Category: Social Media Marketing

Content

4 Key Elements of Effective Social Media Videos

Video is all the rage today. It’s due to its effectiveness in driving reach and engagement. In fact, most social media platforms have started to give video content more visibility in feeds.

The introduction of Reels and IGTV on Instagram and Facebook Watch is a testament to the fact that the appeal for videos has only increased over the years.

About 85% of internet users in the US watched online videos in 2018, and a majority of internet users say that the trend of watching more online videos will continue, even after the COVID-19 outbreak ends.

Image via We Are Social

With so much video content being uploaded by the minute — over 500 hours on YouTube in 2019 — it’s going to be difficult to stand out from the crowd.


As of May 2019, more than 500 hours of video were uploaded to YouTube every minute. This equates to approximately 30,000 hours of newly uploaded content per hour.
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To do so, you need to create stellar videos.

How can you do so?

You need to understand the key elements of a social media video.

What are these key elements, you ask?

Let’s take a look at them.

Main Elements of a Social Media Video

Here are the main elements of a social media video that can help improve engagement.

1. The Social Platform

When you’re creating any video for social media, it’s important to know which platform you’re creating it for.

Why?

Because each social platform has different audiences, and what may appeal to users on one platform might not on another.

TikTok and Instagram are platforms where you’d typically have millennials or Gen Z. On the other hand, on Facebook and Twitter, you can find a wider user base. So, it’s crucial to tailor your videos for each of these platforms.

Similarly, what may work on all of these platforms may not work on LinkedIn at all as it’s a professional social networking platform.

And that’s not all.

Each platform also has a different set of video formats that work the best on them.

Facebook vs. Instagram video formats

For instance, if you’re uploading a video to Facebook, you’d likely upload a landscape version of the video for Facebook Watch. On the other hand, if you’re creating one for Instagram, options like Reels, Stories, and IGTV prefer portrait modes.

Resizing your videos can be challenging. However, by using tools like Boosted, you can simplify this task as the tool will automatically size all the videos you create based on the dimensions that work best on the social platform of your choice.

Pro Tip: It’s equally important that you upload your videos directly to the platform instead of sharing them from one platform to another.

2. Video Length

The length of the video is an important parameter that you need to be mindful of. While scrolling through feeds, users may not devote a lot of time to your video unless it catches their attention.

That’s why you need to ensure that the most impactful parts of your video are right at the beginning. The idea is to hook the user to your video so that they watch the rest of it.

But wait, there’s more.

The platforms that you upload your videos to impact the video length as well. For instance, if you’re uploading a video to Instagram, you’ll be faced with multiple options.

How long should Instagram videos be?

If you’re posting a video on Instagram Stories, the maximum length per Story is 15 seconds. On the other hand, if you’re uploading it to Reels, the video needs to be 30 seconds long. However, IGTV videos can be as long as 60 minutes.

So, while developing your video, make sure that you know where you’re going to post it so that you can drive social engagement through it.

3. Video Graphics

The graphics that you use in your videos are equally important.

These visuals can help you captivate the attention of your audience. That’s why you need to do everything that you can to ensure that they appear exactly like you want them to.

With nearly 70% of YouTube watch time coming from mobile devices, it’s clear that you need to design your videos for mobile devices.

But how?

For starters, you should try to use simple video graphics that can be easily viewed on mobile devices. Also, you need to ensure that the various elements within your video are spaced well enough for the viewers to be able to distinguish them.

The same applies to video thumbnails. When you create them using a tool like Canva, make sure that you check how they will look on smaller screens.

In addition, mobile devices may not always be connected to WiFi. Many users may be using data to browse the internet and watch videos.

However, while people are on the move, data speeds might fluctuate. As a result, they may not be able to stream videos at the speeds that they would typically get over WiFi.

If your video file size is large, it’s likely that the video may not load well. When this happens, your viewers may move on to the next post. After all, no one likes to wait a long time for videos to load.

How can you avoid this?

You can create videos that have smaller sizes. This will make it easier for the viewers to stream them.

To ensure that all of these things are taken into consideration while creating videos, ensure that your content marketing strategy outlines the steps needed to be taken for mobile devices.

4. Video Sound

As mentioned above, most people watch videos on mobile devices. And when they do, it’s highly likely that they will be on the move or in public places too. In such a situation, not everyone uses earphones to watch the videos.

As a result, people tend to watch videos without sound. In fact, a survey found that 69% of consumers in the US watch videos on mobile devices without sound in public places.

But here’s the thing — 25% of them even watch them without sound when they’re in private places.

So, if you want your video to appeal to this huge chunk of your audience, you need to ensure that it gives the same effect without audio.

While you’re designing the video, try adding subtitles or text to get the message across without any sound.

Pro Tip: Before you upload the video, go through it without the audio. Try to see if it’s still equally engaging. If so, you can go ahead and upload it.

Final Thoughts

Creating social media videos can help increase your reach and drive engagement. However, to craft videos that can do so effectively, it’s critical to understand the key elements of these videos and use them to your advantage.

You need to design your videos based on the platform and also change the dimensions accordingly. Also, it’s equally important to decide on the video’s length as it’s dictated by the format in which you’re going to upload it.

What’s more?

The video graphics need to be designed for mobile devices, as most videos are watched using mobile devices.

Finally, a huge number of people watch videos without sound. So, you must ensure that the videos appear equally engaging without it too.

The post 4 Key Elements of Effective Social Media Videos appeared first on Content Marketing Consulting and Social Media Strategy.

