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Social Media Videos Do's & Don'ts

Understanding social media do's & don'ts

Social media videos are one of the most engaging content formats, and each platform has its own best practices to maximize reach and impact. Here are the latest best practices, along with do's and don'ts for major social media platforms like Instagram, TikTok, LinkedIn, YouTube, and Twitter.

General Best Practices for Social Media Videos

  • Front Load the Hook: Capture attention in the first 3-5 seconds. Social media users have short attention spans, so make those opening seconds count.
  • Use Eye-Catching Visuals: Ensure your visuals are vibrant, clear, and attention-grabbing to encourage users to stop scrolling and watch your content.
  • Add Branding Consistently: Include your brand's logo, colours, and fonts throughout the video. Consider adding a branded bumper at the end of all videos to reinforce brand recall.
  • Keep Videos Short and Engaging: The ideal length for social media videos varies by platform, but generally aim for 15-60 seconds. For longer-form content (like tutorials or storytelling), keep it within 2-3 minutes if possible.
  • Use Captions/Subtitles: Many users watch videos on mute, especially on mobile. Add captions to ensure your message gets across regardless of audio settings.
  • Include a Strong Call-to-Action (CTA): Make sure to add a clear CTA at the end of your video, such as “Follow us for more!” or “Click the link to learn more.”
Do's
  • Do create platform-specific content—adapt the format, length, and style based on the platform.
  • Do experiment with vertical and square videos as they are preferred on mobile devices.
  • Do use tools like Canva or Adobe Premiere Rush to easily create polished visuals.
Don'ts
  • Don't rely too heavily on stock footage—original content resonates better with audiences.
  • Don't add distracting audio—ensure music and sound effects complement rather than overpower the message.
  • Don't overwhelm the audience with too many text graphics—keep text minimal and strategic.

Platform-Specific Best Practices

Instagram

  • Length: Instagram Reels perform best when they’re 15-30 seconds long.
  • Format: Use a vertical (9:16) format for Reels and Stories to maximize screen space on mobile devices.
  • Engagement: Encourage interaction with stickers, polls, and questions in Stories.
Do's:
  • Do use trending music to increase the likelihood of being featured in the explore feed.
  • Do add hashtags to Reels to improve discoverability.
Don'ts:
  • Don't forget to add captions—Instagram users often view videos without sound.
  • Don't ignore Reels insights—use performance data to refine your content strategy.

TikTok

  • Length: Videos between 10-20 seconds tend to perform best, though TikTok allows up to 3 minutes.
  • Trends: Leverage trending audio and effects to increase chances of appearing on the For You Page.
  • Hook: Start with a strong hook in the first 2-3 seconds to keep viewers engaged.
Do's:
  • Do engage viewers by posing questions or starting challenges.
  • Do use the text-to-speech feature to make videos more inclusive.
Don'ts:
  • Don't overproduce TikTok videos—authenticity resonates more with the platform’s audience.
  • Don't forget to include a CTA that encourages engagement, such as asking viewers to like, share, or comment. 

LinkedIn

  • Length: Aim for videos of 30-90 seconds to convey your message while retaining professional attention.
  • Professional Focus: Keep the tone professional but engaging. Use storytelling to showcase insights, industry trends, or company culture.
  • Captions: Always include captions as many LinkedIn users watch videos in professional settings without sound.
Do's:
  • Do share thought leadership and educational content to position yourself as an industry expert.
  • Do tag relevant people or companies to extend your reach.
Don'ts:
  • Don't use overly casual language—keep it professional and relevant to your audience.
  • Don't create overly promotional videos—focus on delivering value.

YouTube

  • Length: YouTube videos can vary greatly, but tutorials and how-tos are often best kept between 7-15 minutes. Shorts should be 15-60 seconds.
  • Thumbnails: Design a compelling thumbnail with clear, bold text to attract clicks.
  • SEO: Use keywords in your title, description, and tags to improve discoverability.
Do's:
  • Do create playlists to keep viewers watching more of your content.
  • Do ask viewers to like, comment, and subscribe as a part of your CTA.
Don'ts:
  • Don't create clickbait titles or thumbnails that are misleading—this leads to high bounce rates and can hurt your channel’s credibility.
  • Don't ignore the importance of a structured introduction—hook viewers quickly and outline what they can expect.

Twitter

  • Length: Keep videos under 30 seconds for better engagement on a fast-moving platform.
  • Aspect Ratio: Use 1:1 (square) or 16:9 (landscape) for maximum compatibility.
  • Captions: Since Twitter autoplays videos on mute, always include captions.
Do's:
  • Do use eye-catching thumbnails and add subtitles.
  • Do pin important video tweets to the top of your profile for maximum visibility.
Don'ts:
  • Don't post videos without an attention-grabbing first frame—Twitter users scroll quickly.
  • Don't overload videos with hashtags—keep them focused to maintain clarity.

Common Video Mistakes to Avoid

  1. Not Optimizing for Mobile
    • Most users view social media on their phones. Videos should be formatted vertically (9:16) or square (1:1) to ensure they’re visually appealing on mobile devices.
  2. Ignoring Captions
    • Many users watch videos with the sound off. Neglecting captions can lead to a significant drop in engagement.
  3. Overproduction
    • While quality is important, authenticity is even more so. Don’t overproduce videos—raw, behind-the-scenes, and authentic content often outperforms highly polished videos.