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How do you share your video on social media?

A good video can open a lot of doors. But it only works if you distribute the video effectively. For example: there’s no point in creating a compelling promotional video and then only putting it on your website or YouTube channel. That won’t reach many new people. 

In order to reach new people, you need to use a different channel. If you decide to use social media, then there are a few factors that you need to consider. First you need a good caption to accompany your video. One that gets the reader to click the play button. One that is tailored to your target audience, and to the platform. Second you need to decide whether you want to give your post a (paid) boost or not.

1: Write a caption that gets clicks

On social media you are competing with a little bit of everything. Your post is but one small square in a long list of messages that your target audience is scrolling past at high speed. So getting their attention is key.

Our advice? Try to create a feeling of anticipation:

Do make sure that you can deliver on the expectation that you create. A clickbait post will get you lots of clicks but it will also damage your reputation.

2: Tailor your post to the channel

You might already know that it’s better to go native and upload your video directly to LinkedIn, Facebook or Instagram. This is because each of these channels gives priority to native videos over videos that are hosted on YouTube or other platforms. 

But going native is also the better option when it comes to copywriting: you need a caption that is tailored to the platform. 


LinkedIn is best suited for sharing professional expertise and experience. Make sure you keep it short and sweet though, because compared to other social media platforms the average user spends very little time on LinkedIn: less than two hours per week. 

That doesn’t mean you shouldn’t expect engagement from your connections. LinkedIn can be a great platform to start a conversation, if you write a caption that gets people to react. 

Tip: your chances of engagement are a lot higher during office hours.


Facebook might not be as young and hip as it used to be, but everyone and their grandma still has an account. And most users visit Facebook at least once a week. That’s a lot of people you could reach. 

What you do need to remember is that these people aren’t interested in a sales talk. Especially on Facebook it’s important that you write a caption that offers added value in some way. It could be an interesting fact, a stimulating teaser, a touch of humour (or way more than a touch) …    

Tip: Facebook is also a search engine. So think about the title of your video and make it easily findable in the Facebook search results.


Yes, Instagram still has a lot of holiday pics and foodporn. But there’s also room for brands to connect with their fans. Engagement with brands is ten times higher on Instagram than on Facebook. 60% of users even discover new products through the platform. 

But in order to reach all of these users, you need to make sure they find your post first. Enter: the hashtag. From popular hashtags like #instagood or #tbt to industry specific hashtags like #tech or #it. Or maybe even your own campaign specific hashtags: there are lots of possibilities. The most important part is that your hashtags are relevant for your content.

Tip: the only place you can put a clickable link is your bio. So why not use it for something more interesting than simply linking to your homepage?

3: Give your post a boost

You can strategize and plan as much as you want, but your video’s performance is not just dependent on you. The fate of your video is in the hands of the almighty algorithm. And the algorithm only cares about one thing: keeping every user on the platform as long as possible, by showing them engaging content. 

There is of course another option: you could run a paid campaign. Is that worth the money? Hard to say. A lot depends on your target audience, your goal, your message, and more. 

What is certain, is that a paid campaign will lead to quicker results. For a short campaign or promotion that aims to reach new people, it’s often the better choice. Organic content on the other hand is better for long term goals, like building trust with your clients or creating a reputation as an expert. 

If you do choose the organic route, don’t forget to get your network involved. The more people you can convince to share your video, the bigger the chance that the algorithm will pick it up. Good luck!

Any questions? Contact us.

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