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
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
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
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
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
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
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.
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
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”
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.