Social media video is an excellent way to connect with your audience, make your business stand out, grab customers’ attention and make a lasting impression.

It’s no wonder that over half of marketers’ value video as having the highest ROI of any type of content. We’re consuming video like never before. By 2021, it’s projected that 80% of all web traffic is projected to be video based.

So, to help you get the most out of video, here’s our ultimate guide to using video content on social media.


When it comes to Facebook, live video is the way to go.

Great for engagement, live videos on Facebook are watched 3x longer than traditional videos. Users also comment 10x more on live videos, as it gives them the chance to take part in real-time conversation with other users.

In some ways, live video might also be easier for your business to produce as you don’t need to think as deeply about the finished product. Live video can be easily filmed on a smartphone without the need for it to be edited. It also doesn’t need a script, instead relying on more natural interviews and talks that will also help build up a sense of realness which is easier for the audience to connect to.

Combined with the added appeal of FOMO (Fear of missing out) – live videos are a powerful way to reach and engage with your audience.

Facebook will also automatically save the video once it’s over, so you can use it again as often as you like in the future.

This example from Nike Football is a great way to make the best use from Facebook live.

In the video, Nike pitted eight professional footballers against each other in a battle to be crowned the ultimate finisher. By voting with different emoji reactions, the viewers could also award bonus points to players and help them progress to the next round – making it a great way to get the audience involved. These reactions increased the reach of the video, helping it achieve over 3 million views, 75,000 reactions and almost 9,000 shares.


Instagram may be known as a photo platform – but videos are performing incredibly well on the app.

In fact, currently 2% of ads on Instagram are now video.

However, because long videos on Instagram receive less engagement, short videos are the way to go to get the edge on IG. Remember, the 60 second cut off is a limit – not a target.

For Instagram, you want to be posting short videos that are as visual as the pictures you find on the app.

This GIF style video from H&M is a great example of well-performing Instagram video – keeping it short, sweet and highly visual, without coming across as overtly sales based or corporate.

Happy #internationalcatday from @hm_home! ? #HMHome

A post shared by H&M (@hm) on


At first glance, Twitter may seem like a video free-for-all. Because of the variation of content that you’ll find on this platform, Twitter works well as a second place to post and repurpose video from other social channels.

Twitter shouldn’t just be used as a place to repost content though. There are some video types that work really well on this platform and help your brand stand out.

Video has increased on Twitter by over 50% since the beginning of 2016, and is 6x more likely to be retweeted than photos, and 3x more than gifs.

Twitter also gives you the opportunity to post slightly more long-form videos – with a cap of 2 minutes and 30 seconds.

As always with video, just because you can make longer videos, it doesn’t mean that you need to fill every second with things that your customers don’t want to see.

These Tasty recipe videos are great examples of how to use longer forms, without overwhelming the user by editing bits out that the audience doesn’t need to see. The custom graphics also mean that the audience can easily watch without sound – adapting well to the to the autoplay functionality.

In addition, short loop style videos also work well on Twitter, such as this example from Next.

Just a few seconds long, loop style videos embody the ghost of vine – showing there’s still a demand for these super short videos.


After launching their video platform late last year, LinkedIn is still relatively new to the video game.

At this moment, it’s hard to see how users react and engage with the content. According to LinkedIn, their video functionality will allow brands to:

  • Create tutorials and how-to’s related to your industry.
  • Go behind the scenes of your company and its day-to-day activities.
  • Share current projects and hype up new launches.


Everyday users will watch billions of hours’ worth of video daily.  As one of the world’s biggest video platforms, YouTube is something you don’t want to be sleeping on.

According to Hubspot, the most common types of marketing videos posted to YouTube are:

  • Explainer videos
  • Product demos
  • How-to’s
  • Testimonials

Yet, there’s no limit on the types of video that work with YouTube, and with the ability to easily embed into your website or share across other social channels, Youtube is perfect for your business.

This case study we did for True Refrigeration is a great example of the types of video that work well on YouTube.

Make the most from your video

Video is a massively effective way to attract and engage with your audience. As a creative medium, there is no single approach to fit all companies – you need to do what works well for your company and fits into your brand.

At every stage, make sure you keep your customers in mind. There is no point in creating content that your customers aren’t interested in, on social channels that they’re not on.

Want to try video but not sure where to get started? Don’t worry – we have a team of video experts on hand to help you get the most from your marketing.

Let’s talk video.

Let's get started.

Posted by Katrina Starkie