Once you have your new video there’s so many platforms that will host it for you; Facebook, YouTube, Twitter, Linked in and so on. But each one has its own unique approach to video, you need to present your video on YouTube in a different way from on Instagram or Facebook.

So, when you share your video, think about how your audience will watch it – is it autoplay or click to play? Will they want audio or not? Should it be square or widescreen?

1. Autoplay
Of course your users can adjust how their videos appear but the default setting for
Facebook, Twitter and Instagram is autoplay. On YouTube it’s click to play.
If it’s click to play you need a really compelling image that compels people to engage.

2. Audio
On Facebook audio is off by default, so if you’re showing your video there, does it work without sound?

3. Size and Dimensions
Marketeers assume that when people watch on YouTube they hold their smart phone horizontally, so the traditional 16:9 ratio works. However, Facebook, Instagram and Snapchat are viewed with the phone held vertically, which means that a square video is best as it takes up more space in the feed.

4. Video for Social
Short and regular is the way. Social media videos should be short and sweet and regularly updated. If you have a long form video you could consider breaking down into smaller snippets for social media, then adding text and captions so that it works without sound.

5. Metrics
Facebook is looking at completion percentage based on length of video rather than on number of views. If your videos get a higher completion percentage they will get more reach on Facebook.

And when it comes to watch time, the platforms treat videos in different ways, meaning you can’t aggregate data across platforms. On YouTube you have to get to 30 seconds before it counts as a view. On Facebook it’s only 3 seconds and this can happen before you know it when it’s on autoplay. So if you look at video views as the metric then a 3 second clip of a puppy on Facebook would rank the same as your audience engaging in a 5 minute testimonial video on YouTube (bless them).

6. Timing
On Facebook the video gets its audience in the first 48 hours then dwindles. Whilst YouTube provides lots of search functionality so your video can continue to produce views for months after launch. With the right keywords your video could really take off.

If you would like to find out more about Skylark’s targeted social media videos please get in touch.

Jo Mar 31st, 2017

About Jo Haywood

Jo is the Managing Director at Skylark Media. Before starting Skylark in 2005, Jo ran the BBC Lifestyle website and prior to that directed science documentaries for the BBC and Channel 4. To switch off she can be found on the tennis court, at yoga, or planting trees in the forest garden.