Whether you are on TikTok, Instagram Reels or YouTube Shorts, video has become the content that fills feeds and drives engagement. However, there is one small problem, people scroll pretty quickly. You can only capture their attention for a few seconds before they decide to continue scrolling or stop to watch your video. You will want to stop a person from scrolling, get them to watch your video, and keep them watching to the end which is a pretty fast pace knowing how people scroll. 

You do not have to have the most extravagant camera or to know how to edit videos professionally to create engaging videos. What is needed is to be clear, tell a story and recognize how someone is scrolling through their feed. Here is a quick guide, in plain language to creating videos that grab attention, perform and have people come back for more.

Step 1: Start With a Single, Clear Message

Choose one thing you want your viewers to learn from your video before you hit the record button. This could be a product demonstration, a joke, an emotional bond, or a tip. Trying to include too many points in one video can make it confusing for your audience because they won't be able to follow your logic.

Here is a simple rule to follow - if you cannot describe what your video is trying to achieve in one short sentence, your audience will not understand either.

Example:

Instead of "I want to talk about skincare, my morning routine, and a sale happening this week," use "One easy step to get glowing skin every morning."

A focused idea makes scripting easier, filming faster, and editing smoother.

Step 2: Script for the Eyes, Not Just the Ears

When you hear the word "script," most people think of the word. However, while you need to be cognizant of the specific words, think of the visuals on social media as equally important. Before you even start any of the filming, consider how you will visualize the shots you want to take. Making a plan can help you avoid wasting time filming without any real results and then forgetting what you did.

Even just sketches or a short list can help you stay organized. 

Think about:

• Where you'll be (center, side, close-up).

• What props or visuals you'll be using.

• What action happens in the frame (hand gestures, product use, walking).

Having a plan means you’ll spend less time shooting extra footage you never use.

Step 3: Film for Small Screens

More than 85% of social media video views happen on mobile, so:

• Shoot vertically (9:16) for TikTok, Reels and Shorts.

• Keep the action and text centered.

• Don’t use a distracting background instead use clean visuals keep viewers on your message. 

Leave room at the bottom for capture space. If your subtitles are cut-off by the platform UI buttons, you’ll lose engagement.

Step 4: Make Audio Crystal Clear

High-quality audio is essential. People will ignore shaky images, but they will quickly swipe away if the sound is rough or muffled.

You don’t need to have studio gear–a lavalier mic or just recording in a quiet room makes a huge difference. Turn off fans, avoid echoey spaces, check your sound before shooting the full video. 

Step 5: Hook Viewers in the First 3 Seconds

The first few seconds are everything. If your video doesn't capture attention within the first three seconds, the algorithm isn't going to spread it and viewers won't stick around.

Ways you can hook them quickly:

• Ask a question ("Did you know that 90% of people get this wrong?")

• Show a weird visual (like something zoomed into, or a dramatic facial expression).

• Tease the end result ("Here's how I took $10 and turned it into $200 in one week.")

Your aim is to create enough curiosity that they want to continue watching.

Step 6: Edit for Pace and Engagement

Every cut has to have a purpose. Check for and remove long pauses, filler words, or anything else that doesn't add value. You want to maintain levels of energy, and also variation in pacing so things don't become monotonous.

Quick cuts using jumps, text overlaying, or B-roll (extra footage) can help keep eyes moving. And lastly, shorter content works better, so cut the crap.

Step 7: Format Your Video for Each Platform

Different platforms have different formats:

• TikTok & Reels: Vertical, fast pace, max 30 seconds for greatest engagement.

• YouTube Shorts: Vertical, max 60 seconds; slower pace sometimes works.

• Facebook & Instagram Feed: Square (1:1) or vertical, with a caption.

Resizing and reformatting your video will help you to extract the most reach from any one piece of content.

Step 8: Add Subtitles—Always

Most people watch videos with the sound off, especially in public places. Subtitles are not only for accessibility but they allow your message to be communicated, even on mute.

With Typei, you can:

• Auto-generate accurate captions in seconds.

• Style them to match your brand (colors, fonts, placement).

• Export to multiple formats for all platforms.

In addition, captions enhance SEO because literacy platforms can index text, allowing even more people to discover your content.

Step 9: Use Authenticity as Your Superpower

People relate to authenticity not perfection. Show the behind-the-scenes, share your mistakes or laugh at yourself. This creates trust, and makes your content even more impactful.

A perfectly polished ad might look nice, but it won't get the views like a real, imperfect moment.

Step 10: Analyze, Learn, and Repeat

Don’t just post and move on. Check your analytics-watch times, shares, comments and see what's working. If a specific method or concept gets more engagement, do more of it. Consistency matters so much more than one viral post.

Engaging social media videos are not about being a filmmaker- it's about knowing your audience, keeping your message simple, and posting it in a way that is easy to view and share.

Focus on:

• One clear idea.

• Strong hooks.

• Clean visuals and audio.

• Platform-friendly formatting.

• Always adding captions with Typei for maximum reach.

Frequently Asked Questions (FAQs)

Q1. Do I need an expensive piece of equipment to create engaging social media videos?

No. A smartphone with a good camera, good light, and clear audio will be enough to get started. Viewers prefer authenticity over high-end production value, so your message is far more important than whatever you may have or did not have in terms of production value.

Q2. How long should my social media videos be?

It depends on the platform, but overall, the best practices are shorter videos for better engagement. TikTok and Instagram Reels typically start seeing very positive results under 30 seconds, while Youtube Shorts can provide good results up to 60 seconds in length. It is best to get to the point quickly and keep your content "tight."

Q3. How do I make people stop scrolling for my video in the first few seconds?

Get them with a hook, right away! Ask a tricky question, share something strange, add an eye-popping visual, or tell them you're going to reveal a surprising result. The first 3 seconds are critical.

Q4. Why should I always have subtitles in my videos?

Most people watch videos without sound, especially in public. If they can't hear what you're working on, your video is almost useless. Subtitles allow your audience can still get your message, you improve accessibility, and also add search-ability on Google. You can use programs like Typei to quickly create, format, and style captions on any platform.

Q5. How important is video formatting for different platforms?

Very important. Each platform has its own preferred aspect ratio and pacing style. TikTok and Reels favor fast, vertical videos; YouTube Shorts can be slightly longer; Facebook and Instagram Feeds may work better with square or vertical formats.

Q6. What’s the best way to keep viewers engaged until the end of my video?

Maintain a fast, purposeful pace, remove unnecessary pauses, use quick cuts, add text overlays, and integrate B-roll for variety. Always give viewers a reason to stay, such as teasing a payoff at the end.

Q7. How do I know if my videos are performing well?

Track key metrics like watch time, shares, comments, and click-throughs. If a certain style or topic performs better, create more content in that direction. Consistency and testing are key to long-term growth.