Social Network Clips

[Daisy Hughlett]

TheFacebook Collection ads showcase multiple images and a main video above it. This is perfect for displaying multiple products (or various colors of a single product) plus a video. The ad type has been popular so far with retailers and clothing companies as an instant storefront or lookbook.

Facebook Instant Experience ads open up a full-screen experience after the first click, which can be further customized with a variety of interactive features. This can include multiple video experiences, including features to auto-play on loop.

Instagram launched video capabilities in 2013 and quickly saw enough success to start advertising on the platform in 2015. Since then, video only continues to grow as an engaging social format. Needless to say, Instagram videos are absolutely worth the investment.

Since 2015, Instagram crafted its video formats to allow three different styles: landscape, square and vertical. However, like the app, Instagram and how video is presented has evolve. Gone are the days of IGTV and Instagram Video. Video can be natively included as a post or carousel post, or they can be uploaded as Reels, but more on Reels later.

Instagram Stories are short-form videos that display for 24-hours on your profile. Followers and users can access your Stories directly from your profile; followers have the luxury of accessing your Stories directly from their feed, where Stories for accounts they follow display directly at the top of their screen.

Twitter provides two formats of in-feed video content to share with your followers: landscape and portrait. These specific formats are only available for uploading video directly to Twitter, rather than sharing YouTube or other links.

Looking to promote your video through paid ads on Twitter? Luckily, you can use the same exact formats from Twitter organic videos. Stick to the same specs for both organic and paid video to ensure maximum visibility.

As the second-largest search engine behind Google, YouTube is an essential network for video content. For marketers, YouTube is a great space to promote, educate and share video content around your brand.

As YouTube continues to grow as a destination for video content, it hosts everything from short-form promotional videos to full-length movies and TV. This means users are streaming content on all sorts of devices, which could have different levels of zoom or overscan.

Introduced late 2020, YouTube Shorts have recently made its debut as another short-form video feature. These videos are a new way to watch, create and discover short-form content. Because people are watching more short-form videos globally, using Shorts is a new way to reach wider audiences to entertain or educate.

Standard YouTube videos are pretty straightforward, but there are a few video ad formats to learn if you want to advertise on the network. According to data from Google, brands advertising on YouTube with Discovery ads see incremental conversions.

Pinterest allows video upload for business accounts only, so they have specs designed for brands to get the most out of the highly visual and inspirational lifestyle content frequently shared on the platform.

In addition to ads, Pinterest Business Accounts can upload organic video content. There are two formats: standard and max width video. Below are the dimensions for standard width video ads and standard Pins.

This video format is the most common across the channel and is the main way users communicate back and forth through the app. However, your business can post videos to its story so others can see what your business is up to. Just follow these specs:

You can clip a small portion of a video or live stream and share it with others on social channels or via direct communications, like email or text. Clips are public and can be watched by anyone with access to the clip who can also watch the original video. You can find clips you made and clips made on your videos in the Your Clips library page. Video creators can manage clips made on their videos in YouTube Studio.

Clips are public and can be watched and shared by anyone with access to the Clip who can also watch the original video. Creators who own the original video have access to all Clips made on that video in their Library page and in YouTube Studio, and can watch and share Clips of that video. Clips can also be seen on select search, discovery, and analytics surfaces available to viewers and creators on YouTube.

A video posted to Donald Trump's account on his social media network Monday included references to a "unified reich" among hypothetical news headlines depicting an election win by him in November. The video drew sharp criticism from President Biden, who accused Trump of using "Hitler's language."

The word "reich" is often largely associated with Nazi Germany's Third Reich, though the references in the video Trump shared appear to be a reference to the formation of the modern pan-German nation, unifying smaller states into a single reich, or empire, in 1871.

The 30-second video appeared on Trump's account at a time when the presumptive Republican nominee for president, while seeking to portray President Biden as soft on antisemitism, has himself repeatedly faced criticism for using language and rhetoric associated with Nazi Germany.

It was posted and shared on the former president's Truth Social account while he was on a lunch break from his Manhattan "hush money" trial. It remained there until being removed the following morning.

"This was not a campaign video; it was created by a random account online and reposted by a staffer who clearly did not see the word (reich), while the president was in court," Karoline Leavitt, the campaign press secretary, said in a statement.

The former president has also drawn wide backlash for having dined with Holocaust-denying white nationalist Nick Fuentes in 2022 and for downplaying the 2017 rally in Charlottesville, Virginia, where white nationalists chanted "Jews will not replace us!"

At least one of the headlines flashing in the video appears to be text that is copied verbatim from a Wikipedia entry on World War I: "German industrial strength and production had significantly increased after 1871, driven by the creation of a unified reich."

Plus, the use of targeted hashtags and trending topics related to the clip can enhance visibility on the platforms themselves, connecting with audiences who may not be direct followers of Netflix but have shown interest in similar content.

By nurturing these communities, Netflix creates a viral loop where fans are more likely to share content within their networks and, thus, the streaming platform increases the reach and impact of their marketing efforts.

Netflix can use the analytics from the performance of different social media clips to gather insights into audience preferences and trends. This feedback is invaluable for shaping future marketing campaigns and content creation. If certain types of clips generate more engagement or viewership, Netflix might consider exploring similar themes or storytelling techniques in their upcoming projects.

Finally, the use of clips is just, plain and simple, a cost-effective marketing strategy. Instead of creating entirely new content for advertisements, Netflix just uses existing content to engage potential subscribers. This approach not only reduces production costs but also maximizes the return on investment from already produced shows and movies by extending their utility and exposure beyond traditional viewing on the platform.

The primary concern is the balance between promotional content and user experience. Overloading social media feeds with promotional clips can lead to viewer fatigue and potentially dilute the perceived value of the content:

Another concern are copyright and intellectual property issues, especially as clips are shared and potentially modified by users across platforms. Ensuring that content distribution complies with legal standards while still engaging viewers is a delicate balance that requires ongoing attention and adaptation.

As the online ecosystem becomes more intertwined, the strategic use of social media clips will play an increasingly important role in the marketing strategies of content-driven businesses, particularly if it continues driving engagement and growth in a competitive market.

Eric Siu is a seasoned entrepreneur and CEO of the digital marketing agency Single Grain, which drives scalable and predictable revenue growth using paid ads, SEO, and content marketing. He has successfully scaled multiple businesses and assisted clients in various industries, including Amazon, Uber, and Salesforce, to do the same. Eric hosts two podcasts: Marketing School with Neil Patel and Leveling Up, where he dissects growth levers that help businesses scale. Follow him on Twitter @ericosiu.

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Different social media channels also attract different audiences. Your social media marketing strategy should speak directly to the networks you should approach and their nuances, so you can narrow down where to spend your time.

A strong hook teases what your video is about in a clear and concise way, so you can engage viewers quickly and leave them wanting more. You can either write out the hook in text, say it directly into the camera, or record it in a voiceover.

Most social networks also prefer shorter videos. For instance, Instagram Stories caps videos at 90 seconds, Facebook Stories at 120 seconds, and X (formerly Twitter) at 140 seconds. So, think of creative ways to work within these constraints, get to the point quickly, and avoid unnecessary filler.

Social media audiences and the platforms themselves expect high-quality content. The Instagram Reels algorithm deprioritizes blurry, low-resolution videos, making such content less discoverable. Creating consistently high-quality posts ensures your video content wins points with and can stand up to future changes in social media platform algorithms.

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