SOCIAL MEDIA VIDEO GUIDELINES AND CONTENT BEST PRACTICES
TABLE OF CONTENTS YOUTUBE
03 04
10
16
WHY IS YOUTUBE IMPORTANT? HOW CAN I GET MY VIDEO UPLOADED TO THE COMPANY YOUTUBE CHANNEL? 1. Video file 2. Branded thumbnail 3. Title of the video and description text 4. Translations for subtitles INTRODUCING ABCD’S ABCD’S OF EFFECTIVE CREATIVE FOR YOUTUBE A Attract attention from the start B Brand naturally and with purpose C Connect through emotion and storytelling D Direct viewers on what to do next VIDEO FORMATS FOR YOUTUBE ADVERTISING
INSTAGRAM AND FACEBOOK
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VIDEO FORMATS FOR SOCIAL MEDIA: INSTAGRAM AND FACEBOOK
WHY IS YOUTUBE IMPORTANT? YouTube is the SECOND most used search engine on the internet after Google. By 2019, 80% of the world’s internet traffic will be video. Marketing campaign initiatives are almost always supported by video. Making sure that video is on brand, and formatted and edited in the right way, ensures it has the potential to be used for a variety of advertising formats, including social media distribution. Radisson Hotel Group is bringing all video content together on one company channel. Visit the YouTube channel here
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HOW CAN I GET MY VIDEO UPLOADED TO THE COMPANY YOUTUBE CHANNEL? YOU NEED TO PROVIDE: Tracked link to campaign landing page
Video file Branded thumbnail
If you need multiple languages of text – provide the subtitles in .SRT file format
Title of the video and description text 4 SOCIAL MEDIA VIDEO GUIDELINES AND CONTENT BEST PRACTICES
1. VIDEO FILE • The video file should be .MP4 but many other file types are supported. Check here • Make sure the video aspect ratio is 1920 x 1080 and displaying a resolution of at least 1080p. • Always save all the raw files in case content needs further edits. • Make sure that your video is on brand according to the brand guidelines otherwise your video will not be uploaded on the company channel. On brand means ensuring the video is in the brand style, using the brand logo and brand font. • Please consult the brand guidelines for more information or consult the Social Media team.
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2. BRANDED THUMBNAIL A thumbnail image is the image that appears when users are scrolling through YouTube looking for content. Every video that is uploaded must have one as this attracts users to click on the video. Please ensure: • The correct branding must be used • Include a 2-5 word description of the content that will grab attention as a title on the thumbnail
By creating videos with branded thumbnails, we create a pleasant, engaging experience for YouTube viewers. Content Lab is briefed on the correct dimensions and format. You can simply send them: • Text • Image
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3. TITLE OF THE VIDEO AND DESCRIPTION TEXT TITLE • Titles should be no more than 70 characters including spaces.
• When it comes to SEO, the title is the most important piece of content on your YouTube channel. The title informs both search engines and viewers about the video content, similar to the headline of an article. Think about what is going to hook you. What is punchy, smart and represents the story? Having a click-worthy and search-friendly title with descriptive keywords will make it easier for viewers to find your video assets on YouTube and other search engines. The title stays with your video wherever it goes, such as social media profiles when embedded or shared. • Include a keyword towards the beginning of the title – place the most important words towards the start of the title.
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DESCRIPTION • Descriptions should include expressive keywords to accurately inform your viewers and search engines about the video content. Although there is space for a description of up to 5,000 characters, keep in mind that YouTube truncates the full view of the description and will only display the first 250 characters. • Targeted keywords from the title should at least be used once at the beginning of the description. • Provide 1-2 sentence(s) describing the video so the viewer knows what they’re about to watch, keep the first sentence brief, up to 100 characters. • Below your descriptive summary, include a tracked and shortened link to brand/campaign/hotel official website.
