Video Content 101

BY NICOLE O’ROURKE

As social media platforms continue to evolve and change, we are seeing a strong increase in short-form video due to its clear success. According to HubSpot, a marketing software company, “short-form [video content] ranks #1 for lead generation and engagement,” and “short-form video has the highest ROI of any social media strategy.” Get started in utilizing video content to help grow your business with these quick tips.

Video content has grown exponentially on social media as it is favored by viewers and most platforms’ algorithms. Creating video content, specifically short-form, has led to massive growth, viral potential, greater exposure, and engagement due to its popularity. Video content is especially useful when trying to appeal to Gen Z, who are most involved and engaged with this form of content and marketing compared to prior generations.

Short-form video is advantageous for sales purposes, as it allows for a dynamic way to showcase listings. Long-form video content is slowly decreasing in popularity, as viewers’ attention spans are decreasing.

According to Later, a social media scheduling tool, “video content typically performs best with most algorithms, based on the fact it captures a viewer’s attention for longer [compared to a photo].” To keep viewers engaged, stick to shorter videos with fast cuts and editing that will capture and hold their attention.

Instagram and TikTok videos may have a higher chance of going viral using trending audio. With trending audio, viewers are often more likely to watch your video, which can lead to an increase in engagement and followers.

According to HubSpot, an easy way to find trending audio on both platforms is to scroll through your feed or home page to see which sounds pop up most frequently. Another way to indicate if a sound is trending on Instagram is to scroll through reels and look at the lower left-hand corner—if there is an upward arrow to the left of the name of the sound used, it means the audio is trending.

Participating in trending video formats and audio can increase the chances of your content going viral or at the very least, gaining more views and reaching more accounts. Some trends may be inappropriate for business use, but many are flexible and are easy to personalize to your industry or company.

To grab viewers’ attention and make your videos and photos look natural, record and photograph content during the day in natural lighting. If you’re unable to record during the day, try using a small LED light that can clip onto your phone, a reasonable alternative to a bulky tripod or ring light attachment.

Use keywords in your videos when editing for Instagram and TikTok to help the algorithm boost your content. Intriguing and commonly searched titles will help draw viewers’ attention while boosting SEO. If you don’t want certain keywords being seen on the screen, you can make the text small and hide it offscreen in the corners of your videos. This will boost your video in the algorithm for people who are searching for those words.

Viewers are looking for ways to improve their lives, and short-form video allows them to receive quick tips daily. Providing educational content to viewers can push them further along the decision-making process, or address a pain point they may not have seen beforehand. This content strategy allows you to offer a solution, which they are then more likely to use after becoming educated on the topic.

The Sussex County Association of Realtors® presented a $12,000 check to the Sussex County Habitat for Humanity. The donation was part of the proceeds from their Eleventh Annual Golf Classic held in October at the renowned Ballyowen Golf Club.

The Sussex County Habitat for Humanity will use the much-needed funds for a new home build to be constructed in Franklin, New Jersey later this year. SCAR members plan to volunteer their time and hard work into this build and are looking forward to assisting a local family in need.

Greater Bergen Realtors® Community Service Committee partnered with Jersey Cares for their annual winter coat drive. Each year, Jersey Cares Coat Drive collects and distributes thousands of gently used winter coats to men, women, children, and infants in need. The coats are collected through churches, police stations, schools, and other organizations before being organized, packaged, and delivered by volunteers. Last year, Jersey Cares collected more than 20,000 coats throughout the Garden State. Through their partnership with Greater Bergen Realtors® Community Service Committee over 300 coats were collected for those in need throughout the state of New Jersey this winter.