What components of video marketing require optimization?
Video content optimization requires both technical and creative adjustments. Different platforms have different technical requirements, such as video dimensions, file size, and video length.
The varying limitations of each platform also gave way to unique user cultures, which video marketers should consider when ideating content.
Video metric optimization
Most video-sharing platforms use recommendation algorithms to push content to user feeds. They evaluate performance-based video analytics to determine whether the content is worth promoting. Examples of common ranking factors include:
- Click-through rate (CTR): The ratio of users who clicked on your video against the total number of viewers who viewed the thumbnail.
- Watch time: The duration users spend watching your video.
- Retention rate: The percentage of a video that users have watched, on average. For example, a 10-minute video with an average watch time of 5 minutes would have a retention rate of 50%.
- Engagement: The number of likes, comments, and shares a video has.
If information on your chosen platform’s recommendation algorithm is available online, use the ranking factors as your main performance indicators when crafting video marketing goals. Catering to the algorithm creates a positive feedback loop, where your success increases your chances of reaching new viewers.
Not all video-sharing platforms publicize their evaluation metrics. However, video publishers often make inferences based on the analytics of high-performing videos. It’s best to evaluate performance across your channel and conduct regular research to stay updated on algorithmic trends.
Audience tailoring
Consider the demographic makeup of your chosen platform. While most platforms boast a diversity of user groups, the habits, values, and preferences of the majority typically drive the overall platform culture. TikTok, for example, skews younger, with 55% of users being younger than 30%. As a result, most trends arise from youth culture, generating popularity for videos like pop culture commentary, memes, and how-tos for new adults.
Audiences are more likely to engage with content tailored to their interests. While you don’t always need to bend to the majority, following the conventions of your platform of choice gives your brand more credibility and appeal. Pay attention to the types of videos that get popular on your chosen platform, then analyze why audiences find them engaging. Use your findings as a reference for your own video production strategies.
You should also conduct thorough research on your chosen platform to determine if your target market is present. For example, if you aim to sell your product to executives older than 30, TikTok would not be the optimal video marketing platform. You’ll have better luck appealing to their sense of professionalism through platforms like LinkedIn or YouTube.
Length
Viewing habits differ from platform to platform. Because mobile-oriented platforms aim to provide easy entertainment, they favor short-form content. Meanwhile, desktop browser platforms have less competition for attention and can accommodate longer videos.
YouTube, in particular, prioritizes watch time in its recommendation algorithm, promoting videos that can keep viewers engaged for longer. Because long-form videos naturally lead to longer watch times, they meet the algorithm’s criteria more easily, which improves their reach.
Align your content length with the conventions of your chosen platform. By accommodating your audience’s watching habits, you stand a better chance of keeping them engaged.
Aspect ratio
Aspect ratio refers to the ratio of each video frame’s width to its height. It is one of the most important technical requirements to consider when optimizing video content because it determines how much space a video occupies on the screen. Below is a table of common aspect ratios.
| Aspect Ratio | Best for |
| 4:3 | TV displays |
| 16:9 | Computer and horizontal smartphone displays |
| 16:10 | Widescreen computer and horizontal smartphone displays |
| 9:16 | Smartphone displays |
Video sharing platforms vary in their supported aspect ratios. Mobile-oriented, short-form video content platforms, such as TikTok, Instagram Reels, and YouTube Shorts, favor portrait-oriented videos, while YouTube still prefers landscape-oriented videos. You should follow the aspect ratio requirements of your chosen platform to prevent cropping or shrinking.
Resolution
Video resolution refers to the total number of pixels within a video frame. The more pixels each frame contains, the clearer the video. Below is a table of common video resolutions.
| Resolution Name | Resolution | Pixel Size |
| SD (Standard Definition) | 480p | 640 x 480 |
| HD (High Definition) | 720p | 1280 x 720 |
| Full HD (FHD) | 1080p | 1920 x 1080 |
| QHD (Quad HD) | 1440p | 2560 x 1440 |
| 4K video or Ultra HD (UHD) | 4K or 2160p | 3840 x 2160 |
| 8K video or Full Ultra HD | 8K or 4320p | 7680 x 4320 |
When optimizing video resolution for video sharing platforms, consider the preferred device type of the platform’s primary demographic. Smartphones have less space to display detail, therefore, mobile-oriented platforms like TikTok and Instagram Reels can afford to economize on video resolution. Meanwhile, computers and televisions will stretch videos to fit the screen, which can exacerbate low video quality.
Search visibility
If you want users to find your content through organic search, you need to use metadata elements, such as tags, titles, and descriptions. Metadata elements also tell the platform how to categorize your content, which helps in promoting your videos to users with aligned interests.
Different platforms have different metadata elements. In TikTok, for example, hashtags are king. You can use hashtags to capitalize on current trends. Meanwhile, YouTube works more like a straightforward search engine. You use tags to help users find answers to their questions.
