Connect with us

Video Marketing

The Social Media Video Checklist

Published

on


Don’t think you have enough time to make a video for social media? Aren’t really sure where to begin? Pish posh! There’s no reason to let these hesitations stop you from making your social video dreams come true. And while there’s no secret formula for crafting the perfect video, there are some key steps you can follow to ensure your videos are not only well-thought out and impeccably executed, but also engaging and entertaining. So, without further adieu, here’s our comprehensive checklist for creating videos for social media.

Before jumping into the production of any video, it’s important to remember why you’re making the video in the first place and what you want it to accomplish. Do you want to increase engagement with your followers, share a glimpse into your company culture, or even promote another bigger piece of content? Ask yourself these types of questions before you shoot and you’ll have an easier time understanding what success looks like once it’s out in the world. Without a clear goal in mind from the start, it’ll be difficult to know which metrics matter most once its seen by all your followers.

Speaking of followers, social media platforms like Instagram, Twitter, Facebook, and LinkedIn are all suited for different types of content and audiences. So, before jumping into creating your video, consider what makes each platform unique and how you can tailor your content to the platform itself.

For example, LinkedIn is all about making business connections and growing professionally, whereas Instagram is more about personal connections and keeping up with friends or influencers. Because people have different expectations about what types of content are shared on each platform, it’s always important to keep the context of the channel in mind.

“Because people have different expectations about what types of content are shared on each platform, it’s always important to keep the context of the channel in mind.”

Beyond the type of content you create, you’ll also want to consider how it’s formatted. Here’s a quick run-down of the maximum video lengths for each platform, plus some recommendations for ideal video length, thanks to this helpful article:

  • Facebook: 120 minutes (Recommended: 10–30 seconds)
  • Twitter: 2 minutes, 20 seconds (Recommended: 45 seconds
  • Instagram feed: 60 seconds (Recommended: 30 seconds or less)
  • Instagram Stories: 15 seconds (Recommended: 15 seconds)
  • Snapchat: 10 seconds (Recommended: 8–10 seconds)
  • LinkedIn: 10 minutes (Recommended: 30 seconds–5 minutes

It’s especially wise to optimize for small screens since over half of online video views occur on mobile. For mobile video editing, square video is your best friend. Not only is square video the default in the Instagram feed, but it’ll also take up more real estate on Facebook, too.

You can upload both square and portrait videos to Twitter, but because of the way the mobile feed is laid out, you’ll only see previews in the traditional 16:9 aspect ratio. You don’t want your content to get cut off, so we recommend sticking with horizontal video on Twitter. And last but not least, if you’re editing video for Snapchat, Instagram Stories, or Facebook Stories, you’ll want to shoot video vertically and then edit within the 9:16 aspect ratio.

If you plan on repurposing one video across multiple platforms, make sure all the essential content can fit in the frame — especially when creating a vertical video from a horizontal one!

This is a big one! Thinking outside the box is always encouraged, and especially by us (creativity is one of our company values, after all). But, it’s important to stay realistic here and make sure you’re not over-scoping your video. If your first idea is to shoot your video in a rainforest, maybe see if you can achieve a similar look by shooting in a park close to your office instead.

As for props, look around and see what you already have in your office before you buy anything new. It would be a real bummer to go out and buy a new top-hat only to realize you had one kicking around from a previous shoot. And speaking of using what you have, when it comes to building your set, you can usually work with a set up you already have in your office! Move things around, take a few test shots, and get creative. What may look “off” in one corner could look great in another.

This is also a good time to figure out if you’ll need any additional help from other folks on your team. Can you film this by yourself? Will there be scenes where you need some teammates to step in as extras? Before scripting, make sure you understand what resources you have available to you.

Even if you don’t have dialogue in your video, it’s important to have a concept and an idea of what each shot will look like. In the world of social video, nothing feels worse than getting to the editing stages and realizing you didn’t get the shots needed to get your point across. Take, for example, this educational video we made for social:

As you can see, there’s no dialogue or people present in this video, but that doesn’t mean we didn’t still need to write a script first to make sure we incorporated all the must-have information. We can’t say it enough — script, script, script!

Just because social media videos are typically short, doesn’t mean you should only book off an hour to get all the shots you need. It’s really easy to think, “Oh, a video for social media? That won’t take that long!” or “I’ll be able to get that shot later,” but if you don’t have a specific time set aside for filming, you run the risk of getting caught up in other things and not getting the shots you need. This is especially important if you’re working with other people — you always want to make sure you’re making the most of everyone’s time!

