So what is social video?

“Social video” is the topic du jour for publishers, brands, marketers, and anyone else looking to find success on social media. Social video has grown enormously in popularity and volume over the last two years. Video is now the most popular of content on social media, and the most effective for driving engagement and growing audiences.

But none of that really answers the question: what is a social video?

Let’s break it down:

A social video is short

Effective social videos are short – typically a minute or less. This doesn’t leave a lot of room for in-depth subjects, but it is just enough space to very quickly hit a single point, be it entertaining, informative, or affecting.

A social video is targeted

Social media is all about audience – the audience you have and the audience you want. Social video is aimed at both groups, with the hope that as your current audience engages with the content, similarly interested users from their networks will be drawn into the fold.

A social video is designed for social platforms

This one might feel obvious, but social video is specifically designed for social platforms (a TV ad uploaded to Facebook doesn’t qualify). That means the video is optimized for web and mobile viewing, and tailored specifically to the platform that will house them. Part of this is brevity, as well as readability across devices of all kinds, and clarity of message even without sound.

A social video has one big goal: engagement

A central focus on driving engagement is the defining characteristic of social video. Every social video aims to drive social actions such as shares, comments and likes. Those acts of engagement are what bring your content organically into the feeds of potential new followers and new audiences. In short, if the goal of social is to grow an audience, engagement is the number one way to do it.

With these points in mind, we’re able to pull together a succinct answer to our original question. What is a social video? A social video is a short-form video crafted specifically to drive engagement actions and captivate viewers on social networks.

For a deep dive into all things social video – and how to master it yourself – check out Wochit’s Complete Guide to Social Video.

The publisher's guide to social video: info.wochit.com/ebooks/social-video
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