Let’s say you’re a brand. We don’t have to convince you that you need a video strategy, right?
You have one -- surely. And since you do, let’s talk about some best practices across the leading video platforms in support of branded video content.
For starters, bear in mind some key differences among platforms. The average video length on YouTube is 12 minutes, compared to 1:28 seconds on Facebook, six seconds on Vine and about 15 seconds on Instagram, according to a white paper on multiplatform video strategy from Social@Ogilvy and video software platform Tubular Labs.
That means Facebook is best at delivering the initial burst of views and engagement, while YouTube can drive more views and engagement over a longer period of time. On Facebook, a view counts after three seconds, and many videos are played without the sound. Also, video success on Facebook is often dependent on its appearance in the news feed, while YouTube leverages its search engine
Given the realities of the platforms, Tubular and Social@Ogilvy urge creators to make the first frame of a Facebook video “quite catchy.” Brands might also want to use a title card so that users can understand the content of the video with the sound off. Since Facebook is good for quick hits in the newsfeed, it can be helpful to use videos there to jumpstart a wider campaign that reaches across other platforms.
Over on YouTube, the key is to make the first few seconds engaging so that viewers stay tuned for the entire video. Lean on YouTube influencers whenever possible, and also look for opportunities to create evergreen content that can be found through YouTube’s search.
A grabby opening is also critical on Instagram, and brands need to use hashtags effectively on that medium. On Vine, a successful strategy is often one that pairs a brand with a popular creator. Vine videos should be planned in advance so that the six-second limitation can be best utilized to tell a story, the paper says.