video marketing

Stay Competitive With A Recruitment Video Strategy

Recruitment videos are part of a landscape that is constantly shifting as new technologies appear and disappear. HR and recruiters are using more and more often along with nontraditional methods like social networking, mobile apps and artificial intelligence for help attracting and enlisting their ideal candidates.

With more than one third of time online spent watching video, it shouldn’t be a surprise that the format is increasingly being woven into the recruiting, interviewing and hiring process. Companies are creating and posting videos to both their own website and platforms like YouTube, Facebook and Instagram where they showcase themselves to their target audience.

Why Are Recruitment Videos Important For Your Company?

Especially when recruiting a younger workforce, a short video can do what more traditional recruitment methods cannot – capture the look, feel and authenticity of a company in a way that intrigues potential candidates. If a picture is worth 1,000 words, imagine how much a recruitment video can say to viewers. Here are six reasons from enterprise intranet company Interact that explain why you should integrate them into your video strategy.

1. A Recruitment Video Will Reach and Keep the Attention of a Larger Audience

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As many companies have already begun to realize, the traditional approaches to recruitment are no longer enough to maintain a competitive advantage. The rise of popularity of multimedia practices cannot be ignored.

According to MPW Digital Media, 59 percent of executives agree that if both text and video are available on the same topic, they are more likely to choose video. Whether it has to do with the importance of mobile technology in the modern world or the notion that the average person’s attention span is always decreasing, the benefit of adding recruitment videos to your video strategy is clear.

Individuals can easily access recruitment videos on YouTube, Facebook and Instagram, which also allows viewers to like and share them – increasing the number of people who will learn about the position you’re hiring for.

2. You’ll Stay Competitive

Because video is becoming such a popular recruiting method, those businesses who don’t incorporate it into their video strategy risk falling behind the organizations that do. Being overshadowed by a competitor can lead to a decrease in your popularity, damage your brand and ultimately increase the risk of losing qualified candidates.

A study by CareerBuilder found that job postings accompanied by a video received 12 percent more views than postings without. Employers also reported a 34 percent increase in candidate applications when they added video to their job postings.

Engaging a candidate with recruitment videos before they decide to apply or accept a position helps ensure that they are invested in their role and also in the company vision.

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As many companies have already begun to realize, the traditional approaches to recruitment are no longer enough to maintain a competitive advantage. The rise of popularity of multimedia practices cannot be ignored.

According to MPW Digital Media, 59 percent of executives agree that if both text and video are available on the same topic, they are more likely to choose video. Whether it has to do with the importance of mobile technology in the modern world or the notion that the average person’s attention span is always decreasing, the benefit of adding recruitment videos to your video strategy is clear.

Individuals can easily access recruitment videos on YouTube, Facebook and Instagram, which also allows viewers to like and share them – increasing the number of people who will learn about the position you’re hiring for.

3. You’ll Appeal to Newer Generations of Talent

The future of the job market is already here. If recruiting the freshest candidates straight out of the talent pool isn’t part of your recruiting strategy, you’re already behind the companies that are.

Embracing the benefits of recruitment videos is a vital part of the process. Millennials age 25-34 spend the most time watching online videos, and men spend 40 percent more time watching videos on the internet than women. This tech-savvy and visionary workforce will expand your growth and drive innovation – if you can capture their attention.

Research on millennials shows that 54 percent of millennials in the United States visit YouTube daily. Combine that with the fact that 100 million hours of video content are watched on Facebook daily, and that Instagram has more users than Twitter among 16 to 44-year-olds, and companies can’t deny that social media and recruitment videos are some of the best way to attract them.

In just a few years, millennials will make up nearly half of the workforce. By 2030, 75 percent. Getting the best of these generations will require meeting them on their ground.

4. You’ll Save Money

In the past, the recruitment and hiring process has been time consuming and expensive. Traditional hiring methods take an average of 45 days for a new position, and cost $1,500 to $5,000 per hire. And if it turns out you’ve hired the wrong person, replacing an employee can cost up to four times their annual salary, with bad recruiting costing companies over $50,000 on average.

Thankfully selection and recruitment processes are changing for the better, and recruitment videos don’t require big budgets and Hollywood production values. You can do it yourself (although we strongly recommend hiring a production company), but the savings don’t stop there. With social media so incorporated into our everyday lives, the distribution of these videos has also become more affordable.

Social video generates 1200 percent more shares than text and images combined. And if you optimize your video for multiple platforms, employees and prospective recruits can view and share it with ease – making for a cost-effective promotion of your company brand.

5. You’ll Find Your Culture Fit

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A Harvard study found that 80 percent of employee turnover can be linked to faults in the hiring process. A majority of these mistakes occur during the interview process. While the majority of interview questions tend to focus on soft and hard skills, the area that covers culture fit is sorely lacking.

Hiring employees that fit well with your company’s culture can produce a higher rate of job satisfaction, more effective job performance and improve the employee experience.  The goal of a strong recruitment video is to show potential candidates what life would be like if they worked for your company. This is a key part of recruitment, and one that is ranging from difficult to impossible to convey over a phone or in-person interview.

Use a recruitment video to capture an authentic display of daily life in your company. Showcase the true feel of the office and turn the location, aesthetics and personalities that make up your organization into selling points. You can include details about the commute, include shots of a typical desk setup and office atmosphere (Is it open plan? Do coworkers gather in areas away from their desks?) and interview potential colleagues and managers for the position in question.

