Lightswitch Video's Social Media Posting and Ad Guide (2024 Edition)

Instagram: Feed

The Instagram feed is a mix of accounts you follow, promoted content, and content recommended by Instagram.

Summary: Instagram is great for businesses that want to increase brand awareness, boost sales, and increase audience engagement. This app is geared more towards B2C rather than B2B, but can be utilized in different ways for different audiences.

The Basics:

• Still image or Video
• Recommended 1:1 or 4:5 aspect ratio
• Appears in standard Instagram Feed
• Instagram Stories are only available for 24 hours unless added to a Highlights tab; Feed posts are available until you delete them

Recommendations:

• Include captions on video
• Primary text ≤ 125 characters
• Headlines ≤ 40 characters
• ≤ 30 Hashtags

Who uses Instagram:

• Most Instagram users are 18-44 years old, they are split fairly evenly between men and women and they are more likely to be higher earners
• For more information check out this great article from Hootsuite

Businesses Who Successfully Use Instagram:

• Restaurants
• Home Services
• Subscription services
• Music & Performing Arts
• Direct to Consumer products
• Apparel
• Financial services
• Healthcare services

How to use it most effectively:

• Switch your company account to a Business Account to gain access to more insights and analytics
• Set up an Instagram Shop to tag your products directly in your content
• Select an enticing cover image for videos; When posting a video, make sure that the cover image is cropped correctly for both the main feed (square) and for the Reels tab
• Use hashtags strategically to help boost your content to the right people (3-5 is best)
• Use your own analytics and research best practices for ideal posting times to engage the highest number of your audience

Note: Broadcast channels are not available for everyone. If available, it is a great way to connect with your most engaged audience members/followers. Various new features are continuously being rolled out for different accounts, such as a 20 photo limit instead of the standard 10 as well.

Paid Targeting Capabilities:

• Languages
• Interests
• Behaviors
• Incomes
• Lookalike audiences
• Gender
• Geography
• Age brackets
• Life Events

Instagram: Reels

Instagram Reels are videos, typically short vertical videos, that are shown on Explore pages and on your main profile under your Reels tab (and main feed if you choose to host it there as well).

Summary: Instagram Reels are great for businesses that want to diversify their feed, quickly introduce themselves to their current and new audience, and have the opportunity to be discovered by those not currently following your account.

The Basics:

• Vertical or Horizontal video
• Recommended 9:16 aspect ratio
• Appears in Reels tab, and can be displayed on the Feed as well
• Instagram Reels will loop

Recommendations:

• Aim for videos 7-15 seconds in length
• Primary text ≤ 72 characters
• Add captions and alternate text
• ≤ 30 Hashtags

Who uses Instagram Reels:

• 21% of Gen Z (United States) use Reels weekly
• Reels are most effective for 18-34 year old audiences.
• For more information check out this great article from Hootsuite

Businesses Who Successfully Use Instagram:

• Restaurants
• Home Services
• Subscription services
• Music & Performing Arts
• Direct to Consumer products
• Apparel
• Financial services
• Healthcare services

If utilized correctly, any brand or business can take advantage of the opportunities that Instagram Reels has to offer.

How to use it most effectively:

• When Reels are in full screen mode, there are buttons overlaid on the right side of the screen. Do not put important information where it will be covered up and interfere with the engagement buttons (Consider leaving roughly 14% of the top, 35% of the bottom, and 6% on each side of the screen free of text, logos, etc.)
• Viewers have incredibly short attention spans – short videos with quick cuts (and a great hook) can help to retain their attention
• The Instagram Reels algorithm favors Reels that have high engagement, use audio, are full-screen vertical videos (9:16 aspect ratio), and use creative tools like text, filter or camera effects
• Don’t underestimate ‘dark social’ – people share Instagram Reels 1 billion times a day through DMs

Instagram: Ads

Instagram ads are advertisements that run across Instagram. Since Instagram now falls under the umbrella of Meta along with Facebook, you can also simultaneously run ads on both Facebook and Instagram.

Note: Utilize the previous explanations in our guide for advice on aspect ratios, captions, etc.

Ways to Create Instagram Ads:

• Create ads directly in Instagram by boosting Feed posts, Reels, or Stories
• Create ads from your Facebook page by linking it with your Instagram account
• Create ad campaigns in Meta Ads Manager

Paid Targeting Capabilities:

• Languages
• Interests
• Behaviors
• Incomes
• Lookalike audiences
• Gender
• Geography
• Age brackets
• Life Events

Facebook: Feed

Feed is the constantly updating list of status updates, photos, videos and more in the middle of the Facebook home page. Your Feed includes updates and posts from friends, pages, groups and advertisers (Meta).

