In the early days of video training I helped deliver we’d have a clip that showed how landscape was the right way to shoot footage and upright video was plain wrong.
“People have eyes side by side,” the video joked, “not above each other.”
How we laughed.
It’s an example of how things have changed that Facebook have announced plans to move ALL their video to upright video. That includes Reels, live video and what they describe as other longer video.
It’s a huge shake-up but I’m here to tell you it needn’t be daunting.
Why are they doing this? Because more people watch video on a mobile phone holding their phone in one hand upright scrolling with the other.
When will this take shape? This transformation is taking place in USA and Canada first before being rolled out globally.
This huge shift in approach and demands we all take a fresh look at how video is created. A key part of this is to look at what the recommendations Meta themselves are making.
Here’s some help with making sense of video.
Types of video on Facebook
There’s three types of video you can post to Facebook. Each one has a role to play.
Short-form video
Firstly, you can still post longer video to Facebook. Soon, you’ll have to do this as portrait-shaped as opposed to landscape-shaped. Facebook have said that you can re-purpose existing content for this but it is unclear as to how this will take shape.
Landscape footage can still be posted with a button to convert the clip from a portrait viewing experience to landscape.
Optimum length: Ten years ago, Facebook went from 16 seconds to two minutes for optimum video to encourage ads popping up mid-way through clips. Now, more than 90 seconds is the new optimum length for shortform.
Reels
This is where I’d be putting time and effort. Reels is Meta’s TikTok equivalent that they are pushing strongly.
Recent research on public sector content put Reels head and shoulders above other content. When Reels was first launched it came as a laboured version of something that should be fun. You could see what they were trying to do but it was limited spark. That’s got better although the search algorithm still has some way to catch up with TikTok.
Be creative. Start with a hook so a teasing intriguing question or arresting footage. Keep it short. People work best because people connect with people.
If you are not creating Reels then start now is Meta’s advice.
Optimum length: Between 15 and 20 seconds is best.
Live video
Live video has pulled in huge numbers but often the public sector is a little hesitant.
Upright live video may be challenging but it’ll be interesting to see how tools like the landscape video tool Streamyard can sync with it. This tool that takes people’s webcams and adds them to a desktop studio where they can give guests name titles, add banners to the screen with questions and add the title of the discussion. I’m a huge fan.
Alternatively, you can take the Spudman or Max Out in the Lake District approach and go live direct from your mobile device.
Optimum length: 20 to 30 minutes.
Facebook’s tips on creating video
There’s aa few pointers that Meta have made to give people a steer. This is so much better than the earlier days of Facebook where people were left pretty much to guess.
If you’re making video then pay attention.
Record in vertical video 9:16
The 9:16 format is portrait-shaped. This content will be rewarded.
Engagement
This is a big one.
In their update, Facebook have been keen to stress engagement. That means comments likes and shares as well as eyeballs where people are watching. So, the question to ask yourself is how you can encourage this. Is it asking a question or maybe questions?
“Focus on engagement: Our recommendation systems favour videos that have a lot of engagement,” is the guidance.
“Beyond plays and watch time, this also includes interactions such as reactions, comments and shares.”
This on its own should encourage people to play around with live video.
Storytelling
Being able to tell a story with a who, what, when, where and why. Meta’s own guidance is that authentic storytelling is more likely to perform well, regardless of whether it’s a Reel, medium length or long video.
Authentic
Meta still want you to be authentic. If you think you need special effects, slow motion, drone footage and exploding space rockets then you can relax a touch. Rough around the edges has a place on Facebook.
Use Meta’s editing tools
The advice with Reels is to still finish off using the tools that Meta provide. So, use their music and their text on screen. If you use the Reels editing tools on Instagram you can add subtitles that use the AI tool to make a stab as to what they say. You still need to check that out to avoid inaccurate subtitles.
If you’ve found this useful you’ll like ESSENTIAL VIDEO SKILLS REBOOTED training to help you plan, shoot, edit and post effective comms and PR video.
