Creating Videos for Different Social Media Platforms: Best Practices

Introduction

Creating effective video content isn’t just about the message—it’s also about where and how you share it. Each social media platform has unique characteristics, user behaviours, and technical requirements. To succeed in today’s crowded digital landscape, brands must craft content specifically designed for the platform it’s intended for.

What performs well on TikTok may not resonate on LinkedIn. While YouTube rewards long-form storytelling, Instagram favours short, snappy visuals. Meanwhile, LinkedIn requires a more professional tone, and TikTok thrives on casual, trend-driven authenticity. Knowing how to craft content for each platform is key to maximising its impact.

Additionally, social media platforms continue to evolve rapidly, adding new features, formats, and algorithms that affect how video is discovered and shared. Staying up to date and agile in your approach is essential for maintaining a competitive edge.

In this guide, we break down the best practices for creating videos across Instagram, YouTube, LinkedIn, and TikTok, so your content reaches the right audience in the right way. We’ll also cover essential tips to help you get the most from your content strategy, no matter where you post.

Instagram: Visually Engaging and Bite-Sized

Instagram is a highly visual platform with multiple video formats: Stories, Reels, Feed videos, and IGTV (now merged into feed videos). Each format serves a unique purpose and caters to different types of engagement.

Best Practices:

• Reels (15–90 seconds): Designed for discoverability, Reels should feature bold visuals, upbeat pacing, and relevant music. Use on-screen text and trending audio to boost performance in the Reels algorithm.
  
  
• Stories (15-second segments): These are great for daily updates, product reveals, and time-sensitive promotions. Add engagement features like polls, quizzes, and emojis to drive interaction. Authentic, casual content tends to perform better here.
  
  
• Feed Videos: Focus on polished visuals with strong branding. Ideal for product showcases, testimonials, and high-impact messaging. Keep them short and informative.
  
  
• Use Hashtags and Captions: Don’t underestimate captions—they’re prime real estate for storytelling and CTAs. Use 5–10 relevant hashtags to increase discoverability.
  
  
• Leverage Highlights: Save your best Story videos to Highlights for continued exposure beyond the 24-hour window.
  
  

Optimal Specs:

• Format: MP4 or MOV
  
  
• Aspect Ratio: 9:16 for Stories and Reels, 1:1 or 4:5 for feed
  
  
• Max Length: 90 seconds for Reels, 60 minutes for feed

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YouTube: Long-Form and Searchable

YouTube is the second largest search engine in the world. It’s ideal for long-form content, evergreen tutorials, product reviews, and behind-the-scenes insights.

Best Practices:

• Content Structure: Start strong with a clear hook to prevent early drop-offs. Break longer videos into sections using timestamps or chapters.
  
  
• Thumbnails and Titles: A custom thumbnail can significantly impact your click-through rate. Use bright colours, readable text, and facial expressions.
  
  
• Engagement Prompts: Encourage viewers to like, subscribe, and turn on notifications. Ask questions to promote comments and boost algorithm favourability.
  
  
• Playlists and Chapters: Help guide your viewers through related content and improve your watch time by keeping them engaged for longer.
  
  

Optimal Specs:

• Format: MP4 preferred
  
  
• Aspect Ratio: 16:9
  
  
• Resolution: 1080p or higher
  
  
• Length: 2–10 minutes ideal, but longer for tutorials and deep dives
  
  

SEO Tips:

• Use relevant keywords in titles, descriptions, and tags
  
  
• Write clear and detailed video descriptions
  
  
• Include external links, hashtags, and calls to action
  
  

LinkedIn: Professional and Value-Focused

LinkedIn is a professional network, making it ideal for B2B messaging, company updates, thought leadership, and industry insights.

Best Practices:

• Tone and Content: Be informative and authentic. Share insights, behind-the-scenes clips, client testimonials, or snippets from conferences and webinars.
  
  
• Length: Aim for brevity. Videos under two minutes tend to perform best, especially in a scroll-heavy feed.
  
  
• Subtitles: Many users browse LinkedIn at work or in public, so ensure all videos have subtitles.
  
  
• Call to Action: Drive traffic to your company page, website, or lead magnet with subtle but clear CTAs.
  
  

Optimal Specs:

• Format: MP4
  
  
• Aspect Ratio: 1:1 or 4:5 for feed; 16:9 for shared videos
  
  
• Max Length: 10 minutes (under 2 minutes preferred)
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TikTok: Trend-Driven and Creative

TikTok has redefined how short-form video content is consumed. Success here depends on relatability, spontaneity, and tapping into trends.

Best Practices:

• Hook Quickly: The first few seconds are everything. Use movement, voiceover, or bold visuals to keep users from scrolling past.
  
  
• Trendy Sounds and Effects: Stay current with trending sounds, effects, and challenges. Leverage them to place your brand within active conversations.
  
  
• Authenticity Over Polish: Unfiltered, real content often outperforms highly produced videos. Focus on storytelling and emotion over aesthetics.
  
  
• Hashtags and Captions: Use popular and relevant hashtags, but also tell a story with your caption. Include keywords to appear in search.
  
  
• Consistency and Volume: TikTok rewards frequent posting. Try to post at least 3–5 times a week.
  
  

Optimal Specs:

• Format: MP4 or MOV
  
  
• Aspect Ratio: 9:16
  
  
• Max Length: Up to 10 minutes, but 15–60 seconds is optimal
  
  

General Tips for All Platforms

• Optimise for Mobile: Design videos for small screens. Use vertical or square formats, large text, and minimal visual clutter.
  
  
• Use Subtitles: Essential for accessibility and silent viewing. Auto-captioning tools are available on most platforms, but custom subtitles are more accurate.
  
  
• Include a CTA: Always direct the viewer. Whether it's visiting your website, following your page, or commenting, make the action clear and easy.
  
  
• Repurpose Content: Maximise ROI by reusing core video assets across platforms. Adapt content to fit each channel’s format and style.
  
  
• Test and Analyse: Run A/B tests with different thumbnails, intros, and formats. Monitor performance and adjust based on real-time data.
  
  
• Keep Branding Consistent: Reinforce your brand identity with a cohesive look, tone, and logo placement across all videos.
  
  
• Use Captivating Thumbnails: Especially critical for YouTube and LinkedIn. Create high-contrast, engaging thumbnails that spark curiosity.
  
  
• Stay Updated on Trends: Follow platform news and creator communities. Being early to a trend can help you reach a larger audience.
  
  
• Engage with Your Audience: Respond to comments, mention users, and create community-driven content. Engagement boosts algorithm performance.
  
  

Final Thoughts: One Message, Many Platforms

Tailoring your video content to each social media platform is essential for maximising reach and engagement. A one-size-fits-all approach rarely works in today’s nuanced digital environment. Instead, adapt your strategy to suit platform expectations, audience behaviour, and content format.

Whether it’s the authenticity of TikTok, the polish of YouTube, or the professionalism of LinkedIn, understanding each platform’s unique language will ensure your message lands effectively.

Need Help Producing Videos That Perform Across Platforms?

At Mango Media, we specialise in crafting video content that’s strategically tailored for each platform. Explore our services and let’s make your message shine everywhere.