BE SURE TO INCLUDE A TRACKED LINK TO DRIVE PEOPLE TO AFTER SEEING THE VIDEO • Please use the campaign link generator tool. • Please contact the Social Media team for more information if you are not sure how to proceed.
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2. BRANDED THUMBNAIL 4. TRANSLATIONS FOR SUBTITLES • Do not ask for captions to be put into the video by editors. YouTube has tools that will display subtitles for the right language to the right person in the right place. • Most translation agencies are used to getting requests for translations into .SRT file format. Simply ask them to put the translations in .SRT. • Uploading .SRT files with your video also has SEO benefits on YouTube. Some publishers have seen an increase in organic views of 10-15%. It appears YouTube prefers content with .SRT files. • Multiple videos of the same content with different language subtitles will not be uploaded. Only the .SRT file format is acceptable. N.B. If your agency cannot provide the translations in .SRT format, Content Lab has a translation agency partner that can do this. Please contact Content Lab for translation services. A Word document of transcribed text would be required.
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INTRODUCING ABCD’S
ABCD’S OF EFFECTIVE CREATIVE FOR YOUTUBE Start with your goals. Understand what can impact them.
A
B
C
D
ATTRACT
BRAND
CONNECT
DIRECT
No matter the format, it’s crucial to capture attention early on
Integrate your brand naturally and meaningfully
Connect with the viewer through emotion and storytelling
Direct the viewer on what to do next
TEST – MEASURE – LEARN
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A
ATTRACT ATTENTION FROM THE START No matter the format, it’s crucial to capture attention early on.
FRONTLOAD YOUR STORY ARC Is there an immediate hook?
USE FAMILIAR FACES Featuring a person at the beginning can lead to increased viewership.
BE THOUGHTFUL WITH MUSIC There is no clear correlation between music and viewership or brand lift, despite appearing in over 80% of ads.
CONSIDER CREATIVE STYLE Multiple factors impact ads people choose to watch. Consider testing multiple versions to see what works best.
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B
BRAND NATURALLY AND WITH PURPOSE How and when branding appears can impact the performance of brand lift metrics.
BRAND PLACEMENT MATTERS Integrating your brand in natural usage in the first 5 seconds is associated with higher ad recall. Use on product for maximum impact.
AUDIO CAN DRIVE RESULTS Audio mentions of your brand are associated with increased brand lift.
OPTIMIZE FOR YOUR OBJECTIVES If your focus is recall, brand early and often. Longer watch time is better for awareness and consideration. Consider adjusting brand placements in the creative for these metrics. TIP! Add an intro/outro to your video where you can use the brand logo and provide a clear CTA at the end. Content Lab can provide these for you if necessary in keeping with other brand videos.
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C
CONNECT THROUGH EMOTION AND STORYTELLING Longer watch time is correlated with a lift in awareness and consideration.
CREATE AN EMOTIONAL CONNECTION Emotional storytelling, humor and suspense are associated with increased ad recall, but each brand is different.
USE THE POWER OF AUDIO
Audio and video together drive stronger brand results than video alone. Use audio to reinforce a key brand message.
BREAK THE FOURTH WALL
Use on-screen talent to interact with the viewer. There’s significant association with brand lift performance.
CONSIDER QUICK CUTS
Initial studies show increased pacing helps keep people watching longer, especially on mobile.
ANALYZE AND TEST
YouTube Analytics retention curves help determine where viewers drop. Test different versions of your creative to see what works best for your brand.
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D
DIRECT THEM ON WHAT TO DO NEXT Clear calls to action drive brand lift.
BE CLEAR Be clear and directive on what you want people to do, whether by clicking through to your brand’s website, watching another video, or following a key hashtag on social media.
USE PLATFORM FEATURES Info cards, end screens and CTA overlays can provide an easy path to continue engagement. The Social Media team will directly add info cards for you when your video is uploaded.
BE RUTHLESS Ensure you’re leaving the viewer with one clear thought.
