#Socialmedia

Short or long form content
Formatting
SEO
Platforms
Campaigns
Captions

Build your content strategy to engage your community

Video content

Advertise your business, event or product with a short sharable videos.

Fireworks night promo @Bison Beach Bar, Brighton, UK.

Bison Beach Bar & Beak brewery product launch collab, Brighton, UK.

Social media ad campaign for Karin's boxing club.

Social media ad campaign for Sussex Access Maintenance.

Adapt orientation for each platform

Ensuring your content is formatted correctly for each platform helps to increase viewing enjoyment and viewing time.

Horizontal (landscape) orientation is well suited for long form content on platforms such as YouTube and LinkedIn.

Vertical (portrait) is much more suited to short form content on platforms such as Instagram, Facebook and TikTok.

Add captions to improve accessibility and SEO

Find out more about SEO

Adding captions improves SEO by allowing search engines to more easily identify the content of your video.

Much video content watched on social platforms is also watched on silent.

Embedding text is also an effective and creative way to ensure a message isn't missed.

Social media campaigns

This is an example of a ‘challenges faced’ social media photo campaign for IMA International, a training and consultancy organisation. It demonstrates how data can be used to make a targeted campaign, and more data can be used to analyse its success.

Before each participant signed up to a course, they were asked to complete a ‘learning needs assessment’ which included the question ‘what challenges do you face?’

This feedback was collaborated, and common themes and topics were identified and subsequently used to create relevant and personalised questions related to common problems faced in the sector. They were then shared related social media groups.

Furthermore UTM (Urchin Tracking Module) links were used in the posts to identify the Click-Through Rate (CTR) and the source of the traffic. Using Google Analytics, it was found there was a significant increase in traffic compared to generic adverts, and it showed which platforms worked better.

Social media facts

Video is now the primary medium across social platforms, commanding traffic, attention, and ROI.

Short-form formats (under 60 seconds) dominate engagement and are the preferred content type for both consumers and marketers.

Platforms each have strengths: YouTube for discovery, TikTok for rapid commerce integration, Instagram for social reach, and LinkedIn for B2B engagement.

Brands that ignore video—or fail to adapt formats like captions, vertical framing, and short storytelling—risk falling behind.

Top tip

One of the most useful tools for running social media campaigns

is the ability to schedule posts and although most platforms allow you to do this idividually, there are also tools available such as Hootsuite, "a social media management tool that brings scheduling, content creation, analytics, and social listening to one place."

Different types of content such as promotional, informational, educational and inspirational may benefit variably from scheduling, but for the ones that do, it’s provides reliability, consistency and is a big timesaver.