Video Content Amplification strategies on Instagram, YouTube, and LinkedIn

Kishor Barua, director at Pitchfork Partners Strategic Consulting feels Instagram and YouTube doesn't resonate for B2B content.

Barua explains, "For B2B firms, LinkedIn is often the primary focus, while B2C benefit from a mix of social media channels to reach their broader audience. 

We've often advised B2B firms to use YouTube as a video repository-building tool more than a platform to drive engagement with their varied relationship sets. 

We see immense potential in LinkedIn's reel feature as well, while it is in its nascent stage we foresee it being an integral part of any brand or an individual's long-term visibility goals."

Ideal Length of Videos?

Attention spans have dwindled significantly, more so in the post-COVID world. Bite-sized content running anywhere between 30 and 50 seconds is working best for brands across sectors and channels. For lifestyle and travel beats ~ considering these industries lean more towards the general interest of the masses, viewers are open to indulging in 10-15mins explainer or review videos.

We have also expanded their offerings to paid media amplification which essentially entails all efforts needed to ensure a wider reach for the content on these social channels."

The engagement our B2B clients require is predominantly found on LinkedIn, and for some, Twitter as well", shares Ajit Menon, associate director - digital media & Events, P4C.

"This preference stems from the nature of the content we amplify, which is mostly educational, informative or topical and aimed at leadership positioning for our clients", adds Menon.

Elaborating on the use of Instagram by B2B, Menon says "When it comes to Instagram, we've observed that B2B clients tend to use it mainly for sharing employee engagement activities and festive posts. The engagement for these posts often comes organically from employees resharing the content, rather than through paid amplification."

Yasin Hamidani, director, of Media Care Brand Solutions, explains, "From an agency point of view we primarily use Instagram for content amplification. Instagram helps us reach a younger, highly engaged audience through reels, case studies, funny memes and stories, Instagram as a platform amplifies reach and fosters brand awareness effectively. 

Short, visually engaging videos (15-60 seconds) work best, especially in sectors like lifestyle, travel, beauty, fashion and health. Instagram Reels and Stories are ideal for quick tips, behind-the-scenes content, and aspirational posts."

Hamidani adds, "On YouTube, longer, in-depth videos (5-20 minutes) perform well, particularly for business, health, travel and educational content. Tutorials, vlogs, interviews, and reviews work well on this platform due to YouTube's SEO potential and ability to engage users for extended periods.
Both platforms cater to different stages of the customer journey, with Instagram focusing on quick engagement and YouTube on deeper exploration."

Prashant KN, associate creative director at Popkorn Creative Agency (a part of V360 Group) points out that, "The video length that I consume is 30 seconds max. I just skip it more than this. Travel content provides a refreshing perspective, offering inspiration and ideas that I can incorporate into my creative projects. Business content is equally vital as it keeps me informed about the evolving landscape of the industry. 

Additionally, I appreciate the role of meme communities on these platforms. They provide entertainment throughout the day, but they also reflect deeper societal and cultural nuances. Understanding these memes requires a certain level of "meme IQ," which is the ability to grasp the subtle meanings and humour embedded within them."

For Nidhi Sabbarwal - director PRtainment Media & Communications PL., "Instagram is my go-to platform. I generate content primarily around parenting, lifestyle, and even make-up. Through reels, I create short and crisp stories about my day-to-day life which can instantly grab the audience's attention. 

Meanwhile, YouTube is where I dive deeper, it’s the platform where I create detailed videos on tips on keeping a newborn safe and healthy, skincare routines and lifestyle-related videos. I love the space YouTube gives me to tell more detailed stories. 

One of my favourite strategies is blending the two platforms: I use energetic Instagram reels to spark interest and then follow up with more in-depth YouTube videos. This way, I can keep my audience entertained with bite-sized moments while still delivering longer, meaningful content. It’s a perfect balance that keeps people coming back for more.”

Instagram creator Brinda Shah explains, "The platform’s focus on visuals aligns well with the kind of lifestyle, travel and fashion content I create, allowing me to amplify my message effectively. 

Plus, Instagram’s algorithm helps reach a broader audience when the content resonates, making it a great tool for organic growth and brand partnerships."