Across various social platforms, video is consumers’ #1 favorite type of content. And, with good reason. When done right, video marketing can increase sales, reach new customers, and boost brand recognition and visibility. But, sharing the same video on all platforms won’t necessarily drive the same results.

So, how do you create video content that keeps your viewers engaged, and draws potential clients in? One effective way is tailoring your content to what your customers expect to see on each platform.

On Facebook, for example, consumers are checking for updates. Does your business have a new product launch, or an upcoming sale to announce? Facebook’s an effective platform to communicate this news with your current and prospective customers.

When scrolling through Instagram, on the other hand, users are looking for inspiration. For businesses, this is the ideal platform to share interesting quotes or stories paired with visually stunning imagery. Keep your Instagram followers engaged by sharing a weekly motivational video, or a testimonial quote video with customer reviews.

Twitter users expect to find their news and updates on the platform. So, it’s an opportunity to share something that’s happening now. Additionally, since Twitter posts are more ephemeral than posts on other platforms, sharing content in video format can help your posts stand out. That being said, remember to keep your Twitter videos on the shorter side.

Alternatively, on YouTube, longer video content is more successful. Since consumers on YouTube are looking to learn, educational video content is the obvious choice for this audience. To get more YouTube users engaging with your social videos and your brand in general, share a How-to video that shows customers and potential clients how to use your product or service.

Want more platform-specific tips and trends? The team at Animoto compiled some key insights to help you identify what your audience wants, to maximize your success with video on social media. Check out the infographic below to see more on the types of videos consumers prefer on Facebook, Instagram, YouTube, and Twitter, along with the top features viewers are drawn to.