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In an earlier article, we outlined the critical impact that video marketing can and will have on business, as digital practices begin to rely more heavily on video content. In our blog today, we’re going to delve into social media video and how some of the main social media networks have changed to embrace video marketing!

LinkedIN, Facebook, Twitter, Vine and Instagram are some of the prime social hubs leveraging digital video in unique and interesting ways to bring engagement and content marketing to whole new levels:


  • Enter the dawning of the digital portfolio and video pitch
  • Video is becoming critical on LinkedIN for individual professionals and companies alike
  • Perfect venue for your professional video marketing content and the visual calling-card of your business
  • As in all things LinkedIN, professionalism is key. If you don’t have a video production agency to produce your video content, you want to make this video as high-quality as possible
  • LinkedIN now allows video to be placed in almost any field on your company page and provides a great alternative to web space for startups
  • You can save anywhere from $2,000 – $5,000 making LinkedIN your digital home and put that investment into a professional corporate video that will never expire and sell your business far better than a text-heavy profile or traditional services menu
  • Use stunning images and high-definition video to frame the LinkedIN Professional Portfolio for your business

Related: Make Your LinkedIN Profile Sparkle with Video and Rich Media Embeds


  • Page ‘Trailers’ allow you to place your highly-valued video marketing content as a preview of sorts for your company page. Admins can flag one video as the trailer for the page, making it top-of-mind for your visitors and potential customers
  • Most recently, Facebook implemented video autoplay in newsfeeds. This means that as users are scrolling through recent posts from their networks, videos in the feed will roll as soon as they enter the screen (on mute to minimize clutter/noise spam)
  • Facebook also allows you to tag people, customize your thumbnail and more, empowering Facebook video as a powerful, turn-key distribution system for your video and community engagement
  • Tagging of videos opens new doors to partnerships, contests and network-building around your video. Tagged videos will send a notification to other people or pages you have listed in your video


  • Video URL tweets are 28% more likely to get retweeted, favourited and mentioned
  • Answered the resounding need for a video-friendly platform by creating a new network altogether: Vine
  • Twitter has implemented video sharing through Vine, which is tailored to be a 6-sec, video version of a tweet
  • Allows instant sharing straight to the Twitter-verse, complete with @ mentions and all your favourite hashtags
  • Check out this visual graph of how the “Ryan Gosling Won’t Eat His Cereal” videos went viral on Twitter with a few key influencers:
    • Blue Nodes = Tweets (Larger dots = greater reach of that tweet)
    • Yellow Nodes = ReTweets (Larger dots = greater reach/following)

Vine VS. Instagram Video

  • Both feature start/stop style on-demand recording
  • Vine is the brainchild of real-time Social Media powerhouse, Twitter, and has just enlisted the help of former YouTube executive, Baljeet Singh to beef up video practices and player implementation
  • Both have excellent individual benefits:
    • Instagram allows 15 sec, light editing capabilities and typically lends better ‘storytelling’ on the brand side
    • Instagram allows you to select and import video from your phone into the app, while Vine still must be created and then loaded straight from the app (i.e. no importing video into the app)
    • Vine doesn’t quite have a clean Twitter tie-over, resulting in about 40 million ‘Vine’ users. Instagram Video is seamlessly integrated with the existing app and thusly, its existing audience of approximately 150 million users
    • Vine has better ‘quick-flick’ video response potential, making it a great vessel for customer relations. It really is more of a ‘video messenger’


(Comparison Chart via. TechCrunch – Instagram Video vs. Vine: What’s the Difference?)

Let us know what your favourite social network is for business and how you see video in your content strategy!

Brad Dicks

Author Brad Dicks

Brad is a business communicator with a penchant for anything digital. In his exploration of content development, social media strategy, technology and training, Brad has produced hands-on programming for national brands, such as: Loblaw Companies Limited, Apple Canada, Encore Market Engagement and the Music Industry Association.

More posts by Brad Dicks

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