Buffer conducted an insightful study to uncover the most effective video format for social media engagement, particularly on Facebook and Instagram. The findings are both surprising and actionable:
Key Results of the Study
- 30-35% Higher Video Views:
Videos in this format outperformed others in terms of visibility, garnering significantly more views. - 80-100% Increase in Engagement:
Engagement metrics like likes, comments, and shares were nearly doubled when this format was used. - Lower Costs:
- It costs 7.5% less to get someone to engage with these videos on Facebook.
- On Instagram, the cost savings are even greater—33% less.
So, What’s the Secret Format?
The magic lies in square videos (1:1 aspect ratio).
Square videos have proven to be far more effective than traditional horizontal (16:9) or vertical (9:16) videos. Here’s why:
Why Square Videos Work
- Optimized for Mobile Viewing:
Over 90% of Facebook and Instagram users access these platforms via mobile devices. Square videos occupy more screen real estate in mobile feeds, making them more eye-catching and engaging. - Better Compatibility Across Platforms:
Whether viewed on a mobile device, tablet, or desktop, square videos maintain a consistent and visually appealing format without the need for adjustments. - More Efficient Ad Spend:
Because square videos naturally perform better, they yield higher engagement rates at a lower cost, maximizing the ROI of ad campaigns. - Increased Accessibility:
Square videos are often paired with captions, making them effective even when viewed without sound—a critical factor given that many users scroll through feeds with sound muted.
How to Leverage This Insight
- Create Square Videos:
Use video editing tools like Adobe Premiere Pro, Final Cut Pro, or simpler platforms like Canva or Kapwing to format your videos into a 1:1 aspect ratio. - Add Captions:
Include clear, engaging captions or subtitles to ensure your message resonates even without audio. - Test Across Platforms:
While the study focused on Facebook and Instagram, experiment with square videos on other platforms like LinkedIn or Twitter to see how they perform. - A/B Test Your Content:
Run side-by-side campaigns comparing square videos to other formats to measure performance in your specific niche.
Conclusion
The study from Buffer highlights the incredible power of square videos in boosting engagement and reducing costs. With up to 100% more engagement and significant savings on ad spend, square videos aren’t just a design choice—they’re a strategic advantage in today’s social media landscape.
If you’re not already using square videos, now’s the time to start. Small tweaks like this can make a huge difference in your social media success!