We like to watch…videos, disruption + impact

According to wyzowl, branded video content on YouTube has increased by 99% and 258% on Facebook between 2016 and 2017.

People are more interested in visual information rather than standard text, which explains why 40% of people respond better to it.  

But how do they work together?

As at September 2018, the top three social media platforms in Australia are:

  1. Facebook (15-million monthly active users)

  2. YouTube (15-million monthly active users)

  3. Instagram (9-million monthly active users).

With each platform so different from one another, using the same video strategy just doesn’t make the cut.

To drive community page growth per channel, you must optimise the video for that particular platform with a specific audience in mind. Relevancy and timeliness is the key.

A lot of the content creation is trial and error, but here are some of the best tips to use videos on Facebook and Instagram.


Facebook has the largest audience of any social platform, with more than 2-billion monthly active users around the world.  

That’s more than one-third of the global population! 

The main thing to keep in mind is that people go to Facebook to be entertained. So, don’t be afraid to experiment and see what works for you.

AirBnB is a great example of a brand experimenting with their videos.

They took a stand for marriage equality and created an emotionally charged video using simple visuals, captions, and a call to action.

This video resulted in over 3-million views on Facebook.  

It’s entertaining and inviting, which creates a unique experience for each individual watcher.
— Millicent Macena

Tips to keep in mind:

  1. Remember graphics or captions: 85% of videos are viewed with the volume off.

  2. Upload videos directly to Facebook: Native videos give you analytics and better visibility in the feed.

  3. Make sure you have a call to action: Give them something to do after they watch (or during) the video with an on-screen CTA.

  4. Consider the time & day when posting: is your audience on their phone or desktop when your video gets published?


People absolutely love Instagram. The simplicity of scrolling through visual content without having to read is enticing.

But how do you capture people’s attention scroll after scroll?

According to Instagram’s VP of Business, James Quarles, “people are in the mindset of being open to discovery.”

And to harness that feeling, you can’t be afraid to experiment with the art of storytelling.

A good example of this comes from Lego. They have combined imagination and storytelling for everyone to enjoy, see the example below.

Tips to keep in mind for Instagram and IGTV

  1. Reduce words: Don’t make people read too much. It’s a visual platform.

  2. Think in variations on your theme: People tend to find a theme and stick with it. Instagram accounts often have an overall look and feel, and then keep repeating their theme in new ways.

  3. Keep it simple: Don’t get overly complicated - just keep the execution beautiful. People look to Instagram for simplicity and a breath of fresh air. Give highlights, not all the instructions.

  4. Maintain focus: Be single-minded in your focus on one idea for your video.

Tips to keep in mind for Instagram Story

  1. Colour outside the lines to tell your story: People like text, music and emojis with their Insta stories.

  2. Keep it real: IG users gravitate to the raw quality of video that feels less produced and more real.

  3. Try repurposing content to video from your blog: Create a video based on an old blog post. Just be sure to adapt the content to video, point out helpful hints on-screen, and add plenty of emojis and notes.

  4. Embrace the fleeting nature of IG Story: Get creative about timely events.

  5. Behind-the-scenes footage: Revel in the transparency of giving your audience an unvarnished look at who you are and who the people in your company are.

Social media fosters connections and encourages the act of sharing. Sharing thoughts, laughs and memories. And videos are one of the best ways to do that.

It’s entertaining and inviting, which creates a unique experience for each individual watcher. Now, go and get creative!