Video Production for Social Media
As social media continues to take over the landscape of marketing and promotion, the creation of video content for each platform becomes more important and may seem like a daunting task. But don’t worry, we have you covered! With some basic knowledge of video production and time to plan it out, anyone can create high-quality video content for their preferred social media platform. Today we’ll go over essential steps to consider when producing tailored content for various networks like Instagram, YouTube and Facebook. It’s time to grab your camera and start creating captivating videos that people won’t be able to resist.
Types of Social Media Video
Personality Videos
I’m calling it this to avoid the words “vlog” or “influencers” but that’s essentially what we’re talking about. You might be giving news updates on a particular subject (movies, makeup, video production), giving a QnA or giving a tutorial on crafting. The goal is usually to increase your audience and give them content they will enjoy.
Media Marketing and Branded Content
Videos for media marketing and branded content are a perfect avenue to take your marketing game to the next level and promote your company. Not only are they more engaging, but they also have higher rates of retention and conversion. By incorporating videos in your marketing agency’s digital campaign, you’ll be able to showcase your brand’s personality, effectively communicate your message in a powerful way, and ultimately stand out in a crowded market.
Planning your video for social media
Whether you’re promoting a corporate brand or an influencer entertaining your audience, the first key step to creating a great social media video is the planning phase. Sometimes it’s great to film something on the fly to spontaneously post something to your followers, but most of the time it is incredibly helpful to sit down and plan out what you want to do and how you want to do it. The main things you want to think about: what, how, where. First, what’s your video about and what is your goal? Second you’ll need to have the right equipment for the job. Lastly you’ll want to figure out the perfect location to film your masterpiece. Even though you’re just posting this video to social media, paying close attention to these details will separate you from the competition. We’ll help you figure these elements out.
What is your goal with your social media video?
It’s important to really think about your goal when planning your video. Are you trying to boost your brand’s awareness? Drive traffic to your website? Entertain your followers? Knowing your objective will help you tailor your content and make sure it resonates with your desired audience. Plus, it’ll make measuring your success much easier, which will in turn help with your next videos. You should also know who your target audience is. Trend-setting young people? Grandmas that like baby hippo videos? Crypto bros? Knowing who you want to connect with will help guide your social video and posts and could also inform you as to where best you should post your specific videos to reach each demographic.
Even if you already know what your video is going to be, thinking about your goals may change the way you create it or force you the reevaluate your strategies.
Video Production Equipment
Once you know what you’re going to be filming it’s time to make sure you have the right equipment for your video production. The type of equipment you use can make or break the quality of your video content. Investing in a good camera or smartphone with a high-quality lens can take your videos to the next level. Additionally, invest in external microphones and proper lighting to enhance sound and visual appeal. Don’t forget to use a stable tripod or gimbal to ensure a steady shot. Take a look at other videos posted on social media. When attention is paid to the picture and sound quality a video can really stand out above the rest.
Camera
When it comes to social media video productions, you want a camera that’s lightweight, easy to use, and produces high-quality footage. While using a high-end camera will always make your footage look amazing, using your iPhone or any other smartphone with a good camera can often create the look you need at a more accessible price. If you’re creating videos for social media on a regular basis, you should consider buying a good tripod to mount your camera for stationary shoots or a gimbal stabilizer for motion. You can find pretty good smartphone gimbals for a relatively great price.
Lighting
Lighting is one of the most important factors to consider when making your videos. After all, the quality of the lighting can make or break the overall look and feel of your video. When it comes to social media video production, you want to make sure that your lighting is bright, clear, and consistent. Whether you’re shooting in a studio or in a more casual setting, taking the time to properly light your scene can make all the difference. Experiment with different types of lighting, play around with light placement, and see what works best for your videos? With the right lighting, your social media videos are sure to shine!
Audio
Your audio is just as important as the visuals. High-quality sound can make all the difference in capturing your audience’s attention and keeping them engaged. Whether your videos are personal vlog style or a fully produced commercial, it’s worth investing in good audio equipment and taking the time to properly mix and edit your sound. There are a lot of great microphones on the market, many that are made specifically for these types of projects. Never rely on your camera or phone’s built in microphone. It may sound okay for certain projects but eventually you’re going to want to up your game.
Where should you shoot your social media video
I just want to talk about location because it’s a pet peeve of mine when watching vlog format videos. Please don’t post a video that looks like a bad Zoom call. Take a moment to think about your background. If you’re creating a lot of content in the same format, consider having the same background every time, either with a nice backdrop or do a bit of production design for your space. This space is your set, just like a film or TV show; create a look that you like. It may seem like a small thing, but take our word for it, but a bad background will stand out more than a good one.
