If you’re wondering how to make social media videos that convert customers – not just attract views – don’t worry, you’re not alone. It’s a hot topic of conversation.

In 2025 and beyond, your audience will need much more than a single flashy video to take action. They’re a picky bunch! They need regular, consistent and valuable content that helps them recognise your brand, trust your expertise and understand exactly how you can help them.

Social media video marketing is not a nice-to-have anymore, no matter what sector you’re working in, it’s one of the most powerful ways for businesses to build personal connections, demonstrate their services authentically and convert viewers into real, qualified leads. After all, you run your business to make money, right?

In this guide, the Open House Pictures expert videography team will walk you through the four essential elements you need to consider when planning social media videos for your business. Nail these down, and you’ll be well on your way to building a genuine online community – one that cares about your content and is just that little bit more likely to convert.

1. Focus Your Videos on a Problem Your Audience Already Cares About

The best-converting social media videos start by answering one simple question: What is my audience struggling with?

Instead of following the traditional business-first script of “here’s who we are and what we do,” high-performing video content begins with the viewer’s perspective. Your audience is bombarded with content across LinkedIn, Instagram, TikTok and beyond.

To stand out, you must demonstrate that you understand their pain points better than anyone else. Think about the specific problem your product or service solves. For example, if you run a gardening business, you’re not just cutting grass – you’re saving customers the time, effort and expertise required to maintain a tidy garden. That’s the benefit of that business. Don’t talk about features – talk about benefits!

If you’re a cosmetic practitioner, you’re not selling Botox – you’re helping people feel confident, refreshed and in control of their appearance. When your videos lead with relatable challenges, they become instantly more engaging and relevant.

This isn’t something new; it has been the case for decades!

2. Design Your Videos for Conversions, Not Just Views

Going viral might earn you views, but it won’t necessarily earn you new customers. We truly believe that this is the main mistake of modern video content – everybody wants to go viral without understanding that it’s so much more than that.

High view counts can help with brand awareness, but what you really need is targeted attention from people who are actually interested in what you offer.

That’s why it’s essential to structure your social media videos for conversion. One of the most reliable formulas to start with is: Hook → Value → Evidence → Call to Action. Simple, but effective.

Hook

Grab attention immediately with a relatable statement tied to your audience’s problem. Here’s an example for a cosmetics company: “Tired of looking tired – even on your best days? Here’s what actually smooths those lines.”

Value

Share one clear point about how your product or service helps. Avoid listing everything you offer. Stay focused. Don’t let your internal thoughts clutter the video-making process.

Evidence

It is so, so important to back up your claim. This could include: before-and-after photos, a quick testimonial from a satisfied customer, or a short explanation of how your treatment or service works.

Testimonials can be hard to come by, so try and sweeten the deal with a small discount off their next service or product with you. When customers believe they’re getting value for money, they’re much more likely to help you out.

Call to Action

Finish with a simple, non-pushy CTA that tells viewers exactly what to do next. We’ve shared a bit more on this in section 4. If every video follows a structure like this, you’ll see your conversions – not just your views – start to climb.

Trust us, it’ll happen!

Curious about what we can do. Take a look at our case studies.

3. Make Your Content Look and Sound Credible

With TikTok and smartphone cameras dominating today’s digital landscape, it’s easy to assume that low-quality footage is ok.

But if you want to convert customers, credibility matters – and your video quality plays a major part in that. You don’t need a professional camera crew. You do need to ensure your content is clear, bright and easy to follow. Here are some quick improvements you can make immediately:

Shoot in Portrait

Most social platforms favour upright videos – shoot the way users naturally hold their phones.

Use Natural Lighting

Film near windows or outdoors where possible. Avoid harsh overhead lights, dark rooms or overly bright spots that wash out your face.

Prioritise Clean Audio

Good audio is more important than good visuals. Record somewhere quiet, avoid echoey spaces, and stay close to your phone’s microphone. With these simple tweaks, you’ll instantly upgrade the perceived professionalism of your content – without losing the authenticity that makes social media so powerful.

4. Give Your Viewers a Clear Direction at the End of Your Video

You’ve grabbed attention. You’ve shared value. You’ve provided proof. Now what? What’s the next piece of the puzzle?

This is where many businesses fall short: they forget to tell viewers what to do next. Strong, simple calls to action are what convert engaged viewers into warm leads.

Your CTA doesn’t need to be salesy or dramatic – it just needs to offer one clear next step. Here are some CTA examples that work brilliantly on social media:

• “Want to learn more? Visit our website – link in bio.”
• “Book a free consultation using the link in the comments.”
• “Curious if this is right for you? Send me a message here on LinkedIn.”
• “Looking to achieve X? Let’s chat—head to our website.”

Stick to one CTA per video to avoid overwhelming or quite frankly, irritating your audience.

Here are some final thoughts from us 

You now have the essential tools needed to create social media videos that don’t just get attention – but convert. The hardest part? Getting started.

Most people struggle with their first three to five videos, but once you build confidence and consistency, everything becomes easier.

And if you’re still unsure where to begin – or you know your business needs a deeper level of support – check out our blog on the best time to work with a video production company. Video is no longer optional. The sooner you start, the faster you’ll grow.

Want to chat about social media videos? Get in touch with us today!

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