Video Content on Social Media: Why It Matters and How to Start

These days, you’re unlikely to scroll through any social media platform without seeing an eye-catching video, so it’s fair to say it’s truly claimed its place on our algorithms. 

Video is one of the most powerful tools clubs can use to engage their social media audiences — here's why it matters and how you can incorporate it into your posting schedule.

Why Video Matters More Than Ever

Social media algorithms are prioritising video — be it Reels, TikTok or stories. Algorithms favour content that keeps users on the platform for longer, and video content is more likely to be delivered to users outside of your typical audience — organically expanding the reach and engagement of your posts. 

Audiences expect quick, engaging content, and a well-made video demands scroll-stopping attention within seconds. It also feels more personal and adds a human element — more effectively showcasing the feeling of your club and what potential new patrons can expect from your venue.

What Does Video Do Better Than Images? 

• Showcases atmosphere — think live music, packed-out events, live sports and dining experiences. Whatever you’ve got on offer, video will show, not tell.
• Brings people into the story — provides a more personal platform to celebrate your staff, members and community partners.
• Makes promotions more exciting — instead of relying on posters and flyers, video shows the experience and can help to generate more buzz. 

The Good News: You Don’t Need a Production Team

Perfect, polished video content does have its place — however it’s not a requirement when it comes to your club’s social media. Consistency and authenticity will always outperform overly polished content. All you need to create great content is a smartphone, some good natural lighting and an idea. 

Easy Video Ideas to Get You Started

The possibilities for capturing engaging video content are endless — but if you’re looking for some inspiration, here’s a few quick ideas to get the ball rolling:

• Event previews — quick clips showing what’s coming up for the weekend or a sneak-peek at an upcoming event.
• Behind the scenes — kitchen prep to highlight your dining offerings or a look at the work that goes into setting up an activation or promotion.
• Staff shoutout — short, humanising clips, celebrating staff wins and increasing member familiarity with your team.
• Member moments — celebrations, wins or stories from your community.
• Before and after transformations — show off your club’s latest renovation or event setup.
• Trending content — put a club spin on popular online videos.

Tips to Capture Quality Content

1. Start small — choose one format (eg. event previews) and develop your skills from there. 
2. Film vertically — social platforms are designed to support a portrait orientation for videos, and filming vertically will ensure you don’t lose any details to unexpected cropping or resizing. 
3. Keep it short — try to stay 30 seconds or under. 
4. Edit thoughtfully — remember, you need to grab a viewer’s attention within the first few seconds, so consider inserting an attention-grabbing clip at the start. You can edit on Instagram’s Reels tool, however there’s other beginner-friendly and free programs out there, such as Capcut. 
5. Pay attention to sound quality — if someone is talking in your video, make sure they can be clearly heard. Also be sure to minimise any background noise. 

Common Mistakes to Avoid

• Overloading the video with text — keep vital information either spoken or in the caption.
• Waiting for the “perfect” video — as it is with any social media, authentic moments are best. Don't spend too much time stressing perfection!
• Posting once and giving up — keep building your momentum! Keep posting consistently and don't be discouraged when your content doesn’t immediately get the engagement you’re after. 

At the end of the day, the clubs seeing the most success with social media videos aren’t waiting for the right moment — they’re experimenting, showing up and sharing their stories. Start simple, stay consistent and focus on capturing real moments. Hit record, give it a go and have fun! The results may speak for themselves.

After more social media tips to implement on your club's platforms? Have a read of some Top Tips For Levelling Up Your Club’s Social Media Presence. 

Perhaps you’re looking to level up your photography game — check out our Photography Tips To Elevate Your Club’s Brand.

Don’t forget to follow us @yourlocalclub on Instagram and Facebook, use the hashtag #YourLocalClub and tag us so that we can see the awesome content you come up with!