This is a guest post from Daniel Rohsler, Digital Marketing Account Manager at 3Q Digital.
Brands are finally investing heavily in videos for social platforms. Although the attention is now there, clients often ask about best practices for making a “good” video for social.
Facebook has been making a slow but steady switch to showing more videos in users’ News Feeds—I just did a quick count on my personal page, and 10 out of the first 18 posts (55.5%) were videos. With this switch, it‘s essential to incorporate video into your brand’s creative strategy. And, it’s even more important to make sure your videos are “right” for the platform they’ll be served on.
For this post, I’ll stick to Facebook best practices, but most of these guidelines will work nicely for Twitter, too. Here are common questions clients often ask regarding video—and some answers.
How long should it be?
The ideal length of a video ad should be somewhere between 30 seconds and a minute. Ideally, the video should provide the necessary context to the user with or without sound—taking advantage of the auto-play feature in Facebook’s News Feed.
If the message or purpose can’t be shown with a 1-minute video, it’s okay to make it a bit longer. Just make sure the message is still concise and engaging enough to keep users interested (short attention spans and all).
Can we use our TV commercial?
You can, but you shouldn’t. If your TV commercial has run its course, it likely won’t be well-received on social platforms. Diversity is often as important as frequency when it comes to reaching your audience, so try not to serve the exact same asset across different channels.
However, a social video that shares the same theme or feel as your commercial can be incredibly beneficial. Building familiarity across channels by using the same actors, music, or visuals is a good way to grab attention, but be sure that the videos are differentiated enough to keep users engaged and interested.
Does it need actors? A voiceover?
Your video doesn’t “need” actors or a voiceover—but if you’re going to have either one, it’s important to caption the video or use large image text throughout. Remember, videos will auto-play in users’ News Feeds, so the first few seconds will likely be seen but not heard. This is where image text and captioning are essential.
It’s always recommended that the video have lots of large image text, taking up a good portion of the screen so that the text is easily readable regardless of whether the user is viewing the video on mobile or desktop. Image text is particularly important in the first 3-5 seconds of the video—good text can make users more inclined to click for sound or expand the video.
Can you show us some examples?
Here are a couple videos I often share with clients when they ask for some good examples…
Facebook Tips: When Facebook unveils a new feature, they’ll often promote how-to videos like this one for Facebook Stickers.
While the subject matter itself isn’t particularly exciting, it does execute on the essentials well—image text that matches the voiceover, branded logos throughout, and artistic visuals. This is just one video in a series of how-tos that all have the same look and feel. You can view the series here.
Dear Sophie: A personal favorite for what makes a great social video is Google’s Dear Sophie. It’s a little bit longer than the recommended 30 seconds to a minute, but it does a great job of providing all the necessary context with and without sound, by using large image text and visually engaging imagery throughout.
WARNING: You might cry, even with the sound off!
Have fun creating your videos, and may you discover more best practices that work for you.