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Marketing Your Art With Video: Shorter Videos for Social Media

Why are so many online marketers going all in on video? Why have manufacturers and service providers always relied on commercials? Because a moving picture can often tell a more compelling story than a static picture alone. And that’s why I hope you’re considering incorporating videos into your art marketing plan. They’re powerful!

And remember, videos don’t have to be made from video footage alone. You can also create video slideshows of your art, or you can combine images of your art with live-action video footage!

Last week, I shared a bunch of ideas for creating longer videos for your website, videos where you can tell more of your story and let your fans get to know you. This week, however, I’d like to focus on creating shorter videos that you can post on social media and use for social media advertising. Here are a few tips to get you started:

1. Watch your length. The different social media platforms have varying rules about maximum video length, so keep these in mind when you’re creating your videos. Instagram’s max is 60 seconds, and Twitter recommends a max length of 30 seconds. Facebook gives you a lot more leeway—up to 120 minutes!—but all of the experts agree that very short videos are best, so keep them under 75 seconds, even on Facebook.

2. Engage in the first few seconds and keep up the pace. Most people are going to give you about 3 seconds to impress them, so you’ll want your video to start off with a bang. Show something compelling and engaging in those first few seconds, and make sure there’s some activity or at least a change in imagery right away. In fact, if you’re doing a video slideshow or a combo of static images and video, you’ll want to keep up a pretty quick pace by changing images every 1 to 1.5 seconds. (Bonus tip: If you’re adding music, pick something peppy to match the quick pace of your video.)

3. Create a mood or story that reflects your brand. If you can conceive of some kind of story to tell about yourself through images, fantastic! Your story should have a beginning, a middle, and a conclusion, all told in your 30- to 75-second window. If that’s more than you can handle, just make sure your slideshow or video reflects the qualities of your brand. Use graphics, colors, and music that are compatible with the impression you’re trying to make.

4. Include a call to action. What’s the purpose of this video? The most obvious answer is to get people so excited about your artwork that they want to visit your website to see more. But there could be other reasons. You could be using your video-based ad to promote an event, sell a workshop, or something else. Whatever it is, figure out what action you want viewers to take when they’ve finished watching the video, and tell them to take that action with a caption or subtitle. Something like “See more of my artwork at www.myartwork.com” or “Sign up today by visiting myartworkshops.com” will do the trick. Whatever it is, get that URL in there at the end, and possibly even at a couple of points along the way.

5. Promote it with keywords and hashtags. Have you figured out what your top keyword phrases are? This is another great place to use them to help people find your video content. Incorporate your keywords into your messages that accompany your videos, and put them in the form of hashtags when you’re posting videos on Twitter and Instagram.

I actually had the pleasure of creating a video slideshow for an artist this week, and I had so much fun using a new tool to create it. Can’t wait to tell you about all the great tools available to you in next week’s post. Until then, what are your best tips for creating short videos and video slideshows? Can you share any great examples? Let’s connect!


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