The easier it is for candidates to picture themselves as a part of your company, the more likely you are to attract an applicant that matches your vision and culture.

6. You’ll Increase Your Employer Brand

Your employer brand is, “The way your organization’s prospective applicants, candidates and employees perceive you as an employer.” Recruitment videos are the perfect tool to establish and strengthen yours.

While word of mouth holds a significant amount of power, many people still prefer to see something before they believe it. To show off your positive brand image, use video to showcase your company culture, products and services.

Avoid using overly scripted or staged scenarios in favor of a more authentic result. Highlight the unique aspects of your company using live clips from company meetings, day to day activities and even personal testimonials – anything that takes your company’s personality and makes it look “real.”

Recruitment Video and Your HR Strategy

The long-term success of any organization depends on its ability to find and recruit the best new talent. Recruitment videos have proven to be an effective method of doing just that. As shown above, recruitment videos can capture your company from angles that words simply cannot – showing off culture, employees, authenticity and more.

Video may soon make up 80 percent of all Internet traffic, which means there’s no time like the present to make video a cornerstone of your recruitment strategy.

Hiring A Production Company for Your Recruitment Videos

Ready to take the plunge? Here’s a quick look at some of the important questions you should ask when picking a production company.

  • Can the video production company handle the project load?

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If you have a series of videos that you want to create for your brand, it’s important that you ask if they have the capacity to take them all on. You don’t want to need to find a new partner for every video in your campaign – it’s a hassle and can take up valuable time.

  • Is the production company limited to a specific location?

If you have multiple locations that span a wide area, you need to find a company that can accommodate that request.

  • What type of videos do they specialize in?

Videos for enterprise level companies and brands that are more informal will need to be handled differently to fit their specific audiences. You need to find a company that is knowledgeable about the type of video you want for your particular company.

  • Do they guarantee their work?

If a company you’re considering does not offer a guarantee, make sure you check out previous projects that are similar in size and scope to what you’re looking for. If they cannot provide that for you, proceed with caution or seek out other video producers who can or will guarantee their work.

  • Do they provide video optimization?

A lot of marketing involves trial and error to find what works the best for the specific audience you are trying to reach. Ask if they are willing to work with your guidelines, tweaking your videos to maximize the results you’re after.

  • What costs are involved and what’s included?

When considering a boutique video production company, like Tabrizi Productions, the costs and what your money goes to may be different than if you were to hire a freelance producer or commercial company. Make sure you understand how funds will be allocated.

  • How far out are they booking clients?

When hunting for your perfect video partner, be sure to ask them how far in advance are they booking.  Too often, brands take a passive approach to creating videos, searching for help only when an idea strikes instead of actively planning a campaign. 

  • What is the turnaround time for videos?

The answer to this question will depend on the company, they type of video you want and how many other projects the videographer is working on at the same time they will be working on yours.

  • Do they help with scripting or storyboarding?

This question is especially important if you have a general idea of what you want your video to be but have not outlined the specific details. Some video production companies offer these services to help see your ideas from conception to final product, while others do not.

Let Tabrizi Help Plan Your Recruitment Video Strategy

Whether it’s company culture, employer brand or another story you want to share with prospective employees, Tabrizi Productions can help you build a library of recruitment videos from scratch. Contact me today for a free, no-obligation consultation and let’s get started!

Produce A Video Series To Boost Engagement And Build Community

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In our lifetime, video and film have undergone a dramatic evolution. From the early television broadcasts - which only provided three or four channel options and turned themselves off at the end of the day - to literally millions of options, on-demand, carried in our pockets and viewable from anywhere, anytime on earth.

Viewers can now control when they watch, where they watch it, what device they’re watching on and, most importantly, what they want to watch. In fact, one-third of the average user’s online activity is spent watching video. Children, in addition to the traditional answers of “firefighter” and “police officer,” are beginning to reply with “YouTube personality” when asked what they want to be when they grow up.

Five Steps to Building A Video Series

Video is already one of the most powerful tools in your marketing toolbox. Combine that with the strong and growing desire to consume information in this manner and you have a recipe for success.

From tutorials to product reviews, your business has unique insights and knowledge that will translate well to video – you just have to find them. Here are three steps recommended by Social Media Examiner.

Step 1 – Research and Identify Potential Topics For Your Video Series

The video planning process starts with a brainstorm, and narrowing those ideas down into viable topics that will attract your desired audience and community.

If you have videos uploaded on a platform like YouTube already, take a close look at the analytics to see what viewers are searching that leads them to your existing content. You can also ask your audience for their insights. Use an email survey or Instagram story poll to find out what they’re interested in. By asking for their input, you’re including them in your planning process, and at the same time learning about what they’re struggling with.

Step 2 - Develop a List of Keywords and Phrases to

Optimize Your Video Series for Search

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After you have a list of potential topics, do some keyword research to identify words and phrases that users are commonly searching for and can be seamlessly integrated into your content.

Take a look at the analytics for your blog or website and make a list of topics related to your most popular pages and posts. You can also use services (both paid and free) like Kparser, Hypersuggest and Wordtracker to find both short and long key phrases, or keywords, related to your topics.

Your keywords should cast a wide net, but not so wide that it doesn’t narrow down the competition some. For example, “how to edit videos” will pit you against a greater number of competing videos and channels compared to “how to edit videos on a smartphone.”

