This is a blog post about video content tips for social media platforms. Why is there a picture of food? I'll get back to that. Let's talk about video for a second.
We’ve told you before and we’ll tell you again. Video Content should be a major focus of your marketing plan. 80 percent of online traffic will be video by 2019 and in the United States, online traffic will be 85 percent video. That’s not a small number. You’re missing out on a huge opportunity if you’re ignoring video content. According to Hubspot, enjoyment of video content increases purchase intent by 97 percent and brand association by 139 percent.
Just creating a video, however, isn’t enough. You must take into account the social platforms that you’re creating the content for. This is where the food picture comes in. FINALLY. You know how when you go to a restaurant, it seems like everyone orders something different? Even if two people have the same steak dish, one person may order mashed potatoes as a side while the other person prefers mac and cheese. Social media platforms work the same way. Each platform has its own set of best practices that will increase the likelihood of the video performing well. In other words, each social platform special orders how their video should be made. It's your job to make sure the order comes out exactly right.
If you’re going to create a video for Facebook, it must be attention grabbing. There are so many videos on people’s Facebook feeds, mostly featuring recipes and cats. To cut through the clutter as people scroll through their feed, your video must stand out. It has to do this without audio, since most people look through Facebook on their phone with their phone muted. It can help to have captions that will give people a clear idea about what is happening in the video. It also is important to post videos natively to Facebook. People don’t want to have to click on a YouTube link that will take them away from the site.
For Facebook, it is better to have a video with a length that is at most three minutes. People have a lot of different things they are looking through while on Facebook, so you need to get your message out fast. The exception to the shorter video rule on Facebook is with Facebook Live. Because of the live nature, people tend to stick around longer or at least go away from it and come back.
If Facebook ordered, it probably would be a classic cheeseburger and fries.
Twitter has essentially the same rules as Facebook does. Grab attention without sound. Post natively. Keep it short, unless it’s a live video. The only real difference is due to Twitter’s 140 character tweet limit, you need to get people’s attention with a short snappy headline instead of a longer post explaining exactly what the video is. So give enough information so people know what they’re watching, but keep it short and sweet.
Twitter would order a cheeseburger and fries, like Facebook. But add bacon so it's flashier.
Like both Facebook and Twitter, video content on Instagram works better if it is shorter and attention grabbing. The difference is that on Instagram a lot of focus is placed on how visually pleasing the aesthetic of the video is. Instagram is a social media platform built around visual content and making posts look artsy. It helps to do this with videos you’re posting as well. The more visually appealing and artsy the post is, the more likely it is that people will stop.
Another good rule of thumb for Instagram is when you upload your video, make sure the thumbnail people will see when they visit your page is a good one. People aren’t going to click it if it’s just a white or a black square.
Instagram wouldn't care what food they ordered as long as it looked good enough to post a picture of.
YouTube is the new TV, as evidenced by this article by the Wall Street Journal that states that over one billion hours of video a day are watched on the platform. People purposefully go to the site in order to watch videos, instead of happening upon videos on Facebook, Twitter, and Instagram. This means that content on YouTube can be longer, since people are making an effort to go to the site with the purpose of watching videos.
Since YouTube is like the new TV, your content can be varied as well. Narrative videos, documentary style, vlogs, product demos, and even more types of video all thrive on the platform. On YouTube, you can experiment with what works for you and then perfect it.
YouTube would have a full course meal. No skimping on any part of dinner for YouTube.
Each social media platform has their own sets of rules, either well-known or unspoken, that if you follow, you’ll do well on the platform. This definitely applies to the video content on each platform as well. In addition to following these best practices, the best way to create video content is to create content that is focused on your buyer personas. If it isn’t content that appeals to the people you are trying to reach, then it isn’t content worth having. Be a good chef and a good server. Make sure you make the right item and make sure it gets to the right person.
One last piece of advice: Don't write blogs while hungry.
If you've mastered getting the right content to the right people, you're ready to use the platforms above to build your business. Check out our FREE eBook on how you can use your social media platforms to find new business leads:
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