Video has become the dominant format on social media, and short, vertical formats, like Reels, are among those that reach the most people. Creating good brand videos is no longer a differentiator; it has become almost a necessity. But making videos that work has its principles. As platforms and trends change quickly, the focus here is on what is enduring.
In this guide, you will understand the principles for creating videos and Reels that capture attention and effectively communicate your brand.
Hook them in the first few seconds
In social media videos, especially short ones, the first few seconds decide everything. If the video doesn't hook right at the start, people will scroll past. Therefore, starting with a strong hook (something intriguing, surprising, useful, or captivating) is essential. The beginning needs to give people an immediate reason to keep watching. Videos that "take too long to get going" lose their audience before reaching the point. Capturing attention in the first few seconds is the most important rule for social media videos.
Communicate even without sound
Many people watch social media videos without sound, at least initially. This makes it important to communicate visually and use captions or on-screen text, so the message is understood even in silence. A video that relies entirely on audio to make sense loses a large part of its audience. Designing the video to work both with and without sound, with visual and textual support, ensures the message gets through regardless of whether the sound is on. It's a practical consideration that makes a big difference.
Tell a captivating story
Good videos, even short ones, tell a captivating story from beginning to end. It can be a narrative, a demonstration, a tip, a transformation, a moment of humor, or emotion. The important thing is that there's a thread that keeps people watching, with an opening that hooks, a middle that sustains, and often, a closing that satisfies or sparks curiosity. Videos without this thread, which are just a loose sequence of images, tend to lose attention. Having something to communicate or tell is the heart of a good video.
Formats like Reels are vertical and short, and a good video is designed for this format, not just adapted from a horizontal video. Vertical framing, short duration, and a quick pace are part of the language of these formats. Videos that respect these characteristics fit better and perform more effectively. Additionally, the pace is usually more dynamic than that of long videos, holding attention with cuts and movement. Creating with the format in mind, rather than forcing another format into it, makes a difference.
Maintain brand identity
Even when following the dynamic language of social media videos, it's important to maintain brand identity: its visual style, tone, and elements. This ensures that the videos, in addition to performing, build the brand over time and are recognizable. The balance lies in adapting to the platform's language without losing the brand's essence. Videos that follow trends but maintain a consistent identity build recognition, while those that seem to be from a different brand with every video lose that strength.
Authenticity matters more than expensive production
An important and liberating point: in social media videos, authenticity and a good idea often matter more than expensive production. Many well-performing videos are simple, naturally shot, but with a good idea and real connection. This means you don't need a huge budget to create good videos: a strong, well-executed, and authentic idea can outperform expensive, soulless production. Focusing on the idea and connection, rather than technical sophistication, is an effective and accessible path.
