Video is the most engaging format for almost any audience. The success of video is such that it could well drain most of the internet traffic soon. By 2019, it is estimated that video will carry 80% of web traffic in the United States.* In the social media sphere, videos are no longer just for specialists, it has integrated almost all social networks, including Facebook and Twitter.
Which video format is best for social networks?
If you did not like the vertical format because there were these unsightly black stripes on the sides, you will have to revise your judgment. Since most films are produced and viewed on a smartphone, which is normally used in a vertical position, this format is slowly becoming the new standard for video creation. Video creators and editors are just adapting to the main creation and distribution tool: the smartphone. Facebook, Twitter and Instagram also make it easy for them to work by providing them applications that are perfectly adapted to the vertical format. These ingenious tools can eliminate unsightly black stripes and have a very satisfactory aesthetic. You see, finally, this vertical format is not so bad!
Video captioning, a necessary adaptation to mobile uses
Subtitles, reserved only and not so long ago for voice over. or the needs of specific audiences, are now more and more accompanying mainstream videos. Once again, this is an adaptation to the habits of an increasingly mobile audience. Many videos are viewed in public places, mobile users turn off the sound to watch. But, in this case, they have access only to partial information. The addition of subtitles, allows to restore the entire message, regardless of the broadcast medium and the environment. The full understanding of the message promotes likes and shares, greatly increasing the reach of the video.
Short videos to promote engagement
The days of the modern man have an annoying tendency to shrink. Seized by the fear of missing something essential, the Fear Of Missing Out, as the specialists call it, the hyper-connected public is also more and more solicited and has little time to devote to viewing videos. Its attention capacity also tends to decrease, it is considered that beyond two minutes the engagement rate collapses. This is a new constraint for videographers, who are forced to express themselves in short formats to hit the mark. This brevity must not lead to any loss of quality and the message must, of course, pass in its entirety. The motto is to do it quickly and well!
At what rate should you publish videos on social networks?
Finding the right pace of publication is a whole endeavour on its own! By publishing too much, we risk becoming weary; by not publishing enough, we risk being forgotten. This is true for all content published on social networks. For videos, it’s even more complicated because the pace of publication is often determined by production costs. The right pace is the one that optimizes these different factors.
The importance of posting quality videos first and foremost
Producing quality video is expensive and publishing poor quality video will not encourage audience engagement and, even worse, may tarnish the image of the person or brand that is posting it. If the video looks appealing to the audience, it does not necessarily mean that it is a success, many productions finally show very few views. The cause may be poor targeting, but it is more often a question of quality. Quality video will always be expected and easily shared, which will help engage the audience and broaden the community.
Producing social videos at a lower cost
Money, always money… Money is the nerve of the war! How to make quality when you are on a low budget? To stay within budget, you can use free resources like iMovie, for those running on Mac, or Windows Movie Maker, for PC users. Sound is important because you have to think about the audience who appreciate a total experience. The sound must enhance the images without robbing them of the spotlight. It’s quite an art and everyone is not an outstanding composer, so it’s worth going to the market for royalty-free music resources: Free Music Archive, dig.ccMixter, FreeSound, Incompetech, etc.
Hollispot makes it easy to integrate native videos into all your social posts. Whatever your favorite network, Facebook, Twitter or Instagram, the scope of your publications widens, widens, widens … to infinity and beyond!
*Source : Cisco.