6 ways to maximize the impact of your social media videos

A video shared on Facebook and Instagram has different requirements than a YouTube video or other internet offering. Here are some basic rules for mastering video for the small screen.

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Facebook and Instagram videos are great for raising brand awareness through storytelling. They can drive engagement and boost shares.

Yet, a video must engage viewers—or it’s a wasted investment.

Videos on Facebook and Instagram are usually much shorter than on YouTube — less than one minute compared to five minutes or more. Shorter formats demand a different approach, including how they are structured and the content they use.

How are Facebook and Instagram different from YouTube or other video platforms?

On YouTube, people usually go for specific videos, whereas on Facebook they find videos in their feed. Most videos on Facebook are concept-oriented rather than “how to” or “talking head” videos. You also won’t be seeing embedded links to other videos on Facebook, and a Facebook video has a shorter shelf-life than a YouTube video.

Over 65 percent of Facebook video views are on mobile devices, while many people still watch YouTube on their computers, where the larger screen can improve the video experience. For marketers, this means YouTube content must be reformatted before it is uploaded to Facebook.

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