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VIDEO FORMATS FOR YOUTUBE ADVERTISING
DIFFERENT EDITS FOR DIFFERENT ADVERTS From one ‘long’ video you should create different lengths for different ad placements if advertising on YouTube. • 6s video: Bumper ads can be used as short and snappy clips played before and after normal videos to communicate one clear idea quickly • 15-20s video: can be used for non skippable ads • Longer than 20s video: can be used for skippable ads which users can skip past after 5s
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VIDEO FORMATS FOR SOCIAL MEDIA INSTAGRAM AND FACEBOOK
HOW DO I OPTIMIZE MY VIDEO FOR DISTRIBUTION ON SOCIAL MEDIA? From one long video placed on YouTube, you should create shorter shareworthy snippets for use in different placements on social media for maximum distribution potential.
• As one of the key methods of video distribution, keep social in mind even before you begin your video project. YouTube can hold a longer video format, but within this longer video, consider different stories that will make it easy to cut the video into shorter, shareworthy snippets on social media channels. You can then drive people on social channels to see the full video on the website. • Share your video with 1080 x 1080 dimensions for Instagram and Facebook feeds. Always consider mobile! In the past, videos were often uploaded in landscape format across every platform, but on social media, and especially mobile devices, square or portrait format will better fill your user’s screen for the best immersive experience. When sharing on Facebook and Instagram, consider putting budget behind your video optimized for video views and maximum reach. • Think Instagram Story! Dimensions for Instagram’s Story format are 1080 x 1920. With Facebook’s organic reach in further decline, Instagram Stories can still provide you with reach for your videos. In 2017, Instagram Stories surpassed 250 million daily active users (approximately 50% of Instagram’s total number of daily active users accessing the application)!
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TIP! Got over 10,000 followers? Make use of Instagram Stories’ “swipe-up” functionality and include a tracked link on the video for users to discover more. Note this is also available if you run an Instagram Story advert regardless of follower count.
IGTV NEW! Instagram is pushing mobile-first portrait video. Now, not only can you upload short 15-second Stories, but you can also upload longer portrait videos via IGTV from both mobile and desktop * that remain on your channel.
Clearly visible on your profile
Scroll through all videos on a channel
Download Instagram’s TV guidelines here
*If uploading on desktop, be sure to log in first before accessing the link. 20 SOCIAL MEDIA VIDEO GUIDELINES AND CONTENT BEST PRACTICES
Video format: MP4 Length: 15 seconds to 10 minutes for smaller accounts; 15 seconds to 60 minutes for larger and verified accounts Size: 650MB for videos less than 10 minutes; 3.6GB for videos up to 60 minutes Orientation: vertical (portrait) Aspect ratio: 9:16
SOCIAL MEDIA SHARING EXAMPLES – THINK MOBILE
INSTAGRAM STORY
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IGTV
Facebook Facebook Instagram Instagram feed in-stream feed Stories
CHOOSE YOUR FORMAT
16:9 Full Landscape
1:1 Square
4:5 Vertical
2:3 Vertical
9:16 Vertical Full Portrait
Source ratio
16:9 to 9:16
16:9 to 9:16
1.91:1 to 4:5
9:16
Video length
240 minutes max.
5-15 seconds
1-60 seconds
1-15 seconds
Objectives supported
All
Engagement, reach, video views, brand awareness
All except store visits, messages
All except engagement, store visits, lead generation, messages
Captions supported
Yes
Yes
Yes
No
Sound required
No
Yes
No
No
May be masked to 2:3
May be masked to 2:3
Horizontal 16:9
Square 1:1
YouTube only
Social Sharing
Vertical 4:5
Vertical 2:3
Full Portrait 9:16
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QUESTIONS? Reach out to the Social Media team in Brussels: social.media@radissonhotels.com. sophie.clarke@radissonhotels.com Park Inn by Radisson: evan.buzzard@radissonhotels.com Radisson Collection: anne.trodden@radissonhotels.com General Queries: social.media@radissonhotels.com See our YouTube channel: