Here is a simple piece of advice to make your social media videos better: stop saying “Hey, everyone.”
I can’t tell you how many times I hear this when I’m scrolling through Instagram, Facebook, TikTok, or any other social media platform. It’s “everyone,” “all,” “guys” or any other plural form to refer to viewers.
Just because so many people do it, doesn’t make it right.
Here’s why: Watching a video is a personal experience. Someone chooses to press play, invest their time, and listen to what you have to say. Sure, your video might reach hundreds or thousands of viewers, but it should feel like you’re speaking directly to each one.
A Lesson From Television News
This is one of the first things I learned in my television news career. It’s Broadcasting 101. Just like in vlogging, marketing videos, or whatever you’re putting together, the goal is to make a personal connection with your viewers. When you refer to viewers as “everyone,” you’re addressing them as a group rather than speaking directly to each person. Dropping that reference makes the experience more personal.
There’s a reason people came up to me on the street to say hello when I worked in television. They felt connected to me. They watched me at home with their family. And I talked to them like it was a one-on-one conversation. Often, they didn’t even introduce themselves to me because they felt like I already knew them. That’s powerful stuff, and I know that’s exactly what you’re looking for.
It’s great to know hundreds, thousands, or even millions of people will watch your videos. But remember, every one of those viewers is an individual. Speak to each person like you’re having a one-on-one conversation, and you’ll create a stronger connection.
Want more practical advice for creating better videos? Check out our five tips for conducting better video interviews, or learn more about our video production services.