One Size Fits All? Not Video...
When you spend time and money on a video that perfectly presents your business, you’ll naturally want to make sure it’s seen by as many potential customers as possible. The temptation, then, will be to simply share the same embedded video from your website landing page to YouTube, Facebook, Twitter and each social media channel exactly how it is. The message is clear on one platform, so surely it will work across all applications, right…?
As you might have guessed, multiple sharing of the same video is not the way to go. Each platform will require something different from its videos, from the content and duration, to how your call-to-action (CTA) is likely to appeal to the different audiences you encounter.
This is actually a relatively inexpensive way to make sure that your investment is effective wherever it’s posted. Rather than creating different videos for Facebook, Twitter, and YouTube, you can instead produce different edits of the same video to suit the needs of each of these platforms.
When you break down the target audiences for each platform, it’s easy to see why mass reposting of the same content is unlikely to meet the expectations of everyone. On a website landing page for instance, you have pre-qualified traffic. They’ve manually clicked through to your website already (organically, socially or through a paid ad), so you know they have at least some interest in what you have to offer. The people who are viewing the video are there for you, understand what you’re selling and just want to find out more about it. Thanks to this, you can afford to have aslightly longer video, perhaps up to two minutes. You can add plenty of CTAs throughout, and direct the viewer anywhere across the website with ease.
Try these same techniques on Twitter or Facebook, and you’ll likely be massively underwhelmed by the response. Social channels are about immediacy, so cutting the video down into a much more concise, yet still informative piece is vital to gain any sort of retention. Remember too that, thanks to auto-play, your video will be silent unless someone explicitly clicks on it. How will your video stand up in the silence? In-video CTAs are currently removed from social media, so if the end goal is to get the viewer back to your website then your end-of-video message needs to be persuasive and decisive about where they need to go or what they need to do.
So to reach as wide an audience as possible, it’s crucial that your video meets the requirements of every platform. Maintaining a consistent message should always be at the forefront of your mind, but amending how that message is presented can mean the difference between success on a single platform and directed, multi-source traffic from across the web.