Creating an effective video campaign on social media

The use of video as an effective social media marketing tool has grown tremendously over the last few years and looks set to continue, with figures suggesting 80% of all internet traffic will come from video this year (2019).

Statistics also show that in 2017, Facebook, the largest social media platform by far in terms of users worldwide, saw a 15% increase in the use of video posts on the platform, to the detriment of photo posts. Whilst this is certainly due to Facebook’s sophisticated algorithms prioritising video posts, there is no doubt that the trend is set to stay.

At Volpa we are seeing an increasing demand for digital services and social media campaigns which prioritise video. In a world which is ever more competing for consumers’ attention, video offers a way to capture users’ imaginations. Here are my five top tips from implementing effective video campaigns on social media:

1. Know your audience

Knowing your audience is key. This determines which social media platforms you use and how you should be using video within those platforms. For example, Instagram is generally used by a younger audience, with 18-25-year olds choosing to watch videos via the story

functionality rather than the newsfeed. If you want to produce a video to target this age group, videos must be filmed in vertical.

2. A great intro is key

Work hard to make the first four seconds of your video eye-catching and relevant to your target audience. Research has shown that if a viewer has made it to four seconds, it’s likely they will continue to watch the rest of the video. Pose a question or use an interesting graphic to ensure engagement from the get-go. Successful video formats are: ‘how to’ guides, ‘behind the scenes’ footage (i.e. for a sneak peek of a product launch) and product demos.

3. Short is sweet

The ideal video length on social media is between 30-90 seconds, but this varies according to which platform you are using. Instagram will not take a video longer than 60 seconds, but you can now post up to one hour long features on its new IGTV function. Twitter, if uploading directly onto the platform, will not take a video longer than 2 minutes and 20 seconds. On Facebook, ideally, you should be looking at a video no longer than 90 seconds, depending on the subject matter.

4. Always upload direct

Always upload your video directly onto the social media platform you want it to appear; do not use a third party such as YouTube. Facebook and Instagram want users to stay on their platform for as long as possible, so will penalise posts which send users elsewhere. It is now possible to download video from YouTube which can be posted directly onto social.

5. Use subtitles

Most people watch videos on their smartphone with the sound off, mostly because of being in a public place. For this reason, it is important to include subtitles. Think about how your ideal customer will be consuming the content and make it as easy as possible for them to access.

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