I’m showing my age with that title! “It’s Hip To Be Square” was released by Huey Louis and the News in 1986. A lesser remembered event from 1986 was that a full survey was carried out at Loch Ness in the hope of finding proof that Nessie existed. No proof was found.
My reason for mentioning that fact is that proof is what people want when I tell them that video is the most engaging online medium and that video marketing is the most effective form of digital marketing available to a business.
Indeed, one of the most frequently asked questions I get from people contemplating using video is, “How can we measure the return on investment?”
How can you measure the Return On Investment (ROI)?
To prove the return on investment (ROI) for video you need clear goals and define what metrics you will be analysing. These metrics could be engagement with the video (e.g. Views, Likes, Favourites, Shares, Retweets, Mentions and Comments), increase in the number of visitors to your website, increase in time spent on your website, length of time spent watching the video, increase in the number of followers and action taken by the audience after viewing.
A 2016 statistic from HubSpot is that 73% of B2B organisations who use video in their marketing report positive results to their ROI.
If you’re on Facebook then you’ll be familiar with the many recipe-based videos appearing on your timeline. They are popular because they are very short, easily digestible videos that show mouth-watering food. This image shows a particular favourite of mine… a gorgeous Greek Quinoa Salad. This link goes to the video on YouTube. However, the Facebook video is slightly different… it’s square.
This is the embedded video from Facebook.
The fact that they’re square makes them stand out from the many videos on Facebook which are 16 x 9 (widescreen) aspect ratio (excluding Facebook Live videos and those recorded with a smartphone held portrait, resulting in “vertical video”).
Square videos (1:1 aspect ration) are becoming popular on Facebook. On most smartphones, a square video results in the entire screen being taken up by a single post. View rates and click-through rates are all higher with square videos.
I needed to prove this, so I used a video that I had previously made for GemPort Jewellery. I was confident that this would receive more views than when it had been posted previously. These are the data for the previously uploaded videos:
- posted 22 October 2015 – 274 Views, 15 Likes
- posted 16 September 2016 – 344 Views, 16 Likes, 1 Share
The new video was created square and can be seen below compared with the first time it was posted. The square video post takes up nearly twice as much space as the original widescreen version. As of 29th January 2017, the video has received a lot more engagement with 781 Views, 34 Likes and 13 Shares.
I placed the GemPort Jewellery logo towards the top of the video and captions towards the bottom of the video because Facebook reported that 85% of Facebook videos are viewed without sound and advised that showing captions, logos and products can help communicate your message, even in silence.
That leaves one question which I have already been asked… “How do I make my videos square?”
My tutorial, “How to make square video for Facebook, Instagram and Twitter“, shows how to do this.