Posts

How to Create Successful Social Video

Video content is a key driver of traffic across social media. According to Hootsuite, “the number of daily videos produced on Instagram has quadrupled in the last five years, and YouTube users watch more than a billion hours of content every day.” Additionally, a Tweet with a video is 6x more likely to be retweeted than one with an image. So how exactly do you adapt social video into your weekly and monthly content calendar? Check out these key components of how to make successful videos on social media to help in your planning.


Aspect Ratio

First, it’s important to mention that the ideal “aspect ratio” or “size” of your video is dependent on which platform you are posting on. Have no fear! Typically, the 1:1 ratio will work if you don’t have the ability to change it across multiple platforms. However, if you’re looking for the exact sizes that work for different platforms, follow these guidelines:

Facebook
  • Landscape: 19:6, Portrait: 9:16, recommended video dimensions: 1280 x 720
  • Mobile renders both video types to an aspect ratio of 2:3
  • Recommended: 720 x 1080
Instagram
  • Landscape: 16:9, minimum dimension 600 x 315
  • Square: 1:1, minimum dimension 600 x 600
  • Vertical: 4:5, minimum dimension 600 x 750
  • Recommended: 864 x 1080
Twitter
  • Range between 1:2.39 to 2.39.1
  • Landscape Dimensions: 320 x 180, 640 x 360 or 1280 x 720
  • Portrait Dimensions: 240 x 240, 480 x 480, or 640 x 640
  • Recommended: 640 x 640
YouTube
  • Recommended aspect ratio is 16:9
  • Maximum dimension: 3840 x 2160
  • Minimum dimension: 426 x 240

Length of Time

Keep things short and sweet! The average person has only an 2-second attention span on Facebook, and this is demonstrative of social media across the board. Make sure your video engages the user within the first 3 seconds, and keep your organic video posts to around 30, impactful seconds. Save long-form content (anything longer than 60 seconds) for IGTV, Facebook Watch, and YouTube!


Optimized for Mobile – Captions

Make your videos simple enough so that they can be easily understood and digested on a mobile device! Since over half of social videos are streamed on mobile, it’s a key component of creating your video content.

This means that you need to simplify the video by adding captions or graphics to it so that your message isn’t lost if someone watches it without sound on. Test it out! Try watching your content without sound to see if it still gets the message across! Here’s a great example:


Quality Content

Not only does the size, mobility, and length of your videos matter, the actual quality of the content does as well! Ensure that your video content is high-resolution and that it provides value to your audience. First off, high-resolution videos have the ability to catch more attention than low-resolution videos do in a user’s feed. Second, think about this before you post your video: “how will my audience benefit from this?”


Video content is already one of the best ways to catch users’ attention, and its share of our collective social media consumption is only growing. By ensuring your video is high-quality, optimized for mobile, has an aspect ratio is well-suited to the platform, and is short and impactful, you’ll be able to rest easy knowing that you’re set up for success.

For more ways to stay up to date on the latest digital marketing and tourism trends, be sure to follow us across social media at the links below or subscribe to our e-newsletter.

5 Creative Tips for Pinterest

Pinterest is a key tool for destination marketers as a way to showcase the wide variety of opportunities that a destination has to offer. Here are 5 creative tips to think about when you’re crafting your next post on Pinterest.


1. Use an Eye Catching Image

The first thing a user will notice and what will ultimately convince them to click is the image. You want your image to stand out from the rest and have a unique or interesting element that’s immediately noticeable. Also, make sure that the image is high-resolution. Check out these examples from tourism brands: 


2. Go Vertical

Pinterest reports that 85% of users are on mobile when using the platform. Consequently, you should always try to use a vertical image that will show up well in users’ feeds. Pinterest recommends a 2:3 aspect ratio; otherwise, your image may be automatically cropped. Check out the difference it can make:

Photo courtesy of Visit Colorado

3. Think “on-brand”

Make sure that you think of your destination and your company’s brand standards as the focal point of the pin. If you stray too far into using different fonts, sizes or types of images, you won’t be showcasing your brand to your consumers, which could negatively impact the performance of a pin – and general brand awareness! Keep your message clear and consistent across the platform! 


