Whenever I think about social video platforms, the first ones that come to mind are YouTube and TikTok, but those are only the tip of the iceberg regarding video sharing. There are several more video platforms out there.
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However, before we explore the vast options marketers have at their disposal, let's dive into the importance of social media videos, where consumers are watching them, and other important findings.
Where are consumers watching social media videos?
YouTube, Instagram, and TikTok are among the social media platforms with the highest ROI, according to our 2024 State of Marketing Report. So, it‘s safe to say that’s where consumers watch social media videos.
In fact, our most recent Video Marketing Report shows Instagram is the top social media platform for ROI, engagement, and lead generation for sharing marketing videos.
Behind Instagram is YouTube regarding ROI and lead generation.
Of course, I can‘t leave out TikTok, considering it’s the app I find myself scrolling through for hours on end. The short-form video platform has the 3rd highest ROI and comes in 2nd for engagement behind Instagram.
Finally, there's Facebook. While 60% of marketers sharing marketing videos use the longstanding Meta-owned platform, it comes in fourth place for ROI, lead generation, and engagement.
13 Best Social Media Video Platforms
1. YouTube
YouTube is the largest video-sharing platform and the second-largest social media platform in the world, with over 2.7 billion users. According to Neilsen, YouTube topped the list for streaming time for 17 consecutive months in July.
So, if you‘re wondering if the platform can be a great addition to your video marketing or social media strategy—the numbers suggest that’s the right move!
What I love most about YouTube is how the platform can host diverse formats of videos, such as live streaming, short-form videos, and long-form videos.
You can also utilize YouTube's Community tab to speak to engage with your audience in between video uploads.
Other key features and benefits include:
- AI-generated transcriptions and captions
- Straightforward privacy settings
- Option to pay to promote your videos on YouTube and Google
- The ability to curate your videos into playlists
- Data analytics and management tools via YouTube Studio
- Monetization options via the YouTube Partner Program
- Robust audio library
2. TikTok
TikTok is an excellent platform for attracting a Gen Z audience.
Our 2024 Consumer Trends Report shows that 48% of Gen Z consumers prefer to learn about new products via short-form videos on TikTok, and 72% say they've used the app in the last three months.
Some of my favorite features of TikTok are:
- Live stream shopping capabilities
- Several monetization opportunities, including the ability for viewers to send gifts
- Hashtags for boosts in engagement and community building
- Advertising options for business accounts
- Constantly growing library of trending songs and sounds
3. Instagram
Instagram is also popular among Gen Z, with 72% reporting to have used the app in the last three months. It's a great platform for promoting products and selling them in-app.
Here are some of the best features:
- E-commerce capabilities via Instagram storefronts
- Live stream capabilities
- Shoppable stories
4. Facebook
Facebook is known to be more popular among millennials and Gen X, but our Consumer Trends Report shows it still has loyal users. Our report shows that 42% of consumers consider the app their favorite.
Features include:
- Facebook Live
- Facebook Stories
- Paid Video Ads
- Community pages to connect with your audience
5. Snapchat
I was a junior in high school when Snapchat launched, and I remember it being extremely popular among college students a few years later.
The app is still going strong among younger consumers today, with 57% of Gen Z consumers saying they've used the app in the last three months.
It also remains quite popular among Millennials, with more than a third (37%) also reporting using it within the last few months.
Marketing on Snapchat can be tricky since the app‘s main draw is that users can send each other videos and photos that disappear after 24 hours. It’s more popular for interpersonal communication.
However, marketers can still leverage the app thanks to various features like Snap Ads, Story Ads, and Collections Ads.
6. Twitch
Twitch is a live streaming platform especially popular among gamers; however, you don‘t need to be in the gaming industry to leverage it.
Brands like Wendy’s and Old Spice leverage influencer marketing by tapping into well-known streamers who can introduce their products to a wider audience.
My favorite Twitch features and benefits are:
- Monetization options via its affiliate and partnership programs
- Stream scheduling
- Live comments
- Channel analytics
7. X (formerly Twitter)
X is mostly regarded as a micro-blogging platform, but it has video posting and sharing abilities. Users without an X subscription can upload videos up to 140 seconds long.
Subscribers can upload videos up to 4 hours long, depending on whether they use iOS, the desktop version of X, or Android.
8. LinkedIn
I only recently discovered the different possibilities regarding video on Linkedin, and I was pleasantly surprised. Users can upload up to 10 minutes of native video on the platform, stream for up to four hours, and post video ads that are up to 30 minutes long.
Furthermore, I've found that drumming up engagement for videos on LinkedIn is pretty easy because you're relying on your own network plus the networks of others to share your content.
One of my most recent videos is a TikTok I embedded in a LinkedIn post. In just a week, that post garnered more than 1,700 views and reached more 1,200 people.
It's worth noting that I only have about 600 people in my LinkedIn network.
9. Pinterest
Pinterest's video capabilities are especially helpful for retail brands looking to reach consumers seeking inspiration. Pinterest is a social media platform that allows users to create digital vision boards for inspiration regarding style, art, recipes, and more.
For example, Fenty Beauty uses its Pinterest board to post videos showing its products in use while giving makeup inspiration. Brands can also make curated Pinterest boards consisting of multiple videos, all within the same niche.
Other useful features are:
- Shoppable video ads featuring a video clip promoting relevant products to users with similar interests
- Personalized collection ads allow multiple images that can include one video and three supporting images promoting relevant products.
10. Reddit
Reddit is an app that focuses on community and discussions. Brands can leverage Reddit video ads to build discussions around their products and services while building community in the form of subreddits.
