Building Your Video Strategy on Social Media

Megan O'Neill


According to consumer research from Levels Beyond, 42% of consumers like it when companies share videos online, but 75% of brands say they rarely or never produce video for their social media followers. Today’s consumers are hungry for video – Facebook averages 1 billion video views per day and YouTube viewers watch 2.7 million videos each minute. But before you start throwing videos up helter-skelter on social media platforms, it’s important to understand what works best for each platform so that you can  build a strategy for each.

Building Your Video Strategy on Social Media

With this in mind, we’re launching a new blog series around building your video strategy on social media. Today we’ll take a general look at video on Facebook, Twitter, YouTube and LinkedIn and over the following weeks we’ll dive deeper into the best practices for each platform.

Why social?

It’s clear that there’s consumer demand for social video from brands and businesses, but there are other benefits to posting video on social sites as well. One of the biggest benefits is that social video, by nature, is shareable. Unlike the videos embedded on your website, users can easily like or favorite videos, share them, retweet them, comment on them and more. Each like, share or comment serves as an endorsement from one of your customers or followers that their friends or followers will see, putting your business in front of more eyeballs – it’s modern day Word of Mouth advertising.

But that’s not all – remember how we told you that 75% of brands admit to rarely or never producing videos for social media? Being a part of the 25% that do is a great way to stand out from your competition.

Why Facebook?

Facebook is the ideal platform for reaching and engaging with your existing customers, and encouraging them to share your content with their friends to help spread the word about your business. You may already be sharing links, photos and text updates on your Facebook business page. Adding video to the mix is a great way to up your Facebook game.

Because of the fact that video auto-plays in Facebook’s News Feed, it’s a great way to stand out and grab the attention of your fans as they scroll through recent updates. Additionally, it provides a great opportunity to show off your personality through behind-the-scenes looks into your business.

But you don’t have to take our word for it: Facebook for Business says, “More and more, people are uploading, sharing and discovering videos on Facebook. Video views grew more than 50% from May through July of [last] year, and since June there has been an average of more than 1 billion video views on Facebook each day.

“For marketers, digital video, particularly on mobile, is becoming more important as well. Combining sight, sound and motion, video created experiences that are, at their best, memorable, moving and inspiring – the types of experiences that help brand marketers drive important metrics, including awareness, consideration and, ultimately sales.”

Why Twitter?

Twitter is the go-to social network for conversations, and video is a great tool for getting the conversation started. Similar to the Facebook News Feed, video will help you stand out on Twitter – especially when you share links from sites that display the video player in a Player Card directly in the feed. Most popular video hosting platforms, including YouTube, Vimeo, Vine and Animoto, will play directly in the Twitter feed. If your videos aren’t showing up, you can learn more about how to have them display on Twitter’s guide for developers.

Because of the “right now” nature of tweets, Twitter is a great place for sharing current updates, which means that videos of events and special promos work great.

PRO TIP: Make use of @replies and #hashtags to bring tweets to the attention of influencers and communities for increased engagement.

Why YouTube?

YouTube is the second largest search engine, after Google, which means it’s a great place to be if you want to expand your company’s reach in search. That being said, YouTube isn’t only good for search – it’s also a great place to build an audience and establish yourself as an expert in your field, which can ultimately lead to increased traffic and conversions.

What’s important to remember is that, on YouTube, viewers don’t want to watch ads, they want to watch content that’s useful to them. For this reason, creating a series of How-To videos and otherwise educational videos around your industry can be a great way to attract new viewers (read: potential customers).

For your current customers, and others that subscribe to you because they love your content, community development-focused content (like Q&As, Contests and Giveaways) can be a great addition.

PRO TIP: Create regularly-scheduled content to keep viewers coming back for more.

Why LinkedIn?

LinkedIn is the world’s largest professional network online, with over 347 million members around the globe. It’s the ideal spot for B2B companies to reach professionals in their industries. LinkedIn may not have a surplus of video features, but that doesn’t mean you can’t differentiate yourself on the platform by using video. Video can be a nice, authentic way to share company updates, bring life to events and, like on YouTube, establish yourself as an expert in your field.

To share video on LinkedIn, you have several options. You can share links to videos on your business page. If you use this option, be sure to include the fact that the link includes a video to encourage people to click through to watch. You can also embed video in long-form posts, as well as share videos on your profile directly using SlideShare.

PRO TIP: LinkedIn is especially good for business as it lets you dial into specific demographics through advertising and groups.

Curious to learn more? Stay tuned for the upcoming posts in our Building Your Video Strategy on Social Media series:

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