After you’ve identified your keywords, work them into the video’s title, description and tags. You need to tell your video platform what each element of your video series is about so that it is easily discovered when someone comes searching, or so it can be listed as recommended content.

Step 3 – Break a Topic Down Into A Multi-part Video Series

Instead of using a single video to cover one topic, try breaking it down into smaller pieces. Shorter is always better when it comes to online video, and five one to two-minute videos in a series is much more palatable than three five-minute videos, and certainly one video at fifteen minutes.

From a viewer retention standpoint, setting up a video series like this works well for encouraging viewers to view your next (or previous) video for more information. It also gives you multiple opportunities to encourage viewers to like, follow or subscribe to your channel for future content, or even direct them off of one platform and to your blog, website or shop.

Here’s a quick summary of the best video length by platform:

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  • Instagram - 30 seconds

  • Instagram videos that received the most comments averaged just 26 seconds. Our brain processes visuals 60,000 times faster than text, so users scroll faster on Instagram than any other app.

  • Twitter – 45 seconds

    • Twitter’s video of the day averages just 43 seconds. Users are accustomed to short tweets, so make sure the brevity also applies to videos.

  • Facebook – 1 minute

    • Facebook audiences like to engage most with videos that are just one minute long. Users like snappy videos that they can quickly like or share before moving on.

  • YouTube – 2 minutes

    • The videos that receive the most engagement on YouTube are about two minutes. Users like spending time on this platform because they can easily find specific videos and watch their favorite creator’s content. Creating slightly longer, more in-depth, content is perfect for this platform.

Pick a Format for Your Video Series

Despite its popularity, a recent study by the Content Marketing Institute found that videos ranked only third in most commonly used content types for marketing, behind case studies at number two, and social media posts at the top.

It might seem less intimidating to find a different topic to write about each week than to turn into the next installment of your video series, but if YouTube celebrities can do it than so can you! To help get you started, here are 12 of the most popular types of video content in 2019.

1. Vlog

Vlogs, or video blogs, are cheap to produce, personality-driven and quite possibly the best value when you compare the potential returns to the energy invested in production. You can sit in front of your camera with a one-page outline of talking points and have a new and engaging addition to your video series five minutes later.

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2. Culture

Culture videos can include slice-of-life employee interviews, game days in the office, pranks, birthday parties and everything in between. The goal is to show that your brand isn’t just clockwork, but a human fabric with a lot of personality. These types of video series also go hand in hand with HR, and can be used to attract the best and brightest job candidates.

3. Interview

A good interview should follow a set of guidelines like a vlog, but feel unscripted. As an interviewer, your job is to make your subject do the talking, not the other way around. 

Interviews can be an easy way to produce a multi-part video series in a short period of time. You can interview a single person about multiple topics, or line up multiple interviews over the same afternoon.

By being associated with outside experts, you’ll grow positive brand associations and credibility with your audience. If you’re interviewing experts from within your company, the final video series can double-dip into the culture category and be used for HR and recruitment purposes.

4. Webinar

Webinars are high-value, low-cost endeavors that require no scripts or actors. You can host Q&A sessions with clients, demo products or have a live interview with industry leaders.

Webinars can also be a great piece of content to promote through paid traffic. For example, you could have a Facebook ad campaign that drives people to a webinar and then to your own content.

5. Event

Event videos bring the party to viewers who couldn’t make it and extend the reach of any single event exponentially. Think of the Macy’s Day Parade in NYC. How many people do you know who have been to that parade, ever? Now compare that to how many of us know about it, and have seen it year after year, because it was covered on television.

With the rising popularity of Instagram stories and Snapchat, many companies are beginning to cover their events in 15-second video series montages.

6. Presentation

TED Talks are easily the best example of a presentation video. A presentation takes the excitement of an event and combines it with the usefulness of a webinar to create a compelling and shareable narrative. Use this format to your advantage by turning targeted presentations at company events or small-scale networking events into a video series.

7. Tutorial

Have you ever looked up a video to learn something new, or refresh your memory on something old? From cooking to car maintenance, YouTube has become a visual Wikipedia of sorts for the DIYer.

Helpful content has to be more than just promotional tie-ins and soft selling though, because consumers are always smart enough to know when they’re being sold – and they never like it!

8. Product Review

If you have an audience that trusts you, you’re doing them a favor by reviewing products that they might find useful. They can just rely on your recommendation instead of having to figure things out for themselves.

Don’t review your competitor’s products (you don’t want to lose customers, or risk coming across as petty) but a video series reviewing products not in your line, but complimentary to your brand, can still be useful to your customers.

9. Testimonial

The last time you were looking for a service or specific product, chances are you asked your friends and family for a recommendation. There’s nothing better for business than an endorsement from a real person.

If you want to start building a video series of testimonials, try throwing an event to attract existing customers who you can then record live. Or create a contest for customer review videos that you couldn’t possibly have written yourself.

Here are a few questions you can ask to help craft a powerful testimonial video:

  • What was the obstacle that would have prevented you from buying this product?

  • What did you find as a result of buying this product?

  • What specific feature did you like most about this product?

  • What are three other benefits of this product?

  • Would you recommend this product? If so, why?

  • Is there anything you’d like to add?

10. Animation

Technically, animation is more a style of video than a type of video, but what a powerful style it is! Animated video series are perfect for companies that have complex products and services that can be difficult to explain. 

