Statistics suggest that the average person will watch approximately 100 minutes of video content online daily in the next year. It, therefore, won’t come as a surprise that 92% of marketers say they are placing video content at the core of the marketing strategy.
Video content is one of the easiest ways for customers to consume content quickly, which perfectly aligns with our shrinking attention spans and the overwhelming amount of information we are exposed to daily thanks to Social Media and the like.
What’s more, brands can add a greater level of context and personality via video content that static imagery doesn’t allow for, which will help deliver their key messages and build customer rapport, thus increasing the likelihood of repeat business.
With a combination of friends, family, businesses and influences fighting for a space on the newsfeed, posts that contain movement and sound are more likely to stand out. However, it’s one thing including video content in your Social Media strategy and another doing it well.
Businesses must consider that most videos on Social Media are watched in silence, and therefore subtitles are a must where possible. Furthermore, video content should be optimised for the desired platform, including length and format. Businesses may also wish to amend their video content for each platform, depending on the desired target audience.
Each Social Media platform allows for videos of varying length, and consequently, businesses need to tweak their footage to fit.
- Facebook: 240 Minutes
- Twitter: 2 Minutes and 20 Seconds
- LinkedIn: 10 Minutes
- Instagram Grid: 60 Seconds
- Instagram TV: 10 Minutes (up to 1 hour for some accounts)
It’s important to note that the total video length available doesn’t mean you have to stretch to reach it. The most popular video length on Facebook, for example, is approximately 15 seconds which means businesses should aim to share the most critical information right at the start while they have the audience’s attention.
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