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Video marketing on social media — Tips and tricks for each platform

SkillsCategory
17 min read
Raisa Lynn

Scrolling, tapping, swiping – the modern social media landscape is a captivating place where seconds count and attention is currency. In this era of visual storytelling, there's one medium that stands out: video. In 2023 people are watching, on average, 17 hours of online video per week

With its ability to engage, entertain, and inform, video has become the go-to format for businesses looking to make a lasting impact. And when it comes to leveraging the power of video in social media marketing, you have a golden opportunity to connect with your audience in a meaningful way. 

However, succeeding requires more than just hitting the upload button – you need a strategic plan tailored to fit each platform's audiences and nuances.

If you're looking to harness the power of video, you've come to the right place. This article will dive deep into the world of video marketing for social media, offering practical tips and tricks for each platform. Whether it's Facebook, Instagram, Snapchat, TikTok, Twitter or LinkedIn, we've got you covered! Read on to discover how you can elevate your brand's online presence through effective video marketing strategies.

Why social media is perfect for video marketing

Social media has emerged as a powerhouse for video marketing, and for good reason. The convenience, wide reach and user engagement that social media platforms provide make them the perfect stage for your video content. And if you need more convincing, hold on to your hats, because we're diving deeper.

Visual appeal and engagement

Videos have a unique ability to capture attention and convey messages effectively. A visually appealing video can stop a social media user mid-scroll. This is the power of visual appeal in social media video marketing. Videos allow businesses to showcase their products or services in a visually engaging way that static images and text simply can't compete with. So, unless your business sells invisible products, you might want to consider video marketing.

Shareability and virality

Social media thrives on the concept of sharing content. Videos have a higher likelihood of being shared than other types of media, increasing the potential for your content to go viral. When users discover captivating videos, they often feel compelled to share them with their friends, amplifying the reach of your marketing efforts and boosting brand visibility.

Enhanced reach and targeting

Sharing is caring, especially in the world of social media. The shareability of video content can boost your brand’s reach exponentially. A well-crafted, engaging video can go viral in a matter of hours, spreading your brand message far and wide. By tailoring your video content to specific segments of your target audience, you can maximize the impact of your marketing campaigns and reach those who are most likely to be interested in your products or services.

Improved brand personality and storytelling

Older man with white hair and glasses making an expressive arm movement and smiling at two other men across from him at a table.

It's time to let your brand's personality shine! Videos provide an excellent opportunity for brands to show their human side and tell their unique story. This can help build a stronger connection with your audience. After all, people don’t buy products; they buy stories, emotions, and experiences. If your brand were a person, video marketing would be its charismatic best friend who brings all the stories to life.

Choose social media platforms that work for your business

Selecting the right social media platform for video marketing isn't as simple as rock, paper, scissors. Each platform has its own demographic nuances and strengths when it comes to video content. Let's start by doing some platform window shopping:

Facebook

With over 2.8 billion users, Facebook's demographic is broad, encompassing all age groups, though it is most popular among 25 to 34-year-olds. It's a great platform for sharing longer videos, live streams, and interactive video content. Use Facebook if your video content aims to inform, educate, or entertain.

Instagram

Instagram is a hit with the younger crowd, especially those aged 18 to 34. It's perfect for short, visually appealing videos. If your videos are about lifestyle, fashion, food, or other visually-driven industries, Instagram is your runway.

Snapchat

Snapchat is ideal for short, fun, and informal videos that disappear after 24 hours, which appeals to Gen Z; 54% of users aged 12 to 17 use the app weekly. If your brand aims to reach a younger demographic with time-sensitive promotions or behind-the-scenes content, Snapchat is the perfect platform for you.

TikTok

TikTok is most popular with teens, but it would be a mistake to write TikTok off as a teen app. 70% of users spend an hour or more on the app every week It's the place for short (15-60 seconds), entertaining, and creative videos. If your brand wants to showcase its fun side with trend-driven content, or user-generated content, TikTok is your stage.

Twitter / X

Twitter is a fast-paced platform that appeals to a wide demographic, but it's particularly popular among 23% of US adults. This platform is perfect for real-time marketing, as users often turn to it for the latest news and updates. If your brand aims to share timely content, industry news, or quick snippets of information, Twitter is your bulletin board.

