As way of introduction, we’d like to start with a few striking video marketing stats. Did you, for example, know that…
In this ocean of videos – and if you’re neither Coke nor Netflix – how can your brand get the attention it deserves? There are an array of factors to take into consideration when making a video for a social media platform – as you need to think about what will make your video successful, or shareable – such as video type and content, format, length, captions, CTA, to name a few.
In this post we’d like to focus on a specific factor/feature we haven’t touched before, Square Videos. Why?
Square videos are definitely worth a post on our blog… Here’s why!
A recent study by VentureBeat unveiled that Facebook now boasts 2 billion mobile daily active users – that’s a 22% increase year on year! And this means that over 92% of Facebook users access it via a mobile device, making it crucial for businesses to optimize their content for mobile users.
This tremendous shift from desktop to mobile has been accelerated by social media platforms. Brands and advertisers need to understand and master the marketing strategies and tools that are specifically adapted and designed for mobile audiences.
A survey by Animoto unveiled that square video outperformed landscape video on each social media network in terms of video views, completion rate (% of times the video played to the end) and engagement (likes, comments, shares, etc.). This is hardly surprising when you consider that square videos take up 78% more space in the mobile feed! We don’t mean to ramble but just want to make sure that this sinks in…
In some cases, square video resulted in 30-35% higher video views and an 80-100% increase in engagement.
In terms of engagement, experiments by Animoto revealed that square videos are much more price-efficient than landscape videos. It costs 7.5% less to get someone to engage with square video on Facebook, and a substantial 33% less to get someone to engage with square video on Instagram (fewer views needed to get people to engage).
Users also happen to watch more of a given brand’s video on social media. Meaning that the more video content the better! It’s a virtuous circle.
Square and landscape videos can help achieve different goals on different platforms or distribution canals. So, when you’re brainstorming to make a marketing video, which one do you choose over the other? And when is it a good idea to create both?
Square is the recommended format of Facebook and Instagram, simply because square videos take up so much more space on a viewer’s news feed – OK we are rambling – making them look more appealing. They get viewers’ attention, and viewers are in turn more likely to have them engage with it.
Too simplistic an argument?
Buffer ran a variety of ads on their social media accounts, including square videos, landscape videos, and landscape videos letterboxed into a square player. Brian Peters, Digital Strategist at Buffer, said that “both square video and letterbox video (1:1 format) outperformed landscape video when it came to average engagements, views, and completion rate (%) – particularly on mobile devices.”
BuzzFeed found that 75% of their most shared videos over a one month period were square. As consumers become more used to not having to rotate their phones to watch videos clips on natively vertical platforms such as Instagram, Vine and Snapchat, that expectation now extends to other platforms. Viewers don’t want to have to tap into full screen and rotate their phone just to watch a video that’s just a few seconds long.
Square videos seem to be best suited to social media platforms (Facebook, Instagram, Twitter and Pinterest), where an eye-catching video ensures greater engagement.
As is the case with any type of marketing material, one of the first questions to ask yourself is “How and where people will be watching?”. If the answer is computer or television screen, landscape just makes more sense.
Also bear in mind that a lot of non-social platforms simply don’t support square video formats. Many websites and blogging platforms will cut off part of your square video so that it’ll fit into a landscape player.
What about YouTube? The primary YouTube player is landscape so you should stick to landscape, or your videos will be displayed with black bars on the sides. However the company did recently announce that their mobile app will soon support square video viewing. Watch this space!
Create both square and 16:9 videos when you are planning for a cross channel distribution. Let’s say you’re working on an awesome About Us video that you are planning on sharing on your website — and promote on social media to convey a crazy cool image of your brand. What do you do then? Well, you make two versions!
What’s not to like about square videos? They are eye-catching little gems with the ability to have engagement go through the roof – provided that all the basic elements of a successful video are in place:
Does your marketing strategy involve social media? If so, we would suggest you give square video a shot. At WVA, we are currently working on some exciting square video projects for well-known brands – we’d love to share some insights with you and see if we can help support your social media campaign. Feel free to get in touch to discuss this further.
Credits: bufferapp.com, animoto.com, adweek.com, newswhip.com, venturebeat.com