There are many elements that go into social media video content, including titles, length, details, and sound. Essentially, you’re trying to convey a lot of information in just a few seconds. But when done right, you’ll see more engagement and build a stronger connection with your audience.
At some point, most brands will post their video on social media. This could include Facebook, Instagram, LinkedIn, YouTube, and Twitter. So, the question is – how do you ensure the best results once your video is live?
Once you decide to post your video on social media, you need to think about the differences between platforms.
Being aware of these differences ahead of time will save you frustration, regret, and boost your audience’s response.
First, Think About the Platform
Given all the variations in how social media platforms handle video, it’s clear that you need to think carefully about your priorities, right from the start of the project. A creative video production agency can always go back and adjust certain aspects, but it’ll take extra time and effort. It’s more efficient to anticipate these needs.
If video distribution on social media is discussed early in the planning stage, the production team can create your video in a way that allows for cost-effective versions tailored for different social media platforms. So, think “platform first” when it comes to your video’s distribution. And whenever possible, involve your teams in the video project discussions.
Aspect Ratio – Video Width and Height
The width and height of the video determine how it will be displayed – whether it will be square or rectangular.
A 1:1 ratio is a square video, 16:9 is the standard rectangular format, and 9:16 is the portrait display on most mobile devices. These are typical video aspect ratios for social media channels. A 1:1 or 9:16 ratio is best if you want to target mobile users on Instagram or Facebook. But this means your video might not look as good in a 16:9 frame, where, for example, a square video may not look as professional or cinematic.
In an ideal world, you’d have the budget to shoot your video twice, in different aspect ratios. But for most clients, this would be an extravagant luxury. With a little thought and planning, you can shoot one video that looks great in both portrait and landscape formats. If you’re sure your main focus is a video campaign for Facebook and Instagram, then consider the format and concept of your video from the start.
Direct Posting
Generally, there are two ways to distribute your video on social media. You can either post a link to the video on your website, or you can directly upload it to the chosen social media platform. Social media platforms don’t want users leaving their sites to visit another one (your website). Directly posting the video on social media has many advantages:
But isn’t a link click a good idea?
Of course, many prefer to offer the video through a link to their website, usually because they want to drive traffic to their site. The problem is that engagement with a “linked” video, rather than an “native” one, is likely to be much lower. Should I go for higher brand awareness and engagement within the platform, or keep those few users who might click through to my website?
Be visible. Be remembered.
We’d say it’s usually more effective to go for higher engagement within the platform. This way, you’ll reach the most people, and they’ll remember you. As a native – direct upload on the platform, your video will be shared more and watched more.
And even when you post your video directly, you can still include a link to your site in the post. Additionally, you can brand your video in a way that makes viewers search for your website anyway.
Convenience
Speed and convenience often lead to videos being linked to social media, rather than being posted directly on the platform. You know how it goes – it’s a busy day at the office, and you only have a minute or two to get that link up to your video on your website. After you and your team have invested a significant amount of time and money into your video production – it’s almost silly not to put in that extra effort. This way, you’ll achieve the most views and the best engagement.
Auto-play video – sound or silence
The way videos auto-play differs across social media platforms, and that can have a significant impact on your video structure. Many platforms play videos without sound until the viewer turns it on. In these cases, it’s more effective to make a video that grabs attention. Then, it should still make sense even if the viewer doesn’t hear the first few seconds. This can be done by opening the video with powerful images or using specific text with graphics.
Strong vs Soft Video Start
Since your audience can quickly scroll through posts, it’s also a good idea to start your video with a “strong opening.” A video that shows motion right from the start has a “strong beginning,” while a video that fades from black, for example, has a “soft start.”
A “soft start” is usually more aesthetically pleasing and gives your video a more cinematic feel. But that benefit needs to be weighed against the battle for immediate attention in the “news feed.” A video with a “soft start” is often a good choice for your website, where you can expect higher intent viewing from your audience.
Thumbnail Preview
It’s always worth taking the time to choose or create a strong thumbnail for your video. Users will see your thumbnail just before the video starts playing automatically. Many social media platforms will randomly choose a frame from your video. Others will let you add your own custom thumbnail.
We recommend customizing your thumbnails whenever possible. This gives you full control over the image, ensuring the colors, contrast, composition, and subject are as eye-catching as possible for your audience. Research by Wistia has shown that custom thumbnails, instead of random ones, achieve about 30% higher viewer engagement. Sometimes you’ll find a social media platform that doesn’t give you a choice in the thumbnail. These platforms will simply use the first frame of your video. In these cases, it’s crucial to have a “strong start” with an eye-catching image.
