How to Create Engaging Video Content for Social Media

How to Create Engaging Video Content for Social Media

Creating engaging video content for social media is a powerful tool in capturing your audience’s attention in this crowded digital landscape. Understanding your audience, mastering visual storytelling, and using the right techniques are key to your marketing strategies success.

This guide covers everything you need to know, from developing a content strategy to leveraging social media influencers.

How To Make Your Social Media Engaging

Understanding your target audience is crucial. Conduct market research through surveys or analytics tools to gather demographic data. This will also identify user behaviour and engagement with your content, and allow you to create more resonating and tailored content.

A younger audience for example interested in fashion, might prefer short, bite-sized content pieces. A more professional or corporate audience however might prefer seeing more informative and educational content with higher production value.

Understanding your audience will help you create engagement and interaction-driving content for your brand.

Planning Your Social Media Video

Without a clear plan, videos can lack direction and fail to communicate the intended message.

To plan video content, start by developing a clear message and storyline. Consider the tone, visuals, and pacing of your content, and keep it short and engaging.

Make sure you include a call-to-action to encourage interaction and engagement.

By planning in advance, videos can be focused and effective in achieving marketing and brand growth goals.

Optimising Your Video Content for Social Media

Optimising videos for social media platforms is crucial for effective and engaging content.

To maximize engagement, it is essential you tailor your content to each platform’s unique audience, style, and format.

Consider factors such as the format and length of your content as well as aspect ratio and image or video resolution.

And remember each platform has its own unique style, tone, set of video length guidelines, and optimum posting times for content engagement. Instagram for example is a highly visual platform whereas Tik Tok tends to favour trending sounds and off-the-cuff, unpolished content.

By tailoring your videos to each platform, you can maximise engagement and create content that resonates with your audience. Also, optimise your content for the ideal posting time and frequency on each platform.

Produce Captions and Subtitles for your Video

Adding captions or subtitles to social media videos can also significantly improve accessibility and increase engagement.

Captions or subtitles make videos more accessible to the deaf or hard of hearing, as well as viewers who prefer to watch videos without sound.

Ensure your captions or subtitles are accurate and easy to read, as well as placed in a way that doesn’t interfere with the visuals, and in the right language for your audience.

You want to harness the fact that videos with captions or subtitles have seen a 40% increase in views on Facebook.

Engaging Influencers To Become Viral

Collaborating with social media influencers can also help to create engaging video content for social media, by tapping into their existing fan base and leveraging their audience to drive views, engagement, and conversions.

Identify whether an influencer is a good fit for your brand before taking them on, and ensure their style and content aligns with your own brand identity.

Establish clear goals, expectations, communication channels, and an agreed budget with your influencer.

This will help to better tap into their creativity, expertise, and audience to create the most engaging and effective content that resonates with your audience, whether you’re building brand awareness, driving engagement, or increasing conversions.


Learn to Film is a hub for training and education for ambitious content creators who want a career in film, video or television. Whether you are looking to specialise in a certain area such as producing or video editing, or want to learn about the whole production process, head on over to our courses page for more information.

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