Video in online marketing is increasing at an exponential rate. Did you know that the use of video content increased from 8% to 58% in 2014 alone? More than that, the number of videos from brands on Facebook increased by 3.6x year over year.
So this poses the question, does all this video really help companies succeed? Yes! Social media posts with videos in them boost views by 48%, and visual content on Facebook specifically increases engagement by 65%. This means more people seeing your content, more people going to your website, and more people buying ... just by adding in a video! Talk about a lot of value.
Not sure where to start with video for your social media account? Don't worry, you aren't alone. We have provided a guide for video on Facebook, Instagram and LinkedIn! This guide will show you how you can start today at making videos that are optimized for each social media platform.
HOW TO CREATE A VIDEO STRATEGY ON LINKEDIN
Post videos from YouTube.
LinkedIn is the least video-friendly of all the social networks, but that doesn't mean you shouldn't use videos there at all. Posting videos from YouTube works well on LinkedIn profiles, company pages, and groups because the preview for the video will pop up automatically when you paste a link. This shows up similar to a blog article link in the feed -- you’ll just have to click on it to play the video. Once you click it, the video pops up as a much bigger module so the video is larger and then you can see the entire meta description.
Be mindful of your meta description.
When you paste a video link you should note that the meta description for this gets pulled in from YouTube. So make sure you’re being mindful of your description here when you upload the video. Keep your meta description short -- your descriptions will get cut off otherwise. When someone clicks to play the video they’ll see the full description, but before clicking they’ll only see the shortened description. You'll see an example of this in the images below.
Paste an extra link to drive more traffic to your site.
If you paste a link to your YouTube video, you'll see a preview pop up like this:
Don't stop there! Delete that YouTube link, keeping the preview, and then you can add your description with a link to your site. Remember to tag the person featured in the video if they have a LinkedIn profile:
This extra link could include a newsletter signup form, ebook, template, etc. that will help you pull people further down the funnel -- just make sure that extra link aligns well with the video.
FACEBOOK AND INSTAGRAM
I’m not sure if you’ve noticed, but silent auto-play is the new default when it comes to videos on social media. Think about it. When you walk onto a bus or train for your morning commute, how many people are scrolling through their smartphones to see the news and content they missed overnight? Pretty much everyone -- but not everyone is wearing headphones.
Make sure your video works with or without sound.
BuzzFeed is the master of silent auto-play -- just take a look at their Facebook page. The reason their silent auto-play strategy works so well is because of this rise in mobile video views and the way people scroll through and consume content on social media. They often post quick recipes or quick how-to’s, often with easy-to-follow imagery or helpful text to describe what is happening.
Keep your videos under one minute.
In general, with videos on social media, your content should be super short. You have to be mindful of social networks like Vine and Instagram where you are only allowed 6 or 15 seconds at a time -- these work for a reason. Short videos will catch people’s eyes and hold their attention. Not to mention, short videos are highly shareable, and the best way to reach a new audience is by having your fans share your content with their own networks.
Upload videos directly to Facebook.
You'll have more luck directly uploading videos to Facebook instead of posting a YouTube link. This helps with generating more interactions. According to Marketing Land, “Natively uploaded videos on Facebook are winning nearly an 80 percent share of all video interactions happening on the social media site.”
Videos that are natively uploaded to Facebook will also play automatically as you’re scrolling through the newsfeed. Auto-play gives you a chance to catch someone’s attention early and make them stop and watch the whole video.
Grab attention instantly ... and keep it.
Include a catchy title or description in the post copy to keep viewers engaged. Some ideas include, “Has this ever happened to you?” or “Wow. Watch until the end.” With Instagram, keep your videos short -- you only have 15 seconds to make an impression. If you want viewers to move to your site, you could post a video clip and put the link to the full video in your bio -- this will drive traffic to other channels beyond Instagram. You can also share your Instagram videos to your company's Facebook page and drive more traffic that way.