How to Optimize Product Videos for Social Media | soona

How to Optimize Product Videos for Social Media

In this article, we’ll discuss the ins and out of including video in your social media marketing strategy.

Marissa Noble Hemingway
sr social media manager
February 26, 2023

How to optimize videos for social media marketing

It’s no secret that product videos for social media marketing are essential for a brand’s success in today’s digital age. Creating and optimizing product videos for social media can be a tricky process, but with some smart thinking and the right tactics, it can be an incredibly effective way to reach potential customers. When it comes to using platforms like TikTok, Instagram, and Facebook, there are a few key tips you need to get ahead.

Ready to learn the ins and outs of using videos for social media marketing? In this article, we’ll discuss how to include video in your marketing strategy. We’ll also dive into how you can create + optimize product videos for each of the major social networks with ease.

Why video matters for your marketing strategy

Creating product videos for social media can be a great way to reach new customers and engage your current ones. But it’s so much more than just a 15 or 60-second clip that pumps out fun content. It’s a way to get people to stop scrolling and give your brand the attention it deserves.

In a world where most people can spend hours scrolling through their social media feeds, thousands of videos are vying for consumers' attention every day. However, unlike written text under a photo, a video is easy to take in. By creating short, compelling videos, you can capture viewers’ interest in a matter of seconds and then leave them wanting to know more about your brand.

Let’s Talk About the Basics

Before we dive into the social media platforms you can use to drive traffic to your business, let’s chat about some general video marketing tips to keep in your back pocket.

Create a plan

Before you get in front of the camera and break down the latest TikTok trend, it’s important to take some time to think about its goals and scope.

Ask yourself questions such as “Who is my target audience?”, “What do I want viewers to do?”, and “What platform(s) am I going to use?” Answering these questions will ensure that your video successfully achieves its goals.

Pick the right platform for your product videos

Every platform has its unique specifications, so researching each one in advance is a must. For instance, Instagram and Facebook are great for short, eye-catching clips, while TikTok is better suited for longer content.

There are also trends and audio clips on each social media that’ll require certain changes. While you can repurpose content over platforms, tailor your videos to each platform to connect with your audience.

Different platforms have peak times when users are most likely to watch and engage with content. If you can find the right moment to share your video, it is more likely to be seen and shared by others.

High quality or bust

Have you ever struggled to watch a video that feels like it was filmed with a phone from the early 2000s? If you find it hard to keep watching, just think about how quickly your audience will lose interest in a low-quality video - even if it’s from their favorite brand.

Before you get started, think about the video quality you’ll post. Make sure your product video looks professional and polished. If you need to, think about investing in a decent-quality camera or using a professional videographer to shoot your video.

Consider the lighting and sound quality to ensure that viewers can easily see and hear the video.

While you want to produce good content for your audience, authenticity always trumps polished content in product videos. People want to see genuine interactions, emotions, and honest reviews from real customers. Focus on creating content with real people passionate about your product and brand.

How do I optimize my video for social media?

Start with Search Optimization

The best way to optimize your video for social media is to start with some good old SEO practices. Your product listings on your site are optimized for search engines, and your video should be the same.

To grab attention and shoot to the top of those trending lists, you’ll want to create eye-catching headlines and keyword-packed descriptions for your video to help it climb the search engine ranks. You can also add tags on platforms like Facebook to help boost your search results as well.

Include Closed Captions

If you’re anything like us, you’ve probably spent many Tuesday mornings scrolling through your Insta feed in a crowded cafe with the sound off. We’re not the only ones, either. A whopping 92% of users watch videos with the sound turned off. This makes putting captions on product videos essential to the video-making process.

That means you have to make sure any vital information is visible in the text so viewers don’t miss out on important details. Additionally, some platforms offer caption options for people who are hard of hearing or deaf.

Optimize videos for mobile

When was the last time you got on Instagram from your Ipad? What about your laptop? The chances of this are probably slim to none. A recent study revealed that 93% of people using social media accounts access them from their phones. With this in mind, you must ensure your videos are intended for people to view on their phones.

A simple tip to put into practice is to shoot your video vertically so it’s easier to watch. It’s also a good idea to keep your visuals clear and simple, as a smaller screen can result in smaller details getting swept under the digital rug.

Use the Power of Analytics

While creating your videos, you need to keep track of your goals and how you’re meeting them. Establishing goals and checkpoints early on allows you to use metrics and data to ensure that you meet them and grow your online audience.

Let’s say you’re trying to raise your brand awareness. You should track the number of views, shares, and new followers after you’ve posted a video. If you’ve been trying to show how to use a product, you might want to track how long people watch your video before clicking away.

It’s also best to see where most of your views come from. If you find that one social media is performing better than others, you can see what’s working (and what’s not) and use this data to refine your strategy for future videos on social media.

Optimize videos for Facebook

It’s no secret that Facebook is the largest social network in the world. As of 2020, Facebook had more than 2.6 billion users worldwide. With such a wide, varied audience at your fingertips, you’re bound to find your target customers. In addition, Facebook ad options make driving traffic to your site easy, further increasing conversions.

Facebook Video Formats

Tips for video strategy on Facebook

Optimize videos for Instagram

Although Instagram initially promoted itself as a photo-sharing platform, videos have become increasingly popular in recent years. Instagram videos receive more engagement as they’re less common than photos. This platform is perfect for interacting with other brands and users through short, catchy videos. Instagram also allows users to run ads that appear as normal posts in potential customer feeds.

Tips for video strategy on Instagram

Optimize Videos for TikTok

Tiktok is one of the youngest social media platforms, but it’s become one of the biggest influences (get it) on shopping decisions in the past few years. With over 3 billion downloads and 500 million active users, your business could gain a lot of traction from posting on Tiktok regularly.

TikTok Video Formats:

Tips for video strategy on TikTok:

Conclusion

To find out what works best for each platform, do your research and use analytics to your advantage. Above all else, remember that your content should be engaging, enjoyable, and tailored to the platform. Most importantly, don’t forget to have fun with it - after all, that’s part of what makes social media so great!

We know creating and optimizing product videos for social media requires a bit of finesse, but with the right approach (and the right team), you can create content that stands out from the crowd and drives conversions.