Mastering Video Repurposing: Maximising Impact Across Social Platforms
Your shiny new video looks great. But hold up, it’s the wrong shape. It’s not the right length. Oh, and the file size isn’t going to work! Damn it.
Adapting your video content to suit the various requirements of different social platforms begins long before you start production.
Ensuring your content can be repurposed seamlessly across platforms is all in the initial planning, so let’s take a look.
Planning the Specifics: Platform Requirements
Instagram caters to various formats, including feed posts, Stories, IGTV, and Reels, each with distinct dimensions and durations.
For feed videos, a resolution of 1080x1080 pixels is recommended, while Stories demand 1080x1920 pixels for optimal display.
IGTV, designed for longer-form content, benefits from resolutions ranging from 720p to 4K, offering flexibility in catering to different viewer preferences.
Additionally, attention spans are precious on Instagram, so keeping videos shorter is key. Feed videos can be up to 60 seconds, Stories are limited to 15 seconds per frame, and IGTV allows for videos up to 15 minutes (or even up to 60 minutes for larger accounts).
For feed videos, a resolution of 1080p is recommended, striking a balance between visual quality and load times.
Keep in mind that Facebook supports a variety of aspect ratios, with 16:9 being the most common, but you can also experiment with square (1:1) and vertical (4:5) formats.
When it comes to video length, shorter is often sweeter; concise videos under 30 seconds tend to perform well, while longer-form content can find its place on the platform's Watch feature.
Additionally, leveraging subtitles or captions can enhance accessibility and viewer engagement, as many users scroll through their feeds with muted sound.
For optimal visual impact, LinkedIn recommends a resolution of 1280x720 pixels, striking a balance between clarity and load times. The preferred aspect ratio is 16:9, ensuring compatibility across various devices.
Video duration on LinkedIn can stretch up to 10 minutes, but remember that concise and focused content often garners the most attention.
Introductions matter, so front-load your videos with compelling insights to hook your viewers early.
Additionally, while LinkedIn doesn't support captions directly, uploading videos with embedded subtitles can enhance accessibility and engagement, catering to a diverse audience.
Planning for Adaptability: Upfront Considerations
Storyboard with Flexibility: Consider shooting wider shots than usual. This allows us to repurpose a 16:9 (standard video) format into a 9:16 (vertical) video without cropping out essential details.
Versatile Visuals: Designing graphics with modularity in mind. Creating elements that can be rearranged and resized without losing impact, making repurposing smooth and efficient.
Consistency in Branding: Maintain a consistent visual identity across all content. This ensures that when we repurpose your video, your brand's recognisable elements remain intact, regardless of the platform.
Caption and Subtitle Adaptation: Plan captions and subtitles that can be easily tweaked to align with the size/shape of the video on different platforms. This allows your content to seamlessly blend into diverse social media environments.
Harnessing Audio: If you’re using audio in your video, opt for a format that can be repurposed. Whether it's a voiceover or background music, ensure it can be adjusted to suit various video lengths and formats.
Failure to plan… usually makes things a bit trickier.
So, keep it at the top of your list. Because upfront consideration ensures your videos are versatile and primed for maximum engagement across the diverse landscape of social media!
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