11. Behind The Scenes

People love businesses that seem like they’re human and not soulless corporations. Video is the perfect medium for engaging one-on-one. It puts a personality behind the brand and it makes us feel closer to them.

Platforms like Instagram and Pinterest make this really easy, since they allow you to ask questions and take polls, and then answer them on video – all from your mobile device.

12. Live Streaming

Live videos satisfy our need for instant gratification. We’re able to interact with a community in real time, and potentially get noticed by the broadcaster. Live streams can make us feel like we’re at an actual, live event. They work well for new product launches, Q&A, behind the scenes and more.

Plan Your Video Series With Tabrizi Productions

Have you checked out my wide range of services? Whatever idea for a video series your marketing department has cooked up, Tabrizi Productions can make it happen! Contact me today for a free consultation.

Client Spotlight: Nonprofit Organization Able Advocates

Who Is Able Advocates?

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The Able Advocates nonprofit began as a group of mothers meeting up for the occasional lunch. At first, the only thing they had in common were their children – all of them with special needs. They shared their triumphs and their struggles with each other, especially when fighting with their insurance companies over the highly specialized equipment needed to give their children the quality of life they deserved.

Together, their lunch group transformed into an organization dedicated to helping other families who were in need. Just like children’s clothing, specialized wheelchairs and walkers are often outgrown and stuffed into closets when they become too small, even though they’re still in usable condition.

Able Advocates’ mission is to collect those pieces of specialized equipment and work with experts to update and refurbish them. Everything from specialized chairs, desks, walkers and standers are distributed to children as young as six months old. Families who benefit from Able Advocates’ equipment collection might otherwise go without these vital tools.

The nonprofit also connects families with local support groups, resources and services specific to each individual family’s needs. They offer assistance with navigating insurance companies, hospitals, doctors, equipment companies, schools and even the general public.

Over the last several years, Able Advocates has collected in excess of $400,000 in equipment and redistributed it to more than 2,000 families to help them meet their needs. In 2016, Able Advocates donated a wheelchair accessible swing to Inspiration Park, an 8-acre park filled with accessible structures and playground equipment. At the time the swing was the only one in all of Fresno, CA.

Tabrizi Productions Helps Share Nonprofit Able Advocates’ Story on Video

Tabrizi Productions sat down with the president of Able Advocates, Katrina Oh, to capture her story on video. Over the course of an afternoon we talked about the extremely challenging journey she has traveled with her son – his diagnosis, the never-ending battle with insurance, and the support she found with other mothers of special needs children that ultimately led to the creation of the nonprofit Able Advocates.

Combined with interviews from other special needs families and supporters of Able Advocates, Tabrizi Productions shot and produced a seven-minute feature video about the organization’s history and mission that was ideal for education, fundraising and soliciting donations of equipment.

Tabrizi Productions also produced a shorter video production featuring Oh and other parents, condemning a ten percent cut to California’s Medicare program, Medi-Cal and calling for it to be reversed. The cut threatened to eliminate the vendor that provides specialized walkers and wheelchairs, forcing parents to pay for them entirely out of pocket.

Fortunately the cut was reversed when AB 1805 was approved in 2014, and immediately put into effect.

What Can Tabrizi Productions Do For Your Nonprofit?

Let Tabrizi Productions help you tell your story, whether you’re a nonprofit or not. Whether you’re just getting started, celebrating a milestone, or gearing up for a capital campaign, Tabrizi Productions will work with you from start to finish to capture your passion.


Client Spotlight: Velodyne Lidar at the Consumer Electronics Show

The 2019 Consumer Electronics Show (CES) was held this January in Las Vegas, Nevada. With over 4,400 different companies there showcasing their latest and flashiest designs, it was probably the closest I’ve ever been to peering into the future.

Tabrizi Productions was asked to accompany our client, Velodyne Lidar, and produce a series of event videos as the company showed off their suite of cameras and lidar technology that’s leading the way in autonomous vehicle development and deployment.

In a previous post, I highlighted Velodyne’s partnership with MADD, working together on a mission to eliminate drug and alcohol related vehicle deaths by putting autonomous vehicles on the road. That goal is one step closer after it previous postwas announced at CES that automotive tech company Veoneer was just awarded a multi-billion dollar contract to begin advanced testing using Velodyne’s suite of lidar products.

These tests will be held at level four, which allows autonomous vehicles to carry non-employees, and, for the first time ever, level five where the car is so independent that there’s no steering wheel.

“This is a really big deal. This is the first of its kind,” said Velodyne Lidar’s Chief Operating Officer, Rick Tewell. “Only Velodyne Lidar has the design, has the array of products, and the manufacturing capability to service this market. Make no mistake, Velodyne Lidar is the only company that can do that today.”

Telling The Client’s Story Through Event Videos

During the four-day CES convention Tabrizi Productions shot hours of interviews, product demonstrations, press conferences and walkthroughs. The final product is a full suite of event videos we produced that Velodyne Lidar can use for marketing, social media, press coverage and more. Check them out below!

We exclusively covered Velodyne Lidar at CES 2019. Here's the complete album of content we created from the show.

Let Tabrizi Produce Your Event Videos

Do you have an upcoming event you want preserved on video? Whether it be corporate or casual, Tabrizi Productions has the talent and know-how to capture your story and vision through introductory, corporate, how to, event videos and more. Contact us today for a free consultation and let’s get the ball rolling!

