How companies use video content on social media

Let’s suppose you have a successful Digital Marketing strategy, and everything is well and good. 

But how is your video marketing performance? If you haven’t already made substantial investments in video content for social media platforms, then it’s about time to get started.

Videos are more attractive, engaging, and achieve a higher ROI — and these are all good reasons for you to incorporate them into your Digital Marketing Plan.

Of course, you can always post the URL to any old video that you already published. But as good old communication author Marshall McLuhan once said, “the medium is the message”. 

Meaning that each platform demands a specific format that will allow you to explore all the media’s potential.

If you want to step up your game in this area, you came to the right place. In this article, we are going to explain the following topics:

Moreover, you are going to see many examples and practical tips on how to master video marketing. Shall we?


Why use video for social media?

We will start this conversation by stating some facts that will only confirm what we see daily: videos are an excellent way to communicate with your audience, provide a good social media experience, and, ultimately, generate engagement.

Video marketing is a Digital Marketing trend that has been going on for some years. Although it is nothing new, it is still something we should keep under our radar because it shows no sign of slowing down.

In 2016 and 2017, a report published by Tubular Insight revealed that the consumption of branded videos increased an impressive 258% on Facebook. On Youtube, the increase has been 99% in the same period.

Twitter, on the other hand, revealed that tweets that contain videos are nothing less than 10 times more engaging. The same report stated that promoted tweets with videos can save more than 50% on the cost-per-engagement investment.

In 2020, this trend keeps developing at full speed. Here are some data for your consideration:

After getting familiar with these numbers, we believe you are ready to move on and see how to get the best out of your video marketing strategy, right? So, let’s do this!


What are the best videos for each platform?

By now, you already know that each platform has a video format that will get better results with users. 

Now, it is time to explore all the different options and what works best on each social media.


It has been said that Facebook was on its deathbed. But reality contradicts the predictions year after year. 

Truth is people are still on Facebook, active and consuming content — especially videos.

Here are some formats that still perform well on Facebook.

Interviews or Q&As

Facebook is a good social media for longer videos. Therefore, interviews and Q&A are a good idea for the platform. 

When you go for the interview format, you can invite specialists of the market, influencers, team members, or even customers. 

On the other hand, for the Q&A, you can use questions that show up in comments or publish a post a few days before the shooting, asking users to send you questions about a specific theme. 

Announcements or reveals

Launching products or announcing news on social media is an excellent way to generate engagement in your channels and increase SEO relevance. 

People follow brands on social media because they identify with the brand’s values, but also to see new products and offers. 

Give your best shot and set your creativity free. Play with different fonts, effects, colors, soundtracks. It will all make your announcement/reveal more interesting. Here is a cool and inspiring example, brought to you by apparel brand Everlane: 


Supporting videos on the feed, Stories, IGTV, and live streaming, Instagram has become one of the most video-user-friendly social media platforms.

For each support, certain types of video will perform better. See some options below!

Product demo

The influence of social media posts is real. Consumers are led to purchase being impacted by a post, be it a Digital Marketing ad or organic. 

Therefore, creating videos that clearly speak about your product is definitely a good idea.

Static images can only do so much to convey all the features and benefits of your product. Some things must be seen in action, and the video is your go-to media for that.

There are a few possibilities to do this demonstration. For example, you can shoot an overview of your product, showing it in many different situations. Or you can focus on one particular feature that you would like to highlight.

The best part is you are left with several options of pre-planned scripts and multiple video possibilities to populate your profile.

French brand Le Creuset published a video on Instagram presenting their new line of rice pots made in iron. Featured on the video was Justin Chappelle, of Food and Wine.

User-generated videos

Let’s be honest: as much as we love videos, they are a piece of work. You can spend days thinking of the script, preparing the set, shooting, and editing. 

But there is one simple strategy to allow you to have more videos without adding to the work: accepting your followers’ help with user-generated content.

Once you involve your most loyal fans in your strategy, you can start using videos they create in your account — of course, everything must be previously authorized. Besides populating your channels with original, relevant, and high-quality material, you are also bonding with your audience. It’s a double win! 


The microblogging platform has officially left its 140 characters behind. Twitter now supports bigger texts, pictures, and, of course, videos. 

See below what kind of video works well on this social media! 


