Choosing the right distribution channel for your video

Written by 90 Seconds
Last updated: October 4, 2023

Video is one of the most powerful tools in a marketer’s toolkit, but how do you choose what video content to post where? With so many social media channels at our fingertips, each capturing a slightly different audience and rewarding different styles of content, a cross-platform strategy isn’t enough these days. Having a clear idea of where to post each piece of content, and the reasons you’re doing it, is integral to an effective overall strategy that gets the most out of your video and connects with your audience in the right place and in the right way.

1. Brief, informative video content that connects your business with your audience will thrive on LinkedIn

LinkedIn is a channel that is meant to be a community for businesses and professionals to network. Use this platform to share Company Stories, Product Demos, Testimonials, Case Studies and even insights on new products or services.

2. Take advantage of YouTube’s preference for longer videos and use this platform to share your more detailed stories

In-depth product demos that dive into the nitty-gritty of your product or service, a company film that tells the whole story of your business or a long-form case study that really explores the specifics of your product, service or business – save the shorter cuts for other social platforms and see your longer video content thrive on YouTube.

3. Facebook loves video, but short to mid-length content usually performs best

When it comes to ads and short-form content, keep the duration to less than a minute and you’ll see a higher ROI, as long as you’re posting with a mobile-first optimisation (vertical videos or 1:1 ratio). When you’re posting episodic content and deeper stories, videos that are 2 minutes or shorter will be most effective.

4. Keep it mobile friendly

Instagram is falling more in love with video each day, with options for ads and posts across feeds, Reels and Stories. The technical limitations of each placement varies, but some good tips across the board are to keep it mobile friendly, engage in the first 3 seconds (your audience is prone to dropping off without an immediate bang) and design for sound off by using captions in all of your videos. You can also use the Instagram swipe-up links to direct the audience to more information.

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