Talking Head Video vs. Slide Presentation Video in Social News Feed
What my recent test shows?
For last 5 weeks I was testing video effectiveness and engagement on social media. As you know images plays a big role in success of any marketing campaign.
My test shows that slide presentation video with voice over are less effective and less sharable in social media newsfeed as compared to a talking head video (Real Person).
Why is that?
What my test concluded is this;
When people see a image of a person in the video screenshot they actually play the video in social news feeds. As soon as you replace the same video with a presentation video with the random screenshot of text in that presentation the engagement will significantly go down.
Later, I added the image of a person in the presentation video, so instead of text, the slide presentation video screenshot shows the picture of the person whose voice over I was using in the video. The results were astonishing! The engagement goes up and I got almost the same level of engagement that I was getting with the talking head video.
“This tells us that choosing the right images are important for Social News Feeds.
Make sure you test different images to see which one is performing best for you.”
So you know;
Talking head video = 23 Likes and 14 Shares
Presentation video = 1 Like and 0 Shares
Presentation video with talking head screenshot = 19 Likes and 11 Shares
P.S. Above stats are extracted from one of the test out of many.
What People Are Saying
I have asked more then 300 people on Facebook which video they are most likely to watch in social news feeds.
- The one with a real face on it?
- The one which has some sort of text on it?
In general….this is what they said to me:
“We don’t have time to go through each and every single posts that appears in the news feeds. We only check for things that stands out. If we see the video with a screenshot of a person with a catchy headline — of course that will be our first priority.”
Disclaimer: I have ran the test at a very micro level. What works for me doesn’t mean works in every single scenario. So please test it at your end and always run split test to see best results.