How to optimize videos for social media marketing
It’s no secret that product videos for social media marketing are essential for a brand’s success in today’s digital age. Creating and optimizing product videos for social media can be a tricky process, but with some smart thinking and the right tactics, it can be an incredibly effective way to reach potential customers. When it comes to using platforms like TikTok, Instagram, and Facebook, there are a few key tips you need to get ahead.
Ready to learn the ins and outs of using videos for social media marketing? In this article, we’ll discuss how to include video in your marketing strategy. We’ll also dive into how you can create + optimize product videos for each of the major social networks with ease.
Why video matters for your marketing strategy
Creating product videos for social media can be a great way to reach new customers and engage your current ones. But it’s so much more than just a 15 or 60-second clip that pumps out fun content. It’s a way to get people to stop scrolling and give your brand the attention it deserves.
In a world where most people can spend hours scrolling through their social media feeds, thousands of videos are vying for consumers' attention every day. However, unlike written text under a photo, a video is easy to take in. By creating short, compelling videos, you can capture viewers’ interest in a matter of seconds and then leave them wanting to know more about your brand.
Let’s Talk About the Basics
Before we dive into the social media platforms you can use to drive traffic to your business, let’s chat about some general video marketing tips to keep in your back pocket.
Create a plan
Before you get in front of the camera and break down the latest TikTok trend, it’s important to take some time to think about its goals and scope.
Ask yourself questions such as “Who is my target audience?”, “What do I want viewers to do?”, and “What platform(s) am I going to use?” Answering these questions will ensure that your video successfully achieves its goals.
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Pick the right platform for your product videos
Every platform has its unique specifications, so researching each one in advance is a must. For instance, Instagram and Facebook are great for short, eye-catching clips, while TikTok is better suited for longer content.
There are also trends and audio clips on each social media that’ll require certain changes. While you can repurpose content over platforms, tailor your videos to each platform to connect with your audience.
Different platforms have peak times when users are most likely to watch and engage with content. If you can find the right moment to share your video, it is more likely to be seen and shared by others.
High quality or bust
Have you ever struggled to watch a video that feels like it was filmed with a phone from the early 2000s? If you find it hard to keep watching, just think about how quickly your audience will lose interest in a low-quality video - even if it’s from their favorite brand.
Before you get started, think about the video quality you’ll post. Make sure your product video looks professional and polished. If you need to, think about investing in a decent-quality camera or using a professional videographer to shoot your video.
Consider the lighting and sound quality to ensure that viewers can easily see and hear the video.
While you want to produce good content for your audience, authenticity always trumps polished content in product videos. People want to see genuine interactions, emotions, and honest reviews from real customers. Focus on creating content with real people passionate about your product and brand.
How do I optimize my video for social media?
Start with Search Optimization
The best way to optimize your video for social media is to start with some good old SEO practices. Your product listings on your site are optimized for search engines, and your video should be the same.
To grab attention and shoot to the top of those trending lists, you’ll want to create eye-catching headlines and keyword-packed descriptions for your video to help it climb the search engine ranks. You can also add tags on platforms like Facebook to help boost your search results as well.
Include Closed Captions
If you’re anything like us, you’ve probably spent many Tuesday mornings scrolling through your Insta feed in a crowded cafe with the sound off. We’re not the only ones, either. A whopping 92% of users watch videos with the sound turned off. This makes putting captions on product videos essential to the video-making process.
That means you have to make sure any vital information is visible in the text so viewers don’t miss out on important details. Additionally, some platforms offer caption options for people who are hard of hearing or deaf.
Optimize videos for mobile
When was the last time you got on Instagram from your Ipad? What about your laptop? The chances of this are probably slim to none. A recent study revealed that 93% of people using social media accounts access them from their phones. With this in mind, you must ensure your videos are intended for people to view on their phones.
A simple tip to put into practice is to shoot your video vertically so it’s easier to watch. It’s also a good idea to keep your visuals clear and simple, as a smaller screen can result in smaller details getting swept under the digital rug.
