The future of digital marketing is video

Videos are fast becoming the most effective use of digital marketing. Disseminating your videos, however, can prove to be harder than one would think. There are multiple ways of having videos viewed (mostly through mobile devices, so make sure your videos are mobile-friendly): websites, YouTube, and primarily, Social Media. It all becomes a chain reaction, whether that’s good or bad, it depends on how your digital environment is managed.

I call it a chain reaction because when a user watches a compelling, relatable, or humorous video on social media, they tend to view the profile the video was posted on for more content, and then look for the website linked to the profile.

In saying this, the first thing you should consider is how you’re going to connect to your audience and gain engagement. I say this because your audience uses social media to pass the time, which means they scroll through their news feed mindlessly and don’t realize what they’re missing. All content tends to bleed together.

So, how will your video stand out on the never-ending news feeds of social media outlets?

Well, number one, the length of your video matters more than you would think. Hubspot found that each social media outlet has an ideal length a video should be. The reason why each outlet has a specific time frame is to hold a viewer’s attention longer than the first five seconds. We scroll so fast through our news feeds that we contemplate if a video is worth watching due to its length.


Instagram should be no longer than 30 seconds. Facebook should be at least a minute for general videos, but for ads, the video should be no longer than 15 seconds. However, Twitter has a fascination with keeping updates short and sweet, which applies to videos as well. Staying within the 280-character tweet is difficult when you have so much to say. Now try keeping your video at the perfect in-between of Instagram and Facebook at a tight 45-second video. And YouTube’s maximum length should be for two minutes.

The second thing you should consider when making a video is the content. What message do you want to get across? Is it a message at all or do you want to gain engagement? Whatever it may be, the more likes or shares, the better.

So, consider making your Instagram videos more visual than audio. Instagram is a mobile phone app. Most users tend to have their sound off when using their phones to not be a nuisance to others around them. Plus, if your video is more visual than audio, users will feel inclined to stop and watch. If you start to use Instagram Stories (which you definitely should), there is an image you can attach to your story that says, “Sound On,” forcing users to click their volume button up. If you’re posting a video to your feed, you can always make the caption with a hashtag that says, “Sound On,” as well, if the sound is essential. But, if you can get your key messages on copy through your video, it will be more effective on this social media outlet.

However, Facebook has started to become the place to share videos nonstop throughout the day. The videos vary from dogs, challenges, work skits, the news, and videos that waste time because most people are probably on Facebook to procrastinate. When posting a video to Facebook try to make it witty and memorable. The wittier the video, the more likes, and shares, which creates that chain reaction as mentioned in the beginning.

The fastest way to have your video watched through Twitter is by using the hashtag, #VideoOfTheDay. The video might bleed throughout the rest of the content tagged, but like Facebook, the wittier and visually appealing it is, the more views you will gain.

YouTube, however, is still the most effective video-friendly platform. People spend the most time on YouTube compared to any other platform. So, if your video happens to be a tutorial, an interview, presentation, Vlogs, or merely a way to connect to your audience, YouTube is the place to post your long videos.

Another way to gain engagement is by recording videos on TikTok, or on SnapChat with silly dog filters because it will make the consumer feel like they can relate to you because they too are creating videos with filters that make them laugh. Try spontaneous stories on either Instagram or Facebook because it creates in the moment content. Hold live Q&A’s or ask me anything videos. You can start a recurring video series every week like a Vlog.

Lastly, to gain the engagement you desire, besides the visual and audio effects, you need to remember captions and hashtags. Captions are now a way to help video SEO. Hashtags are a part of captions, also helping with video SEO. Hashtags are the one thing in social media that connects you to videos or posts alike, while also attracting new viewers.

Need more help with your video marketing ideas?

Copy & Art will help produce quality videos for any platform you desire for it to be disseminated to. Contact us to learn more about our expertise. Email hello@copyandartny.com or call (914) 607-7888.

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