Video content has evolved from a nice-to-have to an absolute necessity for social media success. Platforms are prioritizing video in their algorithms, and audiences are consuming video content at unprecedented rates. But creating effective video content requires strategy, not just production.
The first principle of social video is platform-specific optimization. What works on TikTok won't necessarily work on LinkedIn. Vertical video dominates Instagram and TikTok, while horizontal formats still perform better on YouTube and Facebook. Understanding these nuances is crucial.
Hook viewers in the first three seconds. Social media users scroll quickly, and you have a tiny window to capture attention. Start with your most compelling visual or statement. Save context and setup for later—lead with impact.
Short-form video (15-60 seconds) is dominating engagement metrics across platforms. These bite-sized pieces are perfect for showcasing products, sharing tips, or telling quick stories. They're also easier to produce consistently, which is key to algorithm success.
Authenticity trumps production value. While professional video has its place, audiences increasingly respond to genuine, unpolished content that feels real. User-generated content, behind-the-scenes footage, and candid moments often outperform highly produced pieces.
Captions are non-negotiable. Most social video is watched without sound, so on-screen text isn't optional—it's essential. Captions also improve accessibility and SEO, making your content discoverable and inclusive.
Consistency matters more than perfection. Posting video content regularly trains the algorithm to show your content and trains your audience to expect and engage with it. A consistent schedule of good videos outperforms sporadic excellent ones.
Finally, repurpose strategically. A single video shoot can generate content for multiple platforms. A long-form YouTube video can be cut into Instagram Reels, TikToks, and LinkedIn posts. This approach maximizes ROI on production time and budget.
John Smulo
John Smulo is the founder of Purple Cow Unlimited, bringing over 15 years of experience in creative marketing and business growth strategies. He helps companies transform their marketing output through unlimited creative services.