Content

Social Media Trends You Need to Know in 2021

It’s that time of year again — time to review the social media trends we expect to shape the upcoming year. Let’s dive in now to our annual list of social media trends to watch in 2021, according to the Convince & Convert social media consulting team:

Companies Will Need to Address Social Media Team Burnout

“On one hand, many social teams have been elated to finally be seen as a vital part of their organizations because higher-ups have recognized just how valuable social media has been for communicating in real-time through COVID-19 and other major crises. On the other hand, social teams are burning out with having to be always on with social customer care (which also includes being the target of a lot of misplaced vitriol) and also having to be the first to communicate through a lot of shifting situations and serious crises, in addition to dealing with all of the personal hardships that come with living through a pandemic.

Social media burnout has been a huge topic with a lot of Social Pros podcast guests over the last few months. I’ve also heard the concern from our clients in higher education. In fact, according to Sprout Social, ‘88% of social marketers [in higher ed] say the pandemic has made their work much harder, and nearly half don’t have adequate support or resources to manage their mental health. Checks out.”

Anna Hrach, Strategist

Fee-based Fan Communities Will Grow

“Many businesses continue to suffer from a lack of organic reach in social media. Concurrently, consumers are increasingly gravitating toward smaller, more intimate topical communities (see the rise of Facebook Groups popularity as an example). Simultaneously, 2020 saw a big move in the direct-to-consumer space, both in terms of e-commerce (as evidenced by Instagram shopping), and content (look at the explosive growth of OnlyFans and similar).

In 2021, we’ll see these trends converge, and brands will begin to adopt fee-based communities that give superfans exclusive access to content, exclusive products, and more. This is the post-modern version of the Membership Club, and will give smart brands the ability to build advocacy and word-of-mouth among core customers who are willing to pay a small monthly fee to interact with one another, and the business.”

Jay Baer, Founder, Convince & Convert

Building Trust Through Content Delivered By and Featuring Humans

“Sure, for a long time, people have talked about the erosion of trust in brands, but never before have brands had to face it more head-on than 2020. It should become the default that content is carried by human beings — whether that is influencers, your employees, or other subject-matter experts. People don’t just need to trust because it feels good; people have to put their every action and every purchase through a filter of safety and economic impact. It’s time to up-level content — not necessarily in production value, but in human connection. Is it harder? Yes. Is it the right thing to do? Yes.”

Mary Nice

Mary Nice, Strategist

The Rise and Resurgence of Private Groups and Platforms

“As noise increases on social media, many are looking to customize their experiences by joining private groups and forums based on causes and personal interests. There has been a rise in the number of Facebook Groups and membership, and Instagram is now seeing the use of its Threads or sharing Stories with specific friends. Many people are also going to or returning to private and semi-private online forums for education, entertainment, networking and mutual interest.”

Christin Kardos, Community Manager

Influencers Will Become Vital in B2B, not Just B2C

“According to the 11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends report from CMI/MarketingProfs, 89% of B2B marketers use social media for content distribution, but only 24% used Media/Influencer relations.

It’s no surprise that in the last decade, social media has become an extremely fragmented and noisy place, and therefore, brands both in B2B and B2C will find that their dollars go further when they collaborate with individuals whom their audience trusts. Whether these are macro-influencers or micro-influencers, co-creating content that comes from these trusted voices will help brands to break through the noise AND reach broader audiences.”

Zontee Hou

Zontee Hou, Co-lead, Consulting

Socially-conscious Values Extend to Imagery as Well

“Nearly 80% of people globally have said it isn’t enough to have people of various ethnicities, backgrounds, and appearances in advertising but that they expect companies to do a better job at capturing people’s true lifestyles and cultures, according to new research by Getty Images. Searches have increased year-over-year for ‘diversity’ (up 133%), ‘culture’ (up 115%), ‘real people’ (up 115%) and ‘inclusion’ (up 126%).

From May to June alone, customer searches for diverse images increased by 200%, and searches for images around unity and equality increased by 500%, trends that are believed to be intensified due to anti-racism protests. Side note: our client, AARP, partnered with Getty to create more authentic images of people 50+.”

Jenny Magic, Marketing Strategist

Jenny Magic, Marketing Strategist

Social Media Is Part of Everyone’s Job

“Social media has been a core part of business for more than a decade. Long gone are the days where ‘playing on that Facebook thing’ was only supposed to happen on lunch breaks. In the age of coronavirus, social media has become more important than ever to business survival and success.

Your employees are your greatest social media assets. In fact, 45% of consumers are more likely to research a product or service when a brand’s employees post about that product or service.

Social media skill sets go beyond marketing and communications roles. They are less frequently required but especially needed, in customer service, HR, sales and research. Even in roles without direct ties to content, messaging, design, lead gen, sales or service, we’re still asking employees to be good at social media to power our internal advocacy efforts. Employee advocacy programs continue to be a top trend because their success to humanize a brand and amplify storytelling is undeniable at scale. Businesses must provide social media policy guidelines and resources for their employees to master social media skills, as this technology is more akin to email than VR in today’s business world.”

Lauren Teague

Lauren Teague, Strategist

Use of User-generated Content Grows

“User-generated content has become an increasingly reliable social media marketing tactic. Brands and consumers find this type of content more authentic and trustworthy. A majority of users trust UGC when it comes to influencing their buying decisions, and people want to see real-life experiences. We will see a surge in UGC content this year through platforms such as TikTok and Instagram.” 

Leanna Pham

Leanna Pham, Brand Marketing Intern

Questions About Any of These Social Media Trends? Ask a Convince & Convert Strategist!

Simply fill out the form below to request a no-cost consultation with a strategist on our team. We’d love to get to know you.

The post Social Media Trends You Need to Know in 2021 appeared first on Content Marketing Consulting and Social Media Strategy.

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