5 video production best practises.
Creative Video Productions start here.
Over 500 million hours of video are viewed on YouTube every day. Marver has put together some of our leading video production best practices to help brands create marketing videos that consumers enjoy watching. That massive YouTube number mentioned above shows that consumers are craving video content and brands can benefit greatly by incorporating multimedia into their marketing tactics. Currently, 87 percent of digital marketers use video content in their strategies. By following these guidelines, brands will create successful video campaigns that captivate audiences and drive results, build brand awareness, and foster business growth.
THE TOP 5 VIDEO PRODUCTION BEST PRACTICES INCLUDE:
Find The Right Platform
Before they begin working on a video, businesses should first determine which platform will host their video. This will help to determine how the video will be shot, edited and produced, and influence any language and calls to action that surround the content.
Brands can place their videos on several platforms, such as: Facebook, Twitter, Instagram, YouTube, Vimeo, Websites, Online advertisements, Television commercials etc etc, you get the picture!
To determine the medium that will help their video perform the best and reach their target audience, brands should examine the following things:
Who is our audience?
What channels are they active on?
What is the goal of the video?
What action do we want users to take?
Optimise Video Size
Once a brand determines which platform should host their video, they must optimise the video size and dimensions. A smaller file size will allow a video to load faster and provide a seamless user experience. In addition, various video dimensions perform better on various channels due to the particular mediums' algorithms.For best results, brands should follow the following dimensions:
Facebook - 1280 x 720 for landscape video and portrait videos 4096 x 2048 for 360-degree videos
Instagram - 600 x 315 for landscape videos 600 x 750 for vertical videos 600 x 600 for square videos
Twitter - 320 x 180 minimum for landscape videos 240x240 minimum for portrait videos
YouTube - 1280 x 720 minimum for all landscape videos
Determine The Appropriate Length
Similar to how different platforms enable videos to perform better or worse, various video lengths influence overall performance as well. Therefore, brands should define an optimal video length based on the platform it will be hosted on, the intended audience, and the overall objective. Although brands should test their own content to see what drives the best return on investment, general video length best practices include:
Instagram: 30 seconds to 1 minute Twitter: 30 seconds to 1 minute Facebook: 30 seconds to 2 minutes YouTube: An average of 4 minutes and 20 seconds
Include Calls To Action
Much like in other advertisements, branded video content should include calls to action to tell the viewer what the next steps should be in the buyer’s journey.
In fact, calls to action in videos are imperative. One study found that when users first watched a video then were presented with a call to action, conversions increased by 144 percent.
Brands shouldn’t just put the call to action within the video, either. Instead, they should be placed in the captions and video descriptions as well – along with applicable links – to generate valuable traffic.
Make Your Video Accessible For All Audiences
Online accessibility is growing in importance – and videos are no different. Adding automatic captions to videos can increase viewership by up to 20 percent.
In addition, many traditional consumers view videos without any sound. For example, 85 percent of videos are watched without sound on Facebook alone.
Adding accessible captions allows consumers to watch branded content anytime, which ultimately increases video circulation and impressions.
“Videos are quickly becoming the number one digital marketing strategy,” says DesignRush Founder and Executive Director Gabriel Shaoolian. “If brands take the time to follow technical best practices, they will increase the likelihood that their video will achieve a high number of views and ultimately increase revenue.”