4. Include your Logo

Yes, that’s right. Include your logo very subtly in the lower left corner or justified to the center in order for your followers to know that it’s an official posting from your brand. This will allow your consumers to know the difference between the content you’ve created and outsider’s content. 


5. Add text overlay to tell a better story

Adding text to an image can be a great way communicate your message to potential pinners. “Text overlay” simply means the text on the image that you use for your Pin. Text on an image typically performs the best when the text is concise, or less than 100 characters. Check out this example:


Finally, remember that Pinterest is ultimately a visual search engine for your audience. Likely, a potential traveler will begin their trip planning process at a search engine and finding creative ways to inspire travel to your destination is key when you’re developing your Pinterest strategy. 

To stay updated on digital marketing practices for your destination, be sure to subscribe to our e-newsletter and follow us across social media with the links below! 

Optimizing your Photos & Videos for your next Campaign

When you’re planning your next Facebook ad campaign, there are several things to keep top of mind. They include your goals, strategy and target audience. All of these are important to the overall execution and reach of the campaign, but one item is crucial to achieving success and capturing the attention of potential prospects – the campaign’s creative elements. 

Your campaign creative can be displayed in multiple ad formats such as carousel, slideshow, collections, canvas or instant experiences.  But regardless of what ad units you choose, the success of the campaign will be dependent on the quality of the creative images and/or videos.

Here are four basic considerations to optimize the photos and video that will be used in your next Facebook campaign. 


Make them Attention Grabbing

Allow your creative to be thumb-stopping – think scrolling through the feed via a mobile device. The visuals should grab the attention of the user as soon as they lay their eyes on it. Take time during your campaign planning process to come up with ideas to develop creative that is eye-catching, vibrant, and unique to your brand. Design something that is unique and will inspire users to engage with the ad.   There are multiple ways to get creative with photos and videos, check out a few of these examples below:


The bracelet brand Pura Vida uses eye-catching, bright images in a carousel format to grab a user’s attention. Source: SproutSocial

VisitPA used images creatively in a carousel ad by cutting panoramic photo into pieces so a user has to swipe through to see the whole photo. Source: CrowdRiff

The Bermuda Tourism Authority used cinemagraphs as a part of their “Summer Fridays” campaign. Source: Bermuda News


Align them with your Call-to-Action

Having a strong call-to-action (CTA) is imperative to motivating consumers to respond to your ad and help achieve your campaign goal.  Make sure that you only have one, singular, clear CTA to garner the best results. And, be sure that the context aligns with your creative.   For example, if you are targeting potential visitors with interests in “beaches in tropical destinations” to sign up for your email newsletter, you should use beach related images or video in your ad campaign to align with the user’s interests. Check out this great example from Discover Puerto Rico

For more help on writing a CTA for your Facebook ad, check out the ads guide on Facebook or our blog for the basics of getting started writing one. 


Include Minimal Text

Facebook recommends using as little text as possible in your ad creative. Creating images or video that are text-heavy for your ad campaigns can cause them not to perform well in the ad auction and will ultimately affect the deliverability to users in the news feed. Remember to keep it simple and use minimal text to relay your message effectively. 

Here are some examples of appropriate use of text in both video and images: 


Retargeting with Video

You can maximize your future campaign efforts with the use of video in your most recent ad set. This is most commonly done with Facebook’s Retargeting capabilitiesFor example, using a video for the first flight of the campaign will help solidify your core audienceThen, for the next flight, you can retarget this audience with an image-based ad built on the user engagement with the video. Facebook’s machine learning technology allows you to pick the level of engagement you’d like to target. You can specifically retarget based on watch time, (between 3 and 10 seconds), as well as percentage watched, (25%, 50%, 75%, and 95%). You can then select future potential targets based on engagement. You can directly retarget those users or build lookalike audiences with similar user personas from the Facebook database. 


Whether you’re trying to simply increase traffic on your website, gain email subscribers, or convert a hotel booking, never underestimate the power of good creative components in your Facebook campaign. For more information on how you can develop the best possible creative for your next campaign, check out the Facebook Ads Help centeror click below to continue your learning

To stay up-to-date on the latest and greatest tourism and digital marketing news, be sure to subscribe to the TwoSix E-newsletter and follow us across social media.