Platform by Platform – A Guideline to Video for Social Media

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Since 2016, the average dollar amount that companies are spending on video for social media has more than doubled. Video is a crucial piece in any social media campaign, taking up, on average, more than half of the funding in digital and mobile advertising budgets.

It’s a smart business move to invest, but where do you start? Formats change from platform to platform, and often even within the social media platforms themselves. Failing to find a “one size fits all” list of best practices is frustrating, so hopefully I can save you the legwork of needing to hunt down the specifics yourself with the information I’ve provided below.

Best Way To Handle Video For Social Media By Platform

Facebook

Optimizing your video for social media ads on Facebook can be tricky, mainly because of the many different ways that the platform delivers video to its users.

When you buy a video ad on Facebook today, its algorithm could place it in any one of a dozen different formats (desktop, mobile feed, side bar, messenger, etc). Learning the different flavors of Facebook video can help you customize the delivery format that matches your campaign goals.

  • Regular Facebook Feed

    • Recommended Size: 1280 by 720 pixels

    • Minimum Width: 600 pixels

    • Supported Aspect Ratios: 16:9 (horizontal); 2:3 (vertical); 4:5 (vertical); 1:1 (square)

Tips: For best results, Facebook recommends uploading videos in .mp4 and .mov format. Videos can be up to 240 minutes long, up to 4GB in size and have a maximum frame rate of 30fps.

  • Facebook 360 Video

    • Maximum Size: 4096 by 2048 pixels, 2:1 aspect ratio

    • Minimum Size: 600 pixels wide

    • Recommended Specs: .mp4 format, maximum file size of 1.75GB, maximum duration of 40 minutes, maximum frame rate of 60 fps.

Tips: If the camera you recorded your video on automatically includes 360 video metadata with the video file, you can upload it like you would with any other video. If it doesn’t, click the “advanced” tab when uploading to bring up Facebook’s “360 Controls” menu, which will let you convert unformatted footage into a 360 video.

  • Facebook In-Stream Ads

    • Minimum Size (landscape): 600 by 315 pixels

    • Minimum Size (square): 600 by 600 pixels

    • Recommended Size: 1280 by 720 pixels

    • Recommended Specs: .mp4 or .mov format, maximum file size of 4GB, maximum duration of 120 minutes, maximum frame rate of 30 fps.

Tips: For in-stream ads, Facebook recommends uploading the highest resolution source video available without letter or pillar boxing.

  • Facebook Messenger Ads

    • Recommended Size: 1280 by 720 pixels

    • Supported Aspect Ratios: 16:9 to 1.9:1

Tips: Facebook recommends uploading the highest resolution video available that meets file size and ratio limits. Videos can be up to 240 minutes long, a maximum file size of 4GB and a maximum frame rate of 30 fps.

  • Facebook Stories Video Ads

    • Recommended Size: 1080 by 1920 pixels

    • Minimum Size: 600 by 1067 pixels

    • Supported Aspect Ratios: 16:9 to 4:5 and 9:16

    • Recommended Specs: .mp4 or .mov file format, maximum duration of 15 seconds and maximum file size of 4GB.

Tips: Upload the highest resolution video possible and consider leaving the top and bottom 15 percent empty of important information to avoid being obscured by the profile icon or call to action.

  • Facebook Carousel Ads

    • Recommended Size: 1080 by 1080 pixels

    • Minimum Size (landscape): 600 by 315 pixels

    • Minimum Size (square): 600 by 600 pixels

Tips: Carousels let you showcase up to 10 images or videos in just one ad without having the user navigate to a new page. For best results use a 1080 by 1080 pixels square video.

  • Facebook Slideshow Ads

    • Recommended Size: 1200 by 720 pixels

    • Recommended Specs: .mp4 or .mov format, maximum file size of 4GB, a maximum duration of 120 minutes and a maximum frame rate of 30 fps.

Tips: Slideshow ads are designed for audiences with slower internet access. It allows you to transform a series of 3-10 images and a sound file into a video ad. For best results, make sure all your photos are the same dimensions. If you use different sizes the slideshow will be automatically cropped to square.

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Instagram

Instagram supports three kinds of video: square, vertical and horizontal. Square videos tend to be the most popular as they are more suitable for viewing on both desktop and mobile, take up more room in the user’s feed than horizontal feed, but don’t crowd the entire screen like vertical videos do.

  • Instagram In-Feed Videos

    • Square Video: 600 by 600 pixels

    • Horizontal Video: 600 by 315 pixels

    • Vertical Video: 600 by 750 pixels

    • Recommended Specs: .mp4 or .mov file format, maximum file size of 4GB, maximum duration of 60 seconds and maximum frame rate of 30 fps.

Tips: Instagram has the same recommendations for video as Facebook. Upload the highest resolution video possible that fits file size and ratio limits.

  • Instagram Carousel Videos

    • Recommended Size: 1080 by 1080 pixels

    • Minimum Size: 600 by 600 pixels

    • Recommended Specs: .mp4 or .mov file format, maximum duration of 60 seconds and maximum frame rate of 30 fps.

Tips: Like Facebook carousels, Instagram carousels let you showcase two to 10 images or videos in one side-scrolling ad.

  • Instagram Stories Video Ads

    • Recommended Size: 1080 by 1920 pixels

    • Minimum Size: 600 by 1067 pixels

    • Supported Aspect Ratios: 16:9 to 4:5 and 9:16

    • Recommended Specs: .mp4 or .mov file format, maximum duration of 15 seconds and maximum file size of 4GB.

