Video is the king of content when it comes to digital marketing strategy. With more than an average quality camera equipped in a mobile phone, everyone has turned into a video producer. To make videos that differ from the rest, and look more professional, some planning is necessary so the content of your video is not lost among all the noise.
Today, people watch more than 100 million hours of video on Facebook every day. YouTube reaches more viewers than any cable network in the United States. That’s in the coveted demographic sector that ranges from 18 to 49 years.
A report indicates that Snapchat has 10 billion video views every day. While these are large numbers, the amount of video marketing continues to increase. Video tweets increased by more than 50 percent in the first half of 2016. Here are some more interesting facts to look at before we move ahead:
- Around 62% of people agreed to be more interested in a product after seeing it in a Facebook Story.
- Social media video generates as much as 1200% more shares than text and image content combined.
- 49% of consumers have watched at least one video on Instagram TV.
- 46% of consumers watch more video ads on social media platforms than on TV.
- Video is shared 20 times more often than any other content formats in the LinkedIn feeds.
- On social media, video ads are the most common way for consumers to find new brands and products before purchasing.
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If you haven’t incorporated video in your digital marketing strategy yet you will be left behind. Let’s start by analyzing some general principles of video marketing. Then, we will study further the specific optimization strategies that work best for each network.
Get attention immediately
Browsing the news of social networks is an overwhelming mobile activity since the time spent on social networks mobile is 63 percent for people over 50 to 78 percent for people 18 to 34 years.
This means that you mainly face users who browse through a long list of news on a small screen. You only have a little bit of time to attract their attention. Facebook and Nielsen data show that 47 percent of the value of a video campaign comes from the first three seconds of the video and 75 percent comes from the first 10 seconds.
Because most video marketing plays automatically, viewers see the beginning of your video without having to press the button to play. The above allows you to see your content thanks to the impressive and striking images.
Try vertical videos
Interestingly, about 70% of millennials prefer using their phones in portrait view when watching videos on mobile. Platforms like Facebook, Instagram, Twitter, and even YouTube have incorporated vertical video formats. This makes the most out of the viewing area on mobile devices. That way, viewers don’t have to turn their screens. Especially if the demographic sector you are targeting is young people. Who, do almost all of their browsing on social networks from their mobile devices. It is worth trying vertical videos on all networks to see how they perform.
Create videos without sound
Most video marketing that plays automatically do so with the sound turned off. A study by Digiday shows that most people, up to 85 percent, never activate the sound. If it is necessary to activate the sound to your video so that it can be understood you will not have the opportunity to arouse interest in most viewers.
This means that it is important to create a video that defends itself without audio. Emphasizing any visual component to make it attractive to the eye. You should also incorporate subtitles or text that shows any message that requires words. Take advantage of automatic descriptions where they exist (such as the automatic Facebook descriptions tool) or add your own. But, consider creating videos that show most of their meaning through the visual.
Choose your thumbnail wisely
Autoplay may be predetermined, but users have the option to disable this setting. Also, it may not work if the user has a bad connection. This means that your video needs an attractive thumbnail image to prompt users to click. So, don’t keep the default image. Look at your image options to ensure that the image shows the value that users will get if they play the video.
Now that you know all the strategies of how to optimize your videos on social media, what are you waiting for? Get started or let a professional video production company help you get that perfection you need for your corporate videos.