Summary: Facebook is great for businesses, especially small businesses, that want to increase visibility and brand awareness – namely those that market directly to consumers.

The Basics:

• Still images or Video
• Supports all aspect ratios from 9:16 to 16:9, but video resolution should be at least 1280x720 pixels
• Facebook Stories are only available for 24 hours, Feed posts are available until you delete them

Recommendations:

• Primary Text: 125 characters
• Headline: 27 characters
• Duration: 1 second to 241 minutes
• The recommended size is 1280x720 pixels for video, but vertical and horizontal videos work as well

Note: Recommendations vary a bit for Facebook Search Results, and multiple image and video sizes are accepted

Who uses Facebook:

• Facebook’s largest audience are between 25-34 years old (23.7% of users) (Sprout Social)
• Facebook has a higher percentage of male users (56.6%) than female users (43.4%) (Sprout Social)
• When shopping online, 19% of U.S. consumers start their search on Facebook (Sprout Social)

Businesses Who Successfully Use Facebook:

• Restaurants
• Home Services
• Subscription services
• Music & Performing Arts
• Direct to Consumer products
• Apparel
• Financial services
• Healthcare services
• Educational content
  

How to use it most effectively:

• Aim to engage with your audience within the first 3 seconds
• Include captions on your videos - People prefer to watch videos with the sound off!
• Most people access Facebook on their phones (only 2.6% exclusively use computers) so optimize your videos for mobile (that means vertical video)
• Don’t underestimate the power of Reels – although typically thought of as only being seen on Instagram, Reels see about 150 billion plays daily across all of Facebook’s apps
• Utilize cost per impression (CPM) bidding (as opposed to cost per click (CPC) bidding) to be eligible for Autoplay (Sprout Social)

Facebook: Ads

Types of Facebook Ads:

• Facebook Feed video ads
• Facebook in-stream video ads
• Facebook Stories video ads
• Facebook marketplace video ads

Ratio:

• Feed video ad ratios are 1:1 for desktop and mobile ads or 4:5 for mobile-only ads
• In-stream video ad ratios are 16:9 or 1:1
• Stories video ad ratio is 9:16
• Carousel video ad ratio is 1:1

Video duration:

• Stories videos ads max out around 2 minutes
• Feed videos ads can go up to 241 minutes (or around 4 hours)
• In-stream video ads can be as long as 10 seconds
• Carousel video ads can go up to 241 minutes
• Maximum file size: 4GB for all ad placements
• Resolution: At least 1080 x 1080 pixels for all ad placements
• File type: MP4, MOV or GIF file types are accepted for all ad placements

Recommended dimensions for Facebook Ads (Hootsuite):

• Sizes for Facebook Feed ads: At least 1080 x 1080 pixels. Minimum size 600 x 600 pixels. Ratio 1.91:1 to 1:1. Maximum file size of 30 MB
• Sizes for Facebook Right Column ads: At least 1080 x 1080 pixels. Minimum size 254 x 133 pixels. Ratio 1:1. (Remember: These are a desktop-only ad format)
• Facebook image sizes for Instant Articles: At least 1080 x 1080 pixels. Ratio 1.91:1 to 1:1. Maximum file size of 30 MB.
• Image sizes for Facebook Marketplace ads: At least 1080 x 1080 pixels. Ratio 1:1. Maximum file size of 30 MB
• Image sizes for Facebook Search: At least 1080 x 1080 pixels. Minimum size 600 x 600 pixels. Ratio 1.91:1 to 1:1. Maximum file size of 30 MB
• Facebook image sizes for Sponsored Messages: At least 1080 x 1080 pixels. Ratio 1.91:1 to 1:1. Maximum file size of 30 MB
• Sizes for Messenger inbox ads: At least 1080 x 1080 pixels. Ratio 1:1. Minimum size 254 x 133 pixels. Maximum file size of 30 MB
• Sizes for Messenger Stories ads: At least 1080 x 1080 pixels. Ratio 9:16. Minimum width of 500 pixels

Paid Targeting Capabilities:

• Languages
• Interests
• Gender
• Geography
• Age brackets
• Demographics
  • Education Levels
  • Homeownership
  • etc.
• Behaviors
  • Previously purchased similar products
  • Use your app
  • etc

The TikTok feed is separated into two sections: accounts you follow, and the “for you” page, which includes content from people you follow, promoted content, and content recommended by TikTok.

