How to make your social media videos more watchable – a guide for nail artists

Nail content creator, Zoya Mac, shares what makes a social media video watchable, and how you can elevate your posts…

Creating engaging video content is about more than producing aesthetically pleasing clips. You need to keep people watching. Picture this: your nail desk is set up, the nails are prepped and you’re ready to film – but the moment you press record, something doesn’t feel right. The setup may look good and be beautifully lit, but perhaps the concept is just… boring.

Let’s break down what could help you to make a social media video ‘watchable’ and how to tailor your content – depending on whether you’re trying to attract the attention of clients, brands or fellow nail artists. While many videos can attract both brands and nail clients, most content only does one thing well: so having a clear goal is crucial.

Setting a goal

Before you film anything, ask yourself: ‘what am I hoping to achieve with this video?’ Are you trying to:

• Show off your latest design so viewers are inspired to book appointments?
• Showcase a product in action for your portfolio or a brand?
• Build trust with existing followers?
• Educate or entertain?
• Fill your diary for the week ahead?

Once you know your end goal, decisions, such as how to start the video and what to include, become easier. Knowing the audience you want to attract helps you make better choices when filming.

Make it make sense – and fast

Attention spans are short. For how long do you watch a video on social media before deciding to scroll past or continue watching? Instagram statistics show that you have up to three seconds to convince someone to keep watching a video. That means you need:

• A strong hook: something visual, intriguing or satisfying at the start. It doesn’t need to be a rage bait or lie.
• Clean transitions: no jumpy edits or overuse of effects, unless they fit with the overall vibe of the video.
• A clear story, even if it’s short: ask yourself, ‘what is the point of the video?‘.

Video content needs to be easy to watch, follow and understand. Think of the flow: does each clip lead naturally into the next? Is there a rhythm to the footage? If not, viewers may drop off early.

Monitor your insights

Focus on analytics and explore where people exit your videos. Is it after the first second, or halfway through? What was happening at that moment? Rewatch each video with fresh eyes. Ask someone outside of the nail industry – like a friend or partner – to watch your one of your videos and read the caption before you post, and examine their face while they do. Did they look like they got bored watching, and are now politely watching the rest?

In reality, a social media viewer may have lost interest three to five seconds earlier, since they feel no loyalty to you, and will have likely scrolled to the next video. Review the caption and video and see if you can make it more engaging. Does it need to be so long? Perhaps a voiceover would aid engagement. Sometimes, we can be too close to our own content to see the gaps.

Be realistic with reach

Not all posts will fly, and that doesn’t mean they have failed. I post product videos for brands that perform really well on their pages, but barely move the needle on mine – and that’s fine. On my page, I use them as a portfolio: that’s my goal.

It’s also worth noting that if a video is aimed at your paying nail clients, you don’t need it to go viral. You just need it to be seen by the right people in your area.

Keep your content understandable. If your caption or voiceover is packed with technical terms like ‘inhibition layer’ or ‘apex’, it could alienate your clients. Simplify the wording and express yourself as you would at the nail desk. Clear, natural and easy language makes content more relatable and keeps people watching.

Your videos aren’t for everyone – and that’s OK

A video may feel important to you, even if it doesn’t perform well. Maybe it showed a transformation you were proud of, or you shared something that felt personal. It still deserves a place on your grid, but just know what you want from it and set your expectations accordingly.

Creating a watchable video isn’t about chasing likes. It’s about making content that connects, speaks clearly and reflects your goals. Next time you plan your content, ask yourself: ‘would I keep watching this or would I scroll?’. Your answer might be all the editing feedback you need.

Sometimes, you can do everything right and get 10 views, and other times, you might post a video you don’t like – yet it performs brilliantly.

TOP TIP: Switch on your grid – it’s a game-changer!

If you haven’t already, turn on the grid in your phone’s camera settings. It takes seconds and once it’s on, you’ll wonder how you ever worked without it.

The grid adds a 3×3 guideline overlay (like a noughts and crosses board) to your screen while filming or taking photos. This helps you frame your content more professionally, keep products and nails centred and avoid wonky angles or chopped-off fingers. It also makes it easier to follow the rule of thirds: a classic photography tip that helps make your images more visually appealing and balanced.

Whether you’re filming a Reel, taking nail photo or capturing swatches, the grid makes it easier to keep your camera level, and the focus where it needs to be.

Follow Zoya on Instagram: @zoya_mac