Video in Social Media: Hype, Reality, and Lessons Learned

Videos dominate social media, or so the story goes. Every year, we hear claims like, “This is the year of video!” But as Martin, a seasoned video producer and social media expert, humorously notes, we’ve been hearing this every year since 2014. While video undeniably holds massive potential, leveraging it effectively requires more than just jumping on trends—it calls for strategy, a clear understanding of platforms, and realistic expectations.

The Myth of Virality: What Drives Views?

Virality is the holy grail of video marketing, but as Martin candidly admits, its mechanics are elusive. In one instance, a LinkedIn™ video he created garnered over 40,000 views. At first glance, this seemed like a massive win. However, the engagement metrics told a different story: only about 40 reactions and a handful of comments.

Martin’s takeaway? Viral success often feels like a fluke. Reproducing it is difficult because algorithms on platforms like LinkedIn™ are opaque and unpredictable. This unpredictability contrasts sharply with YouTube’s more refined content-recommendation system, which Martin praises for its ability to align closely with viewer interests.

The Hidden Costs of Video Production

High-quality video content demands significant resources—time, creativity, and production skills. While platforms like TikTok and Instagram prioritize short, snappy clips, LinkedIn™ often lacks the archival nature that makes investing in video worthwhile.

As Martin points out, YouTube excels as both a content archive and a search engine. Videos created over a decade ago can still drive views and engagement today. LinkedIn™, on the other hand, tends to bury content quickly within its feed, limiting long-term ROI. For anyone starting with video, Martin’s advice is clear: establish a stable YouTube presence first. From there, you can repurpose and adapt content for other platforms, including LinkedIn™.

Format Matters: The 9:16 Debate

Vertical video (9:16 aspect ratio) has become the norm for Instagram, Facebook, TikTok, and even LinkedIn™ Shorts. But does this format work universally? According to Martin, the answer is nuanced.

While vertical videos are effective for capturing attention, especially on mobile devices, they demand a distinct approach. Tutorials, for example, may not translate well to this format without rethinking how information is delivered. Spectacle, simplicity, and immediacy—these are the pillars of successful short-form content. Videos need to provide quick wins, delivering value or entertainment in seconds to hook viewers.

LinkedIn™ vs. Other Platforms: Algorithm Woes

One recurring theme in Martin’s insights is LinkedIn’s™ algorithm, which often feels arbitrary. Unlike YouTube or TikTok, where content is quickly tailored to user preferences, LinkedIn™ feeds can feel mismatched. This randomness makes it harder for creators to build a consistent audience or rely on predictable performance metrics.

For marketers and creators, this underscores the importance of diversifying their video strategies across platforms. Relying solely on LinkedIn™ can be risky, given its ephemeral content lifecycle and unpredictable reach.

Key Takeaways for Video Success

• Start with a Strong Foundation: Invest in YouTube as a primary platform. Its search engine and evergreen content model make it ideal for long-term visibility. Other platforms can follow as secondary channels.
• Adapt Content to Each Platform: Short, engaging clips work well for LinkedIn™ and Instagram. But don’t try to force every piece of content into every format. Tailor your message and style to fit the platform’s strengths.
• Don’t Chase Virality: Viral videos are appealing but unreliable. Focus on consistent, high-quality content that resonates with your target audience instead.
• Balance Effort and ROI: Video production is resource-intensive. Prioritize platforms where your investment will pay off over time, like YouTube, before diving into ephemeral formats.
• Leverage Analytics: Use platform insights to refine your strategy. On LinkedIn™, track which types of videos drive engagement, and let that guide future efforts.

Video is not just the future of content—it’s a dominant force today. But creating impactful videos requires more than following trends or hoping for virality. By understanding the nuances of different platforms, balancing resources, and focusing on sustainable strategies, marketers and creators can maximize their impact without burning out.

Session Transcript (Excerpt)

Ritchie: A wonderful good morning and welcome to our livestream today. Hi Martin. Today, of course, we’re talking about video in various formats and forms on social media. Some believe it’s the ultimate format. On the other hand, when people say 2025 will be the year of video, it’s not exactly the first time we’ve heard that. What’s your take, Martin?

Martin: Well, 2014 was the year of video. 2015, 2016 … and so on. Honestly, every year is the year of video.

Ritchie: To be fair, the recent developments – specifically the rise of short video clips – have definitely given the topic a significant boost. It’s also become clear that when a video enters the viral feed, views and impressions increase rapidly. What do you think it takes to get into this elusive video feed?

Martin: Honestly, I have no idea. I managed to get into the viral feed once, which resulted in about 40,000 video views—a huge number for LinkedIn. However, the engagement was relatively low. I think there were around 40 likes and a few comments.

My face appeared 40,000 times in the feed—not a bad outcome.

Martin: I’ve tried to replicate it, but with no success. Maybe the content wasn’t good enough, or perhaps the audience on LinkedIn isn’t as interested in my niche.

Ritchie: You’re definitely not new to the internet or to video content. You’ve witnessed the rise of platforms like YouTube from the start, and even manage multiple YouTube channels. One point I often hear is that while there’s a lot of buzz around views, producing high-quality video content requires significant effort. Would you agree?

Martin: Absolutely. YouTube serves as both an archive and a search engine, which is something LinkedIn lacks entirely. My first YouTube videos from 2006 are still available and discoverable. If I were starting with video today, I’d focus on building a solid YouTube presence first.

A stable YouTube presence is the best foundation for content success.

Martin: That foundation could then be leveraged to create content for LinkedIn, though it would still require time and effort.

Ritchie: Speaking of time—it’s striking how ephemeral content feels on LinkedIn. Videos that take significant effort to produce disappear quickly from the feed. YouTube is a completely different story, isn’t it?

Martin: Absolutely. On LinkedIn, the algorithm often feels random. I get content unrelated to my interests. On platforms like YouTube or TikTok, content quickly aligns with your preferences.

LinkedIn feels random, while YouTube tailors content to your interests almost immediately.

Ritchie: What’s your take on the 9:16 format? Is it truly universal for platforms like Instagram, Facebook, and LinkedIn Shorts?

Martin: It works, but only to a certain extent. The content must be visually appealing and concise. I’ve tried converting tutorials into Shorts, but they often don’t work as intended. The tone needs to be more striking and direct.

Quick wins are essential to grab viewers’ attention immediately.

Martin: The challenge is that producing such content at scale takes a lot of time. For me, it’s not something I can sustain long-term, as I also need to focus on other tasks like conducting training sessions.

Ritchie: Thank you, Martin! That was very insightful. See you at the next livestream, and enjoy the rest of the holiday season!