Summary: The TikTok FYP (for you page) is great for businesses that want to diversify their feed, quickly introduce themselves to their current and new audience, and have the opportunity to be discovered by those not currently following your account.

The Basics:

• Can be videos or photos, most popular for videos
• Recommended 9:16 aspect ratio (default portrait size for most smartphones)
• TikTok Stories are only available for 24 hours, Feed posts are available until you delete them

Recommendations:

• Include captions on video
• Use trends as storytelling templates
• Use TikTok’s insights page to see statistics about how effective TikTok is for various industries, demographics, + more

Who uses TikTok:

• There are over 1 Billion TikTok users
• 70% of TikTok users are between 18 - 34 (Oberlo)
• Nearly 90% of TikTok users are under 50 years old (Business Wire)

Businesses Who Successfully Use TikTok:

• Restaurants
• Home Services
• Subscription services
• Music & Performing Arts
• Direct to Consumer products
• Apparel
• Financial services
• Healthcare services
• Educational content

How to use it most effectively:

• Include a hook for your video, visually or using audio (According to TikTok, 90% of ad recall impact is captured within the first six seconds)
• Only hop on trends that you can realistically relate to your business/products – do not do a trend only because it’s popular
• Millennial users on TikTok are 2.3 times more likely to create a post and tag a brand than other platform users
• Leverage CTA cards – they lead to a 45% lift in recall and a 19% increase in liability
• Do hashtag research and experimentation to target a niche audience – having a large follower count doesn’t necessarily give a huge algorithmic advantage (Hootsuite)

Paid Targeting Capabilities:

• Languages
• Interests
• Gender
• Geography
• Age brackets
• Demographics
  • Education Levels
  • Political leaning
  • Homeownership
  • etc
• Behaviors
  • Previously purchased similar products
  • Anniversary soon
  • etc

YouTube: Feed

The YouTube feed is separated into a variety of sections. The main homepage is videos you might be interested in, but on your own content channel, you can post long form videos, as well as YouTube Shorts, which are similar to TikToks and Instagram Reels.

Summary: YouTube is great for businesses that want to attract new visitors by constantly creating new video content.

The Basics:

• Video
• Supports all aspect ratios from 9:16 to 16:9, but video resolution should be at least 1280x720 pixels
• YouTube also has YouTube Shorts, which are comparable to Instagram Reels and TikToks

Recommendations:

• Be purposeful when picking your channel name
• Create eye-catching thumbnails
• Thumbnail resolution should be 1280 x 720 pixels, but must be a minimum of 1280 x 640 pixels
• Close caption your videos to make them more accessible to a wider audience

Who uses YouTube:

• The percentage of active users on YouTube across all age groups is relatively even
• YouTube is the second largest search engine
• 70% of viewers have made a purchase after seeing a brand on YouTube (The Social Shepard)

Businesses Who Successfully Use YouTube:

• Restaurants
• Home Services
• Subscription services
• Music & Performing Arts
• Direct to Consumer products
• Apparel
• Financial services
• Healthcare services
• Brands

Note: YouTube Shorts can be cross-posted in the same way that TikToks and Instagram Reels can. Recommendations and dimensions for Shorts are essentially the same as TikToks and Reels.

How to use it most effectively:

• YouTube playlists help you rank higher in search results
• Set a consistent posting schedule
• Use relevant keywords in video titles and video descriptions
• Include (and link) important information in the description – time stamps, your company’s short bio, etc.
• Set up channel tags

Note: There a 5 different types of YouTube ads: (1) skippable video ad, (2) non-skippable video ad, (3) mid-roll video ad, (4) bumper video ads, and (5) display ads

YouTube: Ads

YouTube Pre Roll Ads (aka in-stream video ads) are short video ads that play before a YouTube video. This video advertising is done through the Google Ads platform.

Summary: YouTube video ads are great for businesses that want to attract new customers by advertising on specific YouTube videos.