Use the Power of Analytics
While creating your videos, you need to keep track of your goals and how you’re meeting them. Establishing goals and checkpoints early on allows you to use metrics and data to ensure that you meet them and grow your online audience.
Let’s say you’re trying to raise your brand awareness. You should track the number of views, shares, and new followers after you’ve posted a video. If you’ve been trying to show how to use a product, you might want to track how long people watch your video before clicking away.
It’s also best to see where most of your views come from. If you find that one social media is performing better than others, you can see what’s working (and what’s not) and use this data to refine your strategy for future videos on social media.
Now that you’ve got a handle on the basics, here are three popular platforms to post videos on.
Optimize videos for Facebook
It’s no secret that Facebook is the largest social network in the world. As of 2020, Facebook had more than 2.6 billion users worldwide. With such a wide, varied audience at your fingertips, you’re bound to find your target customers. In addition, Facebook ad options make driving traffic to your site easy, further increasing conversions.
Facebook Video Formats
- Facebook Reels: 30-second vertical videos you can create directly on your mobile device in the Facebook app. These videos can help pique customers’ interest and direct them to your website for further viewing.
- Facebook Stories: Similar to Instagram Stories, these are quick videos to interact with followers. You can use these videos to take polls or surveys to find out what future products consumers would like to see.
- Facebook Live: Unlike Instagram, Facebook live videos can replay indefinitely. Even if some viewers missed the original stream, they could rewatch your video for months.
- Long-form Videos: This classic type of video on Facebook is perfect for brand owners looking to stick to the basics. Viewers can comment, like, and share these videos with little effort.
Tips for video strategy on Facebook
- Don’t bait your audience to engage: No one likes Clickbait. Recent studies revealed that the average Internet user has a shorter attention span than a goldfish, and we don’t mean the cracker. If they can’t understand what they can gain from watching your content, they’ll click away faster than you can say, well, clickbait.
- Plan ahead for Facebook Lives: Facebook lives are a great way to interact with your audience and create a report with future and past customers. While you might be tempted to cram as much content in your life, plan ahead, keep it concise, and have a goal for each Facebook live.
Optimize videos for Instagram
Although Instagram initially promoted itself as a photo-sharing platform, videos have become increasingly popular in recent years. Instagram videos receive more engagement as they’re less common than photos. This platform is perfect for interacting with other brands and users through short, catchy videos. Instagram also allows users to run ads that appear as normal posts in potential customer feeds.
- Instagram Video Formats
- IG Stories: For those with limited time, Instagram Stories is perfect. The ideal length for stories is 15 seconds or less. Design the video to capture attention immediately since viewers can skip the video if they’re uninterested.
- IG Video: To increase brand awareness, you’ll want to use videos in your Instagram Feed. Stick to 60 seconds or less and optimize for horizontal mode.
- IG Live: Instagram Live is a great choice for interacting with users in real time. It’s perfect for showing off products and answering questions about size, colors, or how something fits. IG Live also has a live shopping feature to let users shop for products from your stream.
- IG Reels: Create 15, 30, 60, or 90-second videos with Instagram’s camera or upload content from your media library. These reels are recorded in 9:16 vertical portrait mode and are displayed in users' feeds. If you have products available in your store all year round, a reel pinned to your feed is great for customers to find info on the product easily.
Tips for video strategy on Instagram
- Choose an engaging cover photo: Instagram allows users to place a cover photo on your reel to hold the spot in your feed. An eye-catching photo is just what you need to get some eyeballs on your products.
- Use videos for product launches: Unboxing videos have gone viral for a reason. To show what customers can expect after buying your products, why not film a few videos showing the packing of your products so customers will know what to expect once they receive their package?
- Add music and captions to videos: Adding popular or “trending” songs to your videos is one way to appear higher on explore pages, and captions allow your videos to reach a wider audience.
