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How to get the most out of video on social media

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Online marketing increasingly makes more extensive use of video. Not surprisingly, Internet users spend a third of their time online watching videos. Facebook is betting on this type of content with various tools, including Watch, its own video platform, which is already available worldwide. Twitter also offers a huge variety of ads in this format.

Video is the most used trend in any advertising strategy. Getting the most out of it is key to reaching your audience

It is evident that any advertising strategy in the network should consider the use of videos. The forms are very varied; from advertisements, to a channel on a platform like YouTube making itself known. Next, we tell you how to get the most out of using videos on different platforms.

-Upload videos directly to each platform: The most comfortable thing is usually to upload a video to YouTube and then publish the link on other social networks. We should not fall into that error, since statistics show that, for example, a video uploaded directly to Facebook has 168% more views.

The same goes for Twitter, it is easier for the audience to see a video that can be played directly rather than follow a link that leads to another page.

-Make direct: On Facebook, statistics show that for 82% of users it is preferable to follow a live video rather than read a post. In addition, you can take advantage of physical events to have content to broadcast. This applies to all platforms: Facebook, Twitter, Instagram …

-Add subtitles and texts: Many users (up to 85%) consume videos silently. This can be for a multitude of reasons: being in public, working … To facilitate viewing for this type of user, it is recommended to add subtitles, since if they cannot listen to the video, they will be able to continue watching it.

-Don't get too long: On some platforms, like Twitter or Instagram, short videos are favored. In the case of Instagram, the social network itself does not allow it to lengthen too much. On Twitter, the community is used to short content, therefore, it is recommended to apply the philosophy of tweets to video content.

In any case, the audience will always see better a 20-second video or a minute before one of ten.

-Don't be afraid to use the vertical format: The vertical format has always been in the sights of video veterans. But the increase in use of smartphones makes it more likely that at any given moment a user is viewing your content on a screen adapted to vertical content.

On Instagram, for example, the Stories enjoy 400 million monthly users … who will prefer, due to the characteristics of the social network, to watch a video vertically.