Video Marketing

5 steps your competitor takes to beat you with video marketing

With Facebook Watch, everyone could stream the 2018 Oscars’ Red-carpet and backstage event for free and continues to look at ways to expand its free video content. And With Facebook recently announcing big changes to the way it presents videos it only becomes more and more important to have the right quality of social media posts that include video content.

A couple of key trends have appeared for 2018 and you should definitely follow them in order to keep your engagement up, and your marketing spending positive.

Marketing blogger  Kaisha-Dyan McMillan has five good starting tips for videos you should be using right now.

Square format

The standard 16:9 aspect ratio carried over from television advertising has slipped as the preferred format for social media video content posts. Made popular by Instagram and Snapchat, the 1:1 square format is becoming the orientation of choice, and this is the primary reason: it takes up more space.

Landscape videos are wider than they are tall, and viewers often have to change the position of their device for the video to fill their entire screen. Because square videos are as wide as they are tall, they take up the majority of a smartphone or tablet screen without the added step of the viewer having to reorient their device.

The square size also covers a reported 78% more real estate in a social feed, which translates into better overall user engagement. Within those critical first ten seconds of a video, 1:1 videos outperform traditional 16:9 videos by 54%, and viewers are 67% more likely to watch a square-oriented video to the end.

Subtitles for silent viewing

Brands post videos onto social media with the intention of engaging as much of their audience as possible, but not all viewers are in a position to hear the audio. Environmental factors could impact the viewer’s ability to listen – they may be at work, on a crowded train or in line at the grocery store. But there is also the reality that some in the audience could be deaf or hearing impaired, with a reported 13% of people in the U.S. aged 12 and over experience some hearing loss in both ears.

Adding subtitles to your video is a simple way to make your content more accessible to viewers, regardless of environment or circumstance. Brands that ensure anyone can enjoy the content without the audio also unlock the potential for more views.

And on social platforms where the video content AutoPlays the moment it’s in the user’s line of sight, subtitles have the potential to hook the viewer during those critical few seconds at the beginning of a video, increasing the likelihood they’ll keep watching to the end.


Social media’s impact on marketing is a reflection of changing consumer expectations. Customers want their favorite brands to provide experiences, and their signing on as fan or follower on social media doesn’t mean they are looking to be reminded multiple times a day about products for sale. They want to know what the brand is about, which is why companies are expected to engage directly and often with their customers through content that offers insight into the brand, as opposed to delivering a hard sell.

The boundless creativity that’s possible through video makes it the perfect medium for conveying authenticity.

Through a well-executed video, brands can tell an entire story:

A brand can engage customers by posting content that’s timely and relevant:

Another way to be authentic is to invite viewers to discover more about the brand:

Videos can help establish a truly authentic brand presence, and as a result, fuel customers’ ongoing interest in following and engaging with a company.

Live streaming

A live streaming video on social media can make an immediate impact on a brand’s audience, delivering an ‘in-the-moment’ experience to those fortunate enough to view the content in real time. The launch of Facebook Live in 2015 was originally for celebrities only before being rolled out the following year to anyone with a profile, and in just a few short years 78% of online audiences now watch videos on Facebook Live.

With live streaming video brands can interact with fans by making announcements, sharing behind-the-scenes access, and answering their questions in real time, delivering the authentic experience that consumers expect. And it pays off in the end: due to the exciting nature of live content, people spend 3X more time viewing a Facebook Live video versus watching a video well after it aired live.

Explainer videos

The cost of producing explainer videos – video content that explains a product or service in less than a few minutes – may have prevented marketers from using them in the past. But advances in technology make it possible to create a high-quality explainer video using the camera and software on the phone in your pocket.

Explainer videos don’t have to be long, overly complicated or produced by the world’s premiere indie film director. They only need to share something substantial with the audience in a compelling, accessible way, delivered in a visual package that can be created using the technology most people already have.

An explainer video is an excellent way for a brand to tell its story:

Explain a concept:

Or demonstrate how to do something:

Consumers can’t get enough of video content, and marketers are getting the picture. By developing a marketing strategy that embraces video content and includes these five trends, brands have the perfect outlet for engaging audiences in the format they prefer.”

All-in-all these are some quick and easy tips that you should make sure your marketing department is using to maximize its exposure on social media.