The Basics/Recommendations:

• Resolution should be full HD (1080p)
• Recommended pixels (px) for HD:
  • 1920 x 1080 px (horizontal)
  • 1080 x 1920 px (vertical)
  • 1080 x 1080 px (square)
• Aspect ratio:
  • 16:9 for horizontal
  • 9:16 for vertical
  • 1:1 for square

Tip: Do your research on the specific videos you want your ad to show before

Types of YouTube Ads:

• Skippable Video Ad: This ad plays before, during, or after the content and is able to be skipped after 5 seconds. It is the only ad format that allows advertisers to monetize views from any viewing device, including TVs and game consoles. Max length is 6 minutes.
• Non-Skippable Video Ad: This ad is played before content, added during, or after a video. Users must watch the full 15 seconds. Views from TVs or game consoles don’t count towards a monetizable view. Max length is 15 or 20 seconds (some regions allow 30 seconds).
• Mid-roll Video Ad: Ad played mid-view (think: TV commercials) on content that is longer than 8 minutes. These ads are added either manually or automatically. Views from TVs or game consoles don’t count towards a monetizable view. These ads can be skippable, but users must watch either 30 seconds or the entire ad (whichever is shorter). Minimum length is 30 seconds.
• Bumper Video Ads: Small 6-second video ad played before content that cannot be skipped, usually optimized for mobile views. Max length is 6 seconds.
• Display Ads: These are ads shown in a users’ search queries and will sometimes appear in the right video column when a user is watching a video. They are static ads, and do not automatically play.

Paid Targeting Capabilities:

• Languages
• Interests (affinity audiences)
• In-market audiences
• Remarketing
• Keyword targeting
• Gender
• Geography
• Age brackets
• Behaviors
• Demographics

Over-The-Top media services are media that is offered directly to viewers via the Internet, bypassing cable, broadcast, and satellite tv platforms. Examples include streaming services such as Netflix, Hulu, YouTube, Disney+, Amazon Prime, etc.

Summary: OTT services are great for businesses looking to minimize ad spend waste by reaching a targeted, niche audience.

The Basics:

• More people are “cord-cutting,” meaning their household cancels cable or satellite TV, and are streaming video through connected TV instead
• OTT ads are like TV ads but with more specific targeting capabilities

Recommendations:

• 1920x1080 are preferred
• All files must be in 16:9
• Duration: 15-30 seconds
• Note: These recommendations are for Hulu advertising, some platforms have different sizing requirements

Who uses OTT:

• Broadly speaking - nearly everyone engages with OTT in one way or another. Think of it like TV, but TV that allows you to target more specifically than just a geographic area.
• OTT services account for 25% of the collective time that consumers spend using their TVs – and users 55+ are streaming, too.

Businesses Who Successfully Use OTT:

• Restaurants
• Home Services
• Subscription services
• Music & Performing Arts
• Direct to Consumer products
• Apparel
• Financial services
• Healthcare services
• Educational content

Types of OTT Ads:

• Mid-roll Ads: Longer than pre-roll ads, these ads typically range between 15 or 30s, and are shown in the middle of the main content - just like TV commercials
• Post-roll ads: Ranging from a few seconds to several minutes, these ads are shown after the main content has ended
• Banner ads: Appear at the top or bottom of the screen during the content, and Overlay ads appear on top of the content but do not interrupt it.

How to use it most effectively:

• Keep the important info up front
  • Given the chance to skip, most people will, so the shorter time your ad takes to get its point across, the better
• Be specific
  • You can target more traits than just geography, so the more tailored your message is to the audience, the better it will perform - for example, streaming platform Hulu allows you to create binge ads that show when someone is binge-watching a TV show
• Use voice overs and captions to reach the audiences that aren’t looking at their device while the ad plays, and for those who shut off the volume while watching ads.
• Use interactive elements where available - some allow QR codes or links to be sent to the viewers’ phones

Paid Targeting Capabilities:

• Languages
• Interests
• Behaviors
• Purchasing history
• Location
• Gender
• Geography
• Age brackets
• Demographics
• Show genre

Cross-posting is one of the most important things you can do when managing multiple social media channels for your business. If it’s not possible to edit and optimize each post for each platform, cross-posting can help you reach audiences across various platforms without having to create new posts each time.

For example, a vertical video can be edited and posted on Instagram Reels (and also shared to Facebook), TikTok, and YouTube Shorts. A video made for Instagram Stories can also be posted to TikTok Stories and Facebook Stories. A YouTube video can be cross-posted to LinkedIn, Facebook, and Instagram. While you might want to change up your captions a bit, the piece of content itself can stay relatively the same – work smarter, not harder!

Want to learn more? Check out the rest of our lessons!