How to create social media video content on a shoestring budget
Tips from experts and successful business owners, so you can shoot, edit, share – and see your engagement soar.
In 1979, British band The Buggles topped the charts with “Video Killed the Radio Star”, their commentary on the revolution of technology. But today, many social media users are wondering, is video killing the image, too?
Glance at your social media feed and you’re likely to see a stream of moving pictures, with algorithms increasingly favouring users who post short-form videos rather than photos.
This year, videos are projected to account for 82 per cent of global internet traffic, and almost 70 per cent of marketers report that videos on social media (YouTube, Instagram, TikTok) have the biggest return on investment (ROI) of all content.
The takeaway is clear: if you want your business to grow online, creating social media video content is crucial.
For leading self-tan brand Bondi Sands, social media video has always been a powerful marketing tool. There’s no other medium that so clearly captures the transformational effects of their tanning products – or allows them to demonstrate how to use their lotions, mists and oils.
“We moved to invest in video for our own channels and the channels of our ambassadors very quickly after seeing the level of engagement that video content received,” explains Bondi Sands head of social media, Megan Gunn.
"We invested in video content very quickly after seeing the level of engagement that it received."
“We experienced true virality [with] our first-ever large-scale TikTok campaign in January 2021 to celebrate the launch of our fully sustainable, clear tanning range… [We received] 34 million views against the product hashtag #bondisandspure, resulting in a mass sales uplift for the range across our retailers and e-commerce channels versus prior period.”
These are impressive results. However, succeeding with video on social media, and creating engaging, shareable content, isn’t restricted to large, global brands with specialised media departments and big budgets.
Read on for our guide to video marketing and planning, shooting and editing your social media content – without breaking the bank.
What equipment do I need?
Thanks to ever-evolving smartphone technology, you no longer need to purchase a high-end camera to create quality video content, says social media marketing expert Latasha James.
The camera
“You can absolutely start creating content with your smartphone. iPhones and Google Pixels have incredible cameras, and it's in your best interest to start with what you have,” she explains, adding that video apps can polish the footage in the editing process.
"Start by creating content with your smartphone."
While many social media videos won’t involve speech, a lavalier microphone – a discreet, hands-free device that clips onto your clothing – could be beneficial if you’re talking to camera and require top sound quality.
How to create cost-effective 'studio'
If you’re shooting videos in a studio environment – for example a beauty how-to, interview or fitness video – Alan Howle, video coach at Australian social content creator Triple Effect, suggests making a small investment in lighting and styling accessories.
“Even if you were just to set a budget of AU$50 (£29), you’d be able to get a decent ring light to light you up on camera and some LEDs that you can use to bring [out] other colours in your room behind shelves and tables,” he says. “Having a space with some nice features, [such as] a salt lamp an oil diffuser or even having your logo custom-made as a LED light is a great investment and a cool feature.”
Alternatively, non-reflective paper rolls – available from online stores including Amazon – can create a smooth and seamless backdrop, and are available in both neutrals and poppy colours that will stand out on social media.
Or shoot outside (for free!)
No budget for professional lighting equipment or renting a studio? Consider filming social media videos outside.
"Try to film using natural light whenever possible."
“I try to film using natural light whenever possible,” says James, who adds that “gloomy days are your friend! The light tends to be softer and more flattering when there are a few clouds in the sky.”
If you are shooting inside with natural light, ensure that the subject is facing the window (“not putting your back to it - which can result in awkward backlighting,” says James.) And aim for Golden Hour – those few minutes before the sun sets – which can produce flattering, glowing natural light.
What are the best (affordable) social media video editing apps?
With some simple video editing apps, you can take a raw video and turn it into a slick piece of content for social media. If you don’t have any budget to spare and want to start with the basics, the social platforms themselves - namely TikTok and Instagram - have editing capabilities built in, from trimming and merging clips to adding filters, music, transition effects and text.
