Adding Video To Your Social Media Marketing
There are a lot of different outlets to create video content for on the internet today. Understanding which types of videos work best on each social platform will not only make sure your message is heard but that it will connect with your audience.
If you’re looking to go beyond the typical explainer video and up your video game, we hope this breakdown helps you understand all the major platforms a little better. As you’re looking to post more videos, don’t bother trying to commit to every platform at once, instead master one network first and then once you have a good flow, then look to add another one. At LooseKeys we’re working with clients on a variety of content for different platforms as well as consuming this content daily, so we like to think we know what we’re talking about.
Facebook is the biggest focus for most businesses, it has one of the largest networks of users and continues to grow. Currently, Facebook users are watching approximately 100 million hours of video each day, that’s a fraction of the 1 billion hours each day on YouTube but on Facebook you have a much more active fan-base.
Currently, Facebook is very aggressive with video and you’ll have a good chance of breaking through the social noise on the platform because Facebook wants this sort of content. Understanding what sort of content works is vital.
Your video is likely to show up in the news feed, it’s rare a user will actively go to a page to look for content from a brand. Knowing that someone is going to be scrolling by, you want to make sure your video stands out. If you aren’t able to stand out then it’s likely your content will get lost. Videos on Facebook have a very short shelf life and if it isn’t shared by other users right away then it gets buried in a sea of updates.
Videos on Facebook will start to auto play for users on the timeline so avoid starting with your logo or a title, they know who the video is from because your logo is right there on the post. Get straight into the content and don’t forget to add captions. More often than not, video on facebook is watched without sound. Don’t be surprised that someone is watching your video in a place where they can’t hear the audio or just can’t turn it up. In 2016, Facebook added automatic captioning to both video ads and videos posted to Facebook pages but be sure to double check it, you don’t just want to trust the AI to know what’s being said.
When you think of video on the internet it’s likely YouTube comes to mind. Videos on YouTube range from a video clip someone filmed on their television to great original content. That original quality content is what YouTube wants to be known for and what you should strive for when posting content on the platform. Don’t just post a video there because you can and think you should. YouTube should be a place where you post because its where your quality video content thrives.
YouTube is also the best social network for evergreen content. Unlike other platforms where video can quickly get lost in the flow of other content, YouTube users seek out video, visit pages and comb through to see what else a channel has to offer. If someone finds a video of yours they like then there is a very good chance they will watch a second video from you too.
You’ll want to focus on education and entertainment with your YouTube content. That explainer video you already made should live on your page and then you should continue content that will let a viewer know more about your business. Spend time getting these videos right because a poorly animated video with bad audio will drive users away and you may not be able to get them back. If done right, a YouTube video has the highest chance to be a viral hit because users are more likely to share video from YouTube then any other platform.
Having a marketing plan for Instagram is important, the community there continues to grow and users know they are only going to see photos or videos. Although photos are still the primary content on Instagram they are making a push for video with the Snapchat Stories clone. In April more than 200 million people used Stories everyday. That’s a great reason to start looking at Instagram as a place to add video.
If you’re looking to dive into Stories, know that the clips are only 10 seconds long and disappear after 24 hours. Since the video disappears, you can experiment and have some fun with your brand. Think of Stories as a way to give your fans a peak behind the scenes.
Then there is the standard Instagram feed where users spend an average of 21 minutes daily. Videos in the feed can last up to a minute but you’ll want to keep them short and fun. Animation, stop motion and time-lapse work very well here because they stand out from the photos of food and babies many users feeds are full of daily. This is a great way to re-purpose some content from your explainer or build some extra clips just for Instagram from it.
Snapchat is a tricky platform to dive into for a brand because there is no way for users to find you unless they got your snapcode from another place. Just like Instagram, it is all about visual content. Video and images on Snapchat disappear after 24 hours so it’s important to post plenty of content. These videos are stories and should do just that, tell a story. Let the audience know what’s happening behind the scenes and from different points of view. One great thing to do with Snapchat is to let other people in the company post for a day.
There is no need to get fancy with most of your Snapchat content and only jump into this platform if you have the time because it’s hard to see what the return is right now.
Twitter moves at light speed and it can be hard to get your video seen here. Most users will be looking at Twitter on their mobile device so keep that in mind when making content and don’t use too small of text or audio that is hard to hear. You’ll want your video to be engaging, it’s the best way to make sure it’s seen and shared across the platform. Since the feed moves so quickly, don’t be afraid to repost or try different versions of the video. Everyone isn’t on Twitter at the same time of the day and what someone posted or shared in the morning doesn’t mean it will be seen by the user that logged on in the evening.
Make sure to keep the video short, know the audience is likely on a mobile device on their commute or standing in line for lunch so they aren’t going to have time to watch your long form documentary. Along with video, short gif’s work very well on Twitter since they auto-play, just know you can’t have audio.
No matter what platform you’re trying to reach your audience on, video needs to be a part of that strategy. At LooseKeys we know how essential video is for a business and if you ever need a hand getting started, or help creating that perfect piece of content then be sure to reach out. We’d love to work with you.