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By Lina Martinez

The power of video marketing cannot be denied in the current day and age. More and more businesses are embracing video because it connects with customers and it provides them with an easy way of presenting information that otherwise may be difficult to digest. Video is also great for SEO purposes. Integrating it with your social media campaign comes highly recommended for enhanced SEO and visibility, but you need to do this effectively to achieve the desired results. With that in mind, read on to discover more about using video on the different social media platforms that are popular today…

Twitter – Let’s start with Twitter videos, which are limited to 30 seconds and are ideal for brands that want to engage their customers more. One of the main benefits of Twitter is that it offers live video with Periscope. On the other side, content on Twitter has a short self-line, and it can be a challenge to target specific demographics. Therefore, Twitter is not the best platform for your videos if you want deeper insights into your audience.

Snapchat – With Snapchat, you can post videos that consist of six consecutive 10-second snaps that play at once. One of the great things about Snapchat is that it has a young audience, and so it is ideal for businesses targeting customers aged between 16 and 25-years-old. On the downside, content only lasts for 24 hours, and it does not include hashtags or anything else that can help people to find your brand. Snapchat is, therefore, ideal for brands that are targeting younger audiences and what to give them a behind-the-scenes peek, yet, like Twitter, it is not good for brands that want deeper insights into their audience.

Instagram – Another option is to get your digital marketing agency to put together a video for Instagram, which can last up to 60 seconds. Instagram also attracts a young audience, and it is owned by Facebook, which means you can utilise a lot of the same paid ad data and segmentation options that are available on Facebook. On the bad side, Instagram does not have a lot of room for links and ‘next steps,’ and it is hard to direct viewers away from the app and to your website. Therefore, it is not suitable for brands creating long-form content, but it is perfect for brands that want to target millennials and show the human side of their company.

Facebook – Last but not least, we have Facebook, which is an excellent place for consumer engagement, and it is ideal for posting awareness videos. The cons of Facebook are that there is no easy way to embed CTAs and if something is posted on Facebook it is virtually invisible to the outside world. It is, therefore, not suited to those looking for more engagement and to build a fanbase, but it is ideal for brands looking to boost their reach or make the most of live videos.

Hopefully, you now have a better understanding regarding the use of video on different social media platforms. From Instagram to Facebook, video can be used across all social media accounts, and there are pros and cons of each one. Assess these carefully to determine the best channels for you.