Shooting for the edit is a pretty simple concept — all it means is that you should keep in mind how you’re going to edit your footage in the near future while you shoot. Before pressing that sweet, sweet record button, make sure your actors have rehearsed their lines, the shot is in focus and well-lit, and double check that the camera is stabilized. Keeping these things in check will cut down on the amount of footage you need to sift through later on.

And as always, be sure to shoot some b-roll. You might not think you’ll need it, but a lot of the time b-roll is what supplements the story and drives the piece visually. So once you think you’ve got the shot, keep rolling for about 10 seconds. That’s usually when the good laughs and candid moments happen. Having those gems will help diversify your shots and make your editing process much easier!

“You might not think you’ll need it, but a lot of the time b-roll is what supplements the story and drives the piece visually.”

Social media is a superhighway of information. Viewers are constantly running into new content everywhere they turn. So, start with some action and eye-catching footage right away to capture your viewer’s attention. In this case, “action” doesn’t have to mean a car chase or something super outlandish. Take this post from Glossier for example:

In this video, Glossier is promoting its latest product, Bubblewrap, an under eye cream. It starts with the subject somewhat humorously drinking a cup of tea, which is a nice, subtle hook. It then quickly jumps into him using the product and explaining the benefits succinctly. The video only lasts about 20 seconds, but by the end of it, we know exactly how to use Bubblewrap and what it does. ~Chef’s kiss~ You only have your viewers attention for so long, so take a page from Glossier’s book and don’t waste any time!

The best videos are the ones that can be consumed by everyone. And not only that, but captions can also help you get your message across more effectively, regardless of where or when someone is watching your video.

Over the past few years, Google and Apple have both released updates to their browsers that prohibit autoplaying videos with the sound on. And by now, you’ve probably noticed that any video posted to a social platform — whether that’s Facebook, Twitter, LinkedIn, or Instagram — starts silently as well. So, you want to make sure you’re meeting people where they are in their feeds, and that’s with the sound turned off.

“You want to make sure you’re meeting people where they are in their feeds, and that’s with the sound turned off.”

Facebook and LinkedIn allow you to upload SRT files, but what about Twitter and Instagram? You want to make sure your viewers can still get the most out of your content, so we recommend “burning in” your captions to the video itself before you upload to your platform of choice. This just means that you’re merging the captions file with the video file so they’re one and the same.

To burn in your captions, we recommend using the free program, Handbrake. Here’s how to get it all set up:

  • Upload your video on Handbrake and navigate to the Subtitles tab.

Image 2018-09-05 at 1.42.47 PM

  • Once there, click the dropdown menu that says “Tracks” and choose the option,“Add External SRT…”

Screen Shot 2019-05-07 at 2.25.04 PM

  • Upload your video’s .SRT
  • Once that step is complete, press the green play button up top and voila! A copy of your video with burned in captions will be exported.

This step mainly applies to Instagram, since the other platforms display auto-playing videos on their feeds. On Instagram, your video will live on your profile’s grid, so it’s important to make sure the video thumbnail is click-worthy. You don’t have to reinvent the wheel here, but always be sure to stay away from blurry shots or drab colors when choosing your thumbnail.

Makings of a good thumbnail include, but are not limited to:

  • Smiling faces
  • Cute animals
  • Bright colors
  • Text overlays
  • Crisp images

Here’s an example of one of our favorite, click-worthy thumbnails:

Our office dog Lenny sitting at a computer? Faris looking perplexed and surprised? Don’t know about you, but we’d definitely press play on this product update video.

Whether you leave a CTA in your company’s bio or actually write it into your script at the end of your video, you always want to tell your viewers where they should go next. Of course, some videos for social don’t require a call to action, so don’t add one in if it doesn’t make sense. Here’s an example of a video we shared of our team painting a mural in our office that didn’t require a call to action:

This video is an example of a brand touch video that often doesn’t require the viewer to take action afterward. When we wanted to promote our latest blog post, however, we gave viewers direction around where to go after watching if they wanted to get more intel:

Whatever the case may be, when crafting a CTA to support your social video, you want to make sure you are persuasive, but not too pushy. Adding something as simple as “Click the link in bio for more!” to your caption or including “Check out our new post!” at the end of your video can help get the job done. If a viewer loved your video and wants more, you should strive to make it as easy as possible for them to take the next step.

