Before social media, video advertisements usually involved a script that’s been through 20 rewrites, a respectable production crew, and a budget that can make your eyes water.

Video advertisements were a major investment. They were crafted for traditional media, such as television and cinema, where production values were everything and the final cut was seen by millions. Every detail, from the script to the set, was meticulously planned and polished to within an inch of its life.

The Evolution of Video Advertising
Today, the landscape is entirely different. Social media platforms have democratised video creation, shifting the focus from high-gloss perfection to authenticity and speed. A video can now be shot on a smartphone, edited on an app, and shared with millions in a matter of minutes.

This doesn’t mean quality no longer matters. It simply means the definition of quality has changed. A compelling social media video isn’t about a massive budget or a star-studded cast; it’s about telling a story that resonates, grabbing attention in a feed full of distractions, and speaking directly to your audience.

So, how can you craft video content that stands out on social media?

1. Hook Them in the First Few Seconds
Attention spans on social media are notoriously short. You have a tiny window—often just two to three seconds—to convince a user to stop scrolling. Start with a bang. This could be a bold statement, a surprising visual, or a question that piques curiosity. Don’t waste time on a long introduction; get straight to the point.

2. Prioritise Sound-Off Viewing
The vast majority of social media videos are watched without sound. Therefore, your content must make sense even when silent. Use captions and text overlays to deliver your message, and let your visuals do the heavy lifting. This not only makes your content more accessible but also ensures your story is heard, regardless of how or where it’s being watched.

3. Be Authentic, Not Perfect
Social media thrives on genuine connection. Audiences today are more likely to engage with content that feels real and relatable. Don’t be afraid to show behind-the-scenes moments, unpolished snippets, or your own personality. This humanises your brand and builds a deeper level of trust with your followers.

4. Know Your Platform
Each social media platform has its own unique flavour and best practices. A quick, snappy video for Instagram Reels might be completely different from an in-depth tutorial on YouTube or a professional update on LinkedIn. Tailor your video length, format (vertical for most mobile platforms), and tone to match the platform and its audience.

The Future of Video Advertising
If you compare the videos we put out now to those produced just 10 years ago, video advertising has very much become a different animal. For readers who have lived through that era, how does that sit with you?

Regardless, that train has long departed, and video advertising lives with a new set of rules now. By embracing this new era of video content – one that values creativity and connection over extravagant production – you can create compelling content that not only catches the eye but also keeps your audience coming back for more.

But one of the best ways to stay ahead of the trends is to work with the experts who live, eat and sleep social media video advertising. We’re talking about I Concept, the multi-faceted creative agency that helps brands find success with strategic and effective creative work.

Win the Social Media Game with I Concept
We at I Concept are a fully integrated creative agency specialised in helping your brand reach hearts and minds, from the AI space, the digital sphere, right down to physical spaces as well.

We’re the perfect-sized solution for businesses like yours. We offer the expertise and creativity of a large agency, without the hefty price tag. We’re nimble enough to adapt to your changing needs, and focused enough to give you the personalised attention you deserve.

Our expertise ranges from branding in Singapore, digital marketing, web design, development and maintenance, digital copywriting, logo design for the company, ecommerce development, and more, making up a comprehensive range of services to help businesses thrive in today’s competitive landscape.

Plus, with the support of government initiatives like the Enterprise Development Grant and Productivity Solutions Grant (PSG), businesses can access funding to invest in innovative marketing campaigns. Apply for the PSG now to kickstart your digital marketing journey with I Concept.