There is no guaranteed formula for viral success, and factors such as luck and timing can play an important role. But – an effective video strategy goes a long way. In this article, we'll ruminate some ideas to help you succeed in creating and promoting video content on social media.
Part one: the basics
Let's cover the basic factors first – basic things you can apply to make any video more appealing and reach a wider audience.
Capture attention quickly
With so much content vying for attention on social media, you need to make sure your video stands out. Start with an attention-grabbing opening that makes people want to keep watching. This could be a striking visual, an intriguing question or a provocative statement. Consider adding a simple line of text to hint to the audience what to look out for or to give an idea what the video is about. Whatever you do, make sure it's something that will make people stop scrolling and pay attention.
Length does matter
When it comes to video on social media, shorter is usually better. Most social media platforms have a short attention span, and users are often scrolling quickly through their feeds. You want to grab their attention quickly and keep it for the duration of your video. A good rule of thumb is to keep your videos under 60 seconds, and ideally under 30 seconds if possible.
However, longer video content can be better in certain situations. While shorter videos are often more effective for grabbing attention and keeping viewers engaged on social media platforms, longer videos can be more appropriate for specific purposes, such as how-to videos, product demonstrations, reviews, interviews or discussions. Just make sure to keep the content engaging and visually interesting to maintain viewers' attention.
Use subtitles
Many social media users watch videos with the sound off, so it's important to include subtitles or captions. This will ensure that your message gets across even if someone isn't able to hear the audio. Most video editing software makes it easy to add subtitles, and there are also plenty of online tools you can use to generate them automatically, like StreamLadder.
Cross-post
By cross-posting your video on multiple platforms, you can increase the chances of it being seen by different segments of your target audience. For example, if you post a video on Instagram and TikTok, you may reach some viewers who only use one platform or the other. Edit one video and post it to multiple channels at once with StreamLadder. This can help you maximize the reach of your video and increase the number of views, likes, shares and comments.
Optimize for each platform
Different social media platforms have different video requirements, so it's important to optimize your content for each one. For example, Instagram, YouTube Shorts and TikTok videos should be square or vertical, while regular YouTube videos should be landscape. Plus, the user interfaces may differ depending on the platform, meaning that different parts of the screen will be hidden by things such as the like or comment buttons on mobile. If you use StreamLadder as a video editor for your Twitch content, make sure to use safe zones to prevent this from happening.
You should also consider the audience on each platform and adjust your video content accordingly. For example, the tone, style, and messaging that work well on Instagram may not be as effective on Twitter. By tailoring your video content to each platform, you can increase the chances of it resonating with your target audience and driving engagement.
Part two: the content
Of course, when the actual content of the video isn't interesting or funny enough to capture people's attention, adding subtitles won't make much of a difference. So what should your actual video content be about? Here are four ideas.
Humor
Perhaps the most obvious one, but worth mentioning nonetheless. Viral videos are often funny, surprising or awe-inspiring. For Twitch specifically, you’ll want to look for moments that are humorous or unexpected, like epic fails, incredible wins or funny and interesting audience interactions. The disadvantage of these kinds of videos is that it’s often left up to chance – you can't really plan it. However, you can create circumstances that will make it more likely something interesting will happen. Here are some ideas to create more engagement on your stream that may lead to some funny moments.
Nostalgia
Videos that tap into a sense of nostalgia or sentimentalism, such as throwback videos or videos featuring old songs, TV shows or video games, can be highly shareable and relatable. This is because nostalgia can evoke strong emotions in viewers, such as happiness or a sense of connection to a shared cultural experience. Videos that tap into nostalgia can appeal to a wide range of age groups and demographics, as people of all ages have their own unique cultural touchstones and memories from the past. So rather than only streaming new games, consider streaming some older games sometimes (that people might have forgotten) that taps into that nostalgia.
Informational
You can also opt for videos that are educational or meaningful, like teaching viewers how to do something, explaining a complex issue or inspiring viewers to take action. For gaming Twitch, people might be looking for information on how to get through a difficult part of a certain game (walkthroughs) or wanting to get a look at the gameplay before they buy the game themselves. An advantage here is that you can plan it in advance.
Controversy or shock value
Videos that are controversial or provocative can create a lot of buzz and generate strong reactions from viewers, which can lead to increased sharing. It's important to note here that these factors may not always be positive, and that viral success is not always a good thing. Videos that rely on shock value or controversy may be seen as exploitative or in poor taste, and can generate negative backlash. You should also try and stay within the rules and regulations of both Twitch and the social media platforms you want to use – getting banned will set you back.
Ultimately, the key to creating a successful viral video is to create high-quality content that resonates with your audience and meets their needs, while also being thoughtful and intentional about the impact your content may have. Good luck!
Try StreamLadder for free to turn your stream clips into perfect social media videos.
