Long life milk? No, long life video!

A lot of effort goes into making a video.

Even the simplest format requires thought, editing and refining.

In looking at various reports, a high percentage of engagement on social platforms takes place within hours of posting and tapers off shortly after. Here’s a breakdown.

• Twitter content has a half-life of 2.8 hours [via Bitly].

• Facebook posts receive 75%t of total engagement within five hours [via Wisemetrics].

• Pinterest Pins acquire 40% of total clicks within the first day of publication, and 70 percent by the end of day two [via Piqora].

Good video can have a life beyond the initial rush of viewers, likes and subscribers.

Providing the content is still relevant and not out of date, a video can still attract viewers and engagement and add value to your business for years to come.

Data shows that a video will receive 10% of total shares within two days,

50% of shares within the first three weeks,

66% in the first three months.

The remaining 34% is ongoing as more web users discover the video in search, on social, and via email.

Videos can and do date and it would be advisable to remove it or archive it to a playlist of older videos on YouTube. You may want to add to the description that some of the information contained in the video is out of date.

A video is for life, not just for the short term.

So here are four things you should be doing to keep your video content working for you.

  1.  Regularly review your video content on your YouTube Channel and website.

2. Are there videos you can re-use or freshen up?

3. Are there any videos that should be archived or removed? (Particularly on your website)

4. If older videos are still attracting viewers, look through the analytics and      see what you can learn about how your content is performing.

 

Let’s talk how together we can create great video content and how you can make the most of the content you already have.

email: gordon@makingvideowork.com or call 07973 567824

 

Three reasons I hate using Instagram for video and three reason I’ve come to love it

Let’s be honest, you have a lot of apps on your phone you never really use. Instagram was, until recently, one of those. It was there but largely ignored. I posted the occasional photo and at least three people liked it. Three people! Very occasionally up to ten people liked a photo and they were definitely not family. I definitely never posted video to Instagram.

All that has changed.

To explain, here are three reasons why I don’t like it and three reasons why I have come to love it.

Three reasons why I didn’t like Instagram for video.

1. Square format. Which is great for photos but as a video format I, and many other video professionals, hate it. Every time we see a video shot in portrait mode a little something dies within any self respecting video pro. You can of course get round this and shrink your wonderful widescreen video to fit but then it is so small you can hardly see it.

2. You can only post from your phone. Instagram has resisted the calls to allow people to post to it from programmes such a Hootsuite and Buffer. The only way to post is via your phone. Which means anything created outside of your phone has to be transferred and then downloaded. Not exactly the end of the world but it adds a few more steps to the creative process.

3. Video is only a minute long. Not so long ago it was only fifteen seconds so a minute is great improvement. So anything over that and it requires re-editing to post to the app.

Three reasons you should use Instagram for video.

1.  Hashtags. These have been a feature of social media for ages. Some research indicates that posts with appropriate hashtags do better than those without. Hashtags give you visibility and utilising the popular hashtags gives you an opportunity to feature in Instagram’s ‘top posts’ feature.  From my own experience I have been able to target different audiences using different content simply by using specific hashtags. I have been able to get video views and likes well beyond my, admittedly, quite small bunch of followers.

2. Promotion. Instagram for business allows you to promote your content through the app and through Facebook. So for a small financial outlay you can boost your content and gain more viewers and likes. As your views increase through paid promotion so will your organic views. Views bring more views. Faced with a choice between a video with 100 views and one with 1,000 which one are you going to choose? Which one will you see as more popular and thus worth watching? 

 

This is a video I shot for my Five Thoughts For Thursday Blog. Using the appropriate hashtags, promotion through my own social media channels and some paid promotion through Instagram and Facebook (totally $14!) the video was viewed by almost 9,000 people. It also saw a 30% increase in my followers.

3. Creative problem solving. Back to the limitations of Instagram, the square format and the one minute restriction. If Instagram is going to be a part of your digital mix then you need to bear this in mind in production process. Factor it in to your pre and post production work. It’s much easier to create content to fit the platform if you have thought about it in advance. See the one minute limitation as a creative opportunity. I can even live with the square format, just.

Explore Instagram. Use it for videos. I think you will be surprised.

You can follow me on Instagram for videos and photos, making_video_work

Gordon O’Neill