Optimise Your Video Format to fit its purpose

Published 
B

usinesses have been utilising video within social media platforms at an increasing rate because video cuts through to audiences. It’s for this reason that Facebook and LinkedIn – as well as a number of other social platforms – encourage the use of video by serving it to users more frequently. As fantastic as the use of video is, it’s also essential to ensure that your videos are optimised for the platform and intended audience.

While there are a range of important considerations for ensuring that you cut through to your audience – such as building authority, establishing trust and remaining accessible to your clients – video optimisation comes first. In particular, if you intend to use video as promoted content, you need to ensure not only that it sends the right message, but also that it fits the allotted time. It may sound pretty obvious, but you’d be surprised how many businesses don’t understand these constraints and don’t get this right. For example, while you have a fair amount of flexibility in the length of videos you can post to your own Facebook business page, there’s a 15 second limit to videos being used as promoted ads.

Throughout this lockdown period, I’ve been spending probably a little more time on Facie than I should have, and I’ve noticed a number of videos that seem to stop mid-message when the 15-second slot runs out. Why!? I expect that businesses have made a video to post to their business page, and then have simply used that same video as promoted content without first optimising. If you’re making a video specifically for use as a Facebook ad, tailor it to be 15 seconds long. If you want to repurpose a longer video for use as an ad, you must edit it down the 15-second limit. This doesn’t just mean changing the length to 15 seconds from the start; you need to make sure you deliver your entire message within that 15 second period. It sounds challenging, but I can promise you that you can create great videos with a strong message, that fit within a 15-second slot.

The benefit of ensuring you achieve this is critical – you’re paying money to serve your audience with 15 seconds of video. If you have a brilliant video with a strong message, but that message is delivered after the 15-second cutoff, you’re not just wasting all of your advertising spend, you’re also wasting all the time, effort and money that went into producing the video in the first place! This doesn’t just affect the video either, it undermines your brand, it reduces your authority, erodes trust and stretches the connection you’ve worked so hard to build up with your audience. This is not a good look, especially if you have a marketing and social media team running your show, but small details related to ad format constraints have evaded many professional marketers in the past. Forewarned is forearmed!

All that said, there’re a few basic guidelines to ensure that you can compress a great video and strong message into your 15-second window: Following these three simple tips will ensure that you don’t waste your advertising spend:

1.     Consider the purpose of the video before you create it; have a plan about where it’s going to be served, what message you want to deliver and what action you want your audience to take.
2.     Know your target audience, and tailor the placement and the format of your video to ensure that it connects with them and builds authority and trust.
3.     Spend more on the media ad space than the content itself. It hurts me to say, but simple content can go a long way. As a minimum, 60% of your total budget should be allocated to advertising spend, with the remaining 40% used to plan, shoot, edit and finish your video.

Video content is a powerful means of connecting with your audience, building authority, growing trust and remaining accessible, but it’s essential that your video is platform-optimised to deliver your strong message within the available time. Be aware of who your audience is, what platform you’re going to be using and the constraints imposed by that platform, to ensure that you can cut through and engage!

Good luck, have fun and happy video making! ♥ Mia

Subscribe For More
Marketing Insights

We never share your info. View our Privacy Policy
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
Join OUR
MARKETING TRIBE
THere's More

Post You Might Also Like

All Posts
Marketing
//

Beyond the Logo: Building a Brand That Resonates with B2B Buyers

Many companies fall into this default corporate-style archetype, presenting themselves as overly formal, professional, and, let’s be honest, indistinguishable from competitors. The result is a sea of blue suits blending together, making it harder for buyers to connect, engage, and ultimately choose one brand over another.
Marketing
//

Brand Trust: The Key to Shortening Long Sales Cycles in B2B

Without trust, sales cycles drag on, decision-makers hesitate, and marketing struggles to generate engagement. But when trust is embedded into the buyer’s journey from the very first touchpoint, deals move faster, friction is reduced, and revenue flows more efficiently.
Marketing
//

Breaking Down Silos: How Product, Marketing, and Sales Collaboration Transforms Good Businesses into Great Ones

When Product, Marketing, and Sales unite around a shared vision they create a seamless customer experience, solve real problems, and drive exponential growth. In this blog, we explore how aligning these teams, sharing metrics, and creating clear communication channels can transform your business from good to great.
Marketing
//

Shedding Old Ways: A Marketer’s Guide to Success in the Year of the Snake

The snake, often misunderstood, is a symbol of wise and intuitive energy - qualities that can inspire us to shed old habits, embrace change, and evolve.
Marketing
//

B2B Marketing Trends: Your Guide to 2025

Let's Talk B2B Marketing in 2025: What's Actually Working and What's Ahead?

@limehub_marketing