Part 2 – LinkedIn, TikTok & YouTube

Last month we launched a new blog series, How To Maximize Video Content on Social Media, which took an in-depth look at Facebook and Instagram video content creation. This month, we are following it up with part two, which focuses on optimizing video content creation for LinkedIn, TikTok and YouTube.

Both video and social media are powerful tools into today’s world. They transcend a range of different audience demographics and can help brands increase awareness and reach, share information and engage with their target consumers. For tips and tricks on how to implement video marketing into your social media strategy and maximize efforts across LinkedIn, TikTok or YouTube, keep reading!



LinkedIn is a professional networking social media channel, so it is important to consider your target audience and their expectations for the platform. These insights will influence the video content that you create to best serve your brand on this channel. While the way you approach video might vary on LinkedIn versus other social media channels, it still wins when it comes to generating engagement. According to Hootsuite, LinkedIn videos earn an average of three times the engagement versus text posts. Let’s dig deeper into the different video formats available on LinkedIn!

LinkedIn Native Videos

Similar to Facebook and Instagram, LinkedIn native videos are clips uploaded directly to the social media platform. Users can either upload pre-recorded and polished content or capture and upload native videos from a mobile device, edit the piece (e.g., add text, stickers, etc.) and then post directly to the feed. On LinkedIn, native videos are limited to 10 minutes, but depending on the goals of the content and the intended audience, videos could be much shorter. Remember, grabbing your audiences’ attention within the first three seconds and getting your key message and call to action across early in the video is key.

LinkedIn native videos can be a great tool to engage your followers, increase reach and attract attention to your brand. In fact, according to Hootsuite, studies show that LinkedIn native videos are five times more likely than other content to start a conversation among LinkedIn members. If you are considering creating native videos for your brand’s LinkedIn channel, here are a few potential ideas:

  • Company News & Announcements
  • Industry-Specific Educational Videos
  • Product & Service Spotlights
  • Upcoming Industry Event Promotions/Teasers
  • Customer Testimonials
  • Community Involvement Highlights
  • Recruitment-Focused Videos (Spotlighting Culture, Available Opportunities, etc.)

When sharing native videos on LinkedIn, do not forget to pair the visual content with the right post copy. Ensure the copy that will appear with the video is engaging, informative and includes a call to action so it is clear to viewers the steps they should take after watching the video (e.g., visit your website, contact your team, make a purchase, etc.).

To learn more about LinkedIn native videos and why they should be included in your company’s larger content strategy, connect with our team of marketing professionals today.

LinkedIn Lives

LinkedIn Lives allow individuals and businesses to stream video content in real time to engage with their followers and share information. However, unlike Facebook and Instagram where everyone can create content, LinkedIn’s live video feature is only available to eligible members and pages. Additionally, individuals and businesses cannot live stream directly through the social media channel. A third-party streaming tool is required to broadcast LinkedIn Lives. To learn more about LinkedIn’s eligibility criteria for creating live videos, click here.

It is important to note that LinkedIn Lives are public, so anyone on the social media platform can watch the clips. There are only eligibility requirements for those creating the content. Additionally, following the completion of a live streamed video, the content is posted to the creator’s profile for individuals to view later.

For businesses interested in creating LinkedIn Lives, a few potential applications could include:

  • Q&A Sessions
  • Discussions of Relevant Industry Insights
  • Webinars
  • Breaking Company News
  • Employee Introductions
  • Office/Shop/Jobsite Tours

In addition to making sure you have the required third-party tool to successfully broadcast, a stable internet connection, the right lighting, and a pre-promotion strategy should all be considered. Letting your followers know in advance when you will be going live and why they should tune in can help boost the number of viewers and engagement.

LinkedIn Embedded Videos

In addition to LinkedIn native videos and LinkedIn Lives, the social media channel also allows users to embed links to videos that live on other platforms (like YouTube and Vimeo). To embed a link, all users must do is copy and paste the video link from the original platform into the “Start a Post” section on LinkedIn. Once the link is added, a preview of the video will automatically appear. The embedded video will not automatically play in a followers’ newsfeed, like a native video will.

Social media channels use algorithms to organize content in a users’ newsfeed based on relevancy. The algorithms prefer native content versus embedded links, so it is recommended to utilize LinkedIn native videos when possible to achieve the best results. However, in instances where the video is over 10 minutes in length or you are trying to grow a following on other platforms, such as YouTube, embedding a link can be beneficial.

