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How Long Should Your Next Social Media Video Be?

Videos are now an irreplaceable part of every marketing strategy. It became the most popular content choice among online consumers today. During the outbreak of the COVID-19 pandemic in 2020, modern consumers have increased their online video consumption by 96 percent. Today, an average person spends 100 minutes watching online videos per day. By 2022, Cisco predicted that online videos will cover 82 percent of internet traffic. This is 15 times higher than it used to be in 2017. 

A digital marketing speaker Hong Kong, around 54 percent of consumers expect to see more videos from brands and businesses they support. It is because they retain more of the video messaging than any other type of content. No wonder, 84 percent of people have been convinced to buy a product or service after watching a brand’s video. 

Marketers who use video as part of their ads and campaign strategies have grown their revenue 49 percent faster than non-video users. Through videos, a brand or business can get 66 percent more qualified leads every year.  This may be the reason why 86 percent of businesses today employ video as a marketing tool. 

Video is a great marketing solution. But like other types of content, they evolve, and their consumption changes. As human attention becomes more selective, how long should your next social media video be? We’ve got you covered here!

Facebook

The ideal video length for both an organic or paid Facebook video is 15 seconds. A social media agency Hong Kong recommends keeping your Facebook short and sweet as much as possible. A Facebook video with a length of 2 minutes has often seen great engagement. The longer your Facebook video is, the more dramatically its engagement decreases. Facebook has several types of videos. These include: 

  • Facebook Reels that can last between 1 to 60 seconds. Please note that this format is still under testing.
  • Facebook Stories that can last between 1 to 120 seconds.
  • Facebook In-Stream that can last between 5 seconds to 120 seconds.
  • Facebook Feed videos that can last up to 240 minutes.
  • Facebook Marketplace videos that can last up to 240 minutes.
  • Facebook Search Results videos that can last up to 240 minutes.

When it comes to a Facebook live broadcast, the limit is 8 hours. Facebook algorithms favor videos that are directly posted within the platform. So, to get better engagement and reach, be sure to post your videos directly on Facebook. 

Instagram

Instagram typically supports short video clips. It is because the social media network is originally a photo-sharing platform. It is only last 30th of June that Instagram Chief, Adam Mosseri, announced that Instagram is switching to a photo and video sharing platform. The ideal length for an Instagram video is 30 seconds. It is important that the videos you upload on Instagram should be visually appealing. Like Facebook, there are several types of videos on Instagram. These are:

  • Instagram Video Feed that can last between 3 to 60 seconds.
  • Instagram Video Feed Ads that can also last between 3 to 60 seconds.
  • Instagram Reels that can last up to 30 seconds.
  • Instagram Stories that can last up to 15 seconds.
  • Instagram Stories Video Ads that can also last up to 15 seconds.
  • Instagram TV or IGTV can last up to 10 minutes for regular accounts and up to 60 minutes for large verified accounts.
  • Instagram live streaming allows a limit of up to 4 hours. 

If you want to level up your videos on Instagram, be sure to take advantage of hashtags. The platform allows the use of 30 hashtags on regular posts and 10 on Stories. But don’t overdo it. Only use relevant hashtags to boost the engagement of your videos on Instagram. Looping videos are also a great feature of Instagram. They can keep your audience engage and lengthen their viewing time. 

YouTube

YouTube is the largest video-sharing platform in the world. As such, it is well-known for longer video content. The ideal video length for YouTube depends on the category of the video and the type of audience you are targeting. 

A video marketing agency Hong Kong notes that YouTube can accommodate long-form videos of up to 12 hours in length. This is equivalent to 256 GB of data. YouTubers may see videos longer than 12 hours. But these are the older ones. The 12-hour limit has only been imposed recently by YouTube. Among regular YouTube videos, shooting for 7 to 15 minutes is the best-performing ones.

When you are using videos on YouTube for marketing purposes, videos that are no longer the 2 minutes offer the best results. There are several types of video ads on YouTube. These are:

  • Bumper Ads are non-skippable video ads that last up to 6 seconds.
  • Non-Skippable video ads that can last between 15 to 20 seconds. 
  • Skippable video ads that can last between 12 seconds to 6 minutes. 

