Optimize Video Content for SEO & Social

Introduction

Ever wondered how to optimize video content? If you haven’t yet, you should. It is extremely important that your videos are optimized properly for the sake of SEO, more traffic, and proper visibility. Remember, SEO is “search engine optimization” and it’s what dictates where you rank on search results.

By increasing traffic and visibility you’ll get more people finding your content and viewing it. When you optimize video content, you’re giving yourself the best shot at reaching the most people.

Video content is much more likely to be viewed and engaged with. According to studies done by Statista, annual video viewers in 2018 added up to 228.8 million. Based on data from recent years, it’s projected that the United States will reach 248.9 million video viewers by 2022! But, without optimization, you could be missing out on potential viewers.

It’s projected that the United States will reach 248.9 million video viewers by 2022

For example, what happens when someone is in a space where they can’t have audio on but want to watch your video? This is why captions are so important. 85% of video views occur without audio. You want to give viewers every opportunity to experience your video content no matter their audio situation.

In 2018, the number of digital video viewers in the United States amounted to 228.8 million viewers. This figure is projected to reach 248.9 million U.S. video viewers in 2022.

PLANNING VIDEO CONTENT

Use search behavior to plan content topics.

Inform your video content strategy with actual search behavior. It’s important to not only create video content but to create it with actual search behavior in mind. If people are looking up certain questions or keywords that are relevant to your business, then speaking to those interests will help make your content more relevant to your target audience.

For example, if you want to create a video regarding the healthcare industry, you’ll want to see what kind of related searches are trending. Once you’ve discovered trending searches within the healthcare industry, you can make your video content based on that. Maybe it is actual procedures or questions about types of doctors – whatever it is, this is how you can identify your video plan.

If people are looking up certain questions or keywords that are relevant to your business, then speaking to those interests will help make your content more relevant to your target audience.

An easy way to find trending searches is by using Google Trends. This site was created by Google and it analyses keyword volumes and search activity in different regions.

Plan your content months in advance.

You are going to want to stay efficient and get out as much content as you can. This is why planning out your content in advance is a huge time saver. Brainstorm all the different video topics you want to hit on. Also, think about the different types of videos you want to put out in a month.

For example, maybe one is a live podcast, another a short video answering a major question, and more. Then, plan out the different videos consistently every month. This keeps goals ahead of you and a consistent flow of content.

Execute on the plan.

Now you are ready to execute. First, plan when you will make time to continuously capture these videos. Keep in mind, the content will need some editing. Whether it be as simple as adding captions or as major as working with greenscreens and animations, give ample time for editing. This will play a role in getting your video optimized for viewership.

Finally, it’s time to post. This can be easy or a bit more difficult depending on how many social platforms you are active on. You’ll want to get the content out on as many platforms as you can for the most viewability. But, one thing to keep in mind is that each platform has specific specs to optimize video content best.

SOCIAL MEDIA VIDEO SPECS

We’ll cover all the major types of video content for each platform. Using this information, you can further optimize video content. Here are the social media specs:

YOUTUBE

Standard Video Upload

  • Accepted Video File Types: .MOV, .MPEG4, MP4, .AVI, .WMV, .MPEGPS, .FLV, 3GPP, and WebM.
  • Dimensions / Resolution – 426 x 240 (240p), 640 x 360 (360p), 854 x 480 (480p), 1280 x 720 (720p), 1920 x 1080 (1080p), 2560 x 1440 (1440p) 3840 x 2160 (2160p)
  • Aspect Ratio – 16:9
  • Max File Size: 128GB
  • Max Duration: 12 hours

Bumper, Skippable, Non Skippable, or Midroll Video Ads

  • Accepted Video File Types: .MOV, .MPEG4, MP4, .AVI, .WMV, .MPEGPS, .FLV, 3GPP, and WebM.
  • Dimensions / Resolution: 426 x 240 (240p), 640 x 360 (360p), 854 x 480 (480p),1280 x 720 (720p), 1920 x 1080 (1080p), 2560 x 1440 (1440p) and 3840 x 2160 (2160p).
  • Dimensions: Minimum – 426 x 240 and Maximum – 3840 x 2160.
  • Aspect ratio: 16:9
  • Max File Size: 128GB
  • Max Duration: 12 hours
  • Skippable Video Length – 6 minute max
  • Bumper Video Length – 6 second max
  • Mid-roll Video Length – 30 second minimum
  • Non-skippable Video Length – 15, 20, 30 seconds (depends on region)

 FACEBOOK

Shared Video Post

  • Dimensions, Landscape or Portrait: 1280 x 720
  • Landscape aspect ratio – 16:9 and vice versa for Portrait.
  • Best Video Formats: MOV or MP4
  • Max File Size: 4GB
  • Max length: 240 minutes
  • Max Frames Per Second: 30

In-Feed Video Ads

  • Best Video Formats: MOV or MP4
  • Max File Size: 4GB
  • Recommended Resolution: 1080×1080. *Upload at highest possible
  • Aspect Ratios – Horizontal: 16:9, Square: 1:1, Vertical: 4:5 or 2:3 and Full Portrait: 9:16
  • Max length: 240 minutes