If embedding a video link to LinkedIn, it is important the content is tailored to the professional networking platform. The potential content applications mentioned above would all be applicable for this format:

  • Company News & Announcements
  • Q&A Sessions
  • Webinars
  • Industry-Specific Educational Videos
  • Product & Service Spotlights
  • Upcoming Industry Event Promotions/Teasers
  • Recruitment-Focused Videos
  • Employee Introductions
  • Office/Shop/Jobsite Tours
  • Customer Testimonials
  • Community Involvement Highlights
  • And More!

Interested in creating noteworthy video content for LinkedIn that aligns with your brand messaging and marketing goals? Reach out to our team of digital marketing professionals today to learn how we can support the process.



Did you know TikTok users spend on average 89 minutes per day on the platform creating and watching video content, according to HubSpot? The explosion of TikTok across a range of coveted generation sectors has led businesses to create accounts to achieve a variety of goals like supporting brand awareness, facilitating customer feedback, driving lead collection, supporting recruitment and a host of other engagement opportunities. If your business is active on TikTok or if you are considering creating an account for your brand, keep reading to learn more about the video options available to you!

TikTok Videos

TikTok is a short-form video sharing channel that allows users to record, edit and share 15-second to three-minute videos that cover a variety of topics. From lip syncing videos to trending dance routines and even everyday tips and tricks, the platform is full of unique content. As one of the most popular social media apps today, brands use TikTok to tell a variety of stories and spotlight topics that are important to them. Businesses could consider a few of the following ideas for their videos:

  • Behind-the-Scenes Content (e.g., Employee Spotlights, Day in the Life, etc.)
  • Share Your Company’s History/Story
  • Discuss the Latest Industry Insights
  • Product/Service Highlights & Demonstrations
  • Q&A Sessions
  • Tease Upcoming Company Events or Product Launches
  • Company Culture & Team Bonding Moments


Music, sound and hashtags are all key elements on TikTok. When creating content for this social media channel, it is important to consider the latest soundbites and how they can be incorporated into your video to boost engagement. When creating content outside the platform and uploading it, specific copyright and usage rules are an important consideration. Be sure to check licensing rights for any music tracks or third-party footage you are using. Additionally, trending hashtags on the platform will be important to use as well. When it comes to using hashtags, leveraging popular and trending options can make a big impact in helping users connect with your content.


Like other social media channels, TikTok offers eligible users the opportunity to live stream in real time. The platform states that LIVE is the place to be for “real-time fun, expression and creativity.” All users ages 18 and older who have more than 1,000 followers can unlock the platform’s LIVE feature to create video content that has no time limit (although TikTok recommends limiting LIVE’s to 30 minutes). Additionally, just like with regular, short-form videos individuals and businesses can add filters, effects and camera controls to their LIVE videos.

For businesses, TikTok LIVE’s have several benefits including the ability to bring in money for a good cause, increase brand visibility through on-platform weekly rankings and attend events through LIVE campaigns. If you are considering creating TikTok LIVE videos, here are a few potential content ideas:

  • Try a Trending Social Media Challenge
  • Host a Q&A Specific to Your Business or Industry
  • Go Behind the Scenes in the Office, Jobsite, etc.
  • Organize Industry Interviews & Discussions
  • Showcase Your Team in Action (e.g., Working on a specific project.)
  • Highlight What Makes Your Business Unique (e.g., The latest technology or equipment, etc.)
  • And More!

For more information on going LIVE and tips for creating an engaging and effective video, click here.

For some brands considering partnering with TikTok influencers or other well-known content creators in their industry may be a valuable path. Influencer marketing efforts can help increase brand awareness and expand reach as it is an opportunity to tap into new, relevant market segments and use the trust the influencer has already built with those individuals. To dig deeper into influencer marketing, read The Ultimate Guide to Influencer Marketing.

Lastly, it is important to note that TikTok is not a “one-size-fits-all” social media channel and businesses should strategically consider if the video sharing platform is right for them. Learning more about the functionality and features of the platform, the type of content that is posted and user demographics to decide if it is the right fit for their business and worth the time investment will be critical. To determine if TikTok is right for your brand check out our blog, Should Business-to-Business (B2B) Brands Be on TikTok?



