In this guide
Social video needs to give someone a reason to pause while scrolling. That might be a useful tip, a familiar person or a chance to see an event they missed. Start with what the audience would find interesting, then decide how the brand fits into it.
This article explores what makes social video marketing effective, using real campaign examples from brands including HTC, Audi, Spalding, TAG Heuer, and Magic: The Gathering. Here are three approaches we have used across different industries and audiences.
- Content people are motivated to share
- Content that teaches, helps or informs
- Content that gives people an experience they couldn’t access themselves
Approach and Examples
1. Content People Want to Share
A video can give people a way to express their personality, values or sense of humour. Consider why someone would want a friend or colleague to see it, and make that idea easy to understand.
During HTC’s “One Day I Will” campaign, the brand invited users to record a short video about a personal goal they intended to pursue. The idea was simple: express something meaningful, then nominate a friend to participate. It encouraged conversation, participation and connection.
The campaign gave participants a clear prompt and a way to involve their friends. The brand’s role was to start that conversation.
We saw something similar with Sherrin’s social campaign. Their goal was to promote a competition, but rather than relying solely on brand messaging, they used the voice of someone audiences already trusted: then Hawthorn captain Luke Hodge.
His direct message gave fans a straightforward introduction to the competition.
2. Content That Helps or Teaches
People turn to social platforms for ideas, tips and advice. Short, helpful videos are often saved, shared and revisited because they offer immediate value without demanding much time.
For Spalding, we produced a series featuring Olympic swimmer Giaan Rooney. Each video delivered simple, practical exercise tips. They were concise, credible and tailored for a browsing audience.
Each tip gave viewers something they could try. For a series like this, keep each video focused on one useful action and show it clearly.
3. Content That Gives People an Experience They Couldn’t Otherwise Get
Behind-the-scenes access, event coverage and same-day edits let viewers see something they could not attend. A quick release can make the video useful while people are still talking about the event.
Audi used this strategy at the Melbourne International Film Festival. With well-known actors and directors in attendance, the value lay in quickly conveying the event’s atmosphere, while conversation was already happening online. The video was shot and edited overnight and released the next day.
TAG Heuer used a similar approach by releasing same-day coverage of a Manchester City vs Real Madrid exhibition match in Melbourne. The immediacy of the edit made the content feel current and conversational.
This approach can work for niche communities, too. At the Magic: The Gathering Grand Prix, thousands of players gathered for a large-scale competitive event. Our brief was to capture the atmosphere and make remote players feel part of it. To achieve that, we used a documentary-style approach and released the edit within 24 hours.
The quick turnaround let us share the event with the wider gaming community while it was still fresh. The comments below show some of the responses.
The Common Thread
These examples give viewers a specific reason to watch: a chance to participate, a practical tip or access to an event. Use a clear opening, then deliver what it promises.
Our video production brief guide can help put those decisions into a clear plan. When planning social content, focus on:
- Making the idea simple enough to understand instantly
- Giving people something worth sharing or saving
- Keeping the format short and visually clear
- Releasing content while the conversation is still happening
Our video marketing service covers planning and production for your audience. If you want support planning and producing social videos for your audience, get in touch with Dream Engine.
Planning social videos
Social video: frequently asked questions
Make the reason to watch clear from the beginning.
What gives someone a reason to watch a social video?
Start with the audience’s interest. A useful tip, a familiar person, a chance to participate or access to an event can give the viewer a specific reason to watch. Make that reason clear in the opening.
What can encourage people to share a video?
Consider why someone would want a friend or colleague to see it. The idea might express their interests, help someone solve a problem or invite participation. Keep the idea easy to understand.
When is a quick event edit useful?
A quick release can help people follow an event while they are still discussing it. Plan filming, editing and approvals beforehand so the video can be checked and released within the agreed time.
How should we plan a series of useful social videos?
Focus each video on one clear tip or action. Show it directly, choose a format suited to the audience and agree on the opening, footage, approvals and release plan in the production brief.
Ryan Spanger is the founder and managing director of Dream Engine, a Melbourne video production company established in 2002. Over the past two decades, he’s produced hundreds of videos for businesses, government departments, universities and healthcare organisations across Australia. Ryan specialises in helping organisations explain complex ideas through clear, engaging video content, with particular experience in corporate communications, training and education.