There you have it! From setting your goals and scripting your video, to adding captions and making snappy edits, you now know what it takes to make a successful video for social media. Keep this checklist with you and remember to take it one step at a time (and have fun with it!). So what you are you waiting for? Grab a camera or pick up your phone and get going!



Source link

Continue Reading
Click to comment

You must be logged in to post a comment Login

Leave a Reply

Video Marketing

What is Design and how it influences your company

Today there are thousands of companies in the most varied sectors competing for the same territory. It’s becoming increasingly difficult to gain some awareness and attract customers. To stand out from the competition you need assets

Published

on

By

1594231673blog-6044bcaf

Today there are thousands of companies in the most varied sectors competing for the same territory. It’s becoming increasingly difficult to gain some awareness and attract customers. To stand out from the competition you need assets. Aces. A good card. Let’s talk about one in particular. The design! Design as a holistic approach, capable of solving problems not only stylistic, but of all types. You can make your product unique, create a culture associated with your company and influence your investors and customers.

 

How Design Influences Your Company’s Brand and Culture

A company’s culture is based on beliefs and values. These are communicated through various points of contact. They change perceptions, behaviors and understandings. Contact points must be genuine, they must be exclusive to your company. The thinking and research behind design can help you create the story of your business. A competent designer plays a decisive role in planning your strategic decisions and in building that same culture. The sooner the results are defined, the faster it will grow in the right direction.

 

When you know what your company stands for, it’s simpler to build your brand. This goes beyond the logo, the look of the website or the products: the brand is the value that your customers and investors get with you.

 

How Design Influences the Product Experience

In the past, it was possible to achieve success almost by chance. But luck has been losing ground in the business scenario. The democratization of the internet has opened the door to creativity. We have people capable of getting a product up and running faster than ever. Competition is fierce. The standards for what is considered a successful product have also changed over time. Currently, customers expect a great user experience on the first click, on the first contact. As smartphones and tablets spread – with people searching for everything on these devices – potential customers’ expectations soar. Tolerance levels have also changed.

 

If your website is not visually appealing, if your application has a complex and buggy interface, you can be sure that you will lose customers in a matter of seconds. People want simple technological experiences. And design plays an extremely important role in ensuring the satisfaction of its customers. At pixelinmotion the designer understands market standards and is already familiar with what the customer wants. With this knowledge, you will be able to create a solution from scratch, which will make your product more valuable compared to the competition.

At pixelinmotion, we believe in this philosophy of proximity. Our approach to design is attentive to trends and will be able to boost your company to stardom. Get to work!

Continue Reading

Video Marketing

How to Use Video Data in Your Next Retargeting Campaign

Published

on


Retargeting is a common marketing technique that serves ads to people who have visited your site or specific sections of your site. This tactic is a great way to remain top of mind with people who have already expressed interest in your brand. Many people treat every visitor to their site the same way, serving the same ads to everyone. Retargeting is a more nuanced approach that serves more relevant ad content based on behavior — thus providing a better experience.

With Wistia, we’ve made it super easy for you to hone in on your niche audiences by using Facebook, Instagram, Google, and YouTube to create different user segments based on actions that people take on your video.

Many businesses still haven’t taken advantage of the ability to segment visitors based on video behavior. Videos help potential customers build emotional connections with your brand, and people who have that connection are more likely to purchase in the future. In other words, when someone is willing to watch your 2–3-minute product video, there is a better chance that they’ll sign up for an account when prompted.

We’ve found that, on average, viewers who complete our product video are 15–20% more likely to convert than passive visitors.

“Viewers who complete our product video are 15–20% more likely to convert than passive visitors.”

Implementing segments like this within your retargeting campaigns allows you to reduce spend on less effective segments (like our homepage segment) while focusing on visitors who are farther along in your sales funnel and more connected to your brand.

Wistia allows you to keep track of key events like video engagement, video form conversions, channel subscriptions, and more. Once you connect these events with your retargeting provider, you’ll be efficiently serving up ads in no time!

The first thing you need to do is set up your integrations and then start creating segments in your retargeting provider. We’ll review how to do this across our four integration partners — Facebook, Instagram, Google, and YouTube.

Facebook & Instagram

Facebook acquired Instagram in 2012, and since then, the two have become one, making it super easy to advertise across both platforms.

First, we’ll quickly walk through how to set up the integration with FacebookAds. You can do this in your Wistia account under the account drop-down — you’ll see “integrations” as one of the options from this screen. Under the “promotion integrations” section, you’ll find “Facebook Ads.” Select the “connect” button to begin the process.

