How To Optimize Your Videos For Each Social Channel

Video is one of the most popular forms of digital outreach. So it’s not surprising that even traditionally text- and photo-heavy sites are beginning to capitalize on it. With YouTube and Snapchat generating 15 billion combined views every day and Facebook videos garnering 500 million daily views, consumers are increasingly eager to press “play” when video content is available. Read on as we detail some best practices for leveraging your video content to increase brand awareness and generate business leads.


Each social media channel has its own unique characteristics and audience, making a blanket, cross-channel content strategy ineffective. In order to be engaging, informative and effective across the Internet, marketers must tailor their content approach by channel.


AdWeek recently compiled some tips and best practices for hosting and sharing video content on popular digital platforms and how your brand can utilize each for reaching your target audience.



Think quietly. Up to 85 percent of all Facebook videos are played on mobile devices, without sound. The best approach for getting your message across is to integrate text, charts, graphs and other visual storytellers into your videos.



Start talking. Studies show a massive 97 percent of branded Instagram campaigns have substantially increased ad recall. Use Instagram to respond to audience comments, pose questions and develop rapport. Think of posting Instagram videos as the start of a marketing engagement effort rather than the end of the conversation.



Dress it up. One-half of all college-educated Americans are on LinkedIn, and most of them are older than 30 and above-average earners. These demographics are perfect for business-to-business content or high-end brands. LinkedIn offers a chance to showcase thought leadership by sharing videos that comment on relevant market trends or grant insider access to industry conferences. Casual content that works on other channels looks out of place here, so the videos you post on LinkedIn should mirror the more professional image of the platform.



Make it quick. According to Hubspot, the optimal length of a Twitter video is around 45 seconds, which is ideal for Twitter users who are often looking for information in quick bites. Select topics that are appropriate for short videos and then condense the information so that it’s digestible and memorable, just like any good tweet.



Think beyond advertising. While paying to run video ads on YouTube can be effective, with over one billion users, this insanely popular video-hosting platform should be treated as more than just another ad delivery channel. For instance, features like YouTube Live can be utilized to answer real-time customer-service questions, allowing brands to create video FAQs and promote customer appreciation. Google also favors websites with a connected, active YouTube channel in its search rankings, so be sure to post often to reap the benefits of page one search placements.


The tailoring of video content to particular social media channels will drive more views and boost overall engagement. Visit our website to learn more about pressing “play” on your revamped video content strategy.