The rise of video content on social media has been one of the fastest growing marketing trends of the decade. And for good reason—72% of consumers prefer learning about a product or service through video content compared to static content, while video ads generate a 48% higher conversion rate than static ads on social media. With the increasing demand for content in motion, brands across industries are harnessing the power of video to capture and convert online consumers.
Technology has completely transformed consumer behavior. Internet users spend almost seven hours watching online videos every week and consumers under the age of 36 spend more time watching videos on social media than traditional mediums. Consumers depend on social media channels to discover new products and services, keep up with the latest trends, and inform purchase decisions more than ever. Video is undoubtedly the most effective medium for businesses to make an impact on today’s online consumer on their channel of choice.
New and Improved Video Features for Marketers
Consumers spend 88% more time exploring online channels that have video content. High-performing video content holds the potential to not only boost your social performance, but also add value to your native e-commerce channels.
While YouTube will always reign supreme, other digital channels are new to the scene. Platforms like Instagram, Facebook, and Pinterest are prioritizing video features and functionality to empower brands to diversify their content strategies and find new ways to engage consumers. From Instagram Reels and IGTV to Pinterest Video, video has become an essential content pillar to develop an impactful social media strategy—and proven to be more effective at engaging and converting social media users than static content.
As consumers spend more time watching video content online, they have higher expectations for the content they interact with. Not to mention, there’s a plethora of brands vying for their attention with dynamic video content. Brands need to have a pulse on their unique audience’s tastes and stay in tune with best practices to create video content that stands out in the crowded digital space.
Follow the Data
Digging into data to understand what types of video content engage your target audience should be a top priority for marketers. Data-driven insights combined with channel-specific best practices will optimize your video performance.
Different videos styles work for different brands. Fashion brands like Urban Outfitters, lululemon, and Levi’s rely on community-sourced lo-fi content to tap into a target audience that values authenticity and relatability. Food brands like Chipotle and Wendy’s are producing short but witty social-first videos to differentiate from the competitive restaurant space. CPG brands Heinz Ketchup and Heineken have mastered the art of repurposing traditional campaign content for social media to amplify their messaging.
Once you nail down the style of video that speaks to your target audience and strengthens your brand narrative, focus on the video best practices for each social channel. Video length can make or break engagement for an organic video or conversions for a video ad.
Video Length Best Practices for Top Channels
Facebook remains a top channel for almost every brand. More than any other channel, Facebook spans generations and is key to any digital advertising campaign. Facebook users are keen to share video content with their networks, giving brands the opportunity to make a lasting impression and tap into the power of referral.
Best video length for Facebook:
- Maximum video length: 240 minutes
- Optimal video length: 15 seconds to 3+ minutes
Instagram is committed to equipping brands with the tools and features they need to integrate video into every aspect of their content strategy. From Instagram Stories and in-feed video to newer features like Reels, IGTV, and Instagram Live, the opportunities for brands to engage target audiences with content in motion are endless.
Best video length for Instagram:
Maximum video length:
- Stories: 15 seconds
- In-feed video: 60 seconds
- IGTV: 60 minutes
Optimal video length:
- Stories: 1 – 7 slides
- In-feed video: 60 seconds or less
- IGTV: 2 to 5 minutes
Pinterest’s enhanced video features are paying off for marketers. Users are already in a purchase mindset when they head to Pinterest, so it comes as no surprise that Pinners are 2.6x more likely to make a purchase after viewing a video. Video helps Pinners see products in action and takes them a step further down the sales funnel.
Best video length for Pinterest:
- Maximum video length: 15 seconds
- Optimal video length for organic Pins: 4 seconds - 15 minutes
- Optimal video length for ads: 6 – 15 seconds
Specs and Speed Should be Top of Mind
Marketers need to keep in mind usability on different devices (smartphones are now the primary device used to consume video), speed, and specs. The video content is only one piece of the puzzle; ensuring your target audience has a frictionless experience viewing your video is critical to making an impact.
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