It’s important to note — you’ll need to log in with a Facebook account that has access to your Facebook Ads account and accept the user permissions. That’s it! Voila — easy peasy.

With the integration live, Wistia will begin to send viewer event data for any video you have embedded on your website to Facebook. Now you can get started targeting your ads with Reach & Retarget!

Facebook and Instagram give you several options for video-related “events,” including:

  • Percent watched
  • Seconds watched
  • Played Video
  • Subscribed

Once audiences are enabled, they will appear in the Audiences section of your Facebook Ads account. You can also log back in and create new audiences any time after the integration is live. You’ll do this by creating a “custom audience” and using “website traffic” as the data source.

On the Wistia side, we’ll also provide a few recommended audience segments in the “promote” section of your channel. If a segment feels relevant, simply select “enable” to set up the list.

Keep in mind that these pre-populated audiences are just suggestions — you’ll be able to set up many more variations of these in the Facebook Ads platform. This flexibility is really where the integration is most useful; it allows marketers to easily define and create custom audiences based on viewer behavior.

Google and YouTube

Similarly, Google acquired YouTube in 2006, so you’ll be able to easily manage ads across both platforms within Google Ads.

To set up this integration, you’ll need to connect Wistia to your Google Analytics account. Navigate to the account tab and select “integrations” (just like you did for the Facebook connection). Remember, you’ll need to be an account owner or manager to connect the accounts. From there, select “Google Analytics” and follow the prompts to connect the two platforms.

To feed this data into other Google properties, you’ll need to do a little work in your Google Analytics account — but we’ve got you covered!

In your Google Analytics account, head over to the admin panel. From there, you’ll see the main screen with several options; select “Google Ads Linking.” This workflow will allow you to send analytics data over to the Google Ads platform. And, since YouTube ads are managed through the Google Ads platform, you’ll be able to leverage this data across both platforms without any additional work.

If you’re curious about how a specific segment is performing, you can set up custom audiences in Google Analytics, which can also be sent over to Google Ads for retargeting. Alternatively, you can set up unique custom audiences directly within Google Ads.

Once the integration is live, we can start to send event data to the Google Analytics account that you’ve connected. The following events will be tracked:

  • Plays
  • % Watched
  • Conversions (i.e., Turnstile submissions)
  • Clicked Links (i.e., CTAs or annotations)
  • Subscribed
  • Time Watched

You’ll see a few suggested audiences in Wistia and can turn those on or off at any time. But remember — these are just a few ideas to help you get started. Get creative with your audiences and segments to really unlock the power of retargeting!


Ok, great, you have your integrations set up, and the data is rolling in. Now what?

Connecting your accounts is the easy part. The next step is to roll up your sleeves and start creating your custom audiences. Here are a few specific examples of how you can use video retargeting throughout the conversion funnel.

Build brand affinity with video series

Are you promoting a new show or video series? If so, nurturing folks to finish an episode and the series is a great way to keep viewers engaged and build brand affinity.

You can take two approaches to this. First, retarget folks who started but did not finish an episode. To do this, set up a list on each episode for viewers that did not complete a defined percentage of a video (<75%, as an example). Then, serve this segment ads reminding them to finish. The best part? With Wistia’s resumable video feature, viewers will be able to pick the video back up right where they left off. Pretty cool, huh?

The second approach is to retarget folks who did finish an episode to encourage them to continue their journey with the next episode. To do this, set up a segment based on video completions, and serve these viewers ads for your next episode.

Nudge prospects with helpful resources

Video can do so much more than simply drive awareness for your brand; it can be a powerful tool to help nurture folks through your sales funnel. An example of this would be to use retargeting to provide helpful and timely resources related to the problem that your product or service solves.

This segment could be folks who convert on a video (fill out a Turnstile form). For example, you might gate a webinar or robust video asset on your website and then retarget those viewers to take the next step in your conversion funnel, perhaps downloading a related asset or viewing a product demo.

Drive leads for super engaged viewers

Are you looking to drive qualified leads from your videos? If so, Wistia has you covered. The exact equation for how you qualify leads will vary — but the same logic still applies. To do this, decide on what specific actions you view as “qualified.”

Let’s take folks who watched a high percentage of a high-intent video. For example, if viewers complete more than 75% of a product demo video, you could retarget them to set up a call with a solutions consultant for a personalized walk-through.

These are just a few examples of how you can get creative and set up custom audiences for retargeting. The options are only limited to your imagination. Meet with your team to decide on a few key segments that make sense for your business, and start building your lists today!