LinkedIn

LinkedIn's user base is Nearly 60% of LinkedIn users are between the ages of 25 and 34, while users aged 55+ only make up 2.9%. It's the go-to platform for educational, informative, and thought leadership videos tailored to specific industries. If your brand is B2B or aims to position itself as an industry leader, LinkedIn is your conference room.


Before you dive in headfirst, take a moment to observe. What platforms are your competitors using for their video marketing? What type of content are they creating? How are their audiences engaging? You don't need to mimic their strategy, but you can certainly learn from their successes and mistakes.

Next, set clear goals for your social media video marketing. Are you aiming to increase brand awareness? Drive traffic to your website? Boost sales? Different platforms can help achieve different goals, so having a clear idea of what you want to accomplish will guide your platform selection.

Take stock of your resources. Do you have the capacity to create high-quality Facebook videos, or would shorter Instagram or TikTok videos be more feasible? Consider your team's skills, your budget, and your time when choosing a platform, because you don't need to be making content for each one. It's better to create high-quality videos on one or two platforms than to spread yourself thin trying to manage multiple accounts. 

Finally, social media trends change rapidly. Don't be afraid to experiment with new platforms or content formats. Stay open to adapting your strategy as your business and the social media landscape evolve, because not every platform will be the right fit for your business. Regularly reassess your strategy to ensure you're reaching your goals effectively. So, take a deep breath, you've got this!

Facebook video marketing

Woman looking at cell phone in her hand with emoji graphics scattered in background

First up, we have Facebook. In the realm of video consumption, YouTube may hold the top spot, but the silver medal goes to Facebook. The beauty of this platform lies not just in its vast audience, but also in its cost-effectiveness for video advertising. It acts as a catalyst for driving users through your marketing funnel – from prospecting campaigns that spark interest to remarketing strategies that guide them back to your offerings across various platforms. 

With a wide reach and diverse user base, Facebook is an excellent platform for businesses to share video content. But how does Facebook video marketing work? Let's break it down.

Video types

There are several types of videos you can post on Facebook. 

  • Facebook Feed Videos: These are the standard videos that you see when scrolling through your feed. They can be up to 240 minutes long, but shorter videos (around 2 minutes) tend to perform better.
  • Facebook Live: This feature allows you to broadcast videos in real-time to your followers. It's a great tool for Q&A sessions, product launches, or behind-the-scenes peeks.
  • Facebook Stories: These are short (up to 20 seconds), vertical videos that disappear after 24 hours. They're perfect for sharing quick updates or time-sensitive content.
  • Facebook 360 Videos: If you're looking to provide an immersive experience, 360 videos allow viewers to explore every angle of the video.

Facebook video tips

Creating engaging Facebook video content is both an art and a science. It requires creativity, audience understanding, and technical expertise. Here are some strategies to help you master this craft.

  • Make it Mobile-Friendly: Over 98% of Facebook users access the platform via mobile. So, make sure your videos are optimized for mobile viewing.
  • Captivate from the Start: The first few seconds of your video are crucial. Make sure to start with a bang to grab your viewer's attention.
  • Use Captions: As many as 85% of Facebook videos are watched without sound. Including captions ensures your message gets across even if the sound is off.

Instagram video marketing

Now, let's talk about Instagram, the model agency of social media. Its diverse range of video formats makes it an ideal platform for businesses looking to connect with their audience in creative and engaging ways. But how does Instagram video marketing work? Ring lights, camera, action!

Video types

Instagram offers several formats for video content:

  • Feed Videos: These are classic videos that appear in your followers' feeds. They can be up to 60 seconds long.
  • Instagram Stories: These short, vertical videos or images disappear after 24 hours. They can be up to 15 seconds each, but you can post multiple stories in a row.
  • Instagram Live: Just like Facebook, Instagram also offers a live video feature where users can broadcast videos in real time.
  • Reels: Instagram's newest video feature, Reels, allows users to create and share 15-second video clips set to music.

