Stop doing this in your videos. Creating Engaging Video Content for Social Media: Tips and Tricks

Videos are a powerful medium to engage and educate. However, certain common pitfalls can drastically reduce their impact. Let's explore eight practices you might want to reconsider.

#1 Talking too long to get to the point

Have you ever watched a video and asked yourself, "How long does it take to get to the point?" and then got impatient and scrolled on? Yes. It happens to all of us. 

In today's fast-paced digital world, users' attention spans are shorter than ever. With so much content at their fingertips, viewers want information quickly and efficiently. If a video doesn't capture their attention immediately, there's a high chance they'll scroll on.

If your videos, especially reels takes too long to get to the point, you will lose the viewer's attention. Short-form content is all about conveying size bite pieces of information within seconds. If viewers sense that you're beating around the bush, not only will they abandon the current video, but they might also hesitate to engage with your future content. First impressions matter, and in the video content realm, they might only have seconds to take hold.

#2 Introduction to long 

The biggest mistake I see video creators make, especially on YouTube, is an unnecessary intro. A sleek, professionally designed video introduction might seem like an excellent way to make a mark. It gives a polished touch, perhaps a catchy tune, and, in theory, should be the perfect way to kickstart your video, especially on platforms like YouTube. However, there's a huge difference between theory and viewer preference. While creators might appreciate the aesthetics of a b-roll accompanied by music, viewers often see it as a barrier to the actual content they clicked on. The truth is, many viewers use that fast-forward button or skip to another video altogether when confronted with a lengthy intro.

Another pitfall is the "like and subscribe" misstep. It's understandable that creators want to grow their channels, and reminding viewers to like and subscribe is part of that. However, timing is crucial. Asking viewers for these actions just one minute into a video, before they've received any value from the content, can come off as presumptuous. It's similar to asking someone to buy a product before they've even seen it. 

#3 Clickbait

Using misleading thumbnails and titles designed to generate clicks might appear as a way to boost views, but the ramifications can be more detrimental than one might anticipate.

While clickbait strategies might spike initial view counts, they do a disservice in the longer run. Viewers who realize they've been lured under false pretenses are likely to leave the video quickly. This swift drop-off can negatively impact the video's algorithmic ranking, making it less likely to be recommended to others.

In addition to algorithmic implications, clickbait harms a creator's reputation. Trust, once lost, is challenging to regain. If viewers consistently find that a creator's content doesn't match the promises made in titles or thumbnails, they're less likely to engage with future content. 

#4 Bad Quality 

Blurry or unsharp footage can detract from the video's message. It's distracting and suggests a lack of professionalism or care in content creation. 

Filming in high resolution isn't just about aesthetics. Higher resolution offers flexibility in post-production, such as zooming in without losing detail or stabilizing footage without pixelation. While 1080p is considered the baseline for decent quality, filming in 4K is becoming increasingly standard, and I highly recommend it.

#5 Too Polished / lacking authenticity

Viewers can see inauthenticity from a mile away. If your videos look overly polished, it's off-putting. There is a huge difference between professional and too polished. 

Your body language will tell if you are constantly playing a role in your videos or trying to be someone else. Putting on a fake smile or creating content you don't believe in will show to the viewer. 

People relate to real-life challenges, emotions, and experiences. Sharing authentic stories or moments can foster a deeper connection with your audience. When viewers believe you're genuine, they're more likely to trust your opinions, advice, or product recommendations. Being yourself is sustainable. Keeping up a facade or playing a role can be exhausting and hard to maintain long-term.

Meaningful connections are built on trust and relatability, and these are best fostered by being genuine and true to oneself. In the world of digital content, it's often the authentic moments that leave the most lasting impressions.

#6 Quality over quality - pressure of "I have to post"

Nothing is more detrimental to your online presence than posting content for the sake of posting it. If you feel the pressure to "have to post" a video on TikTok just to fullfil some imaginery schedule, it will show in your videos. There's a fear of becoming irrelevant if not consistently posting and this often leads creators to fall into the trap of producing content merely to stay in the limelight, neglecting the essence of genuine engagement.

Crafting content under the pressure of an imagined deadline or out of sheer obligation can have noticeable effects. 

Viewers can sense when a creator isn't passionate or genuine in their presentation. Rushed content often lacks enthusiasm, making it less engaging.

A video that feels forced or out-of-sync with a creator's usual style can be off-putting. It creates an unsettling vibe, deterring viewers from watching through or returning for more.

While maintaining an online presence is important, it shouldn't come at the cost of content quality or authenticity. Creators should resist the urge to post content just for the sake of posting. After all, in the vast world of online content, genuineness and quality shine the brightest.

#7 Overly salesly 

In an era saturated with ads and promotions, audiences have developed a keen sense for when they're being overtly sold to. And, more often than not, they resist it. If the bulk of your video content focuses solely on your product or service, it not only overwhelms your audience but also risks turning them off entirely.

It's essential to understand that modern consumers aren't just buying a product or service; they're investing in a brand. Establishing a genuine connection with your audience by offering insight, entertainment, or education builds trust. This trust, in turn, makes them more receptive to purchase your product. 

You have to give, give, give before you can ask for something. 

Use my golden rule of content: 70% value and 30% promotion. Using the 70/30 content rule ensures you offer the best of both worlds, leading to a more engaged, trusting, and ultimately, purchasing audience.