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MARKETING

How to Splinter Long-Form Content for Social Media (Instagram, Twitter, and LinkedIn)

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How to Splinter Long-Form Content for Social Media (Instagram, Twitter, and LinkedIn)

Your content is valuable. And so is your team’s time.

If you could squeeze more juice out of the lemon, wouldn’t you take the opportunity? By splintering your long-form articles and videos into content for your other marketing channels, you squeeze all the juice possible out of every article or video you publish.

You also build an omnichannel presence…without needing a huge content team. 

Every piece of content you publish is content for other platforms. At DigitalMarketer, we turn every article into:

  • An Instagram feed post
  • An Instagram Story
  • A tweet
  • A Twitter thread
  • A LinkedIn post

And if we wanted, we could keep going! Our article can turn into a YouTube video published as an IGTV video and cut down into a TikTok and Instagram Reel.

But, you don’t need all of that. You just need to cover your main content basis: Instagram, Twitter, and LinkedIn. And luckily, you’re sitting on a mound of content, ready to be splintered.

You just need to know the template for squeezing all the juice out of your long-form content. 

Here are 5 templates for turning your articles and videos into Instagram feed posts and Stories, tweets and Twitter threads, and a LinkedIn post.

Instagram:

On Instagram, you can create feed posts, Stories, Reels, and IGTV videos. IGTV videos are similar to YouTube videos, and you can repurpose your long-form content directly to Instagram as an IGTV video. Turning long-form content like articles or videos into feed posts, Stories, and Reels requires a bit more work, with a worthy ROI.

Instagram Feed Post:

To turn an article or video into a feed post, follow these steps:

  1. Take your introduction and use it as your caption.
  2. For articles: Use the points of your article (H2 and H3 headers) or video as individual carousel graphics.
  3. For videos: Cut your video into segments sharing each of your points, and post each as its own carousel video.
  4. As your last carousel graphic or video, write either a summary or a call to action if you want the viewer to take a specific action (“Click the link in bio to read our article” or “Click the link in bio to watch the full video”).

For example, this is an Instagram feed post based on this article published on our blog:

How to Splinter Long Form Content for Social Media Instagram Twitter

Instagram Stories:

Here’s how to turn an article or video into an Instagram Story:

  1. For articles: Film 1-2 stories introducing your topic by using the introduction of your article. 
  2. Film 1-3 Stories per point of your article.
  3. End with a conclusion of 1-2 Stories based on the conclusion of your article.
  4. Add a call to action to your Story and add a link if necessary (“Click here to read the article”).

Twitter

There are two types of content to create on Twitter, tweets, and threads. Tweets are 280 characters long (one single tweet). Threads are several tweets ‘threaded’ together to create a longer-form piece of content (that still abides by each tweet being 280 characters maximum).

Twitter (Threads)

Turn articles and videos into Twitter threads by:

  1. First tweet: Use 1-2 sentences from your introduction and add your title as the last sentence. 
  2. Each point of your article or video is 1-2 tweets long (pro tip: add media for better engagement).
  3. Last tweet: Use 2-3 sentences from your conclusion to summarize your thread and add a call to action and link to read the article or watch the video (if necessary).

This is a Twitter thread we wrote based on our article, Why 2021 Is the Best Time to Begin Your Digital Marketing Career

1642112650 923 How to Splinter Long Form Content for Social Media Instagram Twitter

Twitter (Tweets)

Use tweets to promote articles and videos with 3 steps:

  1. Use 2-3 sentences from your introduction.
  2. Make the title of your article or video the last sentence of your tweet.
  3. Add a link to read or watch your content.

Here’s our tweet promoting our blog article, Pre-Holiday Campaigns: Checklist for eCommerce Businesses:

1642112650 179 How to Splinter Long Form Content for Social Media Instagram Twitter

Note: These tweets will have less engagement (likes, replies, and retweets) because they’re promotional. Only focus on one metric for these tweets: clicks.

LinkedIn 

On LinkedIn, you can post your article, video, and posts. To post your article, you’ll just copy and paste from your blog to LinkedIn (but beware, this can mess with your SEO). We splinter our articles into LinkedIn posts for our company page. Keep reading to see how we do it.

Here are the 2 steps to splinter articles and videos into a post on LinkedIn:

  1. Copy and paste your introduction into your LinkedIn post draft.
  2. After the last sentence, add a link to your article to read more.

In this LinkedIn post, we broke down our article on How to Sell Marketing: 5 Key Points Your Sales Pitch Needs into a quick, easy to read post:

1642112650 458 How to Splinter Long Form Content for Social Media Instagram Twitter

Splinter Your Long-Form Content and Multiply Your ROI

Part of content marketing is playing the numbers game. You want to show your content to as many customer avatars as possible, showing them TOFU, MOFU, and BOFU content that draws them closer to your brand. 