Tips for Social Media Platforms
There are so many social media platforms and by the time you read this there will probably be a ton more so it’s important to keep in mind the various ways each platform is used and how you’ll need to create your videos for each one. Each social media platform has its unique features and strengths. YouTube is ideal for long-form videos, while Instagram works best for short-form, visually appealing quick-hits. Knowing these differences and understanding what type of video content works best for your target audience can help you decide which platform to post your video on.
Below are a few of the biggest (today) social media platforms and their video specifications. We recommend taking some time to see what types of videos are being posted on each platform.
Instagram videos should be vertical. You can post horizontal, but don’t.
- Minimum resolution for all formats is 1080 x 1080
- Recommended horizontal pixel resolution is 1920
- Multiple aspect ratios are supported: Landscape aspect ratio is 16:9, square aspect ratio is 1:1, vertical aspect ratio is 4:5.
- Max file size for all formats is 4GB
- Recommended video formats are .MP4 and .MOV.
- Video length is 3 to 60 seconds.
- Recommended frame rate is 23 to 60 FPS.
(Note: Twitter seems to be in the process of making tons of changes to their requirements. Best to check their site for up-to-date specifications)
- Recommended resolutions are 1280×720 (landscape), 720×1280 (portrait), 720×720 (square).
- Aspect ratios recommended at 16:9 (landscape or portrait), 1:1 (square). 1:1 is recommended as the best route for rendering across devices with the best output.
- Max file size is 512MB.
- Recommended video formats are .MP4 for web and .MOV for mobile.
- Video length max is 140 seconds.
- Recommended frame rates are 30 or 60 fps.
Snapchat
- Recommended dimension is 1080 x 1920.
- Aspect ratio is 9:16.
- Max file size is 32MB.
- Accept video formats are .MP4 and .MOV.
- Video length is between 3 and 10 seconds.
TikTok
- Recommended resolution: 1080×1920
- Aspect ratio: 9:16 recommended to fill a standard mobile phone screen (1:1 with letterboxing)
- Length: 15 seconds recorded in-app, 60 seconds in-app (4 sections of 15 seconds), or over 60 seconds when uploaded from another source
- Maximum file size: 287.6MB
- Video formats: MP4 or MOV recommended
- Recommended video dimensions are
- 1280p x 720p for landscape and portrait
- 2:1 aspect ratio
- Videos cannot be longer than 240 minutes
- Frame rate cannot exceed 30 FPS
- Minimum width is 600p
- Landscape aspect ratio is 16:9
- Portrait aspect ratio is 9:16 (but avoid it when you can)
- Max file size is 4GB
- Recommended video formats .MP4 and .MOV
Stick to horizontal here. LinkedIn is best suited for professional looking marketing and informational videos.
- Minimum file size: 75KB
- Maximum file size: 5GB
- Videos can be uploaded horizontally or vertically
- Minimum video length is 3 seconds and maximum video length is 10 minutes
- Recommend file types: .ASF, .AVI, .FLV, .MOV, .MPEG-1, .MPEG-4
- Video max frame rate is 60 FPS
- Aspect ratio: 1:2.4 or 2.4:1
- Resolution range: 256×144 to 4096×2304
YouTube
- Recommended dimensions:
- 426 x 240 (240p)
- 640 x 360 (360p)
- 854 x 480 (480p)
- 1280 x 720 (720p)
- 1920 x 1080 (1080p)
- 2560 x 1440 (1440p)
- 3840 x 2160 (2160p)
- Minimum dimensions: 426p x 240p
- Maximum dimensions: 3840p by 2160p
- Supported aspect ratios or 16:9 and 4:3
- Max file size is 128GB or 12 hours
- Accepted video formats include .MOV, .MPEG4, MP4, .AVI, .WMV and .MPEGPS.
Editing Your Story
Now it’s time to put your video together. Video editing takes a bit of practice but there’s a ton of different software and apps that will make it easier if you’re just starting out. Once you’ve filmed everything, start by watching your raw footage and deciding what moments and angles you want to highlight. Remember that attention spans on social media are short, so keep your edits tight and to-the-point. Don’t forget to add in some music and graphics to really make your video pop. For most social media platforms you should also consider adding captions, as a majority of people will be seeing your video without sound as they scroll through posts. Most importantly, have fun with it! Editing is all about expressing your creativity and bringing your vision to life.
Build Your Following by Creating an Exceptional Social Media Video
Hopefully these tips will help you as you create and post videos to social media and connect with your audience. Keep an eye on which of your videos are finding the most success and on which platforms. There is a bit of trial and error when it comes to posting on social media and those trends change constantly. What works this week may not work as well next. Make sure you always have your information in your profile on all your social media. When your followers share your videos others will want to check you and your work out!
If you are feeling overwhelmed, a professional video production company can help. We offer production services that can take the burden of creating videos for social media off your shoulders, giving you more time to focus on what’s important to you. Blare Media is one of the leading video production companies in Central California and beyond. Contact us today if you need help with your social media video – we’d love to work with you!
