Would you write the same birthday card to your Grandma May on her 80th birthday as to your nephew Sal on his 8th birthday? I would bet not. Why? Because they have different tastes and are looking for different things. Sure, they’re both birthday cards but you can’t just reuse the same card for a different purpose. The same goes for video (or any content, for that matter) across different social platforms. Since content consumers go to different social platforms for different reasons, it’s important to understand so that you can tailor your video content accordingly. Take Facebook and YouTube for example:
Mark Robertson, Co-founder of Little Monster Media Co., recently shared the 7 Rules for Optimizing B2B Video on YouTube and Social. This is a quick recap of some of the top lessons from his talk with three key ways to maximize the impact of your video content across different platforms. If you want to watch Mark’s full, 29 minute session, you can check it out here. 1. Content DiscoveryOne of the biggest differences across platforms is the way content is consumed. Mark defines the difference as a “push” and “pull” experience. Social platforms like Facebook and LinkedIn rely on the discovery through a “push” experience or mainly organic, passive discovery. To be watched, a video on Facebook must catch the consumer’s eye as they’re scrolling through their feed. YouTube, on the other hand, has a “pull” experience where consumers of content have to know what they’re looking for in order to find it. As Mark says, “On Facebook, your mission is to stop someone scrolling past your video in their newsfeed and grab their attention immediately.” And, in fact, 65% of people who watch the first three seconds of a video will watch more than 10 seconds on Facebook. We can see the difference in content across different platforms even just from the meta tags used. That’s exactly what’s represented in the word clouds below:
Learn more about the patterns of content discovery on each platform from Mark’s talk. 2. Getting Traffic Back to Your WebsiteI’m going to go out on a limb here and say that one of your main goals is likely to drive traffic back to your site. Yeah? Of course it is. And, just like everything else, there are different ways to do this for different platforms. The best opportunities are outlined below: 3. Design and Aspect RatioDepending on where your video will be hosted, you may want to adjust the size or design of your video. On Facebook, vertical video is making a come-back because it fits so well within the mobile feed. Whereas, YouTube has a slightly better full-screen experience and therefore still works best with standard dimensions. Of course, for an optimal video on Instagram, it’ll be a 1:1 aspect ratio. Here’s a full breakdown of recommended technical requirements for video on each platform according to their user guidelines: Facebook:
YouTube:
See more from YouTube here. Instagram:
See more from Instagram here. Discover the 7 Rules for Social VideoWatch the full version of Mark’s talk, 7 Rules for Optimizing B2B Video on YouTube and Social, to also see:
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