In the digital era, shareability is currency. Videos that are widely shared generate more visibility, engagement, and ultimately, conversions for brands. Creating video content that viewers feel compelled to share isn’t just about good storytelling—it’s also about designing content to maximise its spread across all social platforms. Here are some key strategies to enhance the shareability of your brand’s video content.
1. Engage Emotionally
People share content that strikes an emotional chord. Whether it’s joy, surprise, sadness, or humour, emotional content tends to perform better in terms of shareability. For instance, videos that inspire viewers or evoke laughter are more likely to be shared. Consider your audience’s emotional drivers; what moves them may move their network too.
Take this commercial for The Farmer’s Dog, for example. The brand’s storytelling consists of emphasizing the emotional relationship between pet and pet owner. The marketing strategy of Farmer’s Dog stresses the importance of pet health and wellness, appealing to the care and compassion pet owners have for their furry loved ones. This commercial that aired at the 2023 Super Bowl quickly became an online sensation that skyrocketed Farmer’s Dog customers and was voted the top ad in the USA Today AdMeter.
2. Keep It Snappy
In a world of ever-decreasing attention spans, concise content wins. A video that communicates its message efficiently and engagingly within the first few seconds is more shareable. Aim to hook your viewers quickly by presenting the most compelling part of your video upfront.
3. Ensure Sharpness
High production quality is a must as a well-produced video reflects on the professionalism of your brand. High-quality visuals with clear, crisp sound make a huge difference in terms of likeliness an audience will watch and share. Even if your budget is limited, focus on getting the best possible production quality by using proper lighting, stable video footage, and clear audio.
4. Optimise for Mobile Viewing
Everyone is on their phone today. To optimise your content so the most people will see it, your videos must be shareable for mobile viewing. Consider vertical formats for platforms like Instagram Stories or TikTok, ensuring subtitles for viewers who watch without sound, and testing videos on multiple devices to ensure the quality remains consistent.
5. Add Value
Videos that offer valuable knowledge in some form—whether it be educational content, DIY tips, entertainment value, etc.—are more likely to be shared. Think about what your audience finds useful or interesting. How-to videos, thought leadership pieces, and behind-the-scenes insights can add substantial value to your audience.
6. Include a Strong Call to Action
Don’t leave viewers guessing what to do next. A strong, clear call to action (CTA) can encourage sharing. Whether it’s prompting viewers to “Share if you agree!” or offering an incentive for sharing, make your CTA direct and simple.
Take the search engine site Ecosia, for instance. Ecosia has promoted their brand on the stance that they are “the greenest way to search.” For every 50 searches, the brand plants one tree, a business model that has led to brand to garner 20 million users per month. Their call to action is, if you use our product, you will be supporting a greener future, contributing to the business’ success.
7. Leverage Influencers
Partnering with influencers who have a large following and credibility can dramatically increase the shareability of your video content. Choose influencers whose audience aligns with your target demographic to ensure the content resonates and is shared widely.
8. Capitalise on Trends
Creating content that ties into current trends or viral topics can boost shareability. However, it’s important to act quickly on trends while ensuring the content is still relevant and true to your brand’s voice.
9. Encourage User Interaction
Interactive videos that invite user participation can increase engagement and shareability. Consider including interactive elements like polls, quizzes, or contests within your videos to encourage viewers to interact and share.
10. Promote Across All Channels
Don’t limit your video’s exposure to a single platform—Share your video content across all relevant social media channels and consider cross-promoting through email newsletters or your website. Diversifying the platforms for your video ensures maximum visibility and shareability.
Conclusion
Creating shareable video content is crucial for enhancing your brand’s online presence. By focusing on emotional engagement, maintaining high production quality, and actively encouraging shares through strategic CTAs and influencer partnerships, your videos can reach a broader audience and drive more meaningful engagement. Remember, every video is an opportunity to expand your brand’s reach—make it count.
Small Films are specialists in video content for FMCG brands. We’ve created unforgettable films for the likes of Mallow & Marsh, Lucky Saint and Charlie Bighams and more. If you’d like to discuss your next video marketing project, then do get in touch with one of the team. We’d love to help.
