Your 2022 Social Media Strategy Guide

January 4, 2022

Filed in: Marketing

Social media platforms are ever-changing –– and for those of us using those platforms to promote our businesses, that can be incredibly unnerving. But it doesn’t have to be –– that’s why we’re here to give you our social media strategy guide and break down the various channels, demonstrating how to best optimize your content for each one.


Social Media Strategy


Pulling Back The Curtain on Social Platform Video Optimization


Social media helps us feel connected to the people and brands we love. With real time conversations, connecting to their audience, and sharing authentic content ––  brands are “closer” to their consumers now more than ever. With this real connection comes a great responsibility for brands to understand their followers and communities –– and the specific platforms that they choose to engage and interact on.


Social Media Strategy For The Big 4


While “The Big Four” can mean different things to different people, for us that means: Facebook, Twitter, Instagram, and LinkedIn. Understanding the intricacies of the Big 4 and the ways people digest content on each one is essential to how you tell your stories and how you optimize your branded content.




Facebook is a digital marketplace, and the most popular social media platform with more than 1.84 billion users visiting the site on a daily basis –– and 65% of those users are under the age of 35. The platform is notorious for making the sharing of information so easy. Many brands rely on Facebook to interact with customers and create stronger relationships with them.


  • Most people use the platform on their mobile device (something you want to keep in mind when uploading video content!)
  • The most watched and well-performing videos are between 12 and 30 seconds in length
  • Live streaming is popular for grand openings or behind-the-scenes experiences (we can help with this, too!)
  • With Facebook, you’ll want to think more about growing your audience –– stay consistent with your branding and video campaigns and that will ultimately tie back to your company’s overarching goals




With over 1 billion monthly users, Instagram appeals to numerous audiences of all ages –– from influencers, to brands and advertisers, to people just like you and me. With so many using the platform, it’s fair to say your brand should be on Instagram, too.


  • Instagram allows you to publish both videos and photos — however, studies show that videos drive more engagement on the platform than static photos
  • 71% of the 1 billion users are under the age of 35
  • The “stories” feature was created to increase video usage (lasting 15 seconds and disappearing after 24 hours)
  • Videos uploaded to your feed can be up to 60 seconds; however, most videos get maximum views at around 30 seconds
  • You can also upload videos using IGTV where you can share video content that’s up to an hour long –– brands use this to answer customer FAQs, demonstrate product demos, share user-generated content, recurring shows or talk shows, and so much more





Calling itself “the world’s largest professional network,” Linkedin is a social media platform that can be ideal for marketing to your target audience. With 756 million members, and incredible reach in the United States, it’s the second most popular platform for B2B marketers.


  • 75% of business executives watch work-related videos every week
  • Uploaded videos can be up to 10 minutes long
  • Most effective creative strategies include explainer videos for complex concepts, company story videos, and thought leadership content, like blogs
  • 40 million people use LinkedIn to search for jobs each week, making recruitment one of the platforms specialties –– brands can use the platform to give users a taste of their personality as they work to acquire fitting talent
  • Brands along with individual users have increased their LinkedIn content to stay in touch with professional contacts and colleagues, especially post-pandemic and working remotely




192 million daily active users, makes Twitter one of the most popular, yet complex tools for marketers. But if brands take the time to understand the platform and its intricacies it can be well worth it for the platform’s reach. Brands will use Twitter to react, respond, and engage with their consumers (who are also engaging with them).


  • 77 % of Twitter users will have a better impression of a brand when they respond to a tweet
  • 63% of Twitter’s users are between the ages of 35 and 65
  • Teaser videos are the most popular on the platform
  • Maximum video length is 2 minutes and 20 seconds, but video content that is 30 to 45 seconds will get maximum viewership


New Kid on the Block: TikTok


During the global pandemic, TikTok took the social media world by storm, becoming a favorite platform for quarantine-ers looking for entertaining content all around the world. If you’re not on the platform you’ve probably still heard about it, and so have the 48% of U.S. adults between 18-29-years-old who use TikTok regularly. Think your brand should be considering TikTok? Check out our latest blog on all things TikTok here.



How We Can Help


Learning how to optimize content for multi-platform consumption can definitely take time. For us, it’s all about understanding your audience behaviors and then using that insight to create a social media strategy that will take your brand and your story to the next level.

We’re so ready to assist you on your next video project for multi-platform consumption. Let’s talk.

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