Tips: These videos appear between Instagram user stories for up to 15 seconds (or until dismissed) and take up the whole screen. Because stories are tailored to the size of the device, exact dimensions are hard to predict. Upload the highest resolution possible and consider leaving the top and bottom 15 percent empty of important information to avoid being obscured by the profile icon or call to action.

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Twitter

Twitter is optimized to handle video captured on mobile devices. If you’re uploading videos that were recorded a different way, be sure to consult Twitter’s detailed guidelines. For best results using video for social media ads on Twitter, upload the highest resolution you can under the file size limit (512Mb).

  • Twitter Horizontal Videos

    • Recommended Size: 1280 by 1024 pixels

    • Minimum Size: 32 by 32 pixels

    • Maximum Size: 1920 by 1200 pixels

    • Supported Aspect Ratios: between 1:2.39 – 2.39:1

    • Recommended Specs: .mp4 for mobile and .mov for desktop, maximum duration of 140 seconds and a maximum file size of 512MB.

  • Twitter Vertical Videos

    • Recommended Size: 1200 by 1900 pixels

    • Minimum Size: 32 by 32 pixels

    • Recommended Specs: .mp4 for mobile and .mov for desktop, maximum duration of 140 seconds and a maximum file size of 512MB.

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Snapchat

One study found that Snapchat has the sixth highest concentration of millennials among major apps. With over 150 million daily active users and 7 billion daily video views, this platform has moved beyond its humble origins as a silly photo app.

  • Snapchat 10-Second Video Ads

    • Recommended Size: 1080 by 1920 pixels

    • Recommended Specs: .mp4 or .mov file format, between 3 and 10 seconds long and a maximum file size of 32MB.

Tips: These ads appear in discovery, in live stories or after a user’s own story, and can link to an app installation page, article or long-form video. Avoid placing logos or other important elements in the top and bottom 15 percent of the video to prevent them from being cut off. Snapchat also has detailed restrictions on the graphics and text that can be used in video for social media ads.

  • Snapchat Long-Form Video Ads

    • Recommended Size: 1080 by 1920 pixels

    • Recommended Aspect Ratios: 9:16 or 16:9

    • Recommended Specs: .mp4 or .mov file format, minimum duration of 15 seconds (no maximum) and a maximum file size of 1GB.

Tips: Long-form videos must contain “live and/or motion graphic video” with audio. Horizontal videos are allowed, but Snapchat strongly encourages using vertical videos exclusively.

YouTube

The second-largest search engine behind Google, YouTube is an essential network for video content. For marketers, YouTube is a great space to promote, educate and share video content around your brand.

  • Standard YouTube Video

    • Minimum Size: 426 by 240 pixels

    • Maximum Size: 3840 by 2160 pixels

    • Supported Aspect Ratios: 16:9 and 4:3

    • Recommended Specs: .mov, .mpeg4, mp4, .avi, .wmv, .mpegps, .flv, 3gpp or webm file format, maximum duration of 12 hours and a maximum file size of 128GB

Tips: YouTube encourages users to upload videos that are as close to the original, high quality source format as possible. Videos should never include letterboxing or bars since YouTube will automatically frame videos to ensure they are being displayed correctly without cropping or stretching.

  • YouTube Video Ads

    • Skippable ads: maximum length of 12 hours, skippable after 5 seconds

    • Unskippable ads: maximum length of 15, 20 or 30 seconds depending on region

    • Mid-roll ads: minimum length of 30 seconds

    • Bumper ads: maximum length of six seconds

    • Tips: YouTube announced in 2018 they would begin phasing out unskippable 30-second ads.

LinkedIn

Even though LinkedIn is still in its early stages of video content adoption, the network is still a go-to source for sharing. Nearly 75% of business executives say they watch videos online every week, and that number is only growing.

  • LinkedIn Shared Video

    • Maximum Size: 4,096 by 2,304 pixels

    • Minimum Size: 256 by 144 pixels

    • Supported Aspect Ratios: 1:2:4 to 2:4:1

    • Recommended Specs: .asf, .avi, .flv, .mov, .mpeg-1, .mpeg-4, .mkv, and .webm file format, a maximum file size of 5GB, a maximum duration of 10 minutes and a maximum frame rate of 60fps.

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How Long Should Video for Social Media Be?

Just because YouTube allows a maximum of 12 hours of video doesn’t mean you should start editing together that real-time runner’s marathon feature. There are definitely best practices to follow when it comes to using video for social media, but they are best summed up in the phrase, “Less is more.” You can dive deeper in my blog post on the subject, but here is a quick overview.

  • Facebook – 1 minute

    • Facebook audiences like to engage most with videos that are just one minute long. Users like snappy videos that they can quickly like or share before moving on.

  • Instagram - 30 seconds

    • Instagram videos that received the most comments averaged just 26 seconds. Our brain processes visuals 60,000 times faster than text, so users scroll faster on Instagram than any other app.

  •  Twitter – 45 seconds

    • Twitter’s video of the day averages just 43 seconds. Users are accustomed to short tweets, so make sure the brevity also applies to videos.

  • YouTube – 2 minutes

    • The videos that receive the most engagement on YouTube are about two minutes. Users like spending time on this platform because they can easily find specific videos and watch their favorite creator’s content. Developing longer, more in-depth, content is perfect for this platform.