For something a little more sophisticated but still accessible, there are a range of video editing tools and apps aimed at creating engaging social media videos.
Canva Pro
Cost: Free or opt for the Pro version for￡120 per year.
Graphic design platform Canva has long been a favourite for anyone who wants to create presentations and social media graphics. But the professional version also has a great video editing tool that allows up to easily upload and edit social videos.
Best for: Making videos using templates and for those wanting easy, drag-and-drop features that can be used on any device, thanks to the Canva app.
Wave.video
Cost: From free to ￡17-34 per month.
You can create up to 10 videos without paying any fees with Wave, which offers intuitive drag-and-drop features and templates. (However, a watermark will appear on the video with the free version.)
Best for: Creating simple social media videos via desktop. (Although there is no dedicated app, there is a companion app in the AppStore which allows iPhone users to transfer files between their computer and smartphone.)
VSCO
Cost: from ￡17 per year.
Instagram users love the VSCO app for its wide range of filters and lighting and contrast editing features. But VSCO offers the same features for video, as well a handy video montage tool.
Best for: Making basic videos and montages and polishing the overall style, lighting and tone of videos.
VideoLeap
Cost: from ￡57.25 per year.
Aimed at “novice video creators” this mobile app offers plenty of templates and allows you to easily add text and captions (making it perfect for creating videos memes).
Best for: Creating simple, made-for-social-media videos.
Splice
Cost: approx ￡6.50 per month.
Splice is a basic video editing app that offers all the standard features, like trimming clips and adding music text, but specialises in transitions – whether that’s a crossfade, fade to black or blur. “The most important aspect for me,” says Howell, “is that it allows you to create captions with your videos. The captions stand out the most, they reinforce the story or education you're building.”
Best for: General video editing, as well as mixing videos or images together.
Descript
Cost: From￡10 per month.
This video editing app allows you to reformat video dimensions so you can easily repurpose one piece of content on different platforms. For example, from YouTube to TikTok. “It also has a handy feature that automatically captions speech,” says Howell.
Best for: Repurposing videos for different social media channels.
Biteable
Cost: From free to approx ￡16-42 per month.
Biteable is built to create social videos and offers hundreds of professionally designed templates.
Best for: Small to medium sized businesess and creators.
Filmora9
Cost: From ￡41-66 per year.
With a simple, user-friendly interface, Filmora9 is perfect for beginners or more experienced video editors. Features include green-screen effects and sound perfection tools.
Best for: Anyone, but Filmora9 is one of the best social media video tools for Windows.
There are a range of additional editing apps and desktop tools to help you make attention-grabbing videos available online or via the AppStore.
How to shoot a social media video on a shoestring
Remember that “raw” is OK
Real and relatable content consistently performs on social media, so keep this in mind when shooting. Your video doesn’t need to be overly art-directed or display the polish of a TV commercial. Sometimes natural and spontaneous content is just as impactful – and you can always give it a light edit later on.
Plan your content
Save time (and therefore money) by practising your video before shooting, and drawing up a rough plan or storyboard in advance.
“I don't fully script most of my videos,” says James. “But instead rely on notes and bullet points to help keep me on track. If you do want a fully scripted video, there are plenty of teleprompter options available nowadays! I love the BIGVU app and the Parrot Padcaster.”
Tip: Before you start shooting, decide which social media platform your video will appear on as this will affect the way you approach the video, as well as the dimensions and length.
How to create a cost-effective video for Instagram
Videos are increasingly dominating Instagram, in a move some are calling the TikTok-ification of the photo-sharing app. Reels – short-format videos from 15-to-90 seconds long – are now Instagram's fastest growing feature and lend themselves to a huge variety of content.
