Video rules digital, and that doesn't seem to be changing anytime soon. According to Wordstream, "Social video generates 1200% more shares than text and images combined," and according to Social Media Today, 500,000,000 people watch facebook videos everyday. So now you're convinced you should use video, here are 4 rules we have found that are essential to be successful at online video.
1.Action shots. Start off your videos right in the middle of action or speaking. You only have between 1-3 seconds to catch the viewers attention before they might click off, so if your video has a lengthy intro or logo- you are likely to lose the person without them ever seeing your video. Watch this Nike Video below to get an idea:
2. Short video/Video appropriate for medium. Like I talked about in a previous blog, there is a correct type of content for each social media platform. So for video, longer form videos might be better suited for YouTube, sections of your website or Instagram TV- but the rules for catching the viewer at the begging still apply. For Facebook, twitter, and snapchat, short catchy videos between 15-60 seconds are the ones getting the most views.
3. Optimize for each platform. Make sure your videos are dimensioned right for each platform. The majority of people are watching video on their mobile devise, so if you are not optimizing for mobile, you have lost. And this doesn’t mean taking video with your phone vertically, that should NOT be done unless you are taking live video in Snapchat or Stories to share right then. Make sure to put tags on your videos so they are easier for people to find, and make sure your sound and backgrounds are well thought out and clear. Also, don’t post your youtube link of your video to facebook, upload it directly to facebook, this way it’s about 10x more likely to be viewed, because people like staying in one app and not taking time to move over to youtube while in facebook. Facebooks algorithm also likes posts that keep viewers in their app, so its more likely to get seen that way. Check out Taco Bells method for YouTube Video vs. Snapchat.
Above: Video for Youtube vs. Below for Snapchat
4. Give value. This might be the most important one. Give value to the customer through your video. Don’t simply put your product on the screen and say ‘flash sale, buy now.’ consumers are over that spiel by now and can see right through it. If you are in the hair product industry, perhaps a time-lapse video of how to achieve a new trendy hairstyle, or if you are in the food industry, a quick video showing someone making a new dish would give value. Think about what you want as a consumer from the brands you follow, try not to think like a marketer so much 😊 Below is a good example of Birchbox giving customers value from their video.
If every video you post has these 4 elements in it, you are on your way to attracting more people to your videos! For more, watch a video below by Truly Social.