  • LinkedIn – 15 seconds

    • According to LinkedIn, the most successful video ads are less than 15 second long. The platform recommends no longer than 3o seconds for brand awareness and consideration videos, and 90 seconds for videos that meet upper-funnel marketing goals.

Let Tabrizi Help With Your Video For Social Media

I strongly encourage you to bookmark this blog and use it as a reference for your next social media video campaign! Of course Tabrizi Productions can work with you every step of the way to make sure you’re set to make a splash with your video for social media. Contact us today to get started!

Start The New Year Strong With The Latest Video Marketing Trends

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Whether this is a new venture for you or you’ve been using video for ages, you need a road map outlining what it’s for, where you’re going, how you plan to get there, and what success looks like. It doesn’t need to be incredibly detailed, but you should have concrete details on how you’ll match your content with the vision and goals of your company. This plan could be the difference between achieving return on investment (ROI) or throwing everything at the wall to see what sticks.

What Are Your Video Marketing Goals?

To help you build your map, try answering these seven questions from the Content Marketing Institute:

1.       Has your organization used video? Why or why not? Results?

2.      What’s the purpose of the video strategy? Brand engagement, direct response? Something else? Multiple purposes?

3.      How can video help explain and assist with audience pain points?

4.      What is the short-term goal(s) of your video or video series?

5.      What is the long-term goal(s) of your video marketing strategy?

6.      How will you ensure message consistency within all videos, other marketing collateral, and your overall brand voice?

7.      What mediums do you want to optimize for?

For quick reference, you can also build a one-line video marketing mission statement that encompasses the basics. Try filling in the blanks on this template from VidYard:

“At (company name) we make (adjective) video content for (specify target audience) so that they (exactly what you want them to do.)”

What are The Video Topics And Types You Want To Make?

Before the start of the year, take a look at your previous strategy (if applicable) and see what worked well for you and what didn’t. Don’t fall victim to the “sunk cost” fallacy and feel that you should stick with something that isn’t working just because you’ve spent x amount of time or resources on it.

It’s also important to take a look at whether your videos will be used internally, externally or both. For example, you may want to break your video content down by function like product, human resources, internal communications, sales, etc.

Once you have that list, brainstorm the types of videos that will work well to tell those stories. Options include:

  • Recorded webinars

  • Helpful how-to videos

  • Thought leadership interviews

  • Product explainers and detailed demos

  • Support-topic walkthroughs

  • Company culture videos

  • Customer testimonials

  • Documentary-like case studies, and more

If you want to try working backwards, you can also start by looking at the questions your target audience is asking, and determine how best to answer them.

Who Is Responsible For Keeping Your Video Marketing On Theme?

Depending on the production quality and budget you’re planning for, you might be able to afford hiring an in-house videographer. For most small businesses, however, it will make sense to partner with an outside agency or studio.

Either way, take some time and sit down to determine the following:

  • Who is responsible for creative concepts?

  • Who will write the scripts?

  • Who organizes the logistics of a video shoot?

  • Who is responsible for distributing the videos once they are complete.

  • How are final approvals made?

You may also want to establish an editorial review process of stakeholders who are consulted for video feedback. You definitely don’t want to air a video unreviewed, but also keep in mind that involving too many people can lead to endless revisions and delays.

How Will You Measure The Success Of Your Video Marketing?

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So you’ve identified the kinds of videos you want to make, and who’s making them, but how do you know if they’re successful or not? Now is where you look back at that road map you built and measure what you wanted to achieve against what’s actually happening using the following metrics.

Awareness

  • Reach

  • Impressions

  • View Time

  • Video Completion Rate

Engagement

  • View Time

  • Video Completion Rate

  • Cost Per Completed View

  • User Interactions With Video (Likes, Shares, Etc.)

  • Click-Through Rate

Conversions

  • Cost Per Click

  • Cost Per Action

Are the numbers you’re getting in line with your budgetary and audience goals, or are they underperforming? For larger businesses it may be easier to recognize the ups and downs compared to past video series. Smaller businesses who are just introducing video marketing to their toolbox shouldn’t be discouraged if their key performance indicators (KPIs) aren’t where they hoped to be. Give your audience anywhere from six months to a year to provide a baseline of feedback before making any big changes.

What Your Video Marketing Plan Should Keep In Mind For 2019

Video consumption is rising at exponential rates, with mobile leading the way. According to the Digital Marketing Institute, 76 percent of marketers reported in 2018 that video helped increase their company sales, and exciting new ways to watch it are being introduced all the time.

Here are some of the upcoming trends that your business should keep in mind when building your strategy for next year.

It’s Hip To Be Square

Until recently, widescreen video was where it was at. Most people today have widescreen televisions to get that full cinema experience at home. But if viewer habits continue evolving on their current path, those TVs may soon be another relic of the past.

According to a study by media agency Zenith, the average person spends 45 minutes a day watching mobile videos online. That number is predicted to climb in 2019 until it’s on par with television in terms of hours watched.

Because of the rise of mobile, video and images are transitioning from the wide, horizontal format we’re familiar with to vertical.

Thankfully this marketing trend is easy to keep up with by creating videos in a square format. Instagram has been on top of this trend from the beginning. When it comes to Facebook, square videos occupy 78% more space on its News section and receives a higher percentage of engagement.