What works best:
- Product demonstration videos for beauty or wellness brands
- Workouts for fitness brands
- Authentic ‘day in the life’ or ‘BTS’ style videos, perhaps showcasing your office/team environment or the making of your product
- Infographic-style videos showcasing a series of stills in video format
- Aspirational content of beautiful interiors or outdoor settings for lifestyle brands
Optimal length/time limit
While the time limit for reels was recently extended to 90 seconds, shorter videos consistently perform best, so try to fit your content into around 15 seconds. If you’re sharing a reel, it will loop, meaning more impact for your audience.
Recommended dimensions: 1080 x 1920 pixels
How to create a cost-effective video for TikTok
With an ever-growing user base of over 1.2 billion people - with a predominantly Gen Z audience – TikTok is leading the charge for video-first content.
What works best:
- Before and after videos of beauty products
- Dancing and music videos
- Funny videos with overlay captions or automated voices showcasing the use of your product
- ‘Unboxing’ videos of customers opening your product
Optimal length/time limit
Though TikTok recently announced it was extending its video lengths from 3 minutes to 10 minutes, research indicates videos under 60 seconds perform best - with the optimum length falling between 21-34 seconds.
Recommended dimensions: 1080 x 1920 pixels
How to make a cost-effective video for YouTube
YouTube is arguably where social video content began, with an active audience of over 2.6 billion users.
What works best:
- YouTube is the place for more educational, in-depth video content, including long-form product tutorials or Q&As.
- ‘Day in the life’ videos and vlogs.
- Unboxing videos (as YouTube is where the trend began).
Optimal length/time limit
The most effective video length will be influenced by what style of video you’re creating, but experts recommend keeping content between 6-8 minutes, and not going over 10.
Recommended dimensions: YouTube allows videos of a range of sizes, spanning from 426 x 240 pixels to 3840 x 2160 pixels. The aspect ratio (width: height) needs to be 16:9.
Editing for engagement
Keep it snappy
Your editing style will vary depending on the type of video you’re producing, but, generally, an engaging pace, and plenty of text and image overlays are a great way to hold a viewer’s attention.
"Be sure to open any video with a hook that will encourage people to stick around."
Remember that your video is likely competing for attention in a crowded newsfeed, so get to the point quickly. “Be sure to open any video with a hook that will encourage people to stick around. Avoid long intros that ramble - you can save your personal or platform updates for the end or use your caption/description box space to communicate those things."
Set the mood with music
Sound is key, says James. “Music can really bring your story to life, so I recommend adding it to any scenes that could use a little love. Just remember to use royalty-free music so you don't get in trouble for violating copyrights. I love the YouTube Audio Library as a great free option and Epidemic Sound if you're looking for high-quality, cinematic sounds.”
Hook in your audience with captions
Most social media users scroll their newsfeeds with sound off, meaning captions or subtitles are vital to reel in viewers (and they will also make your content accessible to those who are hearing impaired). Each of the major platforms have the functionality to add automated captions to videos (find “Caption” buttons in the in-app editing menus). These rely on speech recognition technology, so inaccuracies are inevitable; if you’re seeking perfection, you can select the option to add manual captions and write them yourself, or download a free subtitling app such as Subcap.
Finish with a call to action
Remember the goal of your video: do you want to grow your followers or drive traffic to your website? Nail this down with a clear and authentic CTA at the conclusion of your content.
"Pay attention to your analytics and test new formats as soon as they get released."
“Rather than shuffling your viewers from platform to platform, focus on getting them to engage with you on the platform they're on,” suggests James. “If you're posting on TikTok, a 'follow for more' doesn't hurt since many of your views will come from strangers via the For You Page. On YouTube, ask them to subscribe.”
Alternatively, keep them engaged by offering a lead magnet or free gift. “That will get people to pop their email address into a form so you can engage with them without fear of the algorithms,” says James, who points out that social video is still rapidly evolving.
“Don't get too comfortable with old techniques, pay attention to your analytics (I recommend glancing at them once a week), and test new formats as soon as they get released (when they make sense for your brand),” she says. “New features are often prioritised in the algorithm, and can also give you the 'shiny new object' boost in terms of engagement from your audience.”
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