Video has become a powerful tool for attracting prospects to your agency. And while it’s important to have video on your website, social media platforms provide the biggest opportunity for getting attention from your ideal customers.
Easy, right? Just create a video and post it on Facebook, LinkedIn, Twitter, YouTube, and Instagram.
Sure, you can do that. But don’t be surprised if the results are lackluster.
You must have a video strategy that takes advantage of the unique aspects of each platform. When you do, you’ll get the most benefit out of your video marketing.
Let’s look at three key components of a successful video strategy…
Key #1: Native video
Once upon a time, Facebook encouraged users to post links to their blog posts and videos from other platforms or websites. No more.
Facebook and LinkedIn now give your video more exposure when it’s posted directly onto their site (known as native video) instead of linking to a video posted on another platform like YouTube.
Twitter, which is still driven by curated content, will allow you to share an Instagram video on Twitter, as long it’s not longer than 2 minutes and 20 seconds.
And, since Facebook owns Instagram, you can freely share any of your Instagram videos or posts on Facebook without being penalized by their algorithm.
However, the days of posting a video on YouTube and then linking to it from your other social media platforms are over — and not only because of the algorithm changes.
Each platform now favors a different type of video content. Which leads us to our second key…
Key #2: Platform-Specific Video
Over the last few years, each of the main social media channels has developed their own preferred video format.
Facebook, which once encouraged produced video, now prioritizes interaction over passive viewing.
This means a Facebook live video, where viewers interact with you, will receive a much higher ranking than a recorded video. The most common length of a Facebook live video is around ten minutes, although you can go much longer.
On the other hand, most YouTube videos are watched passively, the only interaction being rating the videos or posting comments after watching the video. You can also do live YouTube videos, although this feature is most commonly used for sporting events and by gamers.
Most Instagram videos are short — only 15 seconds in length for Instagram Stories and 1 minute for videos posted to your profile. For live video, you get much longer — up to a full hour.
Instagram story videos only remain on the site for 24 hours, which adds an urgency for the users to watch them right way — and they do get much higher engagement than regular profile videos.
As mentioned earlier, Twitter restricts videos to 140 seconds (2 minutes, 20 seconds).
LinkedIn videos are also fairly brief, no more than 10 minutes. In February 2019, LinkedIn announced the beta testing of live video, which will eventually roll out to all users. Stay tuned…
As you can see, it’s important to know which platform you intend to use so you know the type and length of video to create.
And there’s another aspect to consider… the content of the video itself.
Key #3: Platform-Specific Content
In addition to the technical format of the video, each social media platform is biased toward certain types of content in your videos.
Facebook videos are best for building community, personal branding, and giving people a look behind the scenes in your business. It’s an excellent platform for sharing what’s new.
Instagram takes that a step further, allowing your fans to follow your story and spend regular time with you. They can direct message you so all conversations are private, as opposed to posting on a Facebook live video. It’s the place to post content that will inspire your followers.
Twitter is used primary for news and trends in your industry. The interactions are public and the video moves down the feed quickly so it’s very much of an “in the moment” conversation.
YouTube users watch videos on the site for three main purposes: learning about a topic, watching how-to videos, or watching video reviews of products and services they are considering purchasing. This is the best platform for posting educational videos.
LinkedIn videos tend to be the most professional, and are most often viewed with the sound off — so you’ll want to use LinkedIn’s closed captioning feature to add subtitles.
Although the maximum length is 10 minutes, most LinkedIn videos are 90 seconds or less — similar to a television commercial.
LinkedIn is the place to share your company’s news, announce a new product or service, introduce team members, or share a short case study.
Video can have a huge impact by promoting your brand, reaching prospects you otherwise wouldn’t reach, and building relationships. But you must use the right type of video for each social media platform.
When you do, the results can be fantastic.