As the world’s second largest search engine, YouTube offers a range of powerful benefits to an online marketing strategy. The platform not only allows businesses to share video content, but it can also lead to gain in search engine optimization (SEO) and brand visibility. The video-sharing platform reaches a range of generational segments. According to HubSpot, 56% of Gen Z, 54% of Millennials, 48% of Gen X and 26% of Boomers say they discover new products most often on YouTube.

In addition to posting native content on the platform, YouTube links can be embedded on other social media sites such as Facebook and LinkedIn to share longer video content. If your business does not have a YouTube account, keep reading to learn more about the benefits of this platform.

YouTube Videos

Unlike other social media channels, YouTube allows verified users to post videos that are up to 12 hours long! Whether your brand is creating and sharing a two-minute video or a 12-hour video, there are some important optimization tips and tricks to keep in mind.

Details are important when sharing videos to YouTube. When posting your videos, be sure to include captions and subtitles, select tags that your target audience will search for and choose a category for your video that will help improve search results. Playlists are another channel resource that can help boost SEO benefits and lift the number of views videos receive. Playlists are a collection of videos that feature similar content (e.g., safety tips or how-to videos). When creating a playlist, remember to include a title and description. Be sure to describe what viewers will see or learn by watching the video and include trending keywords relevant to your industry in the title and description to increase search results. To dig deeper into YouTube optimization, read our blog, Digging Deeper: 7 Tips for YouTube Optimization.

YouTube has a broad application for content and is a key platform for any business. When creating video content for YouTube, brands could consider a few of the following applications:

  • How-To Guides & Tutorials
  • Educational Industry Insights
  • Product Reveals/Unboxing Videos
  • Service Spotlights
  • Vlogs
  • Behind-the-Scenes Content (e.g., Employee Spotlights, Day in the Life, etc.)

YouTube Lives

YouTube offers individuals and businesses a livestreaming option so they can engage with their audiences in real time through video and chat. According to Sprout Social, livestreaming presents serious opportunities for a brand’s marketing strategy because in 2021, YouTube was the most popular platform for livestream ecommerce in the United States. Similar to other social media platforms mentioned throughout this blog, YouTube does have eligibility requirements to unlock their livestream feature. To create live content, channels must be verified, have no livestreaming violations in the past 90 days, and if interested in going live from a mobile device, the channel must have at least 50 subscribers.

YouTube is a great platform for long-form video content as the site does not limit the length of live videos. However, if a video exceeds 12 hours, it will not be accessible for viewing later. If you think YouTube livestream videos are right for your brand, check out a few potential content topics and ideas below:

  • Host a Q&A Specific to Your Business or Industry
  • Go Behind the Scenes with Employees & Customers
  • Conduct Industry Interviews & Roundtables
  • Offer Courses & How-To Content
  • Go Live to Share a Real-Time Update on a Project
  • Product & Service Demonstrations
  • And More!

Interested in taking your YouTube efforts to the next level in 2023? Reach out to our team to learn how we can help integrate this platform into your overall content strategy and create noteworthy videos for the channel.


Additional Video Marketing Tips & Tricks

Whether your business decides to create video content for LinkedIn, TikTok or YouTube, it is important to keep a few additional tips and tricks top of mind. Be sure to consider the following:

  • Ensure Quality Videos
  • Capture Attention Quickly
  • Add Subtitles When Applicable
  • Use the Correct Video Specs
  • Stay Up to Date on Trends
  • Consider Music Choices
  • Consider Paid Video Options

To gather more in-depth information about the points listed above, be sure to read part one of our blog series, How to Maximize Video Content on Social Media.


Want to Dig Deeper into Social Media Video Content?

With 96% of consumers turning to videos to learn more about a product, service or brand, video is quickly solidifying its place as a must-have tool in the marketing and sales toolkit. Across ages and demographics, video use is growing so it is important to consider how it can be applied for your business moving into 2023.

If you are interested in taking your social media video marketing efforts to the next level but are not sure which platforms are right for your brand, what type of content you should create or how to create noticeable content, reach out to our team of marketing professionals today to learn how we can support your next project! And, to learn more about Facebook and Instagram video marketing, do not forget to read part one of our How to Maximize Video Content on Social Media blog series.