Choosing The Best Social Media Channel For Your Video Content

16 October, 2017

Are you constantly hearing that posting video on social media is the ‘next big thing’? Only time will tell, but in the meantime, you need to make sure your company has a strategy for video content before jumping on the bandwagon.

The first step is to decide which social platform best suits your company’s needs. Below is an outline of the benefits, or otherwise, of using video content on four of the most popular social media channels.


1. Facebook 

Videos have become the norm when you scroll through Facebook feeds, so it’s unsurprising that the platform has introduced several innovations in the video space.

You’ll find that brands’ video uploads are short and snappy in order to increase the chance that viewers will watch the video from start to finish. For example, popular brands, such as Buzzfeed and INSIDER Food, post quick cooking or restaurant videos along with captions to ensure that viewers with muted videos still get the full experience.

Facebook is also gradually rolling out a ‘Generate caption’ button for your videos, which you can edit if the captions generated are inaccurate.

In addition to uploading a video onto your business page, you can now use Facebook Live to broadcast live from events. You can even upload 360 degree video, allowing users to drag and rotate the view; however to do this, you need to have the right type of video equipment.

The upshot is, if you have the resources to shoot, edit and caption videos, Facebook has a wide reach and can add a whole new element to your business’ online engagement.


2. Snapchat

You’re probably sick of the term ‘millennials’ but Snapchat is known to be popular amongst this young demographic.

Millennials love the idea of uploading photos that can only be seen for a few seconds by friends, or for 24 hours when they’re uploaded to their album of snaps called ‘Stories’.

For brands, Snapchat is extremely beneficial if you want to share behind-the-scenes footage of events or of your company’s daily activities. For example, a restaurant can show footage of their chef plating up a dessert or a snapshot of a new dish on the specials’ menu for that night.

Snapchat’s audience loves this exclusivity and access to raw, unedited footage. You can also purchase Geofilters, which allows users to post their own photos or videos using your company’s filter if they are located in a certain geographic radius. This is a great idea if your company runs events.

So, if you’re looking to connect with a younger, fun and tech-savvy audience, Snapchat is for you.


3. Instagram

You may have heard that, earlier this year, Instagram blatantly copied Snapchat’s ‘Stories’ feature, which allows you to instantly upload images and short video clips that are only available for 24 hours.

This means that uploading short videos on Instagram offers similar benefits as Snapchat, but with a bonus – the footage is readily available to your established Instagram following.

For businesses, it’s easier to grow your audience on Instagram than on Snapchat, whether it’s by using hashtags or by interacting with users who mention your brand. Gaining followers on Snapchat is more organic, making it more difficult for your video to reach as many users.

You can upload videos to your Instagram profile, but these can only last between five and 60 seconds. And, as Instagram houses a lot of visually captivating content, from travel photos to white flat lays, videos need to fit this mold. Consequently, videos on Instagram profiles are more likely to be edited and produced in comparison to the instant, behind-the-scenes footage of Instagram and Snapchat’s ‘Stories’. Furthermore, users often leave Instagram videos muted, making the visual element more important than ever in terms of engaging your audience.


4. YouTube

If you are looking to use video for something more traditional or educational, such as a series of tutorials, YouTube would be more suitable.

People will often search YouTube for what they are looking for, especially if they want to learn something new. Engage users with useful content, such as demonstrations of how to use your products or a tour of your showroom.

Still not sure what the best platform for your business is? Try a combination of channels or focus on one and switch if it isn’t working for you. Social media involves a lot of trial and error, so it’s important to monitor your performance and optimise your strategy accordingly.


Are you thinking about using video content to promote your business? Talk to Found Digital’s Social Media team about developing a strategy for your social media presence that is tailored to your brand:

Contact Us