It should come as no surprise that many social media platforms have announced that online video is the most consumed type of content on their site. We’ve all found ourselves watching how-to videos or funny compilations at some point. But with the online world offering so many opportunities to share videos, where do you begin when it comes to integrating this medium into your content marketing strategy?
Customer success stories on LinkedIn can drive interest from potential new customers, animated explainer clips on Facebook can help educate your audience, and live action stories can offer a behind-the-scenes sneak peek at what your team gets up to. There’s a right time and place for each of these video formats though, so before jumping straight in, it’s important to set a strategic plan with clear goals.
Consider the audience you are targeting and your desired outcome to form the most ROI-worthy marketing strategy. Most social media platforms offer some useful stats, and these can be treated as KPIs to help measure results once your videos go live.
Platform-tailored video content
To help with your strategy, it’s important to know exactly what kind of video you can share in each channel, whether part of a large social media campaign or as regular scheduled content. Generally speaking, most of our clients’ social video projects are tailored for LinkedIn, Facebook, Twitter and Instagram so let’s focus on these platforms for today.
– On Facebook, you can post regular in-feed videos of up to 120 minutes, share real-time video with Facebook Live, and even publish 360-degree videos lasting up to 40 minutes long, with the latter two examples being prioritised by Facebook’s newsfeed algorithm over any other form of content.
– When it comes to Twitter, you can post video clips up to 140 seconds long, so teaser-style content is ideal here. The platform has even recently introduced Live videos. For Q&A sessions or events, live video can be a great way to help customers get to know your brand on a more personal level.
– Up next is Instagram. You can share feed videos, go live and share stories that will last 24 hours – or can be pinned to your page more permanently. On IGTV, you can share videos of up to an hour, and you can even promote your IGTV videos in the main IG feed for maximum exposure. IGTV is a vertical-led platform, but has recently shifted to also support landscape content, so choose the format that best suits your video.
– As for LinkedIn, video content is still relatively new, circa 2017. Native videos over 15 seconds, will auto play in the feed – great news for catching attention. Its most recent addition to streamed content is LinkedIn Live and this is proving to be a great engagement driver.
One of the most important things to keep in mind when you begin creating video content are the guidelines and dimensions specific to each social platform. Sprout Social keeps a great up-to-date spec list.
Tips for social success with online video
We’d suggest that you don’t put all your video eggs into one basket. It’s not guaranteed that any platform will stick around forever (RIP Vine!) and content spread natively across multiple platforms will ensure wider reach with more touchpoints for your customers.
Keep in mind that you have just a couple of seconds to capture and hold a user’s attention, so get creative with those first few frames. It’s also worth knowing that 85 percent of online videos are viewed with the volume off according to Digiday, so your video must get your message across without sound – subtitles or screen text will be your best friend!
One final tip is to finish up your videos with a call-to-action for the audience. Let them know whether they should click a link, head to your profile or leave a comment.
It may sound like a lot to consider, but it helps to think of video content as an investment. Well-planned, evergreen videos should stand the test of time and will resurface whenever new likes, comments or shares take place. And with its ability to encourage a more authentic image for your brand, spontaneous live video is certainly worth exploring too.
If you’re ready to introduce new video capabilities to your social media marketing, get in touch with our team today.