Video and photography is an incredible way to boost business and connect with audiences on a more personal, human level. But once you’ve created your video, it’s important to make sure it’s distributed on the right channels, in the right format. People’s behaviour differs greatly from channel to channel, so what works well on YouTube won’t necessarily attract the same attention on Facebook. A clear distribution plan and abridged versions of your master video will help ensure your content gets maximum exposure.
SO, YOU HAVE A VIDEO. NOW WHAT?
CHOOSE YOUR CHANNELS
Your choice of channels should be based on a number of things: your audience, your objective and your content. On Facebook, you have approximately three seconds to catch people’s attention. So it’s crucial to consider your opening frame, video length and storytelling. Cut through people’s newsfeeds with striking visuals and a clear, actionable message.
On Instagram, users browse for bite-sized, snackable content. Let the beautiful visuals do the talking, and save the longer, more educational content for your website. Keep your first frame in mind, as this is what will appear in your audience’s feed. If you have a more serious message to share, Instagram is perhaps not the right place. Consider your channel before you create your content.
OPTIMISE YOUR CONTENT
Once you’ve created great content and chosen your channels, it’s important to optimise your videos for each channel. Consider how your audiences are viewing the content. Are they on mobile or desktop? Do they have audio on? The majority of audiences view video on mobile, so it’s important your creative content works on a smaller screen. People often watch videos with the sound off too, so simple captions are always recommended.
Each channel has its own requirements for resolution and aspect ratio, so your videos will need to be output in a number of different formats. The key things to keep in mind are file size and your video’s first frame. Facebook and Instagram will automatically reduce a video’s file size and resolution if it’s too large, so make sure it’s no bigger than 4GB.
Paid advertising is a great way to ensure you catch the right people, at the right time. Facebook boosting can significantly increase your reach, but it’s important to understand the parameters required. Navigating the paid media space can be complicated, so it helps to have clearly defined audience groups, locations and objectives. A paid media plan will help set you up for success, as will recommendations on the times when your audience is most engaged online – whether it be morning or evening.
Guest blog by our friends at Being Brands https://beingbrands.com.au/contact
Being Brands specialises in creating comprehensive social media and marketing distribution plans to ensure your video is enjoyed by plenty of people.