Best Practices for Video Content

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.

2022 Video Marketing Statistics by Wyzowl found that:

  • 94% of marketers say video has helped them increase understanding of products or services.
  • 88% of people say they've been convinced to buy a product or service by watching a brand's video.
  • 87% of marketers say video has helped them increase website traffic.

It pays to invest in video, but make sure you follow best practices.

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.

According to a study conducted by Wyzowl, 86% percent of marketers claim using video has increased traffic on their sites. Moreover, 79% of consumers admit they've purchased from a brand after watching their videos. It pays to invest in creating videos!

The most commonly created types of video are explainers or videos that tell people about your business, but other types of content are used widely for an ever-increasing number of goals (Wyzowl).

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 (State of Publishing).

Be Flexible

Video content dimensions and resolutions differ across social media platforms Make sure your content accommodates specifications for each platform to avoid pixilation, 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 1080x1920 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 (SproutSocial).
  • 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

Most videos on social media are viewed without sound (Meta), which means it's essential to convey your message visually. Showing captions, logos, and products communicates your message in silence (Meta). 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 is 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.