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How to Optimize Video for Different Social Media Platforms

Content Marketing
  • Videos on Facebook receive 8 billion views per day
  • One-third of people on the internet use YouTube
  • Users watch 2 billion videos on Twitter per day

Creating awesome video content is one thing, but did you know that you should handle video posting differently for all of the popular social media platforms? That’s right! Social media platforms all have different aspects that make them unique. If they weren’t, you’d probably see only one ruling them all, but things are spread fairly evenly depending on the audience.

The YouTube video you made might not be a great fit for Instagram, and the Snapchat promotion you produced wouldn’t look right on Twitter. It’s best to know which platform you’ll be targeting. It may seem like a lot of effort but being able to properly optimize your videos will greatly benefit your business. Before we dive into specifics, let’s take a look at some more general tips that you should always consider when posting videos online.


Don’t Start Slow

This isn’t a movie. You don’t get the chance to start off with a long and slow introduction before getting to the point. When people are scrolling through social media, there’s an incredible amount of content they could be watching. If your video starts out kind of boring, remove it. Get straight to what you want to convey and do it in a way that would grab someone’s attention.

A feature that many social media platforms utilize is autoplay. This means that once they scroll down to your post, the video will automatically start to play whether they were planning on watching it or not. The only way it wouldn’t is if someone decides to turn that function off, and many don’t bother. That leads us to our next tip.

No Sound? No Problem!

Since many people have autoplay turned on, they will often be using their device with the audio muted. If they’re in public, or simply don’t feel like listening to anything at the moment, they may try to watch your entire video without sound!

If they realize they have to unmute their device in order to fully understand it, they might just keep scrolling. This probably won’t be the case for YouTube, but for most of the other platforms – especially Facebook – it’s something to keep in mind. Try to convey your message without sound and think of using it as an added bonus.

A great way of dealing with this situation is using captions or subtitles. You can even be a little creative with it. Instead of just having them appear on the bottom, make them pop up in different spots, with different colors and fonts. It’ll help grab a viewer’s attention.


Facebook videos receive a total of 8 billion views per day. That’s a lot of views! That means you should definitely be optimizing your videos to target your Facebook audience.

Upload, Don’t Link

If you plan on linking a YouTube video to your Facebook page, don’t do it! It might seem like a simple solution, especially if you feel like the video is a good fit for both platforms, but there’s a better way to do it. You should really be uploading that video natively to Facebook.

Many people have heard of the YouTube algorithm, but Facebook has a video algorithm of their own. Not only does native video allow for autoplay, the algorithm loves to push native content over linked content.

Choose Your Audience

Facebook has an amazing feature that lets you choose a target audience. This can help your video’s growth drastically, as you won’t have people not intended as your target audience passing it up. Here are some options Facebook lets you choose from:

  • Demographics
  • Location
  • Facebook likes
  • Device usage


Optimizing your video for Twitter is not going to be much different from Facebook optimization. Your audiences are going to be pretty similar. The only main thing you might have to worry about is the video’s length.

While Facebook allows videos to be up to 240 minutes long, Twitter allows only two minutes and 20 seconds. If you were planning on reuploading a Facebook video to Twitter and it’s too long, don’t try to upload it in pieces. The best thing you can do is edit it down to its most important parts, or you can make a brand-new video with the same idea.

Also, something to keep in mind is that videos on Twitter will loop if they’re 60 seconds or shorter.



While Instagram was original known for its photo sharing, it has become a great place for video too. Once again, you’ll want to upload your videos natively, just like with Facebook and Twitter. In fact, Instagram doesn’t even allow you to watch linked videos directly on their platform.


Instagram Stories are a great way of pushing out short and somewhat informal content. You can share photos in your story as well, but a fun and engaging video will probably always benefit you. The great thing about this feature is that it allows viewers to scroll up and be redirected to any link you provide, making it perfect for businesses.


Boomerang is an Instagram supported app that gives your “videos” a fun effect. It takes a burst of 10 photos and uses them to create a loop that appears like a video. Instagram has even recently added Boomerang right into Stories, allowing you to create the effect without leaving the app.


IGTV is a standalone app from Instagram that allows users to upload longer videos than the 60 seconds it allows on the main app. Unlike YouTube, it’s completely optimized for mobile devices, allowing viewers to watch vertical videos that take up the entire space of their screen.


Snapchat is similar in many ways to Instagram Stories. It’s great for shorter content and connecting with a younger audience. Remember to take not that these videos will only last on the app for 24 hours, so make sure to keep things relevant and timely.


YouTube has been around since 2005 and has seen incredible growth, with now over 2 billion users. That’s about one-third of everyone who uses the internet! You’re able to upload videos that are hours and hours long but remember our tips from earlier. It’s best to keep your videos on the shorter side, and as engaging and interesting as possible.


Need Help Optimizing Video for Your Social Media Accounts?

Posting one video across all of your company’s social media accounts is the easy way out! In order to garner the most traffic and engagement, you’ll need to optimize your videos for each unique site.

If you feel like you might need a little help, Digital Resource is here for you. We have video and social media experts who will help your business’s social media presence grow. Contact us today to get your social media pages the boost you’re looking for.

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