Distributing short videos


Short form video has exploded recently. With faster 4G speeds, better cameras, and more storage on smartphones, videos have become popular on social media.

A modern parent expects visual storytelling from their school.

Visuals started to be included in posts to make them stand out. But now, everybody does it. Short video has almost become the new photo. Want to stand out? Try posting short videos.

Here are some of the main channels you can use:

As you can see, there are a lot of places you can distribute your short video. So look at the benefits of uploading video to each channel and use this mini-guide to help inform your decision.


Second largest search engine in the world. Biggest reach when it comes to video.
Short-form video is not native to YouTube - it was designed, and is being used, for longer form.

Share to YouTube if your video is over 1 minute.


Vine is designed for creating 6-second videos on mobile. So it is native for distributing