How to optimize videos for TikTok
The great thing about TikTok is that it requires minimal investment in high-quality video production. Because it was designed for passive mobile viewing, it mostly platforms easy-to-digest and easy-to-create content. However, its accessibility lends to steeper competition, demanding smarter strategies from video marketers who want to stand out.
Video metric optimization for TikTok
When optimizing videos for the TikTok recommendation algorithm, the most important metrics to aim for include shares, comments, and completion rate.
- Shares: The TikTok algorithm values the share count because they prove that audiences themselves found your content worth recommending. To increase shares, align your content with your target audience’s values.
- Comments: TikTok comments prove that your content resonated with viewers, whether positively or negatively. To drive comments, include questions or calls to action to drive comments.
- Completion rate: The completion rate tells TikTok that users found your video engaging. Short, punchy, and compelling videos tend to enjoy higher completion rates.
As you can see, the TikTok algorithm likes when users go beyond passive viewing and make an effort to interact with your content. To hit higher engagement metrics, you need to create videos that are compelling enough for users to respond to.
Demographic tailoring for TikTok
Outside of your niche, TikTok is generally a young platform. A large percentage of its userbase is younger than 30, which lends to a more casual content culture. Users are more likely to engage with content that is humorous or conversational in tone. Unless you’re sure the viewers in your niche are looking for more serious content, it’s best to align your tone with the dominant platform culture.
However, the more specific your target audience is, the better. The TikTok recommendation algorithm is viewer-centric, providing each user with personalized recommendations based on their likes, comments, shares, videos completed, accounts followed, and more. To ensure that TikTok promotes your video to the right audience, it’s best to find an aligned niche.
TikTok video length
While TikTok allows videos to run for up to 10 minutes, sticking to short-form content is wiser. The platform was designed for passive viewing, which means most viewers prefer easy-to-digest content. Keep your content short and engaging to increase the likelihood that viewers will watch from start to finish.
Aspect ratio for TikTok
The best aspect ratio in TikTok is 9:16. Other aspect ratios, such as 1:1 and 16:9, are also permitted, but fail to maximize the available space. Using 16:9, in particular, is not ideal because it interrupts the dominant viewing experience, as the overwhelming majority of content on TikTok is vertically-oriented.
Resolution for TikTok
Because TikTok is a mobile-oriented platform, higher resolutions offer diminishing returns. Smartphones lack the space to display the details present in any video greater than 1080p HD, so it’s more cost-efficient to stick to lower resolutions. 720p HD and 1080p HD videos will appear crisp enough on a smartphone screen.
Search visibility for TikTok
You can use hashtags, keyword-rich titles, and captions to increase visibility and help TikTok understand how to categorize your video. Additionally, the TikTok search bar shows you the number of posts per hashtag to help you assess competition. You’ll also see related hashtags you can use to increase reach.
How to optimize videos for YouTube
YouTube is divided into two sections: regular YouTube for all video formats and YouTube Shorts for vertical-oriented short-form videos. Because viewing habits differ per section, optimization strategies will also differ.
Video metric optimization for YouTube
Like TikTok, the YouTube recommendation algorithm mixes personal preferences on the viewer’s end with performance metrics on the creator’s end. It will promote content that aligns with user interests but prioritize videos with good audience engagement metrics.
To optimize videos for the YouTube algorithm, aim for the following metrics:
- Watch time: Because YouTube accommodates videos of any length, it values completion rate less than TikTok. Instead, its primary measurement for user investment is watch time. Rather than encouraging completion by condensing your main point within an easy-to-digest length, you should provide in-depth discussions that keep viewers engaged.
- Likes: YouTube uses the like to dislike ratio to evaluate the trustworthiness of video content. The more trustworthy your content is, the more likely the algorithm will promote your content. To increase likes, ensure that your video delivers on the promises it makes on the thumbnail, title, description, and tags.
- Comments: Like TikTok, YouTube values user engagement. You can drive more comments to your video by including calls to action, questions, and discussion points.
Demographic tailoring for Youtube
As the oldest and biggest video sharing platform on the market, YouTube is host to a diverse range of content: high-quality and low-quality, long-form and short-form, branded and non-branded. Its demographic makeup is equally diverse: the differences between viewership per age group are negligible.
Because the platform is so flexible, the best way to approach YouTube is to tap into a niche. Focus on a specific topic, then identify other channels that proliferate similar content. Analyze what attracts viewers to the content, then identify any gaps you can capitalize on. Building authority on the subject will help you increase engagement.
Additionally, the YouTube recommendation algorithm prioritizes videos that match the target user’s existing preferences. They draw this data from user behavior, such as their liked videos and topics, watched videos, and channel subscriptions. While behavior differs from user to user, commonalities may exist between users of similar psychographic profiles.
