Video now dominates online content, making up over 82% of all internet traffic—and that’s only growing. For brands and businesses, failing to integrate video into your social media marketing strategy means missing out on massive engagement, leads, and conversions.
To keep you ahead of the curve, here are our top five updated tips for crafting a powerful social media video strategy that gets results in 2025.
1. Define Clear Video Goals and Plan Ahead
Every successful video campaign starts with clear, measurable goals. Whether you want to build brand awareness, generate leads, or boost sales, define your objectives upfront to track success effectively.
Next, create a social video content calendar aligned with your business milestones, product launches, seasonal events, and audience habits. Planning ahead helps keep your video output consistent and relevant across channels.
Also consider leveraging AI-powered video tools that can help streamline content creation and personalise videos for different audience segments—making your planning and production even smarter.
2. Know Your Audience and Choose the Right Platforms
Understand who your audience is and where they spend their time. Different platforms cater to different demographics and viewing habits—TikTok thrives on short, creative clips aimed at Gen Z, while LinkedIn suits professional, longer-form content for B2B audiences.
Since most social video consumption happens on mobile devices, optimise your videos for vertical or square formats, quick load times, and always include captions to improve accessibility and engagement.
Additionally, explore emerging formats like shoppable videos and interactive content that are increasingly popular across social media, allowing audiences to engage directly with your brand through video.
3. Be Creative and Authentic
To cut through the endless content noise, your videos need to be original and emotionally engaging. Start with a strong story that authentically showcases your brand’s values and solves your audience’s problems.
Experiment with different formats—behind-the-scenes clips, user-generated content, live videos, and interactive polls or quizzes can boost engagement. Live streaming, for example, continues to grow as a powerful way to build community and create real-time interactions.
If you’re stuck on ideas, collaborating with professional video creators can inject fresh creativity and help you leverage advanced tools like AR filters or VR experiences to make your videos truly stand out.
4. Leverage Owned, Earned, and Paid Media
Maximise your video’s reach by promoting it across all three media types:
- Owned media: Share videos on your own social channels, website, and newsletters.
- Earned media: Collaborate with influencers or encourage user shares to boost organic reach.
- Paid media: Use targeted ads and boosted posts to amplify your content to the right audience.
Be sure to align your paid campaigns with your overall video goals for maximum ROI, and consider boosting short-form or interactive videos, which tend to perform exceptionally well in paid campaigns today.
5. Track Performance and Optimise Continuously
Set up robust analytics tools before launching your videos. Monitor key metrics like views, engagement rate, watch time, click-through rate, and conversion rate to understand what’s working.
Don’t just rely on numbers—use qualitative feedback and observations to spot trends. For example, videos with captions, interactive elements, or certain storytelling styles often perform best, so incorporate those elements into future content.
Regularly analyse your data, experiment with new formats, and refine your approach to stay ahead of evolving algorithms and audience preferences.
Final Thoughts
Social media video strategy is dynamic and requires ongoing learning and adaptation. Keep up with platform updates, emerging trends like short-form video dominance, AI-driven content personalisation, interactive and shoppable videos, and immersive AR/VR features to stay competitive.
Ready to elevate your social media video game? The We Know Video Production Sydney team is here to help craft tailored video strategies that grow your brand. Contact us today via the button!
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