Nowadays, there’s a tutorial for pretty much everything online. People teach all kinds of stuff, from makeup techniques to building a robot and everything in between.

Do you know why there are so many tutorials online? Because the public likes them. Learning something with the support of a video is much easier than following a text and photo tutorial.

Event videos

Posts about your brand’s events can be used for a variety of reasons. The most common is to show your audience what an amazing experience that is going to be and entice people to be there. 

But you can also use these videos to provide coverage of your event in real-time. 

You can even adopt a live blogging strategy for your brand, allowing more people to access some parts of your event or expanding the participants’ experience. 


In 2020, a Digital Marketing strategy can’t ignore TikTok. Even if you conclude that it doesn’t make sense for your brand to be in it, the platform must be considered and analyzed. 

If it does make sense to include this social media in your strategy, you will deal with videos. 

In the feed, videos can be 60 seconds long, and the platform allows a variety of special effects, filters, and whatnots to make your content more interesting and engaging. 

Although 60 seconds may seem very little time, there is plenty you can do with just some edition work and creativity. Let these creative juices flow and explore formats such as challenges, unboxings, reviews, and many more. 


@itsmatisse is ##keepingbusy the best way he knows how! 😂🏀 ##hoopsathome

♬ original sound – nba

Bonus: Let’s talk about lives

Lives became a big thing in 2020, mainly during the Covid-19 isolation months. 

Live videos can be broadcasted from most platforms. The most popular ones are Instagram, Facebook, and Twitter — not to mention, of course, YouTube. 

The length of a live will depend on the platform. On Instagram, you can go up to one hour with your followers. The other social media don’t have the same limit.

They also vary a lot in terms of production. You can either have a very simple live where you alone will talk to your followers using just your phone camera — in a keynote speech kind of way. 

Or you can involve multiple professionals, use high-end equipment, and have live performances happening behind the screen.

You just want to make sure that the chosen format is appropriate for the kind of content you want to share. And since we are talking about content, take some time to plan what you are going to offer on your live experience.

Users are still overwhelmed with all kinds of content, and it is a big thing when they decide to dedicate time to your brand, especially on a live, which is normally a longer kind of video. 

So, be worthy of their time and bring some relevant material to the table.


How can I implement a video strategy for my brand?

If you got this far in this article, you might have realized that besides fun, videos also demand a fair amount of work hours before you have good material. 

Let’s see some practical tips that will help you implement a video marketing strategy for your brand!  

Behold the power of delegation

Pretending to do everything by yourself is a common mistake among business leaders that are new to the video strategy. And now that you know this, it is a great time to avoid making this mistake. 

Learn what works and delegate the execution to your team. Schedule time to create and post video content, and ensure you’re set up to get notifications when your audience interacts with you. Basic reminders such as these will keep you from going crazy in Content Marketing, of which social media is just a subset.

Build your subscriber base outside of social

Seriously, don’t become completely dependent on whatever social media video platform you use. 

You should use video to help build your email subscriber list, blog traffic, and Facebook audience, say Sean Cannell and Benji Travis of Video Influencers, a YouTube channel dedicated to social video mastery. 

This video has some great reminders about the value of including calls-to-action in clips that get your fans to connect with your brand through multiple touchpoints.

Literally get academic to get better

We don’t normally advocate giving your content team blanket free reign while you hunker down in your office with video. Yet occasionally, spending a little time at the virtual whiteboard can yield some positive returns. 

Such is the case with this 38-minute video from associate professor James Richardson of the CUNY School of Professional Studies. 

The presentation is a slideshow with audio, but the format is helpful for note taking because his slides are packed with good reminders: 

  • the importance of developing and honing your video strategy;
  • evaluating your budget before getting started on video creation; 
  • practicing interview skills so the people you feature actually say something worth watching.

Link up

Kissmetrics reminds us in this video post about the power of doing a link audit to ensure social media channels are making information about your website and digital presence easy to access. 

You’ll find many of the tips in this video are specific to platforms such as Facebook or Twitter, but the bottom line is these practices are universal. 

Post links prominently on your brand’s social pages, find ways to incorporate customer testimonials into your video stream, and interact with people who post comments on your videos and other channels.

Now that you need the best formats of video for each social media channel go ahead and plan your video marketing strategy!

As we said before, live videos are a big trend. Check our text with the 7 best types of live video and try them

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