What is social media video production and why you must invest in it?
The best way to reach your target audience, capture their interest and motivate them to take concrete actions on your social networks.
However, it’s not as simple as just creating videos that you find fun, interesting and that you can also quickly share on your 5 or 10 social channels:
Each platform has its particular characteristics and technical aspects, as well as a well-defined type of user who looks for a specific type of content on each platform.
For example, most people who use Twitter do it to stay informed of what is happening in the world in real time, while Facebook users just want to be in contact with their family and friends.
Although having at least one video is better than having none, to obtain the best results, the best strategy is to create specific videos for each social platform, optimizing each video according to the specifications and characteristics of the channel, as well as its common users. .
This improves the quality of the final result and is what we known as social media video production.
Why is it important to invest and make a quality social media video production?
1.- There is competition
87% of marketers use video as a tool in their strategies. Of these professionals, 88% are happy with the ROI of their videos on social networks.
2.- Every social channel is different
The largest online video platform in the world already has 2 billion active users per month — mainly millennial and centennial audiences — and a presence in 90 countries, in 80 different languages.
Videos of around 3 minutes are the most popular, with users consuming an average of 8 minutes and 41 seconds each day, with 70% views from mobile phones.
Even with the lot of criticism and recent problems, Facebook already has 2.701 billion active users per month; people are five times more likely to watch Facebook videos from their smartphone, sharing videos an average of 89.5 times more than any other type of format.
Facebook covers all age groups, although the most common are those between 25 and 34 years old. Videos that last 21 and 44 seconds are the most used and popular.
The most popular photography network. It has a mainly millennial and centennial audience and one of its main characteristics is the brevity of its videos, which usually last around 15 seconds or a little longer. You can use the videos in different sections, including the profile feed, Stories and Instagram TV.
Its more than 380 million active users per month are very focused on news. You can watch live video from different sections of the platform, including live programming, 360 global broadcasts from Periscope on Amazon Fire TV and Apple TV. Videos must last a maximum of 2 minutes.
2.5.- Tik Tok
The typical format of the videos includes an average length of 15 seconds, in vertical format and with simple sounds and special effects. Most users open the app at least 8 times a day, for 5 minutes at a time. Some influencers already have millions and millions of followers.
3.- Video types
There are also a whole variety of video types that you can produce and share to meet different types of needs in your business, and of course each has its own trick to shine. Among the most used we have:
- About Us videos
- Promotional videos
- Product demonstration videos
- How to videos
- Customer testimonials
- Event videos
4.- Video specs
To create quality videos, it’s not absolutely necessary that you buy a professional camera worth thousands of dollars — although it can help a lot — but it’s very important to know the technical aspects of how videos are presented on social networks.
Although each social platform has its specific video resolution sizes, most currently use the 16: 9 aspect ratio, which is appropriate for some common video resolutions such as 960×540 or 1920×1080. The larger the size, the more bandwidth is consumed.
Although you must create video that works well on any device, including PCs, tablets and Smart TVs, the undisputed king for online content consumption is mobile. This means that you should think carefully about what elements to include in your videos, since some — such as text — may not look good on a very small screen.
The number of frames per second will depend on what you want to do in your videos. The most common today is video between 30 and 60 FPS, the first option being a good base for most formats. As with size, the more FPS, the more bandwidth.
It is important to have some elements that help improve both the lighting and the sound of the production. The lighting is relatively easy to improvise with some common lamps and natural light, but the sound is more complex and a common microphone won’t give you the best results.
In addition to what we’ve already mentioned, there are a whole series of additional factors that you must also consider when producing social media video content; These are known as “best practices”, and includes both technical and psychological elements that are important to obtain the best results:
- Create videos that generate interactions
- Create emotional content
- Adapt to the algorithms of each network
- SEO optimization
- The appropriate duration
- Use storytelling to catch the user
- Give prominence to the user
- Adapt the videos to the brand image
Among other things…