Carousel Video Ads

  • Best Video Formats: MOV or MP4
  • Recommended Resolution: 1080 x 1080
  • Aspect Ratio – 1:1 or Square
  • Video Duration:1 second to 240 minutes
  • Max Frames Per Second: 30
  • Max File Size: 4GB

Facebook Stories

  • Best Video Formats: MOV or MP4
  • Recommended Resolution: 1080 x 1080
  • Aspect ratios: 1.91 to 9:16
  • Video Duration:1 second to 2 minutes
  • Max File Size: 4GB

INSTAGRAM

In-Feed Video Post

  • Best Video Formats: MOV or MP4
  • Resolution: Minimum – 1080×1080
  • Aspect Ratios: Landscape – 16:9, Square – 1:1, Vertical – 4:5.
  • Max File Size: 4GB
  • Max Length: 60 seconds

IGTV

  • Required Format: MP4
  • Recommended resolution – 1080 x 1920.
  • Aspect ratios – 9:16 or 16:9is 9:16
  • Previews are shown in 4:5 ratio
  • Video Minimum: 60 seconds
  • Video Maximum (Desktop upload – 15 minutes) (Mobile upload – 1 hour
  • Max File Size: if < 10 minutes = 650MB, Up to 1 hour = 3.6GB

TWITTER

Landscape and Portrait Video Tweet

  • Best Video Formats: MOV or MP4
  • Recommended resolutions – Landscape:1280×720 Portrait: 720×720
  • Aspect Ratios – for optimization: 1:1 square. 16:9 also allowed
  • Max File Size: 512MB
  • Max Length: 140 seconds
  • Frame Rate: 30 or 60fps

LINKEDIN

Shared Video Post

  • Video Formats: .ASF, .AVI, .FLV, .MOV, .MPEG-1, .MPEG-4, .MP4, .MKV, .WebM.
  • Max File Size: 5GB
  • Aspect Ratio – 1:2.4 to 2.4:1
  • Video Minimum: 3 seconds
  • Video Maximum: 10 minutes
  • Video length minimum is 3 seconds, max is 10 minutes.
  • Frame Rate: 60fps max

Add Captions to Videos

Subtitles vs. Captions

As we talked about before, it’s important to add captions to video content. Most people use the words “subtitle” and “caption” interchangeably. The truth is they are not the same. Captions are what you probably mean to refer to. They are designed for use when viewers can’t hear the audio. On the other hand, subtitles are for those who don’t know the language of the audio and need subtitles in their native language.

Burn in

When it comes to captions, there are two main types, burned in and automated. Burned in captions sounds exactly like what they mean. These captions are a part of the video. They have been edited to be permanent on the video no matter where the video is viewed. Using burned captions ensures that no matter where your video is seen, captions will be seen.

Automated Captions – Facebook/YouTube

On the other hand, automated captions require no extra editing while using your video editing platform. In this instance, social platforms automatically add captions to video content posted. The downside to this is that automated captions tend to have spelling errors and improper grammar.

Video transcription tools

To add captions to video content, you can save yourself a lot of time by using transcription tools that allow you to export as SRT files (caption file type). Here are some transcription/captioning tools you can use:

optimize video for SEO

It’s important to optimize video for SEO. It’s likely you’ve spent some of your budget producing, editing and more. But the important question is, “is your video even ranking?”. This is where video SEO becomes crucial. There are so many things you can do to help your video rank higher.

Here are some ways to optimize video for SEO:

 

  • Use Transcriptions: Transcriptions are imperative and are an easy way to boost your chances to rank higher. Be sure to put the video transcriptions in the description or on the page with the embedded video. This will make your video more accessible.
  • Create Engaging and Relevant Thumbnails: SEO is boosted by creating engaging thumbnails with text that is relevant to the title of the video. Avoid simply using a frame from the video. Make sure the thumbnail is clear and the text, if any, is readable. Note that videos with custom thumbnails actually have a 30% higher play rate.
  • Use Proper Titles and Descriptions: Make sure your title and description match and are focused on the keyword you are trying to rank for. Craft something engaging based on the keyword. This is an effective way to increase visibility on a search.
  •  Embed The Videos Where and When Possible: If posting to a webpage or blog, embed the video in the beginning. But, don’t embed it in multiple places because then you will have more than one page competing to rank for the same keyword(s).
  • Make Your Video the Focus: Try to stay on topic whether it’s in a description, a blog, or a title. You want the video to be seen so make it the focus. Don’t keep it hidden away or tucked away at the bottom in some text. This will lead to low play rates.

NEXT STEPS

Overall, you can see video SEO is very important. Remember, brainstorm your content and plan it out properly. Also, do your keyword research to keep pushing out content that is trending or popular. Keep in mind the different specs when posting to social media platforms. Finally, add captions to your videos when editing. Utilizing everything in this article, you’re ready to optimize video content and optimize video for SEO. On the other hand, an expert could manage all of this for you from start to finish. Get the results you’re looking for, contact us today!

Need help optimizing video content? Contact us today to learn more.