#4: Over-Deliver on Value
There’s so much video content online that chances are the video you’re making is very similar to something that’s been made before. So to differentiate your content from the competition, you need to over-deliver.
That could mean taking an extra 5 minutes to add a little more information and context to show viewers you’ve gone the extra mile. Do whatever it takes to provide value and make your video feel different from what people have seen before.
Value could be as simple as showing viewers a different way to make their bed or as profound as a life-changing perspective shift. As long as you’re over-delivering, you’ve done justice to your viewers and that will compel them to share your video with their friends and followers on social media.
Bonus: How to Optimize Your Videos to Get More Views and Engagement on TikTok
TikTok has an algorithm that’s designed for shareability, so to you use this same four-step process on TikTok, you just need to change your hook.
Your headlines on other social platforms might look more like the proverbial BuzzFeed-type headlines, but on TikTok, they should tease viewers so they’re looking for the resolution. Tell them something’s coming but don’t tell them what it is. Lean toward that plot twist or reveal.
When you create some mystery, people can’t wait to turn the page and see what happens, which gets them to watch to the end of the video. Those resolutions are addicting and people will often watch them many times.
TikTok highly favors videos that people watch all the way through and even loop again and again. These behaviors send a signal to the TikTok algorithm that your content is something people value and want to see. TikTok will in turn show it to more people.
When you’ve invested a lot of time, energy, and resources into putting a video out into the world, it can be disheartening when it falls flat. The good news is that this four-part system will help you create highly watchable videos that people will want to click on, watch, and share on their social media channels.
This approach works for any video online but particularly for videos in a social news feed—LinkedIn, Twitter, Facebook, and Instagram. And you can also adapt it to get more views on TikTok.
All of the different steps of this approach work together. Over-delivering causes response. Empathy causes response. And the hook keeps people engaged throughout your video. When all of these elements work together, you’ll get tons of attention online so make sure you go through this checklist for every video you make.
What do you think? Are you inspired to try this approach for your next social media video? Share your thoughts in the comments below.