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Best Practices for Video Content

Updated: Jul 25, 2023

Online video content has increased in popularity among marketers and customers over the last few years, making it easy for businesses and non-profits to communicate and connect with this format.

79% of consumers admit they’ve purchased from a brand after watching their videos. It pays to invest in creating videos!

Need a jumpstart? The most commonly created types of video are explainers. The purpose of these videos is to educate viewers. For instance, if you offer family law services, you could produce video content that explains the services you offer regarding family law. You can then use these videos on your website and social media channels. Maximizing the potential of your video content and building a strong connection with your audience.

86% percent of marketers claim using video has increased traffic on their sites.

Let us help you reach your goals with video content by sharing some best practices.

Tell a Story

Storytelling is one of the most effective ways to communicate a message. When making video content, always make sure you emotionally connect to your audience while telling them about your business and its products or services.

Be Flexible

Video content dimensions and resolutions differ across social media platforms. Make sure your content accommodates specifications for each platform to avoid pixelation, part of the video getting cut off, and all those pesky issues that detract from your brand and story. Here are the latest specs:

  • Tik Tok, and YouTube Shorts: Use mobile format dimensions of 1080×1920 and aspect ratios of 9:16. With a maximum video length of 60 seconds.

  • Facebook: Recommended video dimensions of 1280 x 720 for landscape and portrait, aspect ratios of between 9:16 to 16:9, and a maximum video length of 240 minutes.

  • Instagram: Dimensions for video feeds are 1080 x 1080, a square aspect ratio of 1:1, and a maximum video length of 10 minutes.

  • Instagram Reels: Use a mobile format with dimensions of 1080 x 1920, aspect ratios of 9:16, and a 60-second maximum video length.

  • Twitter: Use 1200 x 1200 dimensions with an aspect ratio of 1:1, and a maximum video length of 10 minutes.

  • Linkedin: Square dimensions of 1080 x 1080 are recommended, with an aspect ratio of 1:1, and a maximum video length of 10 minutes. (They do support 9:16 ratios but will put padding on the sides, so it may not be the best look and the reason we highlight flexibility in video content.)

Design For Sound Off

Over the past few years, the way viewers consume social videos has varied depending on the platform. On Instagram Reels and TikTok, audio is an integral part of the viewing experience. However, on Facebook, it's recommended to assume that most videos in the mobile feed will be viewed without sound, so it's crucial to convey your message visually. A few ways to convey your message visually are by showing captions, logos, and products. This also makes your video more accessible for people who have disabilities.

Use Relevant Audience Data

Look through previous content, platform analytics, and performance analytics to see what content got engagement. Use what you know about your audience's behavior to create video content that appeals to them.

Avoid Creating Content Because It’s Trendy or Going Viral

If there’s a trend out there that ties in well with your brand, by all means, jump in on it! We recommend making sure it’s connected with your brand values and purpose, so it resonates with your audience and builds your community.

How do you use your video content?

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