Making Video Marketing Count on Social Media

April 16, 2020

Our tools and techniques for creating a stand-out content strategy

Success is clear: Create video content that draws in the viewer and furthers engagement with your brand. But the path to success? That’s where our team of digital marketers and visual storytellers can help.

Here we’ll break down the video marketing types you should be utilizing on social as well as the creative and content elements that help make every interaction matter.

The 3-Second-Rule

We know what you’re thinking, but this isn’t about food safety protocol. It’s the average time your brand has to capture the attention of any given social user. In just three seconds, your brand is expected to be eye-catching, interactive, innovative, and convert new customers who resonate with your message.

It’s an intimidating time constraint, to say the least, but it’s also inspired some of the most creative forms of video marketing, such as Instagram Stories and Facebook Live, and continues to produce new ways of reaching the social audience.

At its core, the 3-Second-Rule is our challenge to make meaningful marketing happen in an instant and make sure viewers are hooked by the very first frame.

Timing Determines Type

We know the first three seconds are critical, but how much time should you be spending on the remaining video? Well, that answer varies platform to platform.

According to HubSpot, the recommended video length is as follows:

  • Instagram: 30 Seconds
  • Twitter: 45 Seconds
  • Facebook: 1 Minute
  • Youtube: 2 Minutes

It’s clear that length is correlated to channel purpose, but it also determines the type of video content possible. A product review or presentation is unlikely to happen within 30 seconds so plan on reserving videos that require complex, in-depth explanations for your website or landing page.

Social media is where your brand can easily diversify marketing efforts to test what content makes an impact. Consider video ads, product demos, vlogs – Anything that can engage our shorter attention spans as well as open a new door for customers to enter.

Stay Story-Driven

Including eye-catching graphics and visual delights are only one piece of the puzzle. A well-conceived content strategy is brand-centered.

From your characters, visual framing, and even down to music choices – Your brand needs to be expressed.

At COHN, we’ve been creating video content for clients since 2000, and our process has always been brand first. If you’re looking for a dedicated team of specialists to handle your video production from start to finish, explore our video capabilities page and let’s get the conversation started.

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