How do you optimize the impact of your online videos on social media?

Choose the right platforms:

Firstly, identify where your audience is and where your video content is likely to be most effective. For example, YouTube is ideal for long and educational videos, while Instagram and TikTok are perfect for shorter and more visual videos. Anticipating which channels you want to distribute your advertising videos through will also allow you to better develop creative ideas and prepare technically for high-quality video content production with optimized costs.

Optimize your videos for each platform:

Each platform has its own requirements in terms of video format and size. Make sure to optimize your video content according to the specificities of each platform. For example, for the European Parliament, we have thought, optimized, and produced videos to be broadcasted in 16:9 format as well as in vertical format on social media platforms such as Instagram, Snapchat, or TikTok. All this ensures better visibility among Gen Z and an optimal user experience. Additionally, add captions, subtitles, or relevant descriptions to improve the accessibility and SEO of your videos.

Encourage sharing and interaction:

The success of a video on social media largely depends on its ability to generate interactions: In other words, to become a viral video. Actively encourage your audience to share your videos by adding easily accessible buttons designed for this purpose. The more your video is shared, the more reactions and impact it will have. In addition to the previously mentioned format and length, each platform offers tools to increase the interaction rate of videos: polls, interactive stickers, hashtags, quizzes… It is interesting to anticipate the use of these tools during the creation and production of videos dedicated to social media.

Use paid advertisements:

To increase the reach of your videos, consider using paid advertisements on social media platforms. Social media platforms offer precise targeting options that allow you to effectively reach your target audience based on location, age, interests, and other relevant criteria. Paid ads are a springboard to accelerate the growth of your audience. 

Collaborate with influencers:

Influencers on social media can contribute to the promotion of your videos by reaching their audiences. Identify relevant influencers in your niche and consider collaborations with them, which can take the form of a mention in a post, participation in your video, or even co-creating content. The example of Shiseido’s campaign for the launch of their latest innovation, Essential Energy, perfectly illustrates how it is possible to work with influencers. In this specific case, the influencers used the “underwater” shooting content on their social media accounts. These partnerships can help you reach new audiences and increase your credibility.