The evolution of consumer behavior “at home” marks the beginning of a new era for marketers. Global video content consumption increased 60% last year, a record figure, which creates so many more opportunities for your brand. Watching videos is now one of the key indicators for tracking engagement on social media. From your Facebook feed to Instagram Reels, online video continues to shape the digital landscape and social media trends with it.
With social video dominating our news feeds, it is now crucial for brands to integrate the video format into their content strategy. Our best advice? Adapt your video content to the specifications of each social platform, audience behavior and update your video content strategy with the best practices below.
Short formats? Cool formats.
The ideal video length for social media varies across platforms. The common denominator of successful videos is brevity. Short formats (15-30 seconds, ideally more than 15) allow your brand to effectively leverage all social platforms, whether it’s paid or organic placements. In some cases, promoting truncated teasers will drive traffic to full versions of videos embedded in blogs and / or landing pages, so users can enjoy the best of both worlds.
Telling a story in a short time can be difficult, consider this structure:
- Part 1 : Establish the characters, a problem and a goal – something that is the catalyst for change
- Part 2 : The protagonist pursues his goal
- Part 3: Resolution
Multiple versions
Having several versions of a video makes it possible to adapt to the formats and specificities of each platform, it also allows you to present your content in several ways. It is better to have between 2 and 6 different versions in paid and organic. While the short film is an asset for video content, that doesn’t always mean you have to fit the story into 15 seconds. Think of the teasers, clips and graphics. Tell your brand’s story using animated graphics and alternate shots when needed.
Ideal duration
Note : Although organic offers more leeway, the times shown are generally all indicated for ad formats.
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You can also read our visual guide: 2021 Social Networks: The Guide to Image Dimensions
Other important technical reminders: in general, it is better to favor the H.264, mp4 or m4a formats. And unless viewing on (very) large screen is planned, no need to plan 4k! (And again, this resolution is not supported by all platforms).
Three seconds to convince
Videos on social media should grab the audience’s attention within the first 3 seconds. Most people scroll through a long stream on a small screen. Engage your target audience early on with something that sparks interest, inspires curiosity, or surprises. Then get right to the point.
The video usually plays automatically. Viewers see the start of your video without having to press play, giving you the ability to draw them to your content by guiding them with your most compelling visuals.
The switch to mobile
Over 85% of social media traffic comes from smartphones. To keep up with the trend, test a mobile-optimized vertical video format and avoid users having to tilt their phones. Simplify graphics so that they display correctly on smartphone. Consider bright colors and a high impact typeface to capture the attention of your viewers.
To make your content stand out, select your thumbnail carefully. Wrap your video’s theme or message so that the user is enticed to watch or engage from the start. Make sure your image is well framed and consider taking advantage of the rule of thirds.
Sound off, subtitles on
Autoplaying of videos on social media is usually done without audio. Subtitles are essential to ensure that your video content works without sound. Videos created for silent viewing have a 70% increased chance of being viewed. If you’re using voiceovers, add captions or captions with graphic text overlays to highlight key points and ensure your message is conveyed correctly. Closed captions can also keep viewers interested.
Branding from start to finish
Viewers are predisposed to remember the beginning and the end. To help remember the brand, include your brand logo at 0:00 or in the corner throughout your video. Finally, at the end, include a clear and compelling CTA that is personal, straightforward, and works.
Do you want to add video to your communication strategy on social networks? Check out our creative services and contact us today.
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