Optimize Videos for TikTok
Tiktok is one of the youngest social media platforms, but it’s become one of the biggest influences (get it) on shopping decisions in the past few years. With over 3 billion downloads and 500 million active users, your business could gain a lot of traction from posting on Tiktok regularly.
TikTok Video Formats:
- Original Videos: Creating original TikTok videos might look like a how-to video, educational content, answering questions, or simply sharing products with your audience.
- Duets: Share a split screen with another user’s video and share a hot take, dance along, or simply provide a narration. Ride on the coattails of successful content to enjoy an increase in views.
- Reactions: Reaction videos and brands are a match made in heaven. What better way to plug your products than to react to happy customers doing a fun unboxing video?
- Live Video Streams: Schedule live video streams to coincide with product launches to drum up excitement for your newest items.
Tips for video strategy on TikTok:
- Add hashtags to videos, but don’t overdo it: Hashtags can be particularly powerful on TikTok, so use them to your advantage. If you want to give your video a shot at going viral, consider leveraging popular hashtags related to your product. This will help more users find your video, giving you the potential to gain more followers
- Use trending sounds: TikTok captures fleeting trends as they emerge, allowing brands to quickly make videos around these topics with minimal effort. If you’re looking to maximize engagement, you could use the search bar to see what is trending right now or use the discover page to see what is popular with other users.
- Duet videos: Since video duets are one of the most popular TikTok features, including them in your marketing strategy is a great way to increase your reach. You can film reactions to unboxing videos of your product or use a video to show how your product can solve a problem.
soona ♥️s social
To find out what works best for each platform, do your research and use analytics to your advantage. Above all else, remember that your content should be engaging, enjoyable, and tailored to the platform. Most importantly, don’t forget to have fun with it - after all, that’s part of what makes social media so great!
We know creating and optimizing product videos for social media requires a bit of finesse, but with the right approach (and the right team), you can create content that stands out from the crowd and drives conversions. Like really leaning into the TikTok and Reels style trend with our Vertical Video Pack.
Ready to create video content that keeps customers coming back to your store? Book your virtual product shoot with us today!
How to optimize videos for social media marketing
It’s no secret that product videos for social media marketing are essential for a brand’s success in today’s digital age. Creating and optimizing product videos for social media can be a tricky process, but with some smart thinking and the right tactics, it can be an incredibly effective way to reach potential customers. When it comes to using platforms like TikTok, Instagram, and Facebook, there are a few key tips you need to get ahead.
Ready to learn the ins and outs of using videos for social media marketing? In this article, we’ll discuss how to include video in your marketing strategy. We’ll also dive into how you can create + optimize product videos for each of the major social networks with ease.
Why video matters for your marketing strategy
Creating product videos for social media can be a great way to reach new customers and engage your current ones. But it’s so much more than just a 15 or 60-second clip that pumps out fun content. It’s a way to get people to stop scrolling and give your brand the attention it deserves.
In a world where most people can spend hours scrolling through their social media feeds, thousands of videos are vying for consumers' attention every day. However, unlike written text under a photo, a video is easy to take in. By creating short, compelling videos, you can capture viewers’ interest in a matter of seconds and then leave them wanting to know more about your brand.
Let’s Talk About the Basics
Before we dive into the social media platforms you can use to drive traffic to your business, let’s chat about some general video marketing tips to keep in your back pocket.
Create a plan
Before you get in front of the camera and break down the latest TikTok trend, it’s important to take some time to think about its goals and scope.
Ask yourself questions such as “Who is my target audience?”, “What do I want viewers to do?”, and “What platform(s) am I going to use?” Answering these questions will ensure that your video successfully achieves its goals.
{{trend-ad="/external-components"}}
Pick the right platform for your product videos
Every platform has its unique specifications, so researching each one in advance is a must. For instance, Instagram and Facebook are great for short, eye-catching clips, while TikTok is better suited for longer content.
There are also trends and audio clips on each social media that’ll require certain changes. While you can repurpose content over platforms, tailor your videos to each platform to connect with your audience.
Different platforms have peak times when users are most likely to watch and engage with content. If you can find the right moment to share your video, it is more likely to be seen and shared by others.