Reference: https://bemarketing.com/social-media-video/

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Rethinking Your Facebook Ad Strategy Without Apple Data

To the dismay of many global advertisers, Apple implemented a significant privacy update last April. It is the need for iOS apps to request the permission of the user of an iOS device to allow data tracking. This is via the use of Apple IDFA.

digital marketing speaker Hong Kong notes that the majority of iOS users opted out of data tracking. Such a scenario has significantly affected social media analytics, especially the most frequently used Facebook insights. That is why the platform openly opposed the implementation of Apple IDFA.

As Facebook has been affected by Apple’s data privacy update, so are small businesses that are marketing within the platform. The limited data access from their target audiences calls for a change in their ad and campaign plans. If you are rethinking your Facebook ad strategy without Apple data, here are some ways you can do this, according to a social media agency Hong Kong

TARGET BY CHANNEL

An advertising channel is a medium used by brands and businesses. In Facebook, these can be through chats, email, product tags, videos, etc. A video marketing agency Hong Kong noted that the best way to strategize Facebook ads is through video marketing. It is the best tool to raise brand awareness.

  • An average internet user spends 7 hours a week watching online videos.
  • After watching a product video, 74% of viewers have downloaded an app or software. 
  • Email campaigns with a Facebook video ad boost open rates by 19%, click-through rates by 65%, and leads by 66%.

One pro-tip to target audiences by channel on Facebook is using a unique coupon code. For example, if you run a Facebook video ad with a unique coupon code that can only be used within the platform, it will be easier to track the sales coming from such a coupon code. As such, you can collect insights about the Facebook users who redeemed the unique coupon code. Moving forward, this can be a basis for rethinking your Facebook ad strategy without Apple data.

TARGET BY DEMOGRAPHICS

One good thing about Facebook is that it already has a record of demographics in the absence of Apple data. Once a user registers for a Facebook account, the age, gender, and location of the user are basic information that they need to fill up. With these demographics on hand, brands and businesses can rethink their Facebook ad strategy by targeting through user demographics.

Millennial brands can target audiences who are 25 to 40 years old. Businesses offering female products and services can target female Facebook users. Local shops can target users based on their location. It may be broad to target by demographics. But with the absence of Apple data, these targeting elements can be very effective in converting Facebook audiences who will most likely need your offers. 

TARGET BY LOCATION

Target by location is a Facebook Ad strategy that is like the traditional billboards. Billboards are typically placed on key areas of the city where traffic is high. Exposing the product to such high traffic has a great potential to boost discovery and sales. Facebook Ad Manager allows targeting ads per location. For example, a brand or business may want to target New York to promote its products and services. After a month or a quarter, you can measure sales in the area to see if your ads have a good return on investment (ROI).

Modern consumers commonly search for products and services available near their location. It is because of the convenience to pick up the items or the cheaper delivery costs. If you are rethinking your Facebook ad strategy, targeting audiences by location can be an effective plan in the absence of Apple data.

TARGET BY TIME OF THE DAY

Studies showed that the best time to post on Facebook is between 1:00 PM to 3:00 PM on a Thursday or Friday. During these times, a majority of Facebook posts received a lot of engagements such as comments, likes, and shares. This principle is the same idea used when targeting Facebook audiences by the time of the day. Even without Apple data, such a strategy can yield positive results in boosting awareness, conversion, and reach.

According to experts, the best time to promote your products and services on Facebook is between 8:00 AM to 12 Noon on weekdays. These are the times when people are most actively searching for products online for personal and work use. Most people devote their time online in the early part of the day. After lunch, they are commonly covered up finishing important tasks that they need to do before the day ends. So, it is pretty simple. Targeting by the time of the day ensures that you’ve got good traffic to expose your Facebook ads. It no longer needs Apple data to be effective.

Reference: https://www.socialmediaexaminer.com/facebook-ad-success-without-apple-data-rethinking-your-strategy/