Not all social media video content is created alike! To maximise impact and drive conversion you need to vary the content depending on your chosen platform. That said, there are some unifying factors! Attention-grabbing, short, snappy and sticky content is king on socials.

Why should I be using video?

As well as conveying your brand personality and key messaging, this type of content is highly effective within a broader digital marketing strategy for:

  • Increased visibility – using headlines, descriptions and hashtags will optimise your brand for search as well as your Instagram account.
  • Shareability – one of the big draws of video is that it is inherently shareable – and if it is ‘sticky’ you can simply sit back and let your followers do your marketing for you!
  • Boosting conversion – a call to action at the end of your video is a must have, to capitalise on the audience interest you’ve just generated.
  • Exploiting trends –video is an easy way to ensure your social platforms are current. Link to the latest audience trends and you can ride the wave all the way to viral.

We create a wide range of video content for all platforms, including:

  • Brand awareness
  • Product demos and tutorials
  • Behind the scenes
  • Animation

How effective is online video marketing?

Why do you need to ace your video content marketing strategy? The statistics speak for themselves:

  • 93% of businesses landed a new customer because of a video on social media (Animoto, 2020)
  • 95% of marketers said they felt they’d increased understanding of their product or services using social media production. (Wyzowl, 2020)
  • By 2022, online videos will make up more than 82% of all consumer internet traffic — 15 times higher than it was in 2017 (Cisco)
  • 72% of customers said they would rather learn about a product or services by way of video. In fact, 84% of people say they’ve been convinced to buy a product or services by watching a brand’s video and 79% of people say they’ve been convinced to buy or download a piece of software or app by watching a video (Wyzowl)
  • 6. Viewers retain 95% of a message when they watch it in a video, compared to 10% when reading it in the text (Insivia)

Ideally, you want to create different videos for each of the social platforms you are present on. This may sound like a lot of production, but it is pretty simple to repurpose content. Aside from the varying dimension requirements, each platform consumes their media in very different ways. Here are just a few examples to help illustrate the difference.


YouTube is all about video – and it is the second largest social network on the planet. It is also the second largest search engine, meaning it is the best place to post solution-based content.

You could use You Tube as a home for your sizzle reel, product explainers and any other video content past and present. If you have hosted webinars or a Ted Talk, those could sit here too.


Facebook is the world’s largest social media video site. You are likely on facebook yourself. If so, it won’t be a surprise to hear that funny, emotive or entertaining videos are the winners here. 

Another big difference: around 85% of facebook videos are watched with the sound off.  So, it’s a good idea to add captions to these to help ensure your message isn’t lost.

We would advise uploading your video files directly rather than linking to your company You Tube account. Facebook likes to keep you on their site and prefers not to link to other social networks, and so it gives preference to directly uploaded videos. 


Instagram is all about beauty, style, design and impact. It is primarily a visual platform, where images and video are king. So, it is the place to really go to town on impactful content that will raise the profile of your business. 

To optimise your presence on Insta, you need to use smart hashtags. We’d usually advise around 7 depending on your content – and make sure they sit at the end of the post, ideally in the comments section.


LinkedIn might not have been your first choice to host video content – but a LinkedIn video post is around 20 times more likely to be shared than text alone, and garner three times the engagement of text posts. 

Again, closed caption and video designed to get the message across without sound is a good idea. And keep it short for brand awareness and upper-funnel marketing – ideally under 90 seconds. Your brand or product story can be anything up to around 5 minutes.

As before, ideally you will upload your video directly to your business LinkedIn page, rather than embedding a link. Native video will auto play in-feed, which will result in around 10 times as many shares as embedded content. 

Older media will eventually disappear down your timeline unless you promote or repost it.


In the fast-paced world of Twitter, videos tend to be extremely short to reflect the immediacy of the medium. Viral content usually has an authentic and spontaneous feel. Video on this platform can have huge impact, but mostly for a very short space of time. 

Harness the power of Video Production to transform your Social Media

Video content demonstrates your company culture and ethos and help inspire personal connection. We often produce content for our clients by repurposing it from a larger shoot, for example, a company video. But we are also happy to produce dedicated video content from scratch if needed. 

With these types of media, we always work backwards; identifying the target market and audience and pinpointing what will appeal to them, which in turn informs the creative concept. 

It’s better to offer dynamic and relevant content on a couple of platforms than average content on all of them! High grade equipment and deft editing and production skills can transform your digital marketing into something that truly represents the quality and brilliance of your firm. 

New Fruit is based in Bristol, UK. But we often travel the length and breadth of the country and beyond in the pursuit of exceptional, impactful visuals. Contact us today to discuss how we can help video content production transform your socials.

Here’s some more examples

Interested in Social Media Video Production?

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