And marketing is all about meeting your customer avatars where they are. You don’t want to force them to learn a new platform, figure out how to intake content, and add it to their daily routine. That’s not your job.

Your job is to put your content in front of your audience—wherever they choose to hang out.

More of your ideal customers are scrolling Instagram, Twitter, and LinkedIn than your blog (we’re all in the same boat, here). By splintering your content, you can show them the in-depth article you just published or the straightforward YouTube video that just went live on your channel. 

And you can do it in the form that suits what they’re looking for on that platform…without needing to create entirely new content, bog down your content team with more tasks, and get less ROI on more pieces of content.

Splintering content is a content marketer’s ultimate tool in the insatiably hungry content world.

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YouTube Ad Specs, Sizes, and Examples [2024 Update]

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YouTube Ad Specs, Sizes, and Examples

Introduction

With billions of users each month, YouTube is the world’s second largest search engine and top website for video content. This makes it a great place for advertising. To succeed, advertisers need to follow the correct YouTube ad specifications. These rules help your ad reach more viewers, increasing the chance of gaining new customers and boosting brand awareness.

Types of YouTube Ads

Video Ads

  • Description: These play before, during, or after a YouTube video on computers or mobile devices.
  • Types:
    • In-stream ads: Can be skippable or non-skippable.
    • Bumper ads: Non-skippable, short ads that play before, during, or after a video.

Display Ads

  • Description: These appear in different spots on YouTube and usually use text or static images.
  • Note: YouTube does not support display image ads directly on its app, but these can be targeted to YouTube.com through Google Display Network (GDN).

Companion Banners

  • Description: Appears to the right of the YouTube player on desktop.
  • Requirement: Must be purchased alongside In-stream ads, Bumper ads, or In-feed ads.

In-feed Ads

  • Description: Resemble videos with images, headlines, and text. They link to a public or unlisted YouTube video.

Outstream Ads

  • Description: Mobile-only video ads that play outside of YouTube, on websites and apps within the Google video partner network.

Masthead Ads

  • Description: Premium, high-visibility banner ads displayed at the top of the YouTube homepage for both desktop and mobile users.

YouTube Ad Specs by Type

Skippable In-stream Video Ads

  • Placement: Before, during, or after a YouTube video.
  • Resolution:
    • Horizontal: 1920 x 1080px
    • Vertical: 1080 x 1920px
    • Square: 1080 x 1080px
  • Aspect Ratio:
    • Horizontal: 16:9
    • Vertical: 9:16
    • Square: 1:1
  • Length:
    • Awareness: 15-20 seconds
    • Consideration: 2-3 minutes
    • Action: 15-20 seconds

Non-skippable In-stream Video Ads

  • Description: Must be watched completely before the main video.
  • Length: 15 seconds (or 20 seconds in certain markets).
  • Resolution:
    • Horizontal: 1920 x 1080px
    • Vertical: 1080 x 1920px
    • Square: 1080 x 1080px
  • Aspect Ratio:
    • Horizontal: 16:9
    • Vertical: 9:16
    • Square: 1:1

Bumper Ads

  • Length: Maximum 6 seconds.
  • File Format: MP4, Quicktime, AVI, ASF, Windows Media, or MPEG.
  • Resolution:
    • Horizontal: 640 x 360px
    • Vertical: 480 x 360px

In-feed Ads

  • Description: Show alongside YouTube content, like search results or the Home feed.
  • Resolution:
    • Horizontal: 1920 x 1080px
    • Vertical: 1080 x 1920px
    • Square: 1080 x 1080px
  • Aspect Ratio:
    • Horizontal: 16:9
    • Square: 1:1
  • Length:
    • Awareness: 15-20 seconds
    • Consideration: 2-3 minutes
  • Headline/Description:
    • Headline: Up to 2 lines, 40 characters per line
    • Description: Up to 2 lines, 35 characters per line

Display Ads

  • Description: Static images or animated media that appear on YouTube next to video suggestions, in search results, or on the homepage.
  • Image Size: 300×60 pixels.
  • File Type: GIF, JPG, PNG.
  • File Size: Max 150KB.
  • Max Animation Length: 30 seconds.

Outstream Ads

  • Description: Mobile-only video ads that appear on websites and apps within the Google video partner network, not on YouTube itself.
  • Logo Specs:
    • Square: 1:1 (200 x 200px).
    • File Type: JPG, GIF, PNG.
    • Max Size: 200KB.

Masthead Ads

  • Description: High-visibility ads at the top of the YouTube homepage.
  • Resolution: 1920 x 1080 or higher.
  • File Type: JPG or PNG (without transparency).

Conclusion

YouTube offers a variety of ad formats to reach audiences effectively in 2024. Whether you want to build brand awareness, drive conversions, or target specific demographics, YouTube provides a dynamic platform for your advertising needs. Always follow Google’s advertising policies and the technical ad specs to ensure your ads perform their best. Ready to start using YouTube ads? Contact us today to get started!

