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 Facebook
Similar to Twitter, Facebook is great for creating awareness. Unlike Twitter though, on Facebook you have a collection of loyal followers and fans: people who have liked your page or existing customers that stick around a lot longer and have more patience than Twitter followers. Knowing this, you can be craftier with your content production. Short video pieces about product release, webinars, and customer testimonial videos are all acceptable on Facebook. You can also look to publish un-polished user generated content to Facebook since the audience is more accepting. Firing up a live stream from an event to Facebook is highly recommend as long as you have control of the scene and what people are saying in front of camera. Continue to use the awareness mindset with Facebook with a touch of engagement.
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.
To have a truly well-rounded and successful video marketing strategy you need to consider what types of content you are creating not only for buyer personas but the channels in which the video is published. Stay tuned for future posts that go into depth on each channel.