The verdict is out: shorter video on social usually performs higher. While there’s undoubtedly a spot for long-form content material on social media, the usual rule of thumb is that shorter movies (a minute or below, if not thirty seconds or much less) will probably be most impactful and obtain the very best viewer retention charges.
This means, of course, that you simply want a lot of tremendous quick social movies to maintain your model related in your viewers’s thoughts and preserve engagement.
When a lot of shoppers come to us, they initially aren’t all the time fully certain what this appears like, however nice examples are usually straightforward to search out. In this model video breakdown, we’re going to take a detailed have a look at how the well-known Oreo model makes use of bursts of tremendous quick social movies and how one can adapt the identical technique on your model, too.
The Brand: Oreo
I’m pretty sure that the overwhelming majority of our weblog’s readers will probably be not less than considerably accustomed to the well-known chocolate-on-the-outside-cream-filling-on-the-inside cookie that has been round because the early 1900’s.
Here’s what’s nice about Oreo although: Even although they’ve been round a really very long time, this firm has readily and quickly adopted to advertising developments all through historical past. It possible helps that they’ve definitely received monumental advertising groups and glorious strategists, but it surely’s nonetheless price noting as a result of not all massive manufacturers essentially really feel the necessity to hold folks constantly engaged the identical method this firm does.
Customer engagement has lengthy been a giant focus for this firm, which is why we see campaigns like their present Mystery Flavor, which requires customers to style the cookie after which see if they will guess the flavour of the cream filling for the possibility to win $50,000. They’ve additionally run a #MyOreoCreation problem, rewarding one consumer with $500,000 for creating a fantastic oreo taste mixture and producing hundreds of UGC posts and movies.
In order to maintain their viewers engaged frequently, although, Oreo is utilizing bursts of tremendous quick however tremendous enjoyable movies to maintain folks engaged on a number of platforms on social, which works properly by itself and strengthens its greater campaigns. Let’s have a look at this particularly.
Short and easy typically works greatest in the case of video advertising, and that’s one thing that Oreo has on lock.
There’s another factor they do, nonetheless, that extra manufacturers must work on: Their movies are numerous.
They adapt their video content material to every platform as needed, exhibiting a powerful understanding of which viewers niches are hanging out on which platforms and the way they’re utilizing every one. They’ve received enjoyable product movies that should stand out within the feed, although they’re extremely easy, they usually don’t come throughout as too-salesy as a result of they’re entertaining and visually fascinating.
They’ve additionally received how-to content material specializing in recipes for utilizing their oreos that they share on a number of social websites (together with Instagram and Pinterest), encourage customers to buy the product, they usually’ve received every part from UGC to contest promotion content material.
Then, on prime of all that, they’ve additionally good the feel-good content material that individuals like to share, exhibiting glad children and households dunking the cookies right into a glass of milk. In some circumstances they add influencer advertising into these movies, too, for some further visibility.
All their movies, although, are quick– and there’s lots of them. They’re utilizing the scale-oriented technique that we frequently talk about right here on the Shakr weblog, counting on short-enough-to-get-views however frequent-enough-to-stay-relevant movies to maximise their engagement on social media.
Note that this doesn’t imply that they’re solely creating video content material; the movies are blended in between much more image-oriented posts. The movies are frequent sufficient, nonetheless, that they assist seize consumer consideration in in any other case static feeds and might help the model bump up its placements within the algorithm.
How To Adapt This Strategy For Your Brand
Oreo is a giant firm, they usually’re almost assured to have monumental advertising groups. That doesn’t imply, nonetheless, that this technique will solely work for them, as a result of that’s simply not the case.
We created Shakr in order that we might assist even the smallest manufacturers shortly create top quality, participating movies that really feel personalised to your viewers and that scale properly. You can take a single video template, add some clips, and make small tweaks to have three totally different movies in a matter of minutes. There’s a cause we’re all the time speaking concerning the highway to 1000 movies in a yr, and it’s as a result of an unprecedented quantity of movies at the moment are wanted greater than ever earlier than.
To get began, map out a number of easy concepts of differing kinds of movies you would possibly wish to create. This can embrace the next:
- Fun product movies
- Video tutorials and how-to content material
- Brand-building content material
- Sales bulletins
- UGC contest bulletins
- Hashtag marketing campaign content material
Once you do that, accumulate a quantity of video clips and pictures, creating new ones if it’s essential. Graphic design software program like Snappa might help with this, and growing numbers of advertising movies at the moment are shot with iPhones, so don’t get intimidated right here. You’ll possible be capable of use many of the pictures and video clips a number of instances over in several combos to create a big quantity movies shortly.
The last option to actually succeed with this technique is use social media scheduling software program like Agorapulse (pictured under), Sprout Social, or Hootsuite. Once your movies are created, add a fair combine of the differing types of content material, with a minimal of one video per week per platform, not together with Stories content material (which ought to use video each different day at minimal).
This will hold your posts organized and make sure you’re getting essentially the most out of the video content material you labored so laborious to create.
I’ve typically heard a number of small companies and shoppers specific that they want they might use a big-business technique and execute it themselves. Sure, you could not be capable of drop 2M on an influencer on your commercials, so there are limitations in advertising, however social video advertising isn’t one of them.
Social video advertising is accessible, it simply must be scalable, too. The proper instruments and techniques are key right here, so perceive what your viewers wants, get your content material prepared, and begin creating and publishing.