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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?”

 
 
 
 
 
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A post shared by Pure Michigan (@puremichigan) on


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.

Key Elements to a Successful Partner Newsletter


If you are looking for a simple solution to making sure that your destination partners are staying updated on all of your destination happenings, we have the answer for you! Create a newsletter and consistent distribution schedule to effectively communicate with your partners regularly. Read on for a few key elements to your partner newsletter:

Before we get started, remember: this doesn’t have to be on the same distribution as your monthly leisure newsletter. It can be less or more frequent, depending on the peak season for your destination. 


1. Schedule

Before you do anything else, determine a regular distribution schedule for your partner newsletter that you can and will stick to! Think about events in your area that might be necessary to address or just how often you would like to be communicating with your partners. 


2. Contacts

Next, make sure that you have all of the emails of your area partners before getting started! Your updates won’t be much use unless they’re reaching the right people. If you don’t have these, try collecting them at your next partner event.


3. The Template

Once you’ve set your schedule and establish your partner email database, it’s time to build out your partner newsletter template. The template should be simple and easy-to-use since you will be using it on a fairly consistent basis. The template should consist of these main content elements: 

  1. An event run down for the coming month/week
  2. An educational or news article about travel or destination marketing best practices 
  3. Optional: Include one of your recent blogs if it is relevant to your partners 
  4. Include any possible ways that your partners can connect with community: do you have events coming up that they could sponsor or host? This is a great way to communicate those ideas 

Check out this great partner newsletter example from Pure Ludington


4. Keep Up the Good Work

Along with these major content elements, it’s important to  practice good email marketing habits like: 

  • Use intriguing, relevant, and different subject line and preview text in each email (with emojis!)
  • Change your header image periodically (seasonal works well)
  • Include social media links at the top and bottom of your messages 
  • Keep things clean and concise for your readers

When you are crafting your partner email, it is important to keep in mind that you are their main source for destination information. Being accessible and communicating the key events will allow your partners to be involved and will likely foster a positive relationship with them moving forward! For more tips and tricks on how to develop your digital marketing strategy for your destination, follow us across social media at the links below and subscribe to our e-newsletter


Looking to learn more about email marketing strategy for your destination? Contact us for more information about working with us!