Engage the Right Audience - What Social Media Sites Should You Publish Your Content to?

  |   Jul 07 2016   |   Posted in: Informational Address, Business to Business


People are as varied as the social media platforms they use, and with that comes the challenge of adapting your video content to fit into the social context of each of those platforms. It might be a little extra work, but tailoring your content will ensure you receive more notice than someone just doing a blanket sweep and posting the same video to every platform – those tend to get overlooked, as there is an inherent sense of laziness to this method.

Different social media apps and sites have with them different ‘rules’ or expectations of the content. People use several different apps to get several different experiences, so don’t spam them with one video across every platform. If they didn’t want to watch it on Facebook, they’ll be even less inclined to watch it anywhere else – especially when they see it’s the same content.

So, what's the best type of video content for each platform then? Let's break it down:


If you’ve been on Facebook recently, (Which, let’s be honest, OF COURSE you have) You’ll have noticed the dramatic change in content being filtered through your newsfeed. It seems as though every other post is some sort of viral video making the rounds on your friends’ pages that week.

This is by design – Facebook’s algorithm gives priority to video content now, particularly to native video content – so upload as much short-form content as possible – infotainment videos, quick, easily-digestible (and shareable) videos that evoke a strong emotional response – preferably under two minutes.

Another important thing to note: Facebook videos auto play without sound, so it’s important that you have easy-to-read text and graphics, and that it is visually appealing enough to snag a viewer’s attention right at the start.


Having a stricter time limit than most other platforms, (15 seconds!) Instagram is best used for quick teasers or trailers, behind the scenes, and looping videos, that serve to entice viewers to visit your site and find longer versions of your content.

As with Facebook, Instagram auto plays all videos without sound, so it’s best to make sure the visuals are the main attraction, and that the video makes sense with or without any audio.

Since you can’t post links to each video individually, but rather, one central link in your profile, Instagram is better if used as part of a brand building strategy.


With a 30-second time limit, Twitter is best for teasers to longer content on your website, especially since you can add a link right next to the video, it’s much easier to convert leads to your site than on Instagram.

One of the more effective uses of Twitter that’s gaining more popularity is the use of the video response feature – now you can reply to fan or customer tweets, or questions with a personalized response.

Auto play however, is not always enabled, so in order to get people to watch, you’d better have a compelling thumbnail image or GIF to convince them to click.


With a more ‘professional’ user base, comes a mindset to match, so when posting video content to LinkedIn, make sure to avoid any blatant branding or marketing tactics – but offer instead more informative, ‘How-To’ type of content, testimonials and case studies.

The lack of videos on LinkedIn shouldn’t scare you off either – with less competition, your content is more likely to stand out and get noticed – just make sure you include a short, written blog post to accompany the video to maximize the effect.


The platform that started it all – YouTube should be your company or brand’s ‘home-base’, so to speak. Since YouTube is specifically for videos, you’re not really competing with other types of image and text-based content, so your audience is more accepting of longer video content.

YouTube should be used as more of an archive, or library of all your video content that you build up over time. Just be sure to organize them all into specific playlists to make navigating through your content easier.

This platform is ideal for longer, educational content, product demos or weekly series.


The bottom line, post your videos everywhere and often.  A consistent stream of entertaining and/or informational videos will help create your following on social media.  You will notice people engage with your videos a little different on each platform.  Like Marshall McLuhan said, "The medium is the message," meaning the medium (in this case, social media platform) you choose will change how the message of your video is perceived.  Experiment with different types of video on different platforms to find what works for you.


Need help creating the right content to fit your social media platforms? Contact us today!


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