Digital marketers have been saying it for years: video is great. Video is shareable, engaging, and creative. In fact, users spent more than an average of six hours a week watching videos online in 2019. However, there’s a reason why a lot of business owners can be leery from using video: it’s often expensive, and sometimes it doesn’t work.
The reason for this is that while small business owners and inexperienced marketers often spend a lot of effort and time in deciding on content, many forget about how and where to release it. If you think about it, the manner in which you release video can be just as important as the content that you put out. You can make the most informative and creative content without gaining any traction, because nobody could watch it.
Here are three of our best practices on releasing a great video on social media.
It’s common to see people post a link to their video that is hosted on their websites to drive clicks. This is a surefire way to make sure that nobody is going to watch your video, especially if your core audience is using a smartphone or tablet, where opening an external link involves starting up a new app, and not just a tab. If your goal is to drive brand awareness, it shouldn’t matter if they are seeing you on a social media platform or your website.
Think About Your Platform First
Your business goes wherever your target customers are. In the case of social media marketing, you need to figure out which platform they’re on and understand how it serves video. From there on, you are able to make some educated guesses about how your customers will see your video on their screens. If more of your audience is coming from desktop, then it makes sense to take advantage of that real estate and shoot in a horizontal mode. If they’re on mobile, then you need to make sure that your video is usable in both horizontal and vertical modes.
This practice is particularly important because most platforms have both desktop and mobile app versions, and you need to make sure your video looks good either way. However, if you are trying to reach an audience that is known to favor mobile-only platforms, then you might want to think about how your video looks in vertical, even if your original footage is shot in a horizontal orientation.
And then there is Instagram and some e-commerce platforms, which prefer videos in a 1:1 aspect ratio, which is a square video.
In an ideal world, you would be shooting and editing all three orientations to cover your bases. However, if this is not possible given your budget, then it pays to think ahead and shoot your videos with this in mind. By thinking about where you will release your video first, you will be able to plan your shots in such a way that the final movie will be usable and effective.
It might seem like an insignificant detail, but your video thumbnails can actually work for or against you. In this media-saturated world, everybody is fighting for the audience’s attention. If your platform of choice allows you to upload a custom thumbnail, then you should take advantage of it to make your video as engaging as possible, even before it gets played. Not all platforms offer this, and some may just use your first frame as a thumbnail. In this case, you should think of how your video starts, because if you used a transition such as a fade to black, then the thumbnail could just be a black rectangle. This is another benefit of knowing your platforms.
Video is a good way to differentiate yourself from your competition, but only if people are watching it. Ensuring that your video is compatible and effective within your platform/s of choice is just as important as your content and execution.
Mighty Hero Agency is a video production agency in Manchester. Our years of experience allow us to extend our services from production to distribution. Get in touch with us today to know more!