How We Publish a Video Online
The key to publishing high-quality video content online is uploading videos that have been optimised for each platform. That can mean their size, their length, and even the content need to be specific to the chosen platform.
After a few years in the business of creating amazing video content, we’ve been a part of our fair share of social media marketing campaigns. Here are some of the insights we’ve gained, and ways they can be implemented in your strategy.
Videos for Social Media
Social media is an umbrella term for many different platforms. The types of videos that perform best on each platform-from a video on Facebook to an Instagram live stream-can vary highly.
Instagram is the place that people go to consume visual content, which means that they will often tolerate a longer video. However, that content needs to be entertaining, visually pleasing, and often bright in colour to catch their attention. Human interest videos perform best on Instagram.
Facebook acts as a platform for brand awareness, engagement, and short-form video ads that can be inserted mid-stream. Calls to action (CTAs) thrive in this environment. Some companies also choose to use the live video feature, but this needs careful handling as it is spontaneous and hard to control.
LinkedIn is ideal for reaching a professional audience. Explainer videos, biographies, interviews—these formats all do well for this platform’s business-oriented audience.
Videos for Streaming Platforms
Videos for streaming platforms like YouTube and Vimeo need to be longer, as this is where people go when they want to sit and watch for longer periods of time. Additionally, pre-roll and mid-roll advertisements need to be optimised to the first five seconds to prevent viewers from clicking “Skip Ad”.
To create videos for these platforms, you need to be an artist of the thumbnail and a master of the preview to catch the attention of your ideal viewer. In this context, it’s all about knowing your audience down to their bones and then creating a video they want to see.