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Six Ways to Make a Successful Social Video
It’s old news that video content is continually rising in views across social media. While we have all watched these numbers spike over the past five years, online marketers have done the same but with action. According to Outbrain, a content distribution platform, 87% of online marketers are investing in video content. Whether your brand is pouring heavily into video or taking baby steps toward it, we hope the tips below give you more confidence to not only join the game but win it.
Before you go any farther than the scattered ideas you have jotted down for a video, it’s important to be platform conscious. While there are many social media platforms out there, read May’s Beyond PR blog for a detailed platform breakdown (link), it’s necessary to tailor your video accordingly just as you would for any other content.
Most importantly, choose platforms that engage your brand’s audience. For example, if you’re trying to reach different ages, genders and other demographics, Facebook has a wide user base that attracts this variety. However, if your brand or its specific campaign relies on more narrowed demographics another platform may perform better such as Pinterest with its users ranging from ages 25 to 44, or Snapchat consisting mainly of teens and young adult users.
Once you’ve picked a platform, pay close attention to the recommended specs. Optimizing the size for each platform will give the viewer a better experience. If you do not have time to specify, a 1:1 ratio is usually your best bet. In fact, AdWeek recently shared that square videos take up 78% more of the video spotlight compared to a 16:9 landscape ratio.
Finally, it is important to be aware of the chosen platforms’ compatibility with others. It’s not too surprising that Google-owned YouTube is a director competitor to Facebook, which means YouTube links don’t do well on Facebook. If you upload your brand’s video directly to Facebook instead of sharing the YouTube link, the video is likely to have more organic shares as it displays better.
Believe it or not, people have short attention spans. While it can be hard to keep your audience engaged, it’s not impossible!
If you can, keep your videos under a 60-second time limit. Yes, this is the limit on Instagram, but it is also the average time that most viewers will spend tuned in.
However, we aren’t saying long-form video is out of the running. These videos can make a splash too, but you need to make sure your content is top notch if you choose this route.
Keep in mind that more than half of all videos are viewed on a mobile device, and if you choose Twitter for your platform, this number increases to as high as 93%. To be mobile friendly, simplify your visuals. Your display on mobile should be as perfect as it is on a desktop.
It is also worth considering that your video needs to be just as engaging on mute. Unfortunately, most of your audience will watch your video in public spaces such as the line at the grocery store checkout, during their lunch break, at the office, etc. Even though sound can be a game changing element, make sure everyone watching can be engaged in any setting.
Take advantage of platforms’ analytics or any social media analytic tools to improve your brand’s content based on how your audience viewed it. Luckily the platforms and other systems do all the heavy-lifting number work for you, but then it’s on you to decide how to improve for next time.
Always have the questions below in mind when reviewing a video’s performance.
As much as we love high-quality production, we are talking content! Make your brand’s video worth every second to your audience.
Provide real value to your viewers to keep them engaged longer and grow them closer to your brand. For example, answering a question they may spend hours researching on the web, telling them a meaningful story that could apply to their lives or putting out positive messages that connect people through emotion.
Like any successful content, you want your audience to take action. Make the call to action clear and compelling at the end of your video to benefit all your team’s hard work and get the “next step” ball rolling.
Overwhelmed even thinking about video content let alone the strategy discussed above? Contact us today for video services!