Short video formats: how to perform on social networks | Responsive

Each network has its own format, but it is now commonly accepted that short formats are preferred on social networks, with the notable exception of YouTube, which is a video platform, before being a social network...

30 seconds to 1 minute flat!

Depending on who you are talking to and the goal pursued (membership, sale...), the formats, and especially the network to be preferred, may vary. The important thing is to create attractive content to arouse the interest of the public. However, video, and rather short in length, is by far the most engaging format on social networks.

Naturally, audiences tend to get carried away by a video. Where we are reluctant to read a long explanatory text, we like to watch a tutorial that goes straight to the point, a video that is a bit quirky and very dynamic... On Facebook for example, 80% of Internet users prefer to watch a video rather than read a text. The recommended duration is 30 seconds to 1 minute.

Put all the chances on your side

So you have to be concise, and capture attention as soon as possible. The first 15 seconds (which may even be the only 15 seconds...) are therefore decisive. Instead, bet on a charismatic actor, and favor close-ups to generate emotion. Use attractive colors and clearly visible texts. You have to understand without the sound, but the Internet user is happy to put the sound back on when he can! So, make a soundtrack anyway. For your intro, keep in mind that the Internet user must understand the subject in a few seconds: no long jingle, therefore, with the brand name or other.

As much as possible, it is advisable to chapter your content in such a way as to offer several videos of very short duration, rather than a single longer one.

And what if my content doesn't lend itself to a short format at all? What if I have too much to say, and I can't prioritize or sort the information under two minutes? Some videos, because they create an atmosphere, have a complex narrative, and cannot afford to be only 30 seconds long. You can choose to go for a longer format, but in this case make sure you have a particularly catchy start.

A format adapted to the platform

The best solution is still to take the platform into account. You can allow yourself a long version for YouTube, but plan a short version on Facebook. For your short version, two solutions are then available to you: the teaser or several pellets with extracts.

For example, Reactive Production broadcast a 1 minute and a half long format for each episode of the web series. Coach Issa on YouTube and two to three short formats on Facebook. And for some episodes we discuss more specific topics for a smaller audience. Steve Legros, Marketing and Communication Manager at Fastt, highlights that” temporary workers are a very heterogeneous community. This ranges from a building handler to a person who works in commerce, including the food industry. Their problems are therefore very diverse, and we must absolutely avoid drowning them in a flood of useless information. This is why we choose to operate, for certain problems, by highly targeted pellets ”. The web series has exceeded 2 million views since its launch in March 2019.

So, favor the short format on social networks? Yes. Imagine a concept that works in a short version for Facebook or Instagram, and you can afford a longer format for YouTube, especially if you already have a solid audience on your channel.

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