A critical part of any social video strategy is producing the right content for the right audience and this same concept applies to social video. In this post we’ll cover best practices for producing and distributing video to Twitter, Facebook, and LinkedIn.
For each channel, you’ll want to tailor your content. But this doesn’t mean that you need to create a new video for Twitter, a different one for Facebook, and a new segment for LinkedIn. You can repurpose your content and package it in different ways based on the audience and channel.
Video For Twitter
Twitter is great for generating awareness for your brand. Therefore it’s important to focus on awareness content for Twitter. Given the 140 character limit the audience is expecting short snippets to match their attention spans. Aim for shorter clips and shorter messaging. Run with the “short but sweet” mindset when you’re creating or repackaging your video content–keep it short and simple enough to hook people and click through back to your website or campaign. Remember video plays back on a native video player via the Twitter card so you can engage viewers in the Tweet versus sending them to another location to view the video. It’s best to leverage the native Twitter video player as opposed to posting a YouTube or self-hosted video. Twitter also offers one-click live streaming options — be careful using this feature, more info and tips on how to do this coming in a later post.
Video For LinkedIn
Different from Twitter and Facebook, with LinkedIn, you have the attention of business world, which includes thought leaders, decision makers, and the C-suite–all great people to target your messaging towards. Attention spans on LinkedIn can be a lot longer than other social networks and the users take the content very seriously. Craft content that has direct, quantifiable value, like a general thought leadership piece on a specific issue or in-depth customer case studies that show how you’ve changed the industry. Avoid product pitches, vague top of the funnel content, and anything that feels distinctly sales-y. Posting video content to LinkedIn requires hosting videos on YouTube or Vimeo, as LinkedIn does not provide video hosting capabilities.