Nearly half of U.S. consumers have made a purchase through social media, but we didn’t have to tell you that. The reality is that you already know. In fact, you’ve probably made a purchase because of a video you saw on social media, or chances are, you know someone who has.
The challenge with social media marketing is that everyone is doing it. There is so much content out there that it can be extremely challenging to break through the noise. If you want to learn how to make social media work for your product or service, here are 6 tactics you can use to create scroll-stopping video for social media.
The Teaser
This tactic should give viewers a taste of what your video will be about and leave them wanting more. You have about 3 seconds to capture a viewer’s attention before they scroll past your video. Don’t waste those precious seconds building up to the main point of the video. Hook them right away with the most interesting detail/statement and then explain later.
The Scenic Hook
Capture your audience’s attention with an epic or breathtaking view!
I once worked with a client in the Maritime Industry, specializing in loading and discharging liquid tank barges. Their objective was employer branding with the intent of attracting new talent. In our strategy, we proposed starting Reels with a captivating drone shot showcasing the immense scale of the barges. The goal was that the visual spectacle would disrupt the scrolling pattern, capturing the attention of individuals seeking thrilling, hands-on work.
Problem and Solution
One of my favorite hooks is the problem and solution because it’s simple yet effective. This is especially great for B2C clients because their products solve a problem that can be seen or experienced.
Plenty of people can relate to stinky litter boxes, crying when cutting onions, and hating crowded gyms (just to clue you in on a few of the clients we’ve worked with)!
Direct Audience Call Out
Don’t be afraid to directly call out your audience. Mention something specific about them!
Many of our clients shy away from this technique because they don’t want to exclude one audience by directly calling a specific one out. A counterpoint to that argument that I will continue to make is that calling out a specific audience doesn’t mean another audience will not watch the video. In fact, you might pique their interest and get them wondering, “Why not me?” Then, they’ll watch your video to find out.
Example: Are you a Gen Z who hates calling to schedule your doctor appointments?
What you’re doing here is calling out a specific demographic (Gen Z) and a problem they may be facing. People aren’t going to just scroll away because they’re not Gen Z. Chances are someone older, who has the same problem, will continue to listen and find out how the service you offer is going to eliminate the burden of ever having to call to make an appointment again.
Quick Motion
With attention spans becoming increasingly shorter, this tactic is a great way to hold someone’s attention. Instead of sitting and talking in front of the same background for a whole video, try a fast, swift motion in the first couple of frames. You can even switch up your surroundings from thought to thought. Get creative with it!
First Person Narration
This is one that I love to recommend to our clients who come to us for employer branding. Employer branding is all about showcasing your company’s culture on social media, and what better way to do that than a video narrated by your employees? “Come with me to work at an architecture firm in L.A.” or “Day in the life of a Digital Marketer”, are just a couple of examples of this tactic.
Quick tip: Use visually interesting subtitles on the screen to keep your audience engaged.
Transform Your Video Strategy
By strategically incorporating these approaches into your video content, you’ll not only captivate your audience but also elevate your social media presence, stand out, and leave a mark on your audience.
If these tactics excite you, but you don’t have the bandwidth to put them into action, fill out the contact form below to connect with us.
