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How to Create Successful Videos for Social Media

Social networks are increasingly relevant when transmitting content (EFE/EPA/ANDREJ CUKIC)
Social networks are increasingly relevant when transmitting content (EFE/EPA/ANDREJ CUKIC)

The number of users of social media andIt is equivalent to more than 58% of the world’s total population.. There are currently 4.62 billion network users globally, according to data published in Digital 2022, the latest report by We Are Social and Hootsuite.

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This makes it clear how important it can be for creators, media and companies to have a prominent presence in this digital universe.

In terms of content, short videos (maximum one minute long) have become a trend. And this grew hand in hand with the advancement of platforms such as TikTok either Instagram, among other. Here’s a rundown of some points to keep in mind when producing videos on social media.

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The type of content to be produced

The first question before making a video should be why do it and then how to choose to tell it. The purpose could be to communicate products or services to a certain audience, other users will seek to help others through ideas, advice, etc.

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It is important to know what audience we want to impact. This is one of the suggestions shared in this note by Ariel Fiminela, a graduate of the UBA (University of Buenos Aires) from the image and sound design career, author of the book Guide to sell more with videos.

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It is important to have a digital strategy in mind when creating content
It is important to have a digital strategy in mind when creating content

To devise the type of content that will be produced, it is convenient to analyze other content creators, see the type of material they share, the aesthetics of their material, etc.

the platforms

The second point is to think in which sites content will be generated, to plan the story mode that would be implemented as well as the frequency that will be had in each of them. For this it is important to know profiles and audiences of the different platforms. Here it is key to educate yourself and search for content on these topics.

Facebook it remains the most used social platform in the world, with 2.74 billion users, followed by YouTube, which has 2.291 million. Instagram and TikTok follow. The latter exceeded one billion followers and is one of the spaces that grew most in relevance during the pandemic.

Having these numbers clear, it is clear that these are the platforms on which to seek to have some presence. The second point is to verify what are the hours in which it is convenient to publish. For that you have to look at the tools for creators that integrate the different networks. All of the aforementioned have a section with metrics which can be accessed from the configuration menu.

To start creating content you must have at least a phone and microphone
To start creating content you must have at least a phone and microphone

Digital tools and devices

To produce quality content today you don’t need to have the best professional camera on the market and have a recording studio. Many times with a good phone, a lighting ring, a microphone and a tripod, it is enough to produce content that is good enough to stand out on the networks..

Another important point is to have knowledge of certain digital tools that can be useful when generating material. There are numerous video editing apps that offer options to cut text, record voiceover, change the background and add text. There are also apps to create custom covers for videos.

In turn, it should be noted that social networks also integrate their own tools to create clips with all kinds of effects. It is the case of youtube shorts, Instagram or TikTok, for example. They are easy to use options and it is enough to slide or press on the screen to make interesting videos.

Doing a good edit to merge different clips, put sounds, music, and even subtitles go a long way when it comes to captivating the audience.; stand out in a statement from Kwai, a platform for the creation of short videos that has more than 300 million users worldwide and landed in Latin America a year ago.

Tik Tok is one of the platforms that grew the most during the pandemic (REUTERS / Given Ruvic / Illustration)
Tik Tok is one of the platforms that grew the most during the pandemic (REUTERS / Given Ruvic / Illustration)

Keep an eye on trends

It is important to be attentive to the trends that arise in social networks. They are not always the same on all platforms. In TikTok there are usually many challenges or challenges.

Humor, choreographies and voice dubbing prevail, although educational content is also shared on topics that are trends or news, within all kinds of segments such as economy, technology or science.

Reels allow you to share short and dynamic videos
Reels allow you to share short and dynamic videos

These videos aimed at giving advice and sharing knowledge are also very popular on Instagram where there was an explosion of content in the reel format.

Establish routines

If you want to generate an audience, then it is important to constantly generate content. Fans will expect to receive material daily, or at least three times a week, depending on the platform.. In order to comply with this frequency, it is key that creators establish agendas and routines to follow. Sometimes it can help to produce several pieces of content in a single day that will then be distributed throughout the week.

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