Mastering Video for Every Platform: A Guide to Smarter Content Optimisation

We’re here to teach you about mastering Video for Every Platform.

From YouTube Shorts to LinkedIn native video and TikTok trends, the way we engage with video online is changing fast. Smart brands are adapting just as quickly.

In fact, over 90% of marketers say video is critical to their strategy, with many reporting better engagement and ROI than any other format. But here’s the catch: not all videos are created equally, and not every platform wants the same kind of content.

We approach every production, from corporate promos to high-energy brand reels, with platform optimisation front and centre. We don’t just shoot video; we craft stories that perform.

Why Optimising Video For Every Platform Is Needed

People don’t just scroll differently on TikTok than they do on LinkedIn. They think differently. Each platform has its own audience behaviours, visual language, and content expectations.

Failing to customise your content for each one isn’t just a missed opportunity. It’s a message lost in the algorithm.

Whether you’re producing a single brand film or rolling out a campaign across channels, tailoring your message to the platform will always get better results.

Tailoring Content: The First Step to Engagement

Before you hit record, ask yourself: Am I going to master this video? Where is this video going? Who are we talking to?

Every platform has its strengths. Rather than trying to be everywhere at once, focus on where your audience already is and create content that speaks their language. One brilliant, well-optimised video will outperform a dozen poorly adapted ones.

Taking time to tweak content such as aspect ratio, duration, subtitles, and format doesn’t just help your video fit the platform. It helps it succeed.

YouTube: The Long-Form Powerhouse

As the world’s second-largest search engine, YouTube is where people come for answers, insight, and entertainment. It’s the home of everything from tutorials to mini-documentaries and it rewards thoughtful, high-quality content. The best place to master your video content.

YouTube Best Practices:

• Hook your audience early. Make the first 30–60 seconds count.
• Aim for 10+ minutes. Longer content boosts watch time and monetisation.
• Use end screens and CTAs. Encourage subscriptions, links, or the next watch.
• Video quality. Stick to 4K (3840×2160) for the best results and keep files under 128GB.

Facebook: Short, Engaging, and Instantly Grabbable

With over 2 billion active users, Facebook is still a key player. Its audience prefers quick, digestible videos that don’t require sound or setup.

Facebook Best Practices:

• Keep it under 5 minutes. Short, story-led content works best.
• Export settings. H.264 codec, AAC audio, MP4/MOV format, 1280px width max.
• Use subtitles. 85% of Facebook videos are watched on mute.
• Best formats. 1:1 square, 4:5 vertical, or 9:16 full screen.

Instagram: The Vertical Video Playground

Instagram has moved far beyond still images. It’s now a full video ecosystem with Reels, Stories, Lives, and Feed Videos all offering unique ways to connect with users.

Instagram Reels

Reels are the platform’s current favourite and offer the biggest reach and fastest growth potential.

• Use trending audio and formats to maximise exposure.
• Avoid watermarked content from other platforms like TikTok.
• Stick to 9:16 full-screen vertical for best results.
• IGTV (now folded into regular video)

Perfect for longer-form content, tutorials, and brand storytelling.

• Support both vertical and horizontal video.
• Create a punchy 15-second preview to hook viewers in the feed.

Instagram Stories

Casual, interactive, and often unfiltered. Stories are ideal for behind-the-scenes content, polls, and real-time interaction.

• Use polls, stickers, hashtags, and CTAs to engage your audience.
• Post in 15-second chunks, ideally with subtitles or simple text.
• LinkedIn: Professional, Value-Driven Video

Video on LinkedIn is booming, especially for B2B brands. But here, the tone is key. Authenticity, thought leadership, and problem-solving win the day.

LinkedIn Best Practices:

• Length. 30 seconds to 2 minutes is ideal.
• Include subtitles for autoplay with no sound.
• Use native upload rather than linking to YouTube.
• Offer insights or value. Avoid hard selling.

TikTok: Fast, Fun and Full of Energy

TikTok thrives on creativity, relatability, and speed. Brands that succeed here embrace authenticity over polish.

TikTok Best Practices:

• Keep it short. 15–60 seconds is the sweet spot.
• Jump on trends fast. Music, challenges, and formats change daily.
• Use vertical (9:16) full-screen video.
• Raw and real beats overproduced. Lean into humour, hacks, or storytelling.

Optimising for Mobile: A Must, Not a Maybe

With over 75% of global video views happening on mobile, thinking mobile-first is non-negotiable.

Mobile Video Tips:

• Design for sound off. Use captions or on-screen text.
• Hook them fast. Mobile viewers scroll quickly, so grab attention immediately.
• Test in-app. Always preview how your video looks on the actual platform.

Ready to Level-Up Your Video Strategy?

From full-scale campaigns to agile content repurposing, WOWVI Video helps brands create video content that works smarter, not just harder.

Based in Wakefield, West Yorkshire, our team of strategists, videographers, and editors know how to make every second count. Want to chat about how to optimise your content and get more from every platform?

Looking for more ways to use video in your marketing? Get in touch with our team at WOWVI Video and let’s chat about how we can help.