Creating Effective Video Content For Social Media

Gabriella Skinner
April 6, 2023
4 min read
Creating Effective Video Content For Social Media

The competition on social media platforms is becoming more and more feral every single day. 

When using video across any of the social media platforms, there are a lot of different types of ways for your consumers to get in touch with you. Every business is fighting for your attention and is putting sometimes excessive amounts of content out there. However, a lot of people do believe that this is spam and will choose to ignore adverts that they find annoying or invasive.

Algorithms are also changing massively as well on social media. Facebook is devaluing the reach of text-based content in exchange for video and for other platforms they are following in that direction too. Remember that the algorithms are constantly changing, so it's important to keep on top of what's going on and this is equally as important for Google!

If you're wanting to build more of an audience on social media, start creating more video content. However, when thinking about what videos should go out, remember that within each social media platform they all have their own individual identity and yes, they all have the same intention to draw people in, but yet each social media platform has different ways of trying to draw people in. Youtube is obviously strictly a video platform, whereas Twitter is more of a networking platform for news updates and also micro blogging.

Throughout this blog we will be going into each individual platform to see what is the right type of video you need to put out for customers to draw them into your company and service.


Like we said beforehand Youtube is an online video platform which is owned by Google. Youtube is mostly used for people who want a simple way to store videos online and share them with others. Youtube covers any topic ever for anyone and everyone. These videos are then easily shared via other platforms on social media, email and websites and can also be embedded in websites. 

Youtube is best used for long videos, using this social media platform is ideal for more in depth content, explaining about your product or services would be the right way to go around using this platform. When you watch a video on Youtube you will get two to three adverts pop up on the service stream, you can use this to your advantage and also create a Youtube advert for your company. Youtube ads are a very cost effective way of reaching a huge audience with your brand.


Linkedin is the home to professionals and B2B marketing, it is a great way of getting your brand out there to people and it’s a great networking site to expand your connections and build relationships. Linkedin has a growing audience of young professionals and this is a great place to start your business and to try and create connections who may be able to help you on your journey. 

The most popular types of video on these platforms are very inspirational and motivational videos, as well as explainer videos. Unlike the other social media platforms who all offer that theme of ‘there is something for everyone’, Linkedin has a much clearer purpose, which is to connect professionals. So a lot of the conversations within the social media platform are a lot of career, services, companies and advice talk. Businesses tend to deliver a lot of this on video however from the most popular videos that seem to perform well are those that higher a sense of purpose or offer genuine value. 

By posting videos on your network it will allow your connections to get to know you more as a company or an individual, which will bring a sense of trust within the person and the business. This will also allow you to be able to expand your network the more your video reaches as well as growing your ROI. Using video will likely be able to drive a conversation between you and another professional, and this will mean more interaction and reach between other people if more people are commenting on the video.


Instagram is a popular platform for the younger generation and is owned by Facebook. Instagram has five different formats for people to choose from when posting content. Reels, Instagram live, IGTV, stories and in-feed video posts. This has allowed users on Instagram to take full control on how they post their videos for their followers to see the different types of content they choose to post about.

Instagram users can post a whole range of videos, normally people will post videos that feed their theme of their account they have. For example fitness pages will post videos about different workout routines and advice, whereas a fashion brand will post videos about shoppable posts and will often use an influencer to market their products on their own personal social media platforms or on theirs. 

Instagram stories are 15 seconds long and disappear after 24 hours, unless saved as a highlight on your main Instagram account. This allows users to post day to day things for their followers to see. Brands who have 10,000 followers plus are able to insert links on their stories, which will drive leads and conversions to a website or page.

Instagram feed videos are posted like normal Instagram pictures, in feed videos must be between 3 to 60 seconds in length.

Instagram live allows people to live stream from their accounts. Live streams can last up to 4 hours and can be hosted by two accounts. Once the live video has ended the videos can be saved onto IGTV or shared for 30 days before they are deleted. 

IGTV is Instagram TV, this was created for videos which were longer than the video in the feed. These videos can last up to an hour, however they must be pre recorded and uploaded from the camera roll. You can post a 15 second preview of the video to your feed for your followers to see, and they also have a dedicated section in the explore tab.

The final one for Instagram is reels which is a new format to Instagram. This was inspired by TikTok and the videos last between 5 - 30 seconds. Reels record in portrait mode (9:16).


Tik Tok is another platform which is a favourite for the younger generation, it is used as an outlet to express people through singing, dancing lip-syncing and many more and the creativity for videos are shared across a wide range of social media platforms. 

The app simplifies video creation for people of all ages. It has taken the game to the next level for everyone wanting to create small snippet videos. On TikTok all users have to do is record anything and everything they want, and can post it instantly. The videos last up to anywhere between 15 seconds to 60 seconds. They have filters and effects to make the video more entertaining and to appeal to people and will bring out a great laugh for people. As soon as you open the app video starts to play immediately which can be a range of anything! Due to this clever way of keeping you on the app longer it can be very addictive.

A lot of companies who go onto TikTok create their videos with their mascot. Like M&S they have created a range of videos to show off their products for their Percy Pig range and will create creative and funny content which will then drive traffic and sales to their business.


Twitter is a microblogging social media platform and not only is it the fastest growing ad format but there is also around 1.2 billion video views everyday on Twitter. Brand and video messages can succeed really well on Twitter as they are more relevant when it is seen on the feed. Videos on Twitter are 6 times more likely to get a retweet then a photo on Twitter. 51% saw that people want breaking news videos on Twitter, whilst 37% of people want videos from celebrities, so when consumers are wanting to retweet or like a video they will only do so if it is relevant to them. Likewise, you are able to spark conversation as people are always looking for engaging content to interact with on a deeper and more personal level.

On Twitter, brand and video messages flourish and reach customers more easily and efficiently than on other premium platforms. When thinking of what video content to post on Twitter that is relevant to your company, it can be things like an achievement or good news about your company, as well as a small snippet of a behind the scene shot of a product or service you are going to bring out, which will get consumers to retweet or comment on the Tweet.


Facebook is a social networking site which makes it easy for people to connect with people all over the world online. Facebook video is now taking over. Last year for the first time in history, Facebook surpassed the number of Youtube videos that were uploaded to pages on the site. 

According to a study by SocialBakes it was said that people posted 20,000 more Facebook videos than Youtube videos.

A lot of people wouldn’t think that Facebook would be a popular one for posting videos online however uploading videos directly to the platform can greatly benefit your page.

Facebook offers various reasons as to post on their social media platform including the various possibilities to measure the success of your posts. By using this you are able to track the metrics for your video for example, you can track how long your video is viewed for and when users decide to stop watching it, and also you can see how many people clicked on the play button at all. This is a brilliant tool to get to know your audience better and this is also valuable information for them.

When posting a video to Facebook it is important to think what would attract the consumers the most. A lot of viral videos and view baiting videos are very popular on the platform, and a lot of videos which are emotional and have a feel good factor to it will always do well on the platform, which will get shares and likes and comments which will make your video post do really well. 

With all of these social media platforms available it is impossible not to use video for your next social media campaign, as video is the future for a lot of these social media platforms as well as your company, it is a brilliant tool to get messages out there to people.

If you're wanting to create some amazing content, get in touch with us!

Contact RAW Pictures today.

Article by
Gabriella Skinner
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