Editor’s note: This article is a re-run as part of our countdown of top stories from the past year.
Most social media managers know they must incorporate visual content into their plans.
Dynamic videos and video clips are increasingly becoming part of this strategy, too. Now, 81% of businesses use video as a marketing tool—up from 63% the previous year—according to HubSpot. With video content becoming an integral part of an organization’s overall marketing strategy, it’s more important than ever to make sure it’s executed seamlessly, professionally and in a way that will drive a return on investment.
Although the social media world is ever-changing and requires innovation and experimentation daily, social media managers and corporate video editors can keep in mind a few best practices to drive results, foster engagement and increase followers. Here are four for managing video content marketing for Avid’s LinkedIn, Facebook, Instagram and Twitter accounts:
- Optimize for mobile. Brightcove’s Global Video Index found 53% of global video views begin on smartphones and tablets, siphoning market share from desktop computers. On top of that, social media platforms have been redesigned to cater to mobile. Instagram, for instance, doesn’t make it easy for everyday users to upload content in its desktop version. CNET details how users can bypass this problem so they don’t have to transfer images from their computer to their phone. CNET notes Instagram’s adoption of a mobile-first mentality. Failing to optimize for mobile is a crucial misstep when you’re creating videos for social media channels. If you’re uploading content that’s suited only for horizontal versus square formats, followers probably won’t bother to watch it.
- Subtitle your videos. A staggering 85% of video content is viewed on social media without sound. If you produce a spoken-word video without subtitles, your message is probably getting lost. People rarely seek out corporate content, so don’t require them to fish out their headphones to get the gist of your message. Unless you’ve created an irresistible introduction or thumbnail, they’ll simply scroll to the next video in their feed.
- Create a captivating hook. As alluded to in the last section, a stellar introduction is crucial to setting the scene for your content. Users should know what the video is about within the first three seconds, so develop a hook that draws them in immediately. If it isn’t clear what the video is about, they have no reason to keep watching. There’s no need to produce a feature film; shorter content is often better. The optimal length for a video is 15 to 20 seconds of high-value and informational content. Research from Hubspot shows that Instagram videos averaging 26 seconds get the most comments.
- Have fun. So many companies forget this. People want content that makes them laugh, smile or connect with what they’re watching or reading. Don’t simply push marketing messages. To resonate, your video content needs storytelling and human connection. It’s vital to share video content that’s not all about your company. This takes extra work to make sure it’s relevant to your followers, but it’s well worth it. Here’s a cute example of a child playing around in a studio. The post isn’t about Avid’s recording studio solutions, but it’s one our audience can relate to, especially if they have children.
Ultimately, it’s most important to remember that social media—as well as how video is used, created and shared on it—is evolving. Try new things, track what does and doesn’t work, and adjust your strategy for the next time.
Wim Van den Broeck is social media manager at Avid.