Best Practices

I’ve spent a ton of time the last 6 weeks producing short-form, 9:16 content primarily for Instagram, Tik Tok, YouTube Shorts, and Facebook (yes, Facebook). Here are my 3 biggest takeaways. 

 Initial hooks are important, but the editing after the initial hook seems to play a key factor in getting people to stick around.

Our best performing videos are either one sequence shots less than :07 seconds OR longer videos with jump style cuts every 2-3 seconds.

It seems like all of our attention spans are now so short that there needs to be a slight change on screen every few seconds to get us to stick around.

For example, even a talking head video should feature noticeable jump cuts every few seconds.

 Lots of brands are missing out on the Facebook Reels opportunity.

You have to upload natively within the FB mobile app vs. it being auto shared from IG.

I’ve had multiple Facebook Reels reach an audience 5X the size of the page that posted it.

 YouTube shorts are coming. If your brand has deprioritized YouTube, it’s time to pivot and refocus.

YouTube is the ONLY social platform currently growing in both long and short form video.

It’s also the only social platform used universally despite your age.

Do my parents use Tik Tok? Absolutely not.

Do they use YouTube? Yes.

Teens and older Gen Z’s today also still use YouTube frequently. With the growth of Shorts, wouldn’t be surprising for YouTube to have some massive growth numbers in Q3/Q4.