How to split your video content between social channels

Digital and innovation

13 September 2016

When it comes to posting professional videos online, it can be difficult to know which social media channel is most appropriate for your business, and how best to use it.

We've taken a look at a few key questions around making the most of your company's video content.

Should you duplicate content across different channels?

The short answer is no. Each social network has its own type of user, so your videos should be optimised for each one. It’s a case of reaching the best audience for you – once you’ve identified this, you can work out whether they’re more likely to watch videos on Facebook, Twitter, Vine, Snapchat or Instagram.

And if your audience is diverse enough to cover multiple channels, creating bespoke content for each one will increase customer engagement with your videos.

Should you share your YouTube videos on Facebook?

It’s generally okay to share YouTube videos on Facebook, and it could result in the former receiving more subscribers. Note, however, that Facebook rewards brands that upload videos directly – those who post a YouTube link may see their videos appear lower down on user timelines. Facebook may even remind you of its preference before you post a YouTube link.

Should you use Instagram’s full 60 seconds?

Instagram’s recently introduced 60-second video limit is good news for brands, mainly because it makes cross-channel campaigns more straightforward. Not only can content creators make Instagram-specific videos – something that wasn’t always the case with the old 15-second limit – but they can also now choose to prioritise the network over others. Users will no longer have to see edited-down versions of YouTube ads in their feed, either.

Should you devise more than one mission statement?

Creating a mission statement – a couple of sentences outlining the purpose of your content – for each channel will allow you to fully understand where your audience fits. You’ll also have a much better appreciation of how to play to each channel's strengths. For example, the best-performing YouTube videos run for a little less than three minutes, and users would generally expect to see better production value than on Vine or Snapchat.

Now that you know how to split your content to get the most out of your videos, we look forward to seeing the results! And if you want to put these skills to use, find out how to create your own Instagram tutorials in our step-by-step guide.