It’s best to create a buyer’s persona and create your video with their preferences in mind. If you target a specific type of viewer, your content has a better chance of getting pushed and standing out. A specialized topic will have fewer videos competing for user attention and algorithmic promotion than a broad category.
YouTube video length
In the 2010s, long-form videos dominated YouTube. Because earlier iterations of the recommendation algorithm heavily rewarded watch time, content creators believed that publishing longer videos would improve their watch time metrics. However, the present algorithm allows for more flexibility.
YouTube promotes videos from channels with a high total watch time. This means it’ll promote your videos on the basis of accumulated watch time across all your published content. This means that if one of your videos struggles to retain viewers, it can still leverage your catalog for a leg up on the recommendation algorithm.
Many publishers would still leverage long-form videos to maximize watch time. However, the ideal length of a YouTube video should still depend on your target audience. Analyze your metrics across all videos to identify the duration that best aligns with your target audience’s viewing habits.
It’s also best to let content determine video length. Mostly, users just want their queries answered. A short video that immediately gets to the meat of what users want to know will receive better feedback than a video that meanders for the sake of padding length. If you consistently publish reliable, easy-to-digest content, your overall watch time will add up and improve your algorithmic ranking.
Aspect ratio for YouTube
YouTube creators should be prepared to accommodate both mobile and desktop users. The best aspect ratio to use in this scenario is 16:9, which can fill up horizontal smartphone screens and widescreen computer monitors. The 4:3 aspect ratio is also a popular choice, especially for videos aiming for a retro look. However, it fails to maximize the available space.
Resolution for YouTube
Video resolutions should also accommodate desktop viewers, even if many users consume YouTube content on smartphones. Although mobile users don’t need high resolution, they lose nothing when the option is available. Meanwhile, low resolution becomes highly noticeable on larger displays, which can give desktop viewers a negative impression of your brand.
The safest resolution to choose is 720p HD. However, providing higher resolution options, such as 1080p HD and 4K UHD, will make your videos look more credible and appealing.
Search visibility for YouTube
Metadata, such as tags, titles, and descriptions, should align with user search queries to optimize search visibility on YouTube. For example, if you want to publish a buyer’s guide for air fryers, you should consider what terms your target customer would search for and include the terms in your metadata. Examples include “best air fryers,” “best budget air fryers,” or “what is the best air fryer”
How to optimize videos for other platforms
TikTok and YouTube are the two most popular video-sharing platforms and thus warrant the most discussion. Other long-form video sharing platforms will behave similarly to YouTube, while short-form video platforms will behave similarly to TikTok.
Optimizing videos for YouTube Shorts
Optimizing for YouTube Shorts is similar to optimizing for TikTok. The same rules for length, aspect ratio, and resolution apply. However, discoverability works differently.
Because TikTok is geared towards virality, videos tend to have a shorter shelf life. Content rides on hashtags, thriving and dying on short-lived trends. Meanwhile, YouTube Shorts uses tags that are more general and evergreen. As long as you create content that answers user queries, you stand a good chance of getting exposure, regardless of how long it’s been since you posted.
You can also use YouTube Shorts to supplement your regular YouTube content strategy. Many YouTube users publish short previews or excerpts of their long-form content on YouTube Shorts, then add CTAs to promote the main video. By creating intrigue while demanding minimal time investment on the user’s end, YouTube Shorts attract more viewers to your YouTube videos.
Optimizing videos for Instagram Reels
Instagram Reels also works similarly to TikTok and YouTube Shorts. The platform prioritizes mobile-focused content, so align all technical requirements to the expectations of mobile users. This means sticking to short-form, using a 9:16 ratio, and keeping a resolution 720p HD or 1080p HD resolution.
The main difference between TikTok and Instagram Reels is the emphasis on visual appeal. Instagram has an aesthetic-focused culture, and accounts tend to uphold distinct visual identities. If you want to publish Reels, you should ensure that your thumbnails follow a cohesive visual branding.
Optimizing videos for Facebook
Facebook is to YouTube what TikTok is to YouTube Shorts. Both platforms accommodate videos with similar technical requirements but differ in longevity. Facebook trades lifespan for reach. Videos get more engagement faster but lose visibility once they stop trending.
Facebook’s strength is its ability to tap into user networks. Users can share your videos to their pages to attract views or other shares from their friends. To get ahead, you need to have a strong understanding of your audience and what they choose to put on their pages.
Optimize your content for multiple audiences & platforms
Maximizing the benefits of video marketing requires a strategic approach to video distribution. To improve the viewing experience, video marketers should tailor their videos to the technical requirements, features, and audience expectations of their selected platform. By tailoring elements like tone, aspect ratio, and length, video marketers can increase their videos’ appeal, keep audiences engaged, and enhance brand awareness and credibility.