High quality or bust
Have you ever struggled to watch a video that feels like it was filmed with a phone from the early 2000s? If you find it hard to keep watching, just think about how quickly your audience will lose interest in a low-quality video - even if it’s from their favorite brand.
Before you get started, think about the video quality you’ll post. Make sure your product video looks professional and polished. If you need to, think about investing in a decent-quality camera or using a professional videographer to shoot your video.
Consider the lighting and sound quality to ensure that viewers can easily see and hear the video.
While you want to produce good content for your audience, authenticity always trumps polished content in product videos. People want to see genuine interactions, emotions, and honest reviews from real customers. Focus on creating content with real people passionate about your product and brand.
How do I optimize my video for social media?
Start with Search Optimization
The best way to optimize your video for social media is to start with some good old SEO practices. Your product listings on your site are optimized for search engines, and your video should be the same.
To grab attention and shoot to the top of those trending lists, you’ll want to create eye-catching headlines and keyword-packed descriptions for your video to help it climb the search engine ranks. You can also add tags on platforms like Facebook to help boost your search results as well.
Include Closed Captions
If you’re anything like us, you’ve probably spent many Tuesday mornings scrolling through your Insta feed in a crowded cafe with the sound off. We’re not the only ones, either. A whopping 92% of users watch videos with the sound turned off. This makes putting captions on product videos essential to the video-making process.
That means you have to make sure any vital information is visible in the text so viewers don’t miss out on important details. Additionally, some platforms offer caption options for people who are hard of hearing or deaf.
Optimize videos for mobile
When was the last time you got on Instagram from your Ipad? What about your laptop? The chances of this are probably slim to none. A recent study revealed that 93% of people using social media accounts access them from their phones. With this in mind, you must ensure your videos are intended for people to view on their phones.
A simple tip to put into practice is to shoot your video vertically so it’s easier to watch. It’s also a good idea to keep your visuals clear and simple, as a smaller screen can result in smaller details getting swept under the digital rug.
Use the Power of Analytics
While creating your videos, you need to keep track of your goals and how you’re meeting them. Establishing goals and checkpoints early on allows you to use metrics and data to ensure that you meet them and grow your online audience.
Let’s say you’re trying to raise your brand awareness. You should track the number of views, shares, and new followers after you’ve posted a video. If you’ve been trying to show how to use a product, you might want to track how long people watch your video before clicking away.
It’s also best to see where most of your views come from. If you find that one social media is performing better than others, you can see what’s working (and what’s not) and use this data to refine your strategy for future videos on social media.
Now that you’ve got a handle on the basics, here are three popular platforms to post videos on.
Optimize videos for Facebook
It’s no secret that Facebook is the largest social network in the world. As of 2020, Facebook had more than 2.6 billion users worldwide. With such a wide, varied audience at your fingertips, you’re bound to find your target customers. In addition, Facebook ad options make driving traffic to your site easy, further increasing conversions.
Facebook Video Formats
- Facebook Reels: 30-second vertical videos you can create directly on your mobile device in the Facebook app. These videos can help pique customers’ interest and direct them to your website for further viewing.
- Facebook Stories: Similar to Instagram Stories, these are quick videos to interact with followers. You can use these videos to take polls or surveys to find out what future products consumers would like to see.
- Facebook Live: Unlike Instagram, Facebook live videos can replay indefinitely. Even if some viewers missed the original stream, they could rewatch your video for months.
- Long-form Videos: This classic type of video on Facebook is perfect for brand owners looking to stick to the basics. Viewers can comment, like, and share these videos with little effort.
Tips for video strategy on Facebook
- Don’t bait your audience to engage: No one likes Clickbait. Recent studies revealed that the average Internet user has a shorter attention span than a goldfish, and we don’t mean the cracker. If they can’t understand what they can gain from watching your content, they’ll click away faster than you can say, well, clickbait.
