Video for Social Media: Best Practices for Each Platform

Billie Hillier

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Video content is a powerful tool for engagement on social media.

Platforms such as Facebook, Instagram, TikTok, YouTube, and LinkedIn have specific features for sharing video content.

However, each platform has its own unique characteristics and audience behaviors, necessitating different strategies and best practices.

Video for Social Media

Video for Social Media


With over 2 billion monthly active users, Facebook is a platform that’s hard to ignore. Video content on Facebook can be highly effective for both organic reach and paid promotion.

Best Practices:

  1. Length: The sweet spot for Facebook video length is around 2 minutes. Aim for concise content that delivers value within this timeframe.
  2. Subtitles: As many users browse Facebook with sound off, captions are vital to ensure your message gets across.
  3. Format: Upload videos directly to Facebook (known as ‘native’ videos) instead of sharing YouTube links. Native videos auto-play in the feed and tend to get better reach.


Instagram offers several video formats – regular posts, Stories, IGTV, and Reels.

Best Practices:

  1. Posts: Instagram feed videos can be up to 1 minute long. Make them visually engaging from the first second to stop scrolling thumbs.
  2. Stories: These 15-second, ephemeral videos are great for behind-the-scenes content, quick updates, or limited-time promotions.
  3. IGTV: For longer videos (up to 1 hour), use IGTV. It’s suitable for deep-dives, interviews, or tutorials.
  4. Reels: Instagram’s answer to TikTok, Reels are 15 to 30-second videos that are ideal for creative, fun content.


TikTok is the home of short, catchy videos, with a user base that skews towards a younger demographic.

Best Practices:

  1. Length: Videos can be up to 3 minutes, but shorter, 15 to 30-second videos are more common.
  2. Trends: Participate in trending challenges, dances, and songs to increase your visibility on the platform.
  3. Creativity: TikTok favors innovative and entertaining content. Don’t be afraid to let your personality shine.


YouTube is the go-to platform for long-form video content.

Best Practices:

  1. SEO: Optimize your titles, descriptions, and tags with relevant keywords to improve your video’s discoverability.
  2. Quality: High production values matter on YouTube. Invest in good lighting, sound, and editing.
  3. Consistency: Regular posting helps in building an engaged subscriber base. Create a content calendar and stick to it.


LinkedIn caters to professionals, making it a great place for thought leadership and industry-specific content.

Best Practices:

  1. Professionalism: Your content should be informative, valuable, and presented professionally.
  2. Subtitles: Like Facebook, many LinkedIn users watch videos with the sound off, so include captions.
  3. Call to Action: Encourage viewers to engage with your video by including a clear call to action.

General Tips for Video Content

Regardless of the platform, these tips will help optimize your video content:

  1. Quality over Quantity: Aim for high-quality, valuable content rather than churning out a large volume of mediocre videos.
  2. Know Your Audience: Understand what resonates with your audience. Track your analytics to see what’s working.
  3. Engage with Viewers: Respond to comments and engage with your viewers to build a community around your content.
  4. Use Tools: Use editing tools to make your videos more engaging with filters, stickers, or text overlays.
  5. Test & Learn: Experiment with different types of content, formats, and posting times to find what works best for you.

Video content strategy is not one-size-fits-all. The best practices for each platform reflect the behaviors and expectations of their specific user bases.

By tailoring your approach to each platform, you’ll be well-positioned to connect with your audience and achieve your social media objectives.

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