What Is Native Video and Why Does It Matter?
Many brands create compelling, effective videos and post them on YouTube or other video platforms, using links to share their high-quality content on other social channels. But is this the right approach?
It’s often better to follow a native video approach to sharing content. Here’s why brands should use native video on social media, as well as a brief rundown about how to create a powerful native video that resonates with your target audience.
What is native video, and why should brands use it?
Native video is content that is uploaded directly to—or, in some cases, created on—social platforms so it can be played in-feed on the platform. For example, a native video on Facebook is one that you’ve uploaded directly to your channel, rather than a link shared from TikTok or YouTube.
All audiences appreciate native video, even if they may not know it. The benefit of native video is that it won’t interrupt the user’s experience by forcing them to make unnecessary clicks or open new windows. That means they’re much more likely to engage with your content, rather than see it as an annoying distraction in their feed.
While sharing a link to your video on your feed is much easier, it’s no secret that native video gets better reach and engages more potential customers. This is largely thanks to the autoplay feature, which only works on social if you upload a native video. Since viewers don’t have to leave the site to watch your content, they’re much more likely to comment directly on your post, driving more engagement.
How to create a great native video
Native video is all about creating a more pleasant user experience for your target customer. You need to tailor your content to create an enticing native video for each social platform so that it feels effortless for your target audience to watch. The most successful native videos
Create successful native video by:
· Keeping things light. Keep your content entertaining or educational, including editorial content, infographics or even customer testimonials. As long as you keep your content fun and enjoyable, you’ll delight your audience and make them feel as if their time was well-spent watching your video.
· Using multiple angles. Consider how your videos will look on each platform, including the right orientation and aspect ratio. If you plan your videos for multiple platforms before production, shoot from multiple camera angles—including vertical and wide—so you can create content that fits on each platform.
· Using a hook. Today’s social media users have shorter-than-ever attention spans, so you need to put your most important information at the beginning of your video. Include your call to action or attention-grabbing headlines near the start of your video so that your audience won’t miss the most important information in your content.
Native video provides a better user experience, but only when it’s done right
Native video is a trend that’s growing by the day. While its effects are seamless, producing effective content can be complex. Ready to add native video to your digital marketing strategy? Spin Creative is ready to help you create dynamic content that’s tailored to all your social platforms, so you can broaden your reach and achieve your marketing goals. Say hello, and start crafting compelling video content for your social feeds today.
About Us
Spin Creative is a video production company and creative agency helping marketers create winning video and creative strategies that engage, inspire and activate targeted audiences. Spin is headquartered in Seattle with offices in San Francisco and London, serving brands around the globe.
