Video on Social Media
The Future is: Live and Square
Want your company’s content to be found on social media? It’s all about live videos. And square ones too.
Video has been dominating content in recent years – especially on social media. And now as leader Facebook doubles down on their algorithm changes that emphasize active interactions (think comments and shares instead of likes and views), expect video to be a favored format.
But not all video is equal these days. Of course there are video trends in augmented reality, virtual reality and 360 videos, but for the most part, two factors are driving more eyeballs (and engagement): timeliness and format.
It’s all about rn
Ever since mom Candace Payne laughed her way into our hearts with a Chewbacca mask, we’ve been all about live streams. And it’s working.
According to Facebook, Live videos get three times more engagement than other videos. All those active interactions help them end up more often in users’ news feeds. And with online services for watching and streaming video, like Twitch, gaining momentum content creators will have even more opportunities to leverage this medium.
Want some inspiration for creating a Live video for your company? Check out the video below from ASPCA. The non-profit filmed volunteers walking adoptable pit bull puppies around New York City as a component of their #31daysofogrescue campaign.
#31daysofdogrescue https://www.facebook.com/aspca/videos/10154041865051139/
Square reigns superior
When video first started getting big, the golden rule of capturing it on a phone was take it horizontally. But today, Instagram-inspired square video (1:1) is taking over.
Why? Square videos occupy more real estate on a users’ mobile phone so they stand out. According to Buffer, a square video takes up 78% more screen than landscape formats.
Buffer found this after a series of experiments. In those same tests they found that square videos had an 80-100% increase in engagement!
When horizontal or vertical video might make sense
But not all hope is lost for landscape – and even portrait! – videos. There are still times when a non-square video might make sense.
Vertical videos are an excellent way to create intimacy and connection with the audience. Use portrait videos when your brand has something heartfelt to say or when launching a campaign that is very personal to the audience.
Horizontal videos are best to show more of the background of the video, like if you want to show off your company’s office space or you’re in a beautiful area.
What’s important is the goal for the video as well as the mood you want to set for your brand.
How to make video content for social media
Creating quality video has become easier in recent years but there are still some pieces of equipment and strategies that will help your video stand out. Here’s a list of things to have in place before you shoot a video for your company:
A pre-promotion plan (especially for live videos)
General direction – but not a script
Help with responding to comments (for live videos only)
Tripod (no one wants to watch a shaky video)
Good lighting
Microphone
Video editing software
Get smarter about social media video: Additional reading
10 Facebook Live Tips to Follow Before, During & After Your Broadcast, Sprout Social
- How to Create Engaging Short Videos for Social Media, Buffer