Quick, It’s Behind You!

360 degree videos are on the rise, alongside virtual reality.

By providing users with a more immersive experience through video, they can really feel like they’re part of the experience from the comfort of their own pajamas.

These types of videos are particularly useful tools for the travel and tourism industry which allows businesses to give potential visitors a more in-depth look at their attractions and accommodations.

Several Broadway shows have also taken advantage of this new technology by allowing a viewer to feel as if they are on stage during intricate song and dance sequences.

Bring The Classroom To Your Corporation

Corporate training days can be a nightmare for employees. Having to take a day out of their busy schedule to sit in a stuffy room and listen to a lecture on the importance of x, y, and z isn’t something anyone looks forward to.

Video is a great substitution, particularly for complex subjects. Viewers can re-watch any segments they wish to review, and the videos can use elements like animation that don’t have the same impact when sketched out on a white board.

Also by using video employees can receive training at their own convenience and even from the comfort of their own home if they choose.

We’ll Do It Live!

Broadcasting live may seem intimidating, but it’s something you may want to consider as a growing trend.

Facebook Live broadcasts have doubled each year since they debuted in 2016, and Instagram launched the feature at the beginning of 2018.  In fact, 13 percent of web traffic comes from live videos. Here are just a few of the perks:

  • Economical – Broadcasting live eliminates any time and financial investment that may have been put toward production and editing. The video then remains on the platform and can be shared immediately.

  • Authentic – Audiences viewing live streams know that the video hasn’t been doctored.

  • Compelling – The time sensitive nature of live video attracts a curious audience. The spontaneity and perceived jeopardy involved in a live broadcast is hugely compelling. In fact, users spend three times longer watching live videos online compared to pre-recorded.

Have Your Own Star Search

Digital influencers aren’t the only route when it comes to finding the right personality to market your content. Internal talent, or finding someone from within your organization, can create added value by partnering their industry knowledge with the sincere, personal quality of their content.

It also gives businesses the opportunity to tailor their branded content and create a cohesive tone and voice to their video marketing that they simply can’t control with outsourced influencer content

A great example is to look at the rise of the Bon Appetit’s test-kitchen crew. The chef’s-turned-on-screen-personalities have become beloved faces on Bon Appetit’s Facebook and YouTube channel’s. In fact, Claire Saffitz and Brad Leone have both become influencers in their own right with their respective video series Gourmet Makes and It’s Alive receiving millions of views per episode.

When One Screen Just Isn’t Enough

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As people start spending more time on their smartphones, a new “second screen” phenomenon is beginning to make its way into the video marketing and advertising dialogue. Here’s what Shutterstock has to say about it:

“This second screen phenomenon describes when audiences are consuming content on a first screen, typically through broadcast television or streaming, and also browsing or viewing content on a second screen, typically a phone or tablet. While the two types of content are often unrelated – like a user watching a show on their television while online shopping on their phone – marketers see an opportunity for a more integrated second screen experience.”

In 2017 it was estimated that 75 percent of adult audiences were participating in this second screen phenomenon and that it could increase to 80 percent by 2019. While it would be easy to label this as evidence that viewers are paying less attention to what is on their first screen, marketers are identifying it as greater opportunity for greater brand engagement and awareness.

The Wrap-Up

Video marketing is a vital piece of your promotions toolkit. It’s not too late to get started, and there are countless low-budget options are your disposal, but having a clear plan and objectives is important to make sure your story is getting out.

Tabrizi Productions would love to help you build your video marketing strategy for 2019. Contact us for a free consultation.

HOW TO GET YOUR VIDEO’S MESSAGE ACROSS IN TWO MINUTES OR LESS

Learn how to get your message across in two minutes or less.

Learn how to get your message across in two minutes or less.

If you’ve been reading my other blog posts, you’ve learned different ways to use video for business, which platforms you can use, what it takes to create an intro video that stands out and more. It’s a tool that every business can and should take advantage of. No matter the type of video you choose, you need to make sure you stay focused on the message you want viewers to walk away with.

Research shows that the best videos are between 15 seconds and two minutes in length depending on its purpose. According to Wistia’s Ezra Fishman, “Two minutes is the sweet spot. After that, the drop-off in engagement is significant.” Ezra goes on to say, “Short and sweet is a safe strategy. Assume that your viewers are busy. But don't sweat over a few seconds here and there if you're still going to come in under the two-minute mark.”

Watch this video we created for a terrific example of how to stay on message then continue reading to learn a few tips that will help you keep your video in the sweet spot.

How to Share Your Message in Two Minutes or Less

1.       Know The Purpose of Your Video. In order to clearly communicate with viewers you need to know the purpose behind your message. What is it that you want them to take away from your video?

2.      Write Out A Script. A script will help you keep focused on the purpose of your video and the main message you want your audience to know. As you write your script, try to include as many of the five W’s as possible - Who, What, When, Where and Why, as well as the How if it makes sense. And don’t forget the call to action at the end!

3.      Practice, Practice, Practice! The more you practice your script, the easier it will be to get your message across confidently and within two minutes when it’s time to record. I recommend practicing in front of a mirror and for family or friends a couple times before you record.

Remember, videos under two minutes have the most engagement; to get your message across quickly keep your video’s purpose in mind, write out a script and spend some time practicing.

Do you want help creating a one-of-a-kind masterpiece to showcase your business? Contact me today for a consultation on how I can meet your video needs.