Video on Social Media: How Does it Fit Into Your Content Strategy?

Social Media

Video on Social Media: How Does it Fit Into Your Content Strategy?

Grace Meadows

Grace Meadows
Jul 08, 2020

Phone showing video on social media

Are you looking to add video to your social media strategy, but aren’t sure where to start? First, don’t be intimidated at the prospect or the outcome.Video can be an effective tool for connecting with and educating your audience. Read on to learn more about why, how, and when you should use video on your channels.

Launching a social media video series

A video series on social media is a great way to keep your audience engaged with your video content on a consistent basis. Our recommendation is to choose one social channel for your series; don’t try to execute it across multiple channels at once. Keep your audience focused, and give them one spot to access all your series content.


IGTV was launched by Instagram in June 2018. It’s a long-form video channel that gives brands the opportunity to make videos longer than Instagram Stories and posts.

Instagram Vid Length Chart
Man taking a video of himself

Recently, Instagram introduced the IGTV series feature, which allows creators to make a series of videos that are released on a recurring basis. Brands have been slow to adopt IGTV, mainly due to the high cost and large time investment required to produce long-form videos on a regular basis. However, if used correctly, it can be a great way to build interest in your brand’s Instagram channel. Here are some types of video series:

    • How-to video series demonstrate how to use a different product/feature/service in each video.
    • Talk shows discuss new happenings in your business or industry and answer three to five customer questions per episode. These can be used as a call to action (CTA) for customers to ask more questions.
    • Behind the scenes series show a different area of your brand’s business in each episode.


      YouTube has two billion active users worldwide and nearly 80% of marketers surveyed consider it to be the most effective video platform. Further, 90% of people surveyed said they discovered new brands or products on YouTube. A well-set up channel with regular video content can help potential new customers discover and learn about products and services — and push them further down the sales funnel.

      • Chapters: YouTube is rolling out a chapters feature for longer-format videos. This feature uses timestamps and descriptions provided by the creator and turns them into chapters in a video. This allows users to skip directly to the specific section of the video they are interested in.

      • Premieres: Similar to Facebook Premieres, YouTube Premieres allow brands to schedule a video upload and create a public watch page that can be shared in advance of the Premiere. This creates a community viewing experience much like the premiere of a new episode of a TV show.

      • Stories: Similar to Instagram and Facebook Stories, YouTube Stories are short, mobile-only videos that allow users to connect with their audiences more casually. On YouTube, Stories are live for seven days. YouTube has included some nice promotional features with Stories, including stickers that feature a full-length video thumbnail and drive viewers directly to that video with a click.

        Facebook Playlists/Premieres

        Facebook has introduced a playlist functionality similar to YouTube’s. Add a series of videos to a playlist and they will auto-play for the viewer in the order of your choosing. Facebook also has a Premiere feature similar to YouTube’s. Page managers can upload a video and set it to premiere at a certain time, allowing Page fans to sign up for a reminder notification so they can tune in. Facebook Premieres allow brands to take advantage of the live engagement that comes with Facebook Live, but with a more polished prerecorded video. Premiere also allows brands to build more buzz before the broadcast.

        2RM branded Facebook main page

        With so many video publishing options to choose from, there’s something for every brand. How are you planning to use video in your upcoming content? Reach out to us and we’ll be happy to help.

        Grace Meadows
        Get to know Grace

        Grace Meadows is an email & marketing automation manager who supports multiple clients across the agency in building email campaigns, automated email programs, and mapping customer journeys. When she's not at work, she enjoys biking, hiking, and checking out craft breweries.