If a picture is worth a thousand words, a video can be invaluable.
The number of daily videos produced on Instagram has quadrupled in the last five years, and YouTubers watch over a billion hours of content every day. With statistics like this, it’s not surprising that 87 percent of online marketers invest in video content.
What does it take to create a top-notch social video? To save you some headaches and loads of blooper reels, here we share some of our most effective tips.
The 6 most important components of a successful social video
1. Be platform conscious
From YouTube to TikTok, there are dozens of different video platforms to choose from. Just like any other content, be sure to tailor your video accordingly.
A few quick tips to get it right:
- Choose platforms that engage your audience
- The first step in creating an impressive social video is deciding where to post it.
Some platforms like Facebook have a large user base that attracts different ages, genders and income levels. Others only reach a narrow demographic.
For example, Pinterest resonates with 25- to 44-year-olds, while Snapchat attracts teens and young adults almost exclusively.
Before you even buy a camera, ask yourself two questions:
- Who am I trying to reach?
- Why am I trying to reach them?
If you’re trying to educate your audience, consider posting your video on LinkedIn. If you’re trying to entertain, YouTube might be a better bet.
size really matters
The ideal aspect ratio for your video may vary from platform to platform. Facebook alone supports more than five different formats!
Be sure to review the recommended specifications for your preferred platform before producing your video. Optimize for wherever you post to avoid images or black bars that stretch around your content.
If you don’t have time to optimize for every platform, usually a 1:1 aspect ratio will do. Also, square videos take up 78 percent more social media feed space (16:9) than landscape, so this strategy might get you a little more attention.
Upload directly to the platform
Not all platforms are compatible with each other; This is another reason why it is important to optimize your videos for different social channels.
YouTube is owned by Google, a direct competitor to Facebook; this means that YouTube links don’t do well on Facebook. By uploading directly to the platform, your video will look better and get up to 10x more organic shares.
Here is an example from our own Facebook page. This (sweet) YouTube video got a little lost in our stream, but our local content really pops up.
2. Pay attention to the time
Our attention span is only eight seconds – shorter than that of a goldfish! Keeping viewers engaged from start to finish is difficult, but not necessarily impossible.
keep it short and nice
Stick to a 60-second time limit if you can.
Only five percent of people stop watching after one minute, while 60 percent stop watching after two minutes. Not only is it easier to finish short videos, it also consumes less data, making it perfect for mobile viewers.
But do not exclude the long form
Longer videos can also leave a mark. Videos over 90 seconds get more views and shares on Facebook. The average mobile user session on YouTube is one hour.
But if you decide to go long, make sure your content is top-notch. Fortunately, brands like AirBnB and Hyundai are known for their long videos, so there are lots of great examples to learn.
This AirBnB video about a family in Palm Springs is over a minute long, but it’s one of the company’s best performing videos on YouTube.
3. Optimize for mobile
More than half of all videos are watched on mobile devices. For Twitter, this number is as high as 93 percent!
Here are a few simple tips for getting mobile friendly.
Simplify your graphics
Make sure your images look great on a small screen. Think bold, bright, and – if you’re using text – legible. Eliminate visual clutter to increase understanding and test your video on several different screens before publishing.
For example, our Moyens I/O Boost video uses vibrant colors and a clear, high-impact font that’s easy to read, regardless of screen size.
Play mute
Most viewers will watch your video in public places: on the bus, in line for coffee, in the office. That means they’re probably watching on mute as well. 85% of YouTube videos are now watched without sound!
Before sharing your video, do a quick audio check. Loud and not loud?
Add an engaging caption or description to help fill in the blanks, and add captions if needed. Bonus: captions will help make your video more accessible to hearing-impaired viewers.
4. Use analytics
36 percent of businesses now use some form of video analytics. Don’t be the last of the data party! Two ways to be analytical:
Follow up and improve
There are tons of useful social media analytics tools out there. Track how your videos are performing and think about what you can do to improve them.
Some important questions to ask are:
- Do people watch my videos from start to finish?
- Are my videos underperforming on any platform?
- Which topics are viewed or shared the most?
Reuse content with a proven track record
Analytics is also great for generating ideas for future videos.
Does your company have a blog? Dive into your user statistics to identify top-performing content that can be repurposed for video.
Before settling on any idea, check if it meets these three criteria:
- Digestible: Is it easy to understand?
- can concentrate: Can it be transmitted in 1 minute or less?
- Image: Can it contain a graphic element?
5. Deliver quality content
It may seem obvious, but it’s still worth saying: make your content worth it.
Provide real value
Web pages with a value proposition keep visitors engaged longer. The same goes for social video.
As cute as the cats on Roombas may be, some of the top-performing YouTube content is somehow helpful.
Just check out our video “5 Free Sites for Awesome Social Media Images”. It became one of our most watched videos in both 2017 and 2018. Why is that? Our video has solved a real problem for marketers who often spend hours surfing the web for free stock photos.
tell a story
Stories are a fundamental part of human nature. Also, video is an ideal tool to test your narrative skills, as storytelling is actually created through visual stories.
As digital storytellers, we need to answer these questions:
- Who is the hero?
- What is the topic?
- Does my video have a clear beginning, middle, and end?
- what is the setting?
- What’s the conflict?
Writing a screenplay, using a storyboard, or talking to a colleague about key plot points in your video are all great ways to make sure your story is strong.
Apple’s “Unlock” feature is the epitome of visual storytelling at its best. The video, prepared to announce the launch of the new iPhone X, draws attention with a fast plot and surprising twist.
https://www.youtube.com/watch?v=-pF5bV6bFOU
be emotional
Emotion is a powerful communication tool, just like stories. But not all emotions are created equal.
Positive messages can be shared more than negative ones. High-intensity emotions such as surprise, awe, and joy are the most shareable among them.
Videos can evoke much more emotion than photos. While not every video needs to capture hearts, connecting with viewers on a human level can go a long way.
For example, our “#knowyoursocial” video combines surprise and humor and has over 10,000 YouTube views.
6. Start with a bang and end with a call to action
We tend to remember beginnings and endings better than anything else. Make sure to throw an extra punch at the beginning and end of your video:
The first 3 seconds are the most important
Forty-five percent of people watching the first 3 seconds of a video will continue for at least 30 seconds. Capture viewers right from the start with something that piques their interest, arouses their curiosity, or catches them off guard.
Our Facebook video “Social Trends 2019” kicks off with a real bang. The first 3 seconds are dynamic and colorful, “Are you ready for 2019?” It quickly grabs the attention of the audience.
Sign the deal with an excellent CTA
Videos have one of the highest conversion rates of all content. Adding a video to a landing page can increase conversion rates by up to 80 percent.
Include a clear Call to Action at the end of your video to capitalize on all the effort you put in. Whether your goal is to persuade viewers to buy a product or simply to follow your brand, this essential step activates your hard-earned ones. take your audience to the ‘next step’ in your sales funnel.
Writing a compelling CTA can take some time and experimentation. It also differs between platforms. But all great CTAs have a few things in common: they’re personal, they’re clear, they’re actionable, and they pay off!
Use Moyens I/O to schedule and publish winning video content across all your social channels from a single dashboard. Save time, analyze your performance and engage with followers in a meaningful way. Try it for free today.
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