Though videos can be up to 15 minutes long, I suggest keeping them no longer than 30 seconds to a minute.
11. Discord
Brands leveraging Discord typically use the platform for community marketing. This is achieved by creating a designated space (server) that serves as a central hub for interactions between the brand and its consumers and segmenting consumers into different channels that appeal to their interests.
So, where does video come in? Well, I put Discord on this list because the platform allows for video calls, which allows server members to tune in and converse. Brands can host webinars, tutorials, Q&As, and more via live video calls and streams.
12. Telegram
Telegram is a cloud-based messaging app that lets viewers send messages, videos, images, and files to each other. Users can also make voice and video calls.
Telegram can be a great platform for providing customer service, and its video capabilities can allow brands to better troubleshoot issues, answer questions, or provide visual tutorials.
13. Vimeo
Vimeo is often compared to YouTube, but I personally believe the former has some technical capabilities that give it an edge over the more well-known platform.
Vimeo allows users to post videos that can only be seen by followers or selected accounts, which can be helpful if you want to build community via exclusive content.
Tips for Sharing Social Media Videos
1. For most platforms, zone in on short-form videos.
The world is becoming more fast-paced every day. While many people are watching social media videos in their spare time, some are watching them on the go.
For example, I often watch TikTok videos and Instagram Reels on the subway or bus while running errands.
My friends often watch videos in between meetings or while waiting for an appointment.
These short periods of time don't leave much room for consumers to watch long-form videos, so many marketers suggest focusing on creating short-form, or “snackable,” video content.
“Using snackable videos on social can actually drive more engagement than static images,” says Meisha Bochicchio, Content Marketing Manager at Wistia.
When it comes to creating effective snackable content, Bochicchio says, “First things first, keep in mind that most social media platforms will automatically start playing video content as viewers scroll.
So, make sure your videos are autoplay-friendly. Keep them short and put your key messaging in the first few seconds.”
“Remember that most people won’t hear your audio, so make sure your videos are also silent-friendly, ”Bochicchio advises. “Consider text overlays, or upload captions directly on platforms like LinkedIn, Twitter, and Facebook.”
To learn more about this strategy, check out this post on snackable content, or this post that highlights the latest short-form video trends.
And if you want to make snackable content on your own, our AI-powered Clip Creator tool can convert text into professional videos for your business with just a few clicks.
2. Test different video formats, too.
While short-form video content is a great tactic to harness, you can still publish longer videos as long as they're engaging and valuable to your audience.
For example, while people might not want to watch a two-hour commercial, they could watch a longer live video Q&A, an interview with a thought leader, or a video that tells a longer but entertaining story.
While you can certainly test longer-form videos, you can also test out other formats, such as live streams, interactive videos, and shopping videos, on platforms like TikTok, Instagram, and Facebook.
It's worth noting that 46% of Gen Z consumers in the U.S. have participated in live shopping events, and 47% have purchased from a live stream.
As new video formats emerge, it can be helpful to determine if they might work for your brand and design a test around them.
Be sure you identify and track the right success metrics. For example, if you‘re testing a longer video, look at its views and dropoff rate to see how long viewers stay tuned.
Meanwhile, if you try a more interactive approach like a live stream or Q&A you can also take note of comments, engagements, and shares on the content while you’re live.
3. Meet your video audiences where they are.
As with any social media strategy, some content will perform better on some social media platforms rather than others.
While snackable, consumer-facing content might perform well with YouTube, Facebook, and TikTok's large consumer audiences, a B2B marketing video or a Q&A with a corporate thought leader might perform better on a professional-facing network like LinkedIn.
Luckily, to create a great marketing strategy, you don‘t (and shouldn’t have to) place your videos on every single social media platform.
However, you should research the demographics of each major network, identify which audiences might engage most with your content, and start publishing videos where it makes the most sense for your brand and goals.
Then, continue to keep an eye on platforms you've ruled out in case they continue to evolve and provide your brand more audience opportunities in the future.
4. Don't always lean on repurposed content.
During my early days as a content creator, I would often repurpose content across multiple platforms. That strategy was sufficient for a while, but things have changed since then.
Today, it can still be beneficial for brands to repurpose some video content for different platforms when they have similar audiences and features. This can also be a great way to test whether your content strategy for one platform will work with one audience.
However, because knowing your social media audience is more important than ever, you might want to consider having a slightly different video strategy for your most important video platforms.
While there will be times where you can easily repurpose content to save time or bandwidth, some platforms like TikTok and Instagram are evolving with algorithms that could deprioritize your content if it has a watermark from another network.
5. Embrace influencers and customers.
Even if you've done all of your research and churn out videos daily, it can still be incredibly hard to post a viral piece of content that grows your audience.
Luckily, there are experts on every social media platform who know how to create videos. And, some of them will even create videos for you -- and then share them with their audiences.
That's why one great growth strategy can involve reaching out to influencers or thought leaders with expertise in your industry and either featuring them in your videos or getting them to endorse your brand in their content.
If you can't afford to have an influencer help boost your video strategy, you can also look towards happy consumers.
With this strategy, you can encourage customers to share a video about their experience with your brand on social media, or you can create a video filled with multiple pieces of user-generated content from happy customers.
Because today's consumers crave authenticity from brands, user-generated content not only can provide you with free video content but can also spread brand awareness to prospects or people researching you on social media.
Navigating Social Media Content
More than ever, social media and content marketing are always evolving. As a marketer, it‘s important to stay up to date with the latest trends and data to better inform your strategies -- whether you’re investing in video or other tactics.
Editor's note: This post was originally published in June 2021 and has been updated for comprehensiveness.