Continue Reading

Video Marketing

Best Video Marketing Ideas For Festive Season 2020

Published

on

Video marketing

The way content was created earlier has now changed completely, and innovation is now becoming the key in today’s content creation.

About 78% of people are watching online videos on a weekly basis and 55% daily, it is a big opportunity for brands and corporations to focus their marketing strategies more towards creating videos. 

Video engages your audience more effectively than text content, and they can understand the message you want to deliver in a much easier way. 

With videos, your audience can learn about what your business is doing in their daily life rather than reading blogs. 

Your audience prefers to watch the video over text content as it takes less time than reading text content, and the flow of engaging with content remains constant. Thus, focusing on video is crucial for marketers in 2020. 

Are you planning to jump to create video content for your brand? Learn these best video marketing ideas to do wonders in 2020. 

Best Video Marketing Ideas For Festive Season 2020

1. Get Sales With Shoppable Videos

Sales are the most important aspect for any business especially when it is the festive season. This season brings an opportunity for the brands to leverage the consumer intent to make more purchases and gifts.

Shoppable videos are the videos where users can buy the products in real-time directly from the video.

As a brand, you can create shoppable videos using a visual marketing tactic called visual commerce platforms that allows you to curate video content, tag products, and publish the shoppable video gallery on website or online store.

2. Engage Audience With Storytelling

In 2020, marketing strategies are more focused on storytelling as it connects business with real-life emotions. 

Storytelling delivers the purpose of business and what value they are giving to their customers. Whether it is text content or video, storytelling is an effective way to gain the loyalty of your customers and build their trust in a brand. 

However, reading text is a tedious task; video with storytelling has a greater impact on your audience. Not only your customers will engage with your content, but they also comprehend the message easily. 

3. Create Short Videos With Message

Nobody wants to waste their time, especially when they are engaging with a brand’s marketing content. Keeping your video for a short duration for all platforms, whether social media, website or any place where your customers interact with you has a great impact on your business.  

Shorter videos also increase the possibility that the audience will watch an entire video rather than leaving in-between. 

When people see a video is too long, they even don’t like to click on it or if it is an ad they skip and do not watch it.

In order to connect with your audience in 2020, you have to focus on creating shorter videos about 5 seconds to 2 minutes. 

Also, remember that lengthiness of video depends on the platform where you are sharing the content.

Thus, it is found that shorter videos help in boosting brand awareness and engagement among online audiences by 30%.

4. Make Mobile-Friendly Videos With Vertical Watch Option

As people are watching more videos and using mobile phones instead of computer screens, demand for vertical videos that can be watched directly from mobile phones has increased.

75% of mobile users say they like to watch vertical videos instead of horizontally on the mobile experience. It is because, in vertical videos, the audience gets a full picture on their screen, and there is no extra content. 

Thus, make sure to create videos for your brand promotion and marketing that is responsive to any screen and can be played vertically. 

5. Make An Engaging Video With UGC

User-generated content is the essential component of the marketing strategy in 2020. It is helpful in building trust by letting know your new customers about what your existing customers are saying about your brand. 

User-generated content is effective because it is created by your customers themselves, and you do not pay them a single penny to create it. 

You can curate user-generated content using social media aggregators and make a video that tells your new customers about your happy customers. 

People talk about your brand over social media in various forms of content, whether images, text, or videos, you can collect these UGC videos and compile them to make a single compelling video to promote your business.

6. Create Video That Convert Audience

As a marketer, you have to make sure that the video content you create brings conversions. Not that it just delivers the message, but it should be compelling enough to drive traffic to buy your product. 

Create value in the content so that your audience feels connected and like to take the next step to make purchase decisions. 

Video is the essential component of the marketing funnel and makes your customer journey effective to make a purchase decision. 

Make sure the video should not be promotional but contrary a value that your audience needs to buy your product and solve their problems.  

7. Don’t Forget To Create Stories On Social Media.

As you publish your brand’s marketing video on various platforms, social media is the crucial network that you should focus on. These days social media platforms have added features in which you can add stories which are small videos that your followers can watch. 

These stories are effective in telling your audience about the daily activities and create entertaining content to engage with them. 

Instagram has 500 million active users who interact with social media content regularly. Now other platforms also have story features that make possible that you connect with your audience wherever they are. Thus it is a great opportunity to post stories on social media to interact with your followers regularly and tell them about your presence. 

Continue Reading

Trending

Copyright © 2020 Plolu.