always easy, but it is always exciting. Here at Brilliant, we can’t wait to delve into the world of ring lights and reels.