Like almost any digital tool or gadget, video has evolved over time. It started as a montage of still images that only a few would experience, and now you can earn millions of views by capturing the content in the palm of your hand. Mark Darlington, Head of Video at LoveThat, looks at how brands can better incorporate video into their marketing strategy.
In recent years, it seems that the evolution of technology has accelerated. The way we consume media has changed and video is spearheading the charge. Being able to stream movies and TV shows, capture and upload footage directly to your social media in seconds, and produce high-quality content using cost-effective tools makes video production accessible to more people.
But how do you tap into this ever-changing and growing medium?
1. Find what works for you
There are many different video formats and they all meet different needs. You need to determine the message you are trying to convey and how you would like it to be perceived.
There’s always a place for long-form, big-budget content, but probably not on social media – it works best for places where people are happy to spend more time watching content, like events, websites and YouTube. For social video, you only have seconds to grab your consumers’ attention. According to Facebook’s latest marketing stats, people spend an average of 1.7 seconds on content on mobile compared to 2.5 seconds on desktop. The first seconds are therefore the most important.
With that in mind, it’s important to think about what will get someone to watch your video. Is it the music? Is it the build quality? Or is it the person on the screen?
2. Create quality content
Most videos are watched without sound until you click on them to unmute, yet 83% of mobile viewers will choose to watch without sound. This means that visuals are imperative to grab and hold people’s attention.
When thinking about your content, this is just one consideration, but there are many more, covering all areas of the production process. These can include scripts, actors, locations, subtitles and animations.
That doesn’t mean you have to produce a big-budget masterpiece. Think YouTube, not Hollywood.
These days it’s all about being authentic and building that bond of trust between a supplier and a consumer. A quote that may resonate with many is: “Prospects want to be educated, not sold. And, apparently, the higher the production value, the more the prospect feels sold.
That doesn’t mean stopping big budget productions, but think about whether or not it’s necessary.
3. Post right
Seems like there’s a popular new social media platform coming out every year, so understanding what works best with those currently available is key.
In the first point, we mentioned the different formats to choose from, but there is also another consideration that depends on the platform you are publishing on. Video content was previously viewed horizontally, across cinemas, televisions and laptops. The advancement of the mobile phone and the hectic nature of the world have changed that. We now see a lot more vertical video being produced, which means that as consumers we don’t need to rotate our devices to experience the true format of the content.
Apps such as TikTok, Snapchat and Instagram have all adapted to the portrait format of video content, giving users another way to distribute content.
But horizontal is here to stay, with 75% of viewers preferring to watch video that way. This means that platforms such as YouTube, LinkedIn and Facebook are in no rush to adapt to new distribution methods.
As the popularity of video content for social media platforms grows and evolves, it’s important to remember to find what works best for you and your business. It may take a bit of trial and error, but once you find your ideal content, you’ll reap the rewards of a social video strategy.
If you’d like to learn more about the possibilities of social video, the LoveThat team would love to hear from you.