Video content has dominated social media for years, becoming one of the most consumed types of content across platforms. TikTok has set the standard, with Instagram and Facebook Reels following suit, encouraging users to prioritize videos.

The benefits of video are undeniable: it builds brand awareness, boosts SEO rankings, increases engagement, and appeals to mobile users.

But what does this mean for your business? How can you effectively incorporate video content into your social media strategy? We’ve broken it down into five key steps:

1. Define Your Goals and Research Your Audience

Creating videos is about more than just chasing viral trends. It’s a powerful way to connect with your audience.

• Set clear objectives. Are you aiming to educate, entertain, or inspire your audience? Each goal will shape your content differently.
• Understand your audience. If your followers are more serious or professional, a lighthearted TikTok trend is probably not the way to go. Use social data from your existing posts to identify the types of content your audience engages with most. This is a great starting point for brainstorming video ideas.

 

2. Select Appropriate Platforms and Create a Content Calendar

Not all platforms are created equal, and not all content works on every platform. Choose the platforms where your audience spends the most time, and tailor your videos to fit their preferences and expectations.

• Stay organized with a content calendar. Tools like Loomly make it easy to plan and schedule your content, ensuring consistency and reducing last-minute stress.
• Leverage automation smartly. While AI can’t replace your creativity, it’s a fantastic tool for brainstorming ideas, shaping scripts, or speeding up repetitive tasks. Use it to enhance your process, not replace it.

 

3. Create Engaging Content

Whether you’re producing tutorials, behind-the-scenes glimpses, or educational videos, focus on quality.

• Prioritize visuals and sound. Good lighting and clear audio are essential for professional-looking videos.
• Use effective editing tools. Canva Pro and CapCut are user-friendly options that deliver polished results. Both Canva and CapCut have free and paid tiers.

 

4. Optimize for Each Platform

Each social platform has unique requirements for video content. Here’s a quick guide:

• Facebook Reels: Short videos (3 to 90 seconds), eye-catching visuals, and add video captions for sound-off viewing.
  • Recommended resolution: 1080×1920 pixels
  • Aspect ratio: 9:16
  • Recommended video format: MP4 or MOV
• Instagram Reels: The main difference from Facebook Reels is the video length (3 seconds to 15 minutes). All other requirements above are the same for Instagram Reels.
  • Note – Your profile will show a 1:1 thumbnail of the reel. Make sure you center your subjects to avoid undesirable cropping.
• X (formerly Twitter): Snappy, attention-grabbing clips under 2 minutes, with concise captions.
  • Recommended resolution: 1280×720 pixels (landscape), 720×1280 pixels (portrait), 720×720 pixels (square)
  • Aspect ratio: 9:16 (landscape), 16:9 (portrait), 1:1 (square)
  • Recommended video format: MP4 or MOV
• LinkedIn: Professional and informative content, up to 10 minutes long, with subtitles.
  • Recommended resolution: 256×144 pixels (min) and 4096×2304 (max)
  • Aspect ratio: 1:2.4 (landscape), 2.4:1 (portrait)
  • Recommended video format: AAC, ASF, FLV, MP3, MP4, MPEG-1, MPEG-4, MKV, WebM, H264/AVC, Vorbis, VP8, VP9, WMV2, WMV3. Note – LinkedIn no longer supports MOV files.

 

5. Track and Analyze Performance

Monitor metrics like views, engagement, and conversions to assess your strategy. Adjust your approach based on what video content performs well. 

 

Incorporating video content into your social media strategy doesn’t have to be overwhelming. You can create impactful videos that resonate and deliver results by defining your goals, understanding your audience, and leveraging the right tools. Need help planning and executing your social media strategy? Contact us today to get started.