In an earlier blog we discussed the different image specs required for different social media to enjoy the best results. Here we talk about the same, but for video content.
Video commands an excellent presence on social media. With the tools available to make good videos – sans the hassles of requiring filmmakers and professional equipment – the only important thing you really need to know is the video requirements for different social media. It differs from one to the other because of the unique audience and targets that each medium affords and, therefore, dictates different guidelines.
In this blog we discuss 4 platforms – YouTube, Instagram, Facebook and Twitter. But before we get into each medium, here are three points to remember across all platforms:
- your video needs to gain attention within the first 3 seconds of its playing to keep people hooked to the end
- with social video marketing, text on the screen is important to drive home the nail
- if you want results, put a nice and clear CTA at the end of the video
No other social media platform comes with Google’s extensive search potential and metadata tools. The number of users on this medium and the number of hours spent here run into billions. So when marketing on this platform, you need the employ a content strategy that supports your overall SEO. Apart from creating a compelling video, ensure you are picking the right keywords for your brand to rank for (in the video, for titles, images and descriptions).
Next, capture people by understanding possible paths that would lead them to you, and preparing for what they are going to search for. (E.g. if you are a cardboard manufacturing company, people interested may be looking for product packaging in various industries, or they could be packer and movers. So you create tailored content for them based on what they are searching for tied in with what you offer.)
What seems to engage people well are how-to-do videos, product reviews and vlogs. So you already have people waiting for the content, you just need to produce it. Of course, keep in mind that brevity is the order of the day, although longer videos are gaining traction. However, skip long-winded introductions, and use the built-in caption generator to create subtitles for clarity of dialogues.
A word of caution: don’t neglect metadata fields, like keyword rich titles and descriptions. It helps search engines index your content and put it to the right online searchers. Adding a bio and your website link each time you publish a video helps people find you quickly and easily.
Lastly, use the YouTube video cover and thumbnail as a branding opportunity to communicate content value as well as to appear professional.
Instagram’s growth where video options are concerned is incredible.
For the newsfeed
Reserve this space where you appear in followers’ newsfeeds for well-created videos, shining the light on your brand values or how-to video sneak-peaks on something you offer.
- 1 minute limit: if you have a longer video, post a teaser here and add a link to the lengthier one on your website. Adding a tracking code shows you how it’s performing.
- Tap the expand button at the bottom left so that non-square videos don’t appear cropped.
- Pick a compelling video cover as this is what shows as a thumbnail in the feed.
- Videos that auto-play do so on mute so your message needs to come through even without the audio.
For the stories
Instagram (IG) stories get direct messages from viewers, and most of these stories are from businesses. Here you can get personal so the videos don’t have to be too sophisticated and polished. You can throw in stickers and emoji and get real with the content. Unlike posts to the page, these last 24 hours.
- Although you have a live video option you can also use videos from your camera roll. Any graphics tool can help you animate and resize your content for IG stories.
- Each photo/video is limited to 10 seconds, but live broadcasting from within the app is one hour. However, remember that brevity is still the order of the day.
- The grand thing about stories is that you can post as much as you like. We aren’t joking! You don’t risk exasperating them because they won’t see it until they opt-in.
- Using their handle, you can tag users, who will receive notifications about it in their Instagram inbox.
- Create incentives by offering followers content they can’t get anywhere else across your channels. This engages them, is a conversation tool and let’s you talk directly to them.
Without us telling you about the 1.94 billion FB users, you already have a general idea of the hundred million hours of video watched each day. The fun thing for you as a marketer is to know that FB rewards video content that gets extensive views and gives them more visibility on the network. While you can go live on the platform and boost engagement on the page, using a more polished video helps generate traffic back to your site and speaks to the value of your business. Remember these 3 points:
- FB’s algorithm rewards videos that have been watched completely and that generate interactions (likes, shares, comments etc.). Here more than anywhere else, your video will be scrolled over if you don’t capture attention in the first 3 seconds.
- 85% viewers watch the videos without sound. You probably know this is true because you probably do this yourself when you are on FB at work and still need to watch a video. So ensure the video you create works well without sound. Subtitle help.
- If your video auto-plays in the newsfeed, the engagement will be 186% more than if it’s shared via posted links.
Although this is a text-driven platform, live and curated videos are thriving here. A massive chunk of the 800+ users engage with brands in this space. With this kind of booming growth, advertising opportunities are also growing. As mentioned at the beginning of this blog, you don’t require a big budget to create good advertising content here. For all anybody cares you could just use video clips or animate graphics. But what you need to remember is that:
- Imported content can be a maximum length of 140 seconds
- Remember the 3-second rule of interest (grab attention in 3 seconds or lose viewership)
- When you upload videos natively to Twitter, they will play automatically in the newsfeed
Use these tips and suggestions to create good and engaging video content on different media that will act as an important gear in the conversion wheel.