Length
The length of your videos go hand-in-hand with the amount of engagement they receive. The chart below shows that videos under 2 minutes in length receive the most engagement, followed by a significant decline in engagement after the 2 and 3 minute mark.
Set the Tone and Style Early
It is key to set the right tone for your videos depending on your audience, and the goal of your video. According to a study by Think With Google, the tone of your videos can affect whether your audience decides to tune in or tune out. It is important to set the tone of your videos within the first five seconds, in order to grab your audience’s attention. The study reveals that among ten categories of style and tone, such as “humorous”, “emotional”, or “calming”, people were more likely to be engaged with videos that were humorous. Using humor will not be appropriate for every type of video, but the point is to set the right tone within the first five seconds.
Consider Which Platform Will Work Best
With the growth of social video, it is important to keep in mind that some video content is better suited for certain platforms over others. You should not try to push your video out on every platform and expect it to perform well on each channel. Facebook videos receive more engagement overall compared to YouTube videos; however, it takes fewer YouTube views to generate the same rate of engagement. It is important to think about the content in your video, as well as the format. 85 percent of Facebook videos are watched without the sound on, so a video without captions might not perform as well on Facebook than it would on YouTube.