Social Media

Video Content 101: How to Optimize Your Content for Each Platform

December 6, 2017
Each social media platform is unique in the way it approaches video content.
Here are a few tips and tricks for video content on the three most popular social media platforms: Facebook, Instagram, and Twitter, broken down by the available options on each channel .
Use these guidelines to help you determine which platform will work best for your own video content and how you can best optimize your video, no matter where it is posted.


1. Video links
Linking to a video on another platform is not the best idea because it adds an unnecessary step for your audience. The act of clicking on a link and being redirected to a new site will decrease the number of views your video gets.
2. Facebook Stories
Facebook stories are posts that only stay online for 24 hours. These videos appear at the top of the news feed, however, Facebook stories are rarely used, and even more rarely used well. The best use for a Facebook story is to promote a new video posted on your Facebook page.
3. Facebook Live
Taking advantage of Facebook’s live video feature can be very useful to set your video content above the pack on Facebook. A live video will be posted to the top of your followers’ news feeds while you are live and shortly after your live video ends. The problem with live videos is that you cannot edit them and you will need to have an audience that is ready to be on Facebook just to see your live stream.
4. Embedded videos
Embedded videos are one of the best options for posting video content onto Facebook to maximize views.
The video will play automatically in users’ feeds, giving you a chance to catch their attention as they’re scrolling. The videos will also be shared with your followers’ friends if they like the video. There are a few guidelines and practices to follow to make sure that your video is ready to be posted to Facebook.
  • Catch your viewers’ attention quickly
Make sure your video has an eye-catching start that will draw viewers in immediately. The video will most likely start without any sound, so you need to rely on visuals. You can also use text to tell the audience to “Turn Sound On” so they will be able to experience the full video.
  • Use captions wisely
Captions should be short and catchy. You don’t need to describe the video in complete detail, just make sure you give enough information to allow the viewer to decide whether or not the video is relevant to them.
  • Square video works best
Facebook’s app scrolls vertically, but there are a lot of viewers who use Facebook on a computer. In order to please both the mobile and desktop audiences, make sure to post a square video to make viewing simple, no matter where your audience is seeing the content you’ve posted.
  • Boost your post
Facebook ad boosting is very underpriced right now, allowing you to get your video in front of a much larger audience for little cost. Take the time to research your desired demographic and boost your video to get more views and clicks.
  • Choose your audience strategically
It is important to know who is following you, and who you want to have as followers. In order to craft a Facebook video that will do well and increase your reach and engagement, you have to properly cater to your audience.


1. Stories
Stories are vertical videos that remain visible for only 24 hours, after which they will disappear. These videos can be recorded 15 seconds at a time and will be shown directly to your followers through a circle with your profile picture situated at the top of their feed.
These quick videos can be used to share information about upcoming events, direct people to a new post or a website link, or even used to ask a question of your followers. You can create a live story and send a notification to all of your followers letting them know that you are going live, similar to Facebook Live. Take advantage of Instagram stories as they might reach a follower or new fan who would otherwise not see your latest Instagram post.
2. Posts
Instagram video posts can be 3 to 60 seconds long. These videos will be shown in your followers feed, the same as any traditional Instagram post, and will play automatically without sound as the default option.
Square videos are the best option for Instagram, so keep this in mind in the filming and editing process. The square aspect ratio will allow your video to take up more of the viewer’s Instagram feed. If your video has been created in a wide format, you can use the extra space in the border to add text on your video and create a call to action for your followers.


1. Video posts
The greatest advantage of posting videos on Twitter is that they are extremely easy to share and retweet. People are much more likely to retweet than repost an Instagram post.
Twitter videos can be up to 2 minutes and 20 seconds long, but shorter is better. Keeping your video short and concise will make it more easily consumable for your audience, and less people will scroll past your videos because they don’t have the time to watch them.
2. Periscope
Periscope is a live video streaming app incorporated into Twitter’s live video feature. Users of Periscope have the option to tweet out a link to their live stream, and can choose to make the video public or only available to certain users or audiences.
Viewers can interact and comment on your live video, sending hearts, and reacting in real time, making this kind of video much more interactive than generally posted video content.
If you’re interested in learning more about how Keychain Social can attract new customers for your brand through video or other digital marketing strategies, please click the link below to schedule a time to talk with a member of our client success team.