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Channel Optimised Videos

Home Brewtique

Are you using channel optimised videos for your brand, or just posting the same content across your channels?

In this short post, I will explain how you can achieve impact by creating a series of channel optimised videos.

By channel, I mean your Website, YouTube, Instagram, Twitter, LinkedIn and Facebook pages. By optimisation, I mean pixel dimensions, duration, bitrate, audio and subtitles as well as content, style, tone and pace.

Did you know that 85% of Facebook videos are watched without sound?

That means that unless your Facebook videos include subtitles and visual storytelling you are probably missing a trick.

Here’s an analogy. You're at the drive-through when suddenly your food appears on a china plate with cutlery, and your drink arrives in a champagne flute. Sure the meal is the same but you're not going to have the easiest time eating it, and you probably won't come back for more.

In other words, you need to serve your followers content that's easy and appropriate for them to consume depending on the channel.

Below are five examples of channel optimised videos produced for Home Brewtique, a company specialising in small-batch all grain beer brewing kits. Take a look and compare them, in general, the footage is similar. But it’s packaged up differently to cater to the audience on each specific channel.


Promo video (YouTube | Website)

  • Pixel dimensions: 1920 x 1080

  • Duration: 00:47

  • Bitrate: 10 MBPS

  • Audio: Yes (Music/SFX)

  • Subtitles: Yes


Social video (Instagram | Facebook)

  • Pixel dimensions: 1080 x 1080

  • Duration: 00:38

  • Bitrate: 8 Mbps

  • Audio: Yes (Music)

  • Subtitles: Yes


Homepage banner video (Website)

  • Pixel dimensions: 1920 x 700

  • Duration: 00:30

  • Bitrate: 6 MBPS

  • Audio: No

  • Subtitles: No


Our Story (Website)

  • Pixel dimensions: 1920 x 1080

  • Duration: 1:56

  • Bitrate: 8 MBPS

  • Audio: Yes (Dialogue/Music)

  • Subtitles: No


Unboxing video (Website)

  • Pixel dimensions: 1920 x 1080

  • Duration: 3:42

  • Bitrate: 8 MBPS

  • Audio: Yes (Dialogue/Music)

  • Subtitles: No


Summary

  • Consider creating channel optimised videos instead of posting the same content across channels

  • Think about the different stories you can share with your followers on each channel

  • Explore creative ways of using each channels quirks to your advantage