Trend of the year — video in social networks: stories, videos in the feed

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Content
1. Why Video Is Taking Over the World
2. What formats are there?
3. Where to start?
4. How to evaluate performance?
Case
The number of videos on social networks is growing rapidly: on average, about 2.4 million posts with videos are published every day, which is 20% more than a year ago.

1. Why Video Is Taking Over the World
Social networks still value high-quality andtelegram cambodia useful content. However, static images are gradually giving way to dynamic ones — it is more interesting to watch the picture change. ‍A constant flow of visual information makes users come back again and again for a quick portion of useful content.
Videos are posted by everyone — both users and brands. This is not just a convenient format for delivering information (sales offer, advantages, positioning, etc.), but also an opportunity to personally meet your target audience. This format creates the illusion of live communication and creates an atmosphere of trust.


Stanislav Kazakov, serial entrepreneur, founder of the BRAND YOURSELF AGENCY project

Due to the ever-growing volume of information, everyone simply does not have time to read a large amount of text, and all that remains is to watch videos. It is video, thanks to its clarity and speed of perception, that allows you to enliven your page on social networks, distinguish you from competitors, inspire trust and increase your expertise in the eyes of subscribers.

2. What formats are there?
Different social networks can use different video formats: looped videos (boomerang), 60-second video post, 360 video, etc. You need to choose a platform and format based on the characteristics of your target audience. Let's look at the most popular video formats for social networks.

Video in the feed
You can post videos in the following formats: 3G2; 3GP; 3GPP; MOV; AVI; WMV; MKV; GIF. These can be horizontal videos (at least 600×315 px, recommended aspect ratio is 1.9:1), square videos, and vertical videos. No more than 4 GB in size; no more than 1 minute in length.

Lifehack! Regular photo content can be easily turned into video using slideshow.

LIVE video
Twitter, VK, YouTube, etc. — all popular social networks today support this format. You can go on air spontaneously, or you can plan LIVE for the future and announce it in advance. Thanks to the ability to leave comments, you can directly communicate with your viewers right during the broadcast.


Yana Yasnaya, personal stylist, founder of the BRAND YOURSELF AGENCY project

Create your own open image and communicate with your subscribers. They should see that you are alive and real. Regularly posting video content in your feed teaches subscribers to expect a new meeting with you at a certain time.

Stories
Don't overlook stories, which allow you to always be in dialogue with your audience. Here are some recommendations:

Don't just post photos in stories. To make stories more interesting, add text to the picture.
Try making stories out of stories — this is great for keeping users engaged. For example, publish 3–5 logically consistent stories.
Use interactive elements (polls, questions) - the more often the audience is involved, the wider the reach.
Successful brands such as Gucci, Adidas, Off-White are going even further, creating their own filters for stories and augmented reality tools.



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The call tracking and end-to-end analytics service will show the effectiveness of each source in terms of “from click to sale”.

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3. Where to start?
As with any marketing strategy, you first need to define your goals and the means to achieve them. Analyze your target audience — determine the main motivators for your users (prestige, novelty, savings, etc.). Based on this information, choose the format of future videos and topics. Create a content plan. You need to think about: the idea of ​​the video; production (location where the shooting will take place); inventory; post-production (editing, special effects, music).


German Antonov, marketer at the marketing agency "TiboMedia"

We are currently seeing three types of videos being shared on social media:

narration (the video includes a person who communicates with the audience);
demonstration (the video shows a product or the result of the provision of services);
informing (infographics, statistics, etc. - video is a beautifully designed text with animation, graphics, and other effects).
Decide what is interesting and important for your target audience to know: useful information, interesting facts, entertaining content. Create what people are interested in. Come up with catchy titles and bright, succinct descriptions that encourage watching the video. Also consider the method of presenting the material, the time of publication and other details.
Experts recommend adding subtitles to videos, as some people do not have the opportunity to turn on the sound while watching.