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What Video Content Performs Best on Social Media?

The competition on social media grows fiercer by the day. Brands are posting lots of content that you must compete with, plus the algorithms change regularly. So, if you’re looking to engage more with your audience, you need a healthy amount of video content. Each social platform is unique, so you must be thoughtful of the video content you create and where it’s posted. 

Below we break down the major social platforms and the type of video content that performs best on each. 

Facebook and Instagram 

Even though Facebook and Instagram are two different social media platforms, they have the same parent company. What works for one often works for the other. Plus, both platforms are optimized for mobile viewing and feature similar algorithms and styles. Here is the video content that performs best on Facebook and Instagram. 

  • Square videos. Square videos see higher engagement rates because they are optimized for mobile devices. 
  • View-baiting videos. By default, Facebook and Instagram play videos on mute. So, it’s imperative that you hook viewers within the first few seconds. To do this, you need a strong visual opening, an intriguing thumbnail and captions. 
  • Facebook Live videos. You can use Facebook Live to interact with your followers in real time. Answer questions, unveil new products and more. 
  • Instagram Stories. Stories lets you connect with your followers in a social way. You can share behind-the-scenes photos, unveil new products and introduce important people in your company. 


Twitter can be a difficult platform to get noticed on, but this doesn’t mean it should be ignored, especially if your brand benefits from real-time status updates. Plus, visual content is gaining traction on the social network because it stands out on users’ timelines. Let’s check out the top-performing video content on Twitter.

  • Periscope. Periscope is a live broadcasting platform that makes it easier to share live and important updates to your followers. 
  • Animated GIFs. Animations perform well on Twitter because they are relevant and easy to consume. Use them to complement your tweets. 


LinkedIn is the world’s largest professional network, so it pays to be here, particularly if you are a B2B company. All content published on LinkedIn should be well-written and geared toward business professionals. Fortunately, you have many options to stand out on LinkedIn. Below are the types of video content that see the most engagement

  • Explainer videos. These videos present your product, service or company and help you stand apart from the competition. 
  • Industry insight videos. Show off your industry expertise in an industry insight video. This will help you appear well-informed and trustworthy. 
  • Webinar event promo. When promoting an educational event like a webinar, it’s important that people know what they have to gain by attending. Use these videos to explain the benefits of your webinar. 

To stand out on social media, video content is a must. If you need help reworking your social media marketing strategy, contact Go Digital WSI for a free consultation.