Increase Engagement

Video Optimization Essentials


100 Million hours of video are watched each day on Facebook, and that’s only expected to grow. No brands can afford to not be part of that.

Are you ready to expand your video marketing strategy? With so many channels through which to feature your video assets, how do you do it efficiently and effectively?

Put your best foot forward

Most video is consumed via mobile. Scrolling through long feeds means that you have, at most, a few seconds to get people to pause and play your video.

share of time spent on social media
Picture credit: eMarketer

It’s estimated that 47% of the value of a video is within the first three seconds and skyrockets to 75% within the first 10. Marketers have reshaped how they think about video assets when it comes to social channels.

Don’t be afraid of portrait orientation

Depending on the content and the channel, a portrait orientation may stand out. This is especially true in mobile feeds as most people hold their phone in portrait mode; relieving people of rotating their phones to watch your video may be rewarded.

For instance, the International Space Station posted a launch video on their Instagram page. There’s a lot to see and a space rocket is tall – a portrait orientation made sense because it gave more screen real estate to showcase the content.

Silence is golden

Video that autoplays when the video is visible on the screen often does so without the sound. Users have the option to turn on the sound but most don’t. Many brands use subtitles but making sure your message can be conveyed without sound is crucial to the success of the video.

Account for disabled autoplay

While autoplay is the default, this can be disabled. Setting an effective thumbnail will be key, in this instance, to playing the video. Refer to the International Space Station video above. Instagram does not autoplay that video but the first thing users see is a rocket – it’s clear what will be in that video.

Go Native

You may have a gorgeous, professionally-produced video sitting on your You Tube channel that you embed in your website. So just share that link on Facebook, right? Wrong. Facebook’s algorithm favors video that is hosted within Facebook.

emarketer facebook video performance