How can you optimize social media outreach for mobile-first and video-first audiences?

2 Optimize for sound-off viewing

Another factor that affects how mobile users watch video content on social media is the sound. Many of them watch videos with the sound off, either because they are in public places, have accessibility issues, or prefer to read captions. Therefore, you need to optimize your video content for sound-off viewing, by adding clear and concise captions, using visual cues, and choosing eye-catching thumbnails. You can use tools like Rev, Zubtitle, or Headliner to generate and edit captions for your videos.

3 Experiment with different video formats

Social media platforms offer a variety of video formats that you can use to showcase your brand, products, services, or stories. You can experiment with different formats to see what works best for your audience and goals. For example, you can use live videos to interact with your followers, answer questions, or share behind-the-scenes insights. You can use stories to create ephemeral and authentic content that drives engagement and loyalty. You can use reels, shorts, or TikToks to create fun and viral content that showcases your personality and creativity.

4 Tailor your content to each platform

While video content is popular across all social media platforms, each one has its own features, algorithms, and best practices that you need to follow. You need to tailor your content to each platform, by adjusting the length, style, tone, and frequency of your videos. For example, on Facebook, you can use longer videos that educate, inform, or entertain your audience, and post them at least once a week. On Instagram, you can use shorter videos that inspire, showcase, or connect with your audience, and post them at least once a day.

5 Analyze your performance and feedback

Finally, you need to analyze your performance and feedback to see how your video content is performing on different platforms and devices. You need to track metrics like views, watch time, retention, engagement, reach, and conversions. You also need to monitor comments, messages, reviews, and mentions to see what your audience thinks of your content, what they like, what they dislike, and what they want more of. You can use tools like Sprout Social, Hootsuite, or Buffer to measure and improve your video content strategy.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?