Platform Power: Boost Your Video’s Success

You worked so hard to bring a video touting your organization’s impact to life. Now what?

Sharing videos on social media is crucial for organizations looking to engage audiences and drive action. However, with the multitude of platforms available, it can be challenging to determine where and how to best share your videos. This guide will help you navigate these decisions by answering key questions and providing real-world data to support your strategy.

1. What Makes a Video Stand Out in a Crowded Social Media Space?

The sheer volume of content on social media means that standing out requires more than just a well-produced video. Here’s what can make your video stand out:

• Compelling Storytelling: Audiences are drawn to narratives that resonate emotionally. Videos that tell a story—whether it’s a donor’s impact, a beneficiary’s journey, or a behind-the-scenes look at your work—tend to capture attention more effectively.

• High-Quality Visuals: Clear, high-definition visuals are essential. With users scrolling quickly through feeds, blurry or low-quality videos are often skipped. Invest in quality production to ensure your videos are visually appealing.

• Attention-Grabbing Openings: The first few seconds of your video are critical. Start with something intriguing—whether it’s a powerful quote, an unusual visual, or an unexpected question—to hook viewers immediately.

• Subtitles and Text Overlays: Many users watch videos without sound. Adding subtitles and text overlays can significantly increase engagement, making your video accessible and understandable even when muted.

2. How Can You Optimize Videos for Specific Social Platforms?

Each social media platform has unique characteristics, and optimizing your videos for these differences is key to maximizing engagement.

• Facebook: Videos should be optimized for both mobile and desktop views. Aim for videos between 1-3 minutes, as data shows that shorter videos perform better on this platform. Facebook’s algorithm favors native videos, so upload directly rather than sharing YouTube links. Utilize Facebook’s extensive targeting options to reach specific demographics.

• Instagram: Given Instagram’s visual nature, your videos should be visually striking and concise. For feed posts, keep videos under 60 seconds. Use vertical video formats for Stories and Reels, and incorporate trending audio or hashtags to boost visibility.

• YouTube: As a platform built around video, YouTube allows for longer, more in-depth content. Videos should be at least 5 minutes to fully engage viewers, and optimizing video titles, descriptions, and tags with relevant keywords is crucial for searchability. Custom thumbnails can also help increase click-through rates.

• LinkedIn: LinkedIn is ideal for B2B content. Videos should be professional and value-driven, typically between 30 seconds to 2 minutes. Since LinkedIn users are often busy professionals, videos that provide quick, actionable insights or showcase thought leadership perform well.

• TikTok: TikTok thrives on short, creative, and engaging content. Videos should be under 60 seconds, with a strong emphasis on trends, challenges, and interactive content. Use the platform’s editing tools to create dynamic, fast-paced videos that align with current trends.

3. What Techniques Increase Social Media Engagement with Different Platforms?

Boosting engagement requires a mix of content strategy and platform-specific techniques:

• Calls to Action (CTAs): Always include a clear CTA. Whether it’s to donate, share, comment, or visit your website, a well-placed CTA can drive engagement.

• Interactive Elements: Use polls, questions, and challenges to encourage viewers to interact with your content. Instagram Stories, for example, offers various interactive stickers that can boost engagement.

• Consistency: Posting regularly helps maintain engagement. Each platform has its ideal posting frequency—daily for Instagram Stories, a few times a week for LinkedIn, and even multiple times a day for Twitter or TikTok.

• Engage Back: Responding to comments and messages shows your audience that you value their interaction, fostering a community around your content.

4. How Do You Measure the Success of Your Videos and Pick the Right Platform?

Success metrics can vary based on your goals, but common KPIs include:

• View Count: While this indicates reach, it’s not the only measure of success.

• Engagement Rate: Likes, shares, comments, and click-through rates provide deeper insight into how your audience is interacting with your content.

• Watch Time: Especially important on platforms like YouTube, this measures how long viewers stay engaged with your video.

• Conversion Rate: If your goal is to drive action (like donations or sign-ups), track the conversion rate from your video.

When choosing a platform, consider your audience demographics, the type of content, and your objectives. For instance, if your goal is to engage a younger demographic with short-form content, TikTok might be your best bet. For professional networking and B2B content, LinkedIn would be more appropriate.

5. What Are Common Mistakes to Avoid When Posting Videos on Social Media?

Avoid these pitfalls to ensure your videos perform well:

• Ignoring Platform Specifications: Posting a video without tailoring it to the platform’s dimensions, length, or format can hurt its performance.

• Overlooking Analytics: Failing to review and learn from your video’s performance metrics can lead to missed opportunities for optimization.

• Not Including Subtitles: As mentioned, many users watch videos without sound, so not including subtitles can reduce accessibility and engagement.

• Inconsistent Posting: Sporadic posting can cause your audience to lose interest. Maintain a consistent schedule to keep your content top-of-mind.

• Neglecting Engagement: Posting a video is just the first step. Failing to engage with your audience afterward can limit the impact of your content.

By carefully considering these factors and using data to inform your strategy, you can ensure that your videos not only reach your target audience but also make a meaningful impact.