Instagram video tips

Creating captivating video content on Instagram isn't as easy as slapping on a few filters and calling it a day. Here are some tips to separate you from the pack:

  • Focus on Aesthetics: Instagram is a visually-driven platform. Ensure your videos are visually appealing and align with your brand aesthetics.
  • Leverage User-Generated Content: Sharing user-generated content, like customer testimonials or product reviews, can boost credibility and engagement.
  • Include a Clear Call-to-Action: Whether it's visiting your website or tagging a friend, always include a clear call to action in your videos.
  • Experiment with Different Formats: From Stories to Reels, experiment with different formats to see what resonates most with your audience.

Snapchat video marketing

Mobile phone and eye glasses on a yellow background

Moving on to Snapchat, where things get a bit more playful. Snapchat video marketing is like being at an epic, never-ending house party. Its focus on real-time, short-lived content makes it a vibrant and engaging platform, especially for younger demographics. But how does Snapchat video marketing work? Let's dive in.

Video types

From disappearing stories to quirky filters, it's like a digital playground for your inner child. Let's explore what's in store for your content:

  • Snap Stories: These are compilations of snaps (photos or short videos) that disappear after 24 hours. Each snap within a story can be up to 10 seconds long.
  • Snap Ads: These are 10-second, full-screen vertical video ads that appear between stories. Users have the option to swipe up to see more in-depth content, like longer videos, articles, or app installs.
  • Sponsored Lenses and Filters: These are creative elements that users can add to their snaps. They offer a unique way for brands to engage with users in a fun and interactive way.

Snapchat video tips

Snapchat video marketing is like being a magician. One moment you're here, the next you're gone - POOF! Here are a few tips to leverage the platform's unique features: 

  • Embrace Authenticity: Snapchat users value real, authentic content. Don't be afraid to show the human side of your brand.
  • Leverage the Power of Urgency: Since snaps disappear after 24 hours, you can use this sense of urgency to your advantage, for example, by offering time-sensitive deals or sneak peeks.
  • Use Geofilters for Local Promotion: Geofilters are location-specific overlays for snaps that can be used to promote events or locations.

TikTok video marketing

Brace yourself for the rollercoaster ride that is TikTok, the digital equivalent of a 24/7 variety show. It's a wild, unpredictable playground where you can stumble from dance challenges straight into a philosophical debate about the meaning of life - all within the span of a few swipes. So, if you're ready to join the circus and maybe even become a ringmaster, TikTok is your stage. Let's get this unpredictable show on the road!

Video types

TikTok primarily revolves around short-form videos. Here are the key types:

  • User Videos: These are 15-second, 60-second, or 10-minute videos created by users. They often involve dancing, lip-syncing, comedy skits, challenges, or other creative content.
  • In-feed Ads: These are paid advertisements that can last up to 60 seconds and can include a call-to-action.
  • TikTok Live: You can use this feature for a variety of purposes, such as hosting Q&A sessions, giving behind-the-scenes tours, pretending to be an NPC, or showcasing new products. 

TikTok video tips

Unlike other platforms, TikTok is all about short, engaging videos - usually set to music. The app allows us to create videos up to 10 minutes long, but some of the most viral content is even shorter than that. So, let's keep things snappy!

  • Tap into Trends: TikTok is driven by trending songs, dances, and challenges. Incorporate these trends into your videos to increase your chances of gaining visibility.
  • Showcase Your Brand's Personality: Unlike more professional platforms like LinkedIn, TikTok is all about fun and creativity. Don't be afraid to show a more relaxed, playful side of your brand.
  • Engage with Your Audience: Respond to comments, participate in challenges, and engage with your followers to build a strong community.

Twitter/X video marketing 

Twitter video marketing is all about joining the conversation and making your voice heard. With pre-roll ads and organic videos, you can share news, updates, or just your thoughts on the latest season of that popular show. Its focus on timely, concise content makes it an effective tool for brands looking to engage with their audience quickly and directly. But how does Twitter video marketing work? Let's take a closer look.

Video types

Here's a list of formats for video content that resonate with audiences on Twitter:

  • Organic Videos: These are videos that you can record and edit directly within the Twitter app or upload from your device. They can be up to 2 minutes and 20 seconds long.
  • Twitter Ads: These are promoted videos that appear in users' feeds, regardless of whether they follow your account or not.
  • Twitter Live: On Twitter Live, you can broadcast live video and interact with viewers through comments and hearts.

