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  • Writer's pictureCamden Gunter

Video Techniques to Drive Engagement and Increase Watch Time on Social Media

Updated: Aug 29, 2023

Social media has become the go-to avenue for businesses to connect with their target audience. Among the various content formats available, videos reign supreme in captivating viewers and conveying messages effectively.

With countless videos on your audience's feed, it's necessary to employ effective video techniques to stand out and drive engagement. In this post, we'll explore some expert tips on how to create compelling video content that not only attracts attention but increases watch time on social media.

Knowing Your Audience

Understanding your target audience is the foundation of successful video content creation. Before diving into video editing, conduct thorough research on your audience's preferences, interests, and pain points. Tailor your videos to resonate with your viewers, as this personalization will lead to higher engagement and encourage them to watch the video till the end.

Keep it Short

Social media users have short attention spans, making it essential to deliver your message concisely. Aim for videos between 15 seconds to 60 seconds in length, focusing on the most critical points. Engaging intros and concise, valuable content will encourage viewers to watch your videos in their entirety.

It's better to leave the user wanting more than giving them all the necessary information in one post. This will entice the user to explore your profile for more information on the topic.

Tell a Story

Crafting a compelling narrative can elevate your video's engagement levels significantly. Storytelling captivates the audience emotionally, helping them connect with your brand or message on a deeper level. Use a combination of visuals, voiceovers, and background music to create a seamless and engaging storytelling experience.

The story doesn't have to be an elaborate adventure, you could do a simple daily task while you are also informing the viewer. Casey Neistat is a Youtuber that does a phenomenal job at turning mundane tasks into exciting stories.


Captions play a vital role in increasing watch time, particularly on platforms where videos autoplay without sound. New studies are showing that an average of 75% of people watch mobile videos on mute when scrolling through their feeds. Without captions on your videos, you're missing out on reaching over half of your viewers.

smartphone displaying the words "follow, like, share" from top to bottom

Add Call-to-Actions

To drive engagement and encourage specific actions,

include clear and compelling CTAs in your videos. Whether it's asking viewers to like, comment, share, or visit your website, strategically placed CTAs can significantly impact user engagement.


In today's hyper-competitive social media landscape, mastering video editing techniques is essential for businesses to drive engagement and increase watch time. By knowing your audience, telling captivating stories, optimizing for mobile, and incorporating interactive elements, you can create videos that resonate with viewers, leaving a lasting impact on your target audience and ultimately benefiting your company's bottom line.

Stay informed about the latest trends and continuously experiment with your video content to maintain your social media presence and keep your audience coming back for more. If you need help with getting started on your video marketing journey, reach out to Marketing Empire Group. We specialize in the social media landscape and have experts ready to help.

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