Want to get more mileage out of every video you create?
Video is now the foundation of every serious marketing strategy. According to recent data, 91% of businesses are using video for marketing.
Oof. Competition is going to be tough.
The problem is that most businesses create incredible videos… drop them onto a single platform… and call it a day.
But they’re missing out on enormous opportunity by not optimizing their videos for cross-platform distribution.
Fortunately, you don’t have to fall into this trap.
If you approach video marketing correctly, one video can become several powerful assets ready to dominate every platform your customers hang out on. Partnering with a video agency that knows marketing and using tools like Synima AI will allow brands to quickly produce video content that’s ready to post (and convert) on any platform.
Let’s take a look.
What You’ll Learn:
- Why Cross-Platform Video Optimization Is Important
- Optimization Guidelines by Platform
- Our Cross-Platform Video Repurposing Framework
- How to Track Effective Video Marketing Metrics
Why Cross-Platform Video Optimization Is Important
Grab a seat. I’m about to drop some knowledge.
Every social platform has a different user demographic. A different way users behave. Different expectations with the content.
One video can skyrocket on YouTube but go absolutely nowhere on TikTok.
Think about that for a second.
Customers are going to be on different platforms. That means they need to be met where they’re at.
Research shows that 82% of viewers have been persuaded to purchase from a business after watching a video. Every platform presents a unique opportunity to reel in conversions and boost lead generation.
The key is providing content that these platform users are looking for.
Makes sense, right?
Of course, brands don’t have infinite resources to create native content for every platform. That’s why you need to optimize correctly.
Optimization Guidelines By Platform
Platform ≠ Audience.
What works on Facebook will tank on LinkedIn. And that’s different from TikTok and Instagram.
It’s important to tailor your video content to each platform.
Let’s jump into the specifics.
YouTube
YouTube is different than TikTok, Facebook, Instagram, LinkedIn.
It rewards quality and length.
They want you to create videos that:
- Provide tons of value and keep viewers watching 8-15 minutes on average.
- Are SEO-friendly with solid titles and thumbnails.
- Have chapters and timestamps.
YouTube is the king of video marketing. About 90% of video marketers say they use YouTube as a platform. There’s a reason why it dominates the industry.
TikTok & Instagram Reels
Short-form video is killing it right now.
It requires a totally different mindset.
Keep these tips in mind when creating content specifically for TikTok and Instagram Reels.
- Capture attention in the first 2 seconds or you’re doomed.
- Vertical is the only way to go.
- Utilize trending music and audio effects whenever possible.
Short-form video has been named the highest performing content type when it comes to ROI. More digital marketers are seeing a higher return from short-form video clips than any other medium.
LinkedIn has exploded as a platform for video marketing. Particularly for B2B companies.
Videos on LinkedIn should be:
- Professional, but personable.
- Shorter post length with most videos performing under 1 minute.
- Uploaded natively for best performance.
Over 67% of marketers say they plan on increasing social video usage in the near future. LinkedIn is the leader in this charge.
Don’t sleep on Facebook. It’s still a huge platform.
Prefer vertical or square video as horizontal posts don’t perform well.
Captions are your friend. A lot of Facebook viewers watch with the sound muted.
Facebook favors live video uploads over pre-recorded content.
Cross-Platform Video Repurposing Framework
Ok. Now it’s time to put this stuff into action.
Here’s what you should do with every video you create.
Start with your pillar piece of content.
This will normally be your longer video format. Whether that’s a full tutorial, interview, product demonstration, etc.
Create individual clips out of that video.
Here’s how you can repurpose that pillar content across each platform.
- Pick out anywhere from 3-5 short clips to use on TikTok and Instagram Reels.
- Create a shorter cut-down version of your video to post on LinkedIn.
- Pull highlight quotes from your video to insert into carousel posts or standalone images with captions.
- Convert your video into written content by transcribing out the audio.
Voila.
One video = 10 pieces of ready to post content.
You just need to plan it out.
And build a spreadsheet to do it effectively.
Technical Optimization
Don’t forget about the little things.
Seems stupid, but I’ve seen so many brands ruin their video marketing potential by being “too busy” to upload in the right format.
Here are the basics.
- Upload at the correct resolution and follow preferred aspect ratios when possible.
- Add captions/subtitles to every video.
- Compress your video files without sacrificing quality.
- Design eye-catching thumbnails.
Lucky for you, AI video tools make this a heck of a lot easier.
Creators using AI for video production increased from 18% to 41% in just one year. Auto-captioning. Quick resizing. Translation services.
These tools do it all.
Metrics that Matter
Views.
Likes.
Shares.
Stop paying so much attention to these pointless metrics.
How long do people watch your video? Where are they dropping off? Are they clicking your call-to-action? How often does video marketing lead to a conversion?
This is the type of data you should obsess over.
You should be tracking every nuance of your video’s performance.
Set up proper video tracking on your analytics platform. Determine which platforms are putting one over on the rest. Optimize there.
Wrapping Things Up
Cross-platform video marketing is the new normal.
If you want to stay competitive and maximize your videos ROI, you have no choice but to optimize your videos for each platform you post on.
Let’s review.
- Do your research on every platform. What works? What doesn’t?
- Implement a content repurposing framework.
- Nail down your technical optimization game.
- Track effective video marketing metrics.
Create video. Copy, adapt, and optimize it for each platform your customers are on. Track your analytics. See what’s working. What’s not. Iterate on your process.
And repeat.
Simple as that.
Build that process now and you’ll thank yourself later.
Frequently Asked Questions About Cross-Platform Video Optimization
How can I optimize my videos for TikTok and Instagram Reels?
Both TikTok and Instagram Reels have users who expect you to grab their attention immediately. You have around 2 seconds to make something happen.
Use catchy audio. Go vertical. Get creative with the hooks.
Build your audience on short-form video and watch your strategy soar.
What should I do with old video footage?
Transcribe it.
Old interviews, presentations, even event footage.
There’s always some audio you can pull and spin into written content.
It’s never been a better time to start syndicating your video content across every platform you can think of.
Should I start doing live video on Facebook?
YES.
Live video on Facebook performs 400% better than regular video content. There’s a reason why Facebook prioritizes live uploads over regular videos on news feeds.
Plus, Facebook recommends using vertical, square shaped videos over horizontal ones. Nearly 80% of Facebook viewers have clicked on vertical videos that weren’t autoplaying.
