It’s the year of video! Just kidding, but not really. Video is continuing to be a major focus in content marketing, especially when it comes to social media. The big social players, meaning Facebook, are actively making updates to show that they’re moving in a video focused direction and according to Social Media Today, 80% of all internet traffic will be video by 2019! Video is especially critical for retail with 64% of consumers buying a product online after watching a video on it.
Also, to show just how important video on social is, SmallBizTrends found that social video generates 1200% more shares than text and images combined.
So to ensure you’re staying ahead of this growing trend, I’ve laid out the best practices for online video in general & for video across the major social media players to help you get started!
Please note these are general recommendations and can vary depending on your industry.
Online Video Best Practices
- Develop your Strategy – ensure that you have a clear business goal, target consumer & define the theme of your video.
- Keep Mobile Top of Mind
- Remember to Add Captions – according to NeimanLab, 85% of Facebook video is watched without sound so if you have the means to add captions to your video, definitely do it!
- Focus on content that will connect and inspire your consumers to act
Now we’ll go through some of the most popular social channels and discuss optimal video lengths and content best practices.
Video Length: max upload 45min
Content: When creating content for Facebook try to think of content that will stop your consumer as they scroll. There is a ton of video on Facebook so you want to ensure your content stands out. Also, try testing both short form and long form content (1min 30sec for organic posts & :06 sec, :15sec, :30sec or up to 1min for paid Facebook ads)
Video Length: Instagram Stories – 15sec (can create multiple stories the build a larger story for organic posting) Instagram Feed – 1min
Content: Instagram, especially Instagram stories, is a great way to show “behind the scenes” content or more of your company’s culture. It is also a great way channel to use for teasing blog or new content on your site.
YouTube
Video Length: 15min but you can request permission to upload longer content (maximum duration after asking for extension is 12 hours)
Content: According to Google, the top four content categories on YouTube are comedy, music, entertainment/pop culture & “how to”. However, you can still gain valuable awareness for your brand even if you don’t fit into one of these categories. Some additional popular content topics are reviews, consumer testimonials, Q&As and product demonstrations.
Video Length: max upload length is 2min and 20sec
Content: Shorter content tends to perform better on Twitter which means your videos need to get right to the point and have a straight forward message. Twitter also recommends that you include subtle branding where it makes no
Finally, don’t be afraid to test out the same video across different social channels. Only a small percentage of your consumers (super brand loyalists) will follow you across all channels. Most of your consumers will likely only follow you on one specific platform. However, it is a good idea to keep in mind the optimal lengths for video content across different platforms and create a variety of cut downs of your video to meet those needs.
If you have questions about incorporating video into your marketing strategy through social or just in general, feel free to contact Anvil Media to discuss your video strategy.