Social media marketing is one of the most widely used forms of marketing approaches in today’s internet savvy world. The amount of content circulating through social media is humongous and videos are now a major part of it. Videos are completely transforming the world of advertising and marketing on social media to such an extent that likes of YouTube, Instagram and Snapchat now decide what trends and they are directly affecting popular culture in society.
Since the time videos have entered the social media space, they have caused a storm. Video consumption has seen exponential year on year growth, to the extent at which video consumption now owns one-third of the whole internet consumption all around the globe. From sharing memories, to advertising your products on social media, videos stand out in all aspects of content creation and consumption.
But just creation of video content is not the end of it. When it comes to social media marketing, how you create the video matters a lot. Different social media platforms require different formats of video content. Consumers expect content to be in a certain way on a social media platform and anything out of the ordinary and necessary causes them disappointment. All major social media and video sharing platforms such as Facebook, Instagram, Snapchat, YouTube, and Vimeo etc. have different ways to how you post content on that particular platform.
Let’s look into some parameters of video making and how they should be utilized for social media marketing on different platforms over the internet.
Parameters of video content creation:
1. VIDEO LENGTH:
Before we go into further details on how to use video length over different platforms, we should know the maximum length of videos allowed over major platforms on social media:
- Facebook: 240 minutes.
- Instagram: 1 minute.
- Snapchat: 1 minute.
- YouTube: No limit.
- Vimeo: No limit.
- Twitter: 2 minutes and 20 seconds.
Now that we’ve cleared that out, let’s discuss the ideal ways to use videos on these platforms for social media video marketing.
Facebook – Though Facebook allows us to post video content for a good 240 minutes, the ideal video length to grab attention is 2 minutes. The average viewer on Facebook does not want videos to be over 2 minutes long when they want any form on entertainment or information. If your video exceeds the 2 minute mark, it is very important that you convince the viewer to watch the video within those 2 minutes by offering them a gist or a concrete idea about what they will achieve on watching the rest of the video. When it comes to advertisements and brand promotion videos, the ideal length on Facebook is 15 to 30 seconds. The consumer gets instantly attracting to a brand video that is short and crisp. Keeping the advertising and promotion videos within that 30 second mark is extremely crucial.
Instagram – Since the maximum video length for Instagram is just 1 minute, for both posts and story feature, the video content needs to be crisp and to the point to garner most amount of engagement from consumers. But the ideal video length for Instagram is 30 to 40 seconds. The videos of this length get the most amount of engagement out of all videos. When it comes to brand promotion and advertisements, it is ideal to keep video length within 10 seconds to create engagement and appeal to the consumer.
Snapchat – Snapchat is most popularly known for its story feature and disappearing videos. The ideal video length for Snapchat is similar to Instagram that is 30 to 40 seconds. When it comes to advertising and brand promotions, the video length should be within the 10 second mark.
YouTube –YouTube is a video sharing platform that places no limits on the length of videos you post on it. YouTube is great for posting long length videos and detailed descriptions about your product and services. But there is an ideal video length for YouTube as well. Most consumers decide the fate of a YouTube video within the 2 minute mark. That is the magic mark within which you need to attract the attention of the viewer. The best way to do it is to provide a broad idea of the whole video within the first 2 minutes of your video. Same is for brand promotions and advertisements in between YouTube videos. The shorter the better. YouTube users engage with the shortest forms of branding and advertising the most. This becomes your key element for social media marketing on the platform.
2. VIDEO ASPECT RATIO:
Deciding the aspect ratio to post your video content on social media is extremely important. Every social media platform has its own style and general design. Viewers expect content to be posted in the same format on those respective platforms. Let’s discuss the most common aspect ratios used in social media marketing and where they should be used for most engagement.
Vertical – The vertical aspect ratio has gathered a lot of popularity on social media platforms in the last few years. Instagram and Snapchat are very reliant on the vertical aspect ratio due to their story feature. The vertical aspect ratio is popular for offering a perspective or POV from any source. It’s very popular among regular users since it’s very useful in sharing daily happenings and instances from their lives. Even Facebook has a story mode now where the vertical aspect ratio is coming into use very frequently.
Horizontal – The horizontal aspect ratio is most popular on Facebook, Twitter and YouTube. It’s used to provide a wider perspective to things and these two platforms like to have videos with much more content and visual appeal. There are no limits to which you can use the horizontal aspect ratio. It can be used for anything and everything. Facebook posts and YouTube videos are the most common horizontal aspect ratio videos you can find on social media. If you have a large amount of content to share without compromising on appeal, the horizontal aspect ratio is your perfect tool for social media marketing.
Square – The square aspect ratio is quite fresh and is widely used on Instagram in the form of posts. It’s gaining popularity on this medium and has slowly made its way to YouTube as well. The square aspect ratio offers you symmetry and focus. It can be very useful for brand promotions and advertising. The square aspect ratio is the new cool thing around when it comes to social media video marketing.
Promotions are an essential part of social media marketing since they provide a spotlight to your products and services. Most organizations and brands are very reliant on product promotions and advertisements and social media has become a very important platform for that. The amount of reach and engagement all the major social media platforms are generating is enormous and they are cost effective and more efficient than likes of Television and Radio. Promoting and advertising your products is very cheap on social media is very cheap compared to other mediums and hence the popularity of video content on social media is increasing every passing day.
For platforms like Facebook and YouTube that allow you to post longer and larger video content, the advertisements and promotions can be more detailed and more explanatory. You can showcase your product or service in detail which offers a wider perspective to the consumers.
For platforms like Instagram, Twitter and Snapchat, you need to make brand promotions crisper and to the point to catch the user’s eye. These platforms offer short video lengths and hence you need to deliver your message within a matter of seconds.
Promotions are extremely vital when it comes to social media marketing and it’s important to use videos effectively on different social media platforms in the best way.
4. CALL TO ACTION (CTA):
Call to Action is a very popular tool these days in the world of social media marketing. Instead of creating a very costing video package for a product, social media marketing tams now rely on relatable content and then add product links to it, using which customers can jump to the product page itself. Call to Action is very popular these days since the E-commerce market is booming, marketers can now direct potential customers directly to purchase their products or services on platforms like Amazon, Flipkart, eBay etc. Call to Action is a very useful feature when it comes to directly involving customers to buy their products right from their website or third party platforms like Amazon. Call to Action is a wonderful feature and looks like it’s here to stay.
To sum up, social media marketing is a very tricky thing in today’s continuously transforming world. To promote your products requires you to be in the trends and make your content viral. Making viral or attractive content is all it takes to grab the attention of consumers today. Using these smart tips will help you do the needful in all future social media marketing projects.
Communication Crafts is a gen next marketing and film agency that excels in social media marketing across a wide range of portfolios. Why don’t you get in touch with us?