An MNC IT major estimated that nearly 82% of global internet traffic will be video by 2022. Roughly 3 years earlier brands spent around $90 billion on video content, tailor made for social media marketing. The number is expected to be more than $100 billion by 2023. This strongly establishes video as the most important component of the content marketing mix in this digitally driven ecosystem.

The demand for audio-visual has always been there. But the form or medium was different. Earlier Audio-visuals were either in the form of corporate videos, commercials or were elaborate brand films. But in this digital age where social media is the most preferred medium to share and consume knowledge, the art of video production is transforming every day. Diminishing attention span has prompted video marketers and AV production professionals to create content that can tell the story in the shortest possible time and in the most engaging way. Apart from YouTube, which is the most prominent platform for sharing video content, social media channels like Facebook, Instagram and LinkedIn have also made it easy for content creators and marketers to integrate captivating videos to share their story.

So, what it takes to master video production in this digital age so that your story gets maximum attention and most importantly internet views?

First thing first, keep it short.

While making video’s for today’s viewers, you should always keep in mind that they have a limited attention span. So, try to keep it as crisp as possible. Instead of telling a story at once, break it into a series of short videos. This will also help in capturing curiosity of your audience. A great way to make crisp video is by using less jargon and make it conversational so that it is to the point. Also use elegant transitions and use a mix of voice-over, music and supers. This will also help the audience to form perspectives and get the crux of the story in a short amount of time.

Follow specs and sizes to optimize video for social media.

Social media has opened up new doors of possibilities for video content creators. For example, Facebook allows its users to not only create videos which can be easily promoted, but also create variations and customize video content in the form of shared post videos, 360-degree videos, carousel video ads, collection video ads, Canvas video ads within news feeds, etc. While there are plenty of option to innovate and be creative, it is equally important to follow the recommended sizes for optimum results.

Here are the recommended specs for two of the most popular social channels – Facebook and Instagram

Facebook Video Posts

• Video dimensions of 1280 x 720 for Landscape and Portrait.
• Minimum width is 120 pixels (length depends on aspect ratio) for Landscape and Portrait.
• Landscape aspect ratio is 16:9.
• Portrait aspect ratio is 9:16 (16:9 for videos with links).
• Aspect ratio 2:3 for mobile renders
• Recommended video formats are .MP4 and .MOV.

Instagram

• Minimum 600 x 315 resolution for landscape videos
• Minimum 600 x 600 resolution for square videos
• Minimum 600 x 750 resolution for vertical videos
• Landscape aspect ratio is 16:9.
• Square aspect ratio is 1:1.
• Vertical aspect ratio is 4:5.
• Recommended video formats are .MP4 and .MOV.
• Video length max is 60 seconds.

IGTV

• Recommended resolution is 1080 x 1920.
• Minimum resolution is 720.
• Aspect ratio is 9:16
• Videos up to 15 minutes long for mobile. video up to 1-hour for desktop.
• The required file format is MP4

Use motion graphics as an effective tool for storytelling

Though it is entirely your call whether you should use stock footage, live elements or something else in your video, it has been seen that marketers are widely using motion graphics to effectively reach-out to their desired audience. This is perhaps due to the fact that motion graphics offers the creative freedom to customize a story to a great extent which sometimes the stock footage fails to achieve. Animated short videos with a relevant appeal and story can capture the attention of audience in a short period time. In this age of viral marketing, it also increases the shareability of a video and spreads the word more quickly.

Sound matters

Last but not the least, music or sound element of a video plays a crucial part. Hence the name ‘Audio-Visual’. If your objective is to get maximum views, shares and likes, then you got be careful about the music or sound clip you choose for your video. It is good to stick to happy and peppy music now matter what are you selling. A video with the right music can really stir positive emotions, the primary requirement to get your audience hooked to your content.

Though these are the broad steps which can get you started, video content creation is like a journey through the sea where there’s always new to explore.