- Plan ahead for Facebook Lives: Facebook lives are a great way to interact with your audience and create a report with future and past customers. While you might be tempted to cram as much content in your life, plan ahead, keep it concise, and have a goal for each Facebook live.
Optimize videos for Instagram
Although Instagram initially promoted itself as a photo-sharing platform, videos have become increasingly popular in recent years. Instagram videos receive more engagement as they’re less common than photos. This platform is perfect for interacting with other brands and users through short, catchy videos. Instagram also allows users to run ads that appear as normal posts in potential customer feeds.
- Instagram Video Formats
- IG Stories: For those with limited time, Instagram Stories is perfect. The ideal length for stories is 15 seconds or less. Design the video to capture attention immediately since viewers can skip the video if they’re uninterested.
- IG Video: To increase brand awareness, you’ll want to use videos in your Instagram Feed. Stick to 60 seconds or less and optimize for horizontal mode.
- IG Live: Instagram Live is a great choice for interacting with users in real time. It’s perfect for showing off products and answering questions about size, colors, or how something fits. IG Live also has a live shopping feature to let users shop for products from your stream.
- IG Reels: Create 15, 30, 60, or 90-second videos with Instagram’s camera or upload content from your media library. These reels are recorded in 9:16 vertical portrait mode and are displayed in users' feeds. If you have products available in your store all year round, a reel pinned to your feed is great for customers to find info on the product easily.
Tips for video strategy on Instagram
- Choose an engaging cover photo: Instagram allows users to place a cover photo on your reel to hold the spot in your feed. An eye-catching photo is just what you need to get some eyeballs on your products.
- Use videos for product launches: Unboxing videos have gone viral for a reason. To show what customers can expect after buying your products, why not film a few videos showing the packing of your products so customers will know what to expect once they receive their package?
- Add music and captions to videos: Adding popular or “trending” songs to your videos is one way to appear higher on explore pages, and captions allow your videos to reach a wider audience.
Optimize Videos for TikTok
Tiktok is one of the youngest social media platforms, but it’s become one of the biggest influences (get it) on shopping decisions in the past few years. With over 3 billion downloads and 500 million active users, your business could gain a lot of traction from posting on Tiktok regularly.
TikTok Video Formats:
- Original Videos: Creating original TikTok videos might look like a how-to video, educational content, answering questions, or simply sharing products with your audience.
- Duets: Share a split screen with another user’s video and share a hot take, dance along, or simply provide a narration. Ride on the coattails of successful content to enjoy an increase in views.
- Reactions: Reaction videos and brands are a match made in heaven. What better way to plug your products than to react to happy customers doing a fun unboxing video?
- Live Video Streams: Schedule live video streams to coincide with product launches to drum up excitement for your newest items.
Tips for video strategy on TikTok:
- Add hashtags to videos, but don’t overdo it: Hashtags can be particularly powerful on TikTok, so use them to your advantage. If you want to give your video a shot at going viral, consider leveraging popular hashtags related to your product. This will help more users find your video, giving you the potential to gain more followers
- Use trending sounds: TikTok captures fleeting trends as they emerge, allowing brands to quickly make videos around these topics with minimal effort. If you’re looking to maximize engagement, you could use the search bar to see what is trending right now or use the discover page to see what is popular with other users.
- Duet videos: Since video duets are one of the most popular TikTok features, including them in your marketing strategy is a great way to increase your reach. You can film reactions to unboxing videos of your product or use a video to show how your product can solve a problem.
soona ♥️s social
To find out what works best for each platform, do your research and use analytics to your advantage. Above all else, remember that your content should be engaging, enjoyable, and tailored to the platform. Most importantly, don’t forget to have fun with it - after all, that’s part of what makes social media so great!
We know creating and optimizing product videos for social media requires a bit of finesse, but with the right approach (and the right team), you can create content that stands out from the crowd and drives conversions. Like really leaning into the TikTok and Reels style trend with our Vertical Video Pack.
Ready to create video content that keeps customers coming back to your store? Book your virtual product shoot with us today!