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Why We Are Always ‘Clicking to Buy’, According to Psychologists

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Why We Are Always 'Clicking to Buy', According to Psychologists

Amazon pillows.

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A deeper dive into data, personalization and Copilots

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A deeper dive into data, personalization and Copilots

Salesforce launched a collection of new, generative AI-related products at Connections in Chicago this week. They included new Einstein Copilots for marketers and merchants and Einstein Personalization.

To better understand, not only the potential impact of the new products, but the evolving Salesforce architecture, we sat down with Bobby Jania, CMO, Marketing Cloud.

Dig deeper: Salesforce piles on the Einstein Copilots

Salesforce’s evolving architecture

It’s hard to deny that Salesforce likes coming up with new names for platforms and products (what happened to Customer 360?) and this can sometimes make the observer wonder if something is brand new, or old but with a brand new name. In particular, what exactly is Einstein 1 and how is it related to Salesforce Data Cloud?

“Data Cloud is built on the Einstein 1 platform,” Jania explained. “The Einstein 1 platform is our entire Salesforce platform and that includes products like Sales Cloud, Service Cloud — that it includes the original idea of Salesforce not just being in the cloud, but being multi-tenancy.”

Data Cloud — not an acquisition, of course — was built natively on that platform. It was the first product built on Hyperforce, Salesforce’s new cloud infrastructure architecture. “Since Data Cloud was on what we now call the Einstein 1 platform from Day One, it has always natively connected to, and been able to read anything in Sales Cloud, Service Cloud [and so on]. On top of that, we can now bring in, not only structured but unstructured data.”

That’s a significant progression from the position, several years ago, when Salesforce had stitched together a platform around various acquisitions (ExactTarget, for example) that didn’t necessarily talk to each other.

“At times, what we would do is have a kind of behind-the-scenes flow where data from one product could be moved into another product,” said Jania, “but in many of those cases the data would then be in both, whereas now the data is in Data Cloud. Tableau will run natively off Data Cloud; Commerce Cloud, Service Cloud, Marketing Cloud — they’re all going to the same operational customer profile.” They’re not copying the data from Data Cloud, Jania confirmed.

Another thing to know is tit’s possible for Salesforce customers to import their own datasets into Data Cloud. “We wanted to create a federated data model,” said Jania. “If you’re using Snowflake, for example, we more or less virtually sit on your data lake. The value we add is that we will look at all your data and help you form these operational customer profiles.”

Let’s learn more about Einstein Copilot

“Copilot means that I have an assistant with me in the tool where I need to be working that contextually knows what I am trying to do and helps me at every step of the process,” Jania said.

For marketers, this might begin with a campaign brief developed with Copilot’s assistance, the identification of an audience based on the brief, and then the development of email or other content. “What’s really cool is the idea of Einstein Studio where our customers will create actions [for Copilot] that we hadn’t even thought about.”

Here’s a key insight (back to nomenclature). We reported on Copilot for markets, Copilot for merchants, Copilot for shoppers. It turns out, however, that there is just one Copilot, Einstein Copilot, and these are use cases. “There’s just one Copilot, we just add these for a little clarity; we’re going to talk about marketing use cases, about shoppers’ use cases. These are actions for the marketing use cases we built out of the box; you can build your own.”

It’s surely going to take a little time for marketers to learn to work easily with Copilot. “There’s always time for adoption,” Jania agreed. “What is directly connected with this is, this is my ninth Connections and this one has the most hands-on training that I’ve seen since 2014 — and a lot of that is getting people using Data Cloud, using these tools rather than just being given a demo.”

What’s new about Einstein Personalization

Salesforce Einstein has been around since 2016 and many of the use cases seem to have involved personalization in various forms. What’s new?

“Einstein Personalization is a real-time decision engine and it’s going to choose next-best-action, next-best-offer. What is new is that it’s a service now that runs natively on top of Data Cloud.” A lot of real-time decision engines need their own set of data that might actually be a subset of data. “Einstein Personalization is going to look holistically at a customer and recommend a next-best-action that could be natively surfaced in Service Cloud, Sales Cloud or Marketing Cloud.”

Finally, trust

One feature of the presentations at Connections was the reassurance that, although public LLMs like ChatGPT could be selected for application to customer data, none of that data would be retained by the LLMs. Is this just a matter of written agreements? No, not just that, said Jania.

“In the Einstein Trust Layer, all of the data, when it connects to an LLM, runs through our gateway. If there was a prompt that had personally identifiable information — a credit card number, an email address — at a mimum, all that is stripped out. The LLMs do not store the output; we store the output for auditing back in Salesforce. Any output that comes back through our gateway is logged in our system; it runs through a toxicity model; and only at the end do we put PII data back into the answer. There are real pieces beyond a handshake that this data is safe.”

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