How to use videos in your social networks

The content generated by websites is no longer limited to written articles. Video content has gained a lot of weight in recent years thanks to the improvement in the speed of Internet connections (both domestic, with the arrival of fiber, and mobile, thanks to 4G). In addition, the HTML 5 standard and the progressive disappearance of flash has made it easier and more effective for users to access this type of content. As a result of this evolution, the video format has gained presence in all types of devices as a fundamental element of corporate communication. All major brands are betting on its use in social networks for one simple reason: it works.

Farewell to Youtube’s absolute dominance

YouTube has been the reference portal for viewing videos for many years, but Facebook, Twitter and Instagram have managed to carve out a niche for themselves thanks to the creativity of advertisers and the originality of their users. As a consequence of this and according to IAB data, around 75% of the companies that promote themselves on social networks have successfully tried this format, and the importance of Facebook in this equation is evident.

Betting on video to improve your SEO and your brand image

Videos of up to 120 minutes can be posted on Facebook, which makes it ideal for users who want to share their creations. However, the bet of companies is clear: betting on short and direct videos, which show the message quickly so that the user does not lose interest. Statistics show that half of Facebook users watch at least one video a day, so its effectiveness is proven.

But don’t just stick to traditional video and go for new formats. 360 video allows the user to interact with the video and choose what to watch and where to look at any given moment. These types of formats are very popular and achieve much higher conversion rates than traditional videos.

Twitter launched Vine some time ago, a looping video format that mimics GIFs and has been perfect for showing situations (almost always funny) in a few seconds. This type of video works great to viralize content, so although it is not easily monetized, it can be a very interesting strategy if we are looking to improve our brand awareness.

Instagram does not want to be left behind and offers the possibility of offering videos of up to 60 seconds and with a recommended aspect ratio of 1:1 (in order to maintain the ‘hipster’ essence of the application).

Cisco Systems claims that mobile video views will increase 14-fold between 2013 and 2018, and based on current trends it’s more than likely that will happen.

Content, brevity, message

A good promotional video must meet three basic requirements:

1. The content has to be interesting for your target audience. Don’t try to sell the bike directly. Create videos that offer something new, even if your brand appears only in glimpses. If you can get people hooked on your productions, it’s done.
2. A good thing is twice as good if it’s short. A 10-second ad or clip is preferable to a 60-second clip in most cases. With ten seconds users can easily capture the essence, and social networks like Twitter and Instagram where the eye is only a few tenths of a second on each tweet or image, it is vital not to cut that dynamic with something long and heavy.
3. But none of this will work if we are not clear about the message: what do I want to convey? It can be an emotion, values, an idea, a concept. It has to be appealing from the first second, engaging in the middle and have a solid conclusion. In a few seconds the message has to sink in to be effective. This is the greatest difficulty to achieve a good promotion.