Twitter video tips

Creating engaging video content on Twitter involves a blend of timeliness, conciseness, and understanding of your audience. Here are a few tips:

  • Keep It Short and Sweet: Twitter users are looking for quick, digestible content. Keep your videos concise and to the point.
  • Leverage Timely Topics: Twitter is all about what's happening now. Create videos around trending topics or current events to boost engagement.
  • Use Hashtags: Just like with tweets, using relevant hashtags with your videos can help increase their visibility.
  • Include a Call-to-Action: Encourage viewers to take a specific action after watching your video, like visiting your website or retweeting your video.

LinkedIn video marketing

Man holding a futuristic tablet with hologram of social webs and graphics

Welcome to the corporate gala of social media, LinkedIn, where networking is the name of the game and everyone is business casual - at least from the waist up. Below the desk? That's a mystery for another day. Let's get down to business!

Video types

LinkedIn offers a few different formats for video content:

  • Organic Videos: These are videos you can directly upload to LinkedIn. They can be up to 10 minutes long and appear in your connections' news feeds.
  • LinkedIn Live: This feature allows you to broadcast live video to your LinkedIn network. It's a great tool for webinars, Q&As, or live announcements.
  • Video Ads: These are sponsored video content aimed to promote your brand or services to a targeted audience beyond just your LinkedIn connections.

LinkedIn video tips

When it comes to creating videos, quality is key on LinkedIn, especially since it's a professional platform. But, that doesn't mean we can't show our brand's personality. Here are some expert tips to help you shine:

  • Provide Value: LinkedIn users are looking for content that can help them professionally. Focus on providing valuable, educational, or industry-relevant content.
  • Tell a Story: Storytelling is a powerful tool in video marketing. Use your videos to share success stories, case studies, or your company's journey.
  • Include Subtitles: Many LinkedIn users watch videos without sound. Including subtitles ensures your message gets across, even if the video is muted.
  • Include a Clear Call-to-Action: What do you want viewers to do after watching your video? Include a clear call-to-action to guide viewers to the next step.

Monitor video performance

You've crafted your video content with care, and now it's time to uncover its impact. The final step in your strategy journey is the analysis phase – a critical checkpoint that ensures your efforts are yielding tangible results.

Key metrics to monitor

While each social media platform provides unique analytics tools to measure the performance of your video content, here are some key metrics to monitor across all of them:

  • Views: This is the simplest metric, indicating how many times your video has been watched.
  • Engagement: This includes likes, shares, comments, and saves. High engagement often indicates that your content resonates with your audience.
  • Watch Time: This measures how long viewers watch your videos. A high watch time is a good indication that your content is captivating.
  • Completion Rate: This measures the percentage of viewers who watch your video till the end. A high completion rate usually means your video is engaging from start to finish.
  • Click-Through Rate (CTR): This measures how many viewers clicked on your call-to-action or your link. A high CTR often indicates effective content and a compelling call-to-action.
  • Audience Demographics: Understanding who is watching your videos (age, location, gender, etc.) can help you tailor your content to your audience.


By regularly monitoring these metrics, you can gain a deep understanding of what type of content resonates with your audience, which videos drive the most engagement or conversions, and how to optimize your future video content for even better results. Remember, data is your friend - it informs, guides, and paves the way for successful video marketing strategies.

Summary

To wrap it all up, video marketing on social media is non-negotiable, much like the need for a Wi-Fi connection in our daily lives. We've got countless platforms catering to diverse demographics, all hungry for video content. It's like having a buffet of audience potential, and every marketer's dream is to pick the juiciest options.

Personally, I've seen this landscape evolve over the past decade through my first-hand chronic online existence. From cringe-worthy teenage uploads to deep-dive nuances of each platform, it's been a rollercoaster of growth and discovery. And the most vital lesson learned is that data is power. The analytics tools these platforms offer help businesses not just measure, but understand their audience better.

So, fellow content creators, embrace this thrilling journey of social media video marketing. It's not just about uploading; it's about making genuine connections, stirring emotions, and sparking conversations. May your journey through social media video marketing be as dynamic and engaging as the content you create.

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