Let’s be honest, social media moves fast.
One minute you’re watching a dog dance on TikTok, the next you’re wondering how to get your business seen by more people. If you’re not using video in your content plan yet, you’re not just missing a trick… you’re missing a key ingredient from the marketing puzzle.
But don’t worry, we’ve got your back.
At Piece of Cake, we’re experts in creating video content that gets businesses the engagement they need to thrive – and this blog is packed full of our expert tips to help you create better, more engaging videos for social media that actually work.
Whether you’re new to video or you’ve already dabbled, we’ve got everything you need to know about social media videos right here. So, tune in, get your phone camera ready, and let’s learn how to take your content to the next level.
Why Social Media Video? Because It Works!
There’s no denying it; video content gets attention – and it can now continue to do well for weeks or even months after you’ve posted it.
Whether it’s a quick Instagram Reel or a Facebook behind-the-scenes clip, the best video content is designed to stop the scroll in a way static images just don’t anymore.
It helps people see your personality, hear your story, and feel connected to your brand. And it’s ever evolving, with social media platforms like TikTok now beginning to replace search engines as the top place to look for answers to life’s many questions.
So, if you want a great ROI and your content seen by more people (with the chance of even ‘going viral’ and expanding your audience exponentially), embracing video is the only place to start.
We’ve put together a handy guide of our top eight tips to improve your social media videos.
Know Your Audience
Before you even think about hitting ‘record’, ask yourself: who’s this video actually for? Then tailor it to suit that target audience.
Consider:
- What kind of content your audience enjoys
- Where they spend their time (Instagram? Facebook? TikTok?)
- When they’re online and likely to watch
If your audience is mainly busy parents, try to keep it short and snappy. If they’re business owners, a bit more of a deep dive may work better. The key is knowing – and researching – what they’ll enjoy and what will help them trust you.
Decide Your Video Type
There are many different types of video – and many can be mixed and matched to keep things fresh across your social media accounts.
If you’re stuck for ideas on what kind of videos to make, why not start with:
- Explainers – Got a service or product people don’t fully understand? Use video to break it down simply.
- Behind the Scenes – Show the humans behind the brand. People love seeing what goes on ‘backstage’ and it helps them connect to you on a more authentic level.
- Customer Love – Share videos from happy customers or testimonials. Social proof is one of the most powerful tools in your marketing toolbox.
- Tips & How-Tos – It’s invaluable to be helpful on social media as this instantly builds trust. Offer advice that positions you as the go-to in your field.
Start with a Script (but keep it real)
You don’t need to be Spielberg – fully scripted content is actually not ideal for social media – but a plan for what you’re creating certainly helps.
Whether it’s just a few bullet points or a roughly drafted outline of what you’d like to share, know what you’re aiming to capture before you start filming.
Base your plan around this structure which may look simple, but is incredibly effective at stopping the scroll:
- Hook – Grab attention in the first second or two
- Message – What’s the one thing you want them to remember?
- Call to Action – Tell them what to do next (visit your website, follow, comment, etc.)
And if you’re planning to speak on camera? Keep it conversational – imagine you’re chatting to someone in a coffee shop, not presenting the six o’clock news.
Tips for Capturing Your Videos
You do not need a fancy studio setup to create great videos. The more natural, the better.
Simply film your video, or a range of clips, on your phone and then use a basic app like Instagram Edits, CapCut, or InShot to edit them before uploading.
When capturing your video, it’s best to follow these basics:
- Use natural light (face a window if you can)
- Keep your phone steady (prop it up if needed)
- Avoid background noise
- Make sure your subject is in the shot (and not halfway off-screen)
Once you’ve completed your edits, add your on-screen text, captions, and trending music – but keep in mind that many people watch with the sound off so ensure the message is still clear.
Remember – One Size Doesn’t Fit All
It’s really important to keep in mind that each platform has its preferences when it comes to the content you share. For example:
- Instagram loves short, snappy Reels
- Facebook likes native video with captions
- TikTok is all about trends and relatability
- LinkedIn prefers thoughtful, professional content
Tailor your video length and style to fit where you’re posting – and always repurpose across your channels as one video can work in lots of different ways.
Focus on SEO for Video
Social media is growing in popularity as a search engine, particularly for Gen Z and younger consumers. So, if you want more people to find your videos, optimise them for SEO.
Make sure you:
- Use clear, keyword-rich titles
- Add descriptions and tags
- Include subtitles or captions
- Embed videos in blog posts or on your website
The more context you give platforms like TikTok or Instagram, the better chance your video has of being shown to more people.
Promote It (Don’t Just Post and Hope)
Congratulations, your video is out there in the world! But your work is not quite done yet..
Once your video’s live, shout about it to maximise its potential by:
- Sharing it across your social platforms
- Adding it to your email newsletters
- Encouraging followers to comment, save, or share
- Actively engaging with comments
- Reposting snippets in Stories
Plus, if it’s a good one, consider putting a little budget behind it – boosting even £20 can help it reach a bigger audience.
Keep an Eye on What’s Working
Regularly check your analytics to see what’s performing well and what’s not quite hit the mark.
It’ll not only help you make better decisions next time, but can also guide and evolve your social media strategy if you identify content that lands well with your audience.
Keep a keen eye on:
- Views and watch time
- Comments, likes, saves, and shares
- Click-throughs or conversions
- Follower growth
Using social media in marketing is a great way to test different styles, lengths, and formats to see what works best for your audience. And since every audience is different, and it’s all part of the learning curve.
What’s Next in Video?
We’ve got (old) news for you.
Video isn’t going anywhere. It’s only getting bigger, which is why you need to get on board and grow with it.
Keep an eye on trends like:
- Short-form vertical video (aka the king of content right now, like Reels and TikToks)
- Interactive content (polls, Q&As, clickable links)
- AI tools to help with editing and improving your content
The secret to creating great content is to be able to stay flexible and keep experimenting.
Be real, be relevant, and just start.
Work with Piece of Cake Marketing on your Social Media Video strategy
We know that video can feel scary if you’re not used to it, but it doesn’t have to be.
Start small, stay consistent, and focus on helping or entertaining your audience – and over time, you’ll find it becomes more and more natural to pick up the camera and capture great content.
If you need help getting started, we’ve got you.
At Piece of Cake Marketing, we help businesses just like yours plan, shoot, and share brilliant video content. From increasing your brand awareness to getting more sales, we know the tips and tricks that will help your social media platforms thrive and drive your business forward.
Get in touch with us today if you’d like a hand.