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Social Media Videos That Lead To Sales

Video should be part of any successful digital marketing strategy. Your website is 53 times more likely to show up on page one of Google if you have a video on your website. (Source: Forrester.com) Ever since Google purchased Youtube, there’s been a significant increase in how video can affect your search engine rank.

Video also has evidence of leading directly to sales. A study by Statistics in 2016 showed that ‘64% of consumers say they’re more likely to purchase a product after viewing a video about it’. This is HUGE!

Although the drawbacks to video come in the form of requiring a lot of technical expertise and (more often than not) revenue to fund it. Today we look at easy to use tools, methods to create some quick videos and best practice to post these on social media.

Creating FAST Videos For Social Ads

Video dominates the social media arena because it’s eye catching and proves to be more appealing than text or photo content. As a result, you need compelling videos to drive audience engagement.

In doing this you need to get your messaging across in a very short period of time. The average person’s attention span is 12 seconds long – so timing really is key. Think about scrolling through your phone’s News Feed. Consumption is fast, frequent and sound-free. For these reasons, video ads on Facebook & Instagram need to bring the brand to life and capture people’s attention quickly. They also need to be understandable regardless of sound by using captions or other visual techniques.

There’s some important questions you need to ask in order to make sure you’re creating a FAST video;

  1. Is the product or service showcased throughout the video?
  2. Is your video engaging in a conversation or telling a message?
  3. Can a viewer easily identify the brand?
  4. Are you able to understand the messaging without sound?
  5. Is the video direct and to the point?

Typito is a great piece of paid software for making simple “Buzzfeed style” animated text-overlay videos with music. This works particularly well with the importance of subtitled videos.

Embedding Videos & Social Video Platforms

While it may be tempting to upload a video to YouTube and share an embedded link on social media, hosting videos on the native platforms does provide benefits. Social Media platforms don’t want users clicking off onto YouTube, so their algorithms priorities natively hosted videos over embedded.

Autoplay features for natively hosted videos also encourage users to stop scrolling their newsfeed and engage with your content. As a result, studies have found native videos to have 168% higher interactions, and a 477% higher share rate compared to YouTube embedded videos.

Therefore it’s a good rule of thumb is to create multiple versions of videos for different social media platforms. Each platform requires specific video sizes and dimensions. So familiarise yourself with an up-to-date list;

For YouTube:

  1. Always have a call to action at the end of your videos, to guide viewers on what to do next.
  2. Though you can upload videos that are 12 hours long, the majority of your users are mobile so stick to 30 minutes or less.
  3. Create a custom thumbnail because people see this when they search for videos.

For Facebook:

  1. Upload your videos with subtitles as Facebook autoplays without sound.
  2. Max of 240 minutes video with 10GB only.
  3. Dimensions include;
    Stories H:1600 x W:900
    Feed: H:1000 x W:1000
    In Article: H1000 x W1,910

For Instagram:

  1. Take note of IG’s 60-second time limit on the feed because it will cut off, while IG stories have a 15-second cutoff.
  2. Use the IG Loop, which continually plays your videos until the users scroll down, to create seamless clips that keep viewers engaged.
  3. Dimensions include;
    Stories H:1600 x W:900
    Feed: H:1000 x W:1000

For Twitter:

  1. Videos autoplay on Twitter so try to make an impact right from the start.
  2. Limit videos to 20 seconds or shorter as this is mostly a text-based platform.
  3. Videos crop to a square when scrolling through the feed.

For LinkedIn:

  1. Most users of the site are professionals so keep your content the same.
  2. Limit videos from 3 seconds to 10 minutes long, with a total file size of no more than 5GB.
  3. Vertical videos will look square on the newsfeed.

For Tiktok:

  1. Limit videos to 15 seconds.
  2. Longer videos up to 60 seconds must be four 15-second clips recorded natively on the app.
  3. Use compelling captions

Video As A Means Of Building Trust

Across digital marketing platforms (especially on Social Media) many brands struggle to appear trustworthy in the eyes of viewers. As we enter an age of disinformation, scamming emails and ‘fake news’ – it’s difficult for businesses to appear genuine. To maintain this credibility, establish your identity, and build solid relationships with your audience – that’s why you need videos.

It’s all about creating transparency. By pointing a lens at your products, services, staff or past clients you’re starting that process to bolster customer confidence in your brand. Moreover, leveraging this content on your various social media profiles assures higher visibility because people are more likely to watch, react, and share a video than other forms of content.

Tools & Websites To Check Out

Wave

Wave by Animatron helps you create engaging marketing and social videos for Facebook, Instagram, and YouTube. It has 2.5 million of stock photos and videos, all for free. You can resize your ads and videos at once, combine many clips as possible, and use the music of your choice.

Magisto

Make outstanding social videos in minutes with the power of their smart video editor. Magisto has millions of high-quality video and image options perfect for all your social media and marketing needs.

Hyperlapse

Hyperlapse is a mobile app created by Instagram and enables users to produce time-lapse videos. The app enables users to record videos up to 45 minutes of footage in a single take, which can be subsequently accelerated to create a hyperlapse cinematographic effect.


This has been our top tips for creating engaging video content for websites & social media. If you have any questions or would like to find out more about what we can do for your business, speak to us today. We’re here to help!