13 Apr Social Media Meets Branded Video Content
Social Media and video viewing are the two most popular online activities, together accounting for more than a third of all internet time (Smart Insights, Q4 2017 Online Marketing Statistics). So it seems obvious that as a brand or an agency, creating video content for social media is a must. You may know how to create engaging content, but maybe you don’t know how to do it for a specific social platform.
One thing you should always do for your social video content (as well as your video content in general) is that you want to capture the viewer within the first 5 seconds. If your video starts off with a bang then the viewer is more likely to stick around for the entire thing (or at least long enough to make an impression).If your video starts off with a bang then the viewer is more likely to stick around for the entire thing (or at least long enough to make an impression). Click To Tweet
Also, it makes sense that 86% of consumers prefer more authentic and honest brand personality (Sprout social, 2017). Showing real people in action or from their perspective have been proven to make audiences more likely to engage with the brand. Also, always remember a call to action. What do you want your audience to do? Provide a website for the audience to check out or a hashtag for them to use.
The Length and the Look
Social Media Output Chart
|Social Media||Ideal Length||Ideal Perspective|
|>1 min||Horizontal (16:9) 1920×1080|
|30 seconds or less||Horizontal 1080×1080 (a square)- be mindful of cropping|
|Instagram Stories||10 seconds or less||Vertical (9:16) 1080×1920|
|Snapchat||10 seconds max (4-7 seconds is ideal)||Vertical (9:16) 1080×1920|
|>90 seconds||Horizontal (16:9) 1920×1080|
|YouTube||>3 minutes||Horizontal (can be 4k or 1080)|
As you can see, there are quite a lot of different things to think about in regards to your content. So before you decide to create your video, consider your end game. For example, if you are planning a video shoot for Instagram and Instagram stories and you want to repurpose the same content, you can see from the chart, that you may have to square off your frame for Instagram and then keep it full for Stories.
With mobile so prevalent in our everyday lives, it’s easy to assume that a lot of your audience will be engaging with your content on-the-go. This can be commuting, or at work, or at doctor’s office, or even at home. In a lot of these instances, they may not have the sound on. So it’s also great to plan for captions.
One way to create captions, is to simply add subtitles in the edit. However, subtitles and social media aren’t always friendly as there is a thing called the 80/20 rule. This is a rule in social media marketing that states 80% of your social media should inform, educate and entertain and only 20% should be a selling point (on-screen text, etc.) Often when submitting a video with captions or subtitles built in some social platforms will reject your video thinking that the text is a selling tool.
A good way around this is creating an .SRT file. This is a file that you can create in a word doc or have a transcription company create. It can be added to your video so subtitles will appear and be embedded without your content being rejected. If you’d like to learn more about how to create an .SRT file go to How to Create .SRT- 3PlayMedia.
You are not alone!
Videos for social media are a must for marketing whether you are a brand, a company that provides a service or anything else in between. Using the tips we have outlined should give you a good base to get started, but you don’t have to do it on your own. Just give us a shout and we’ll be ready to create your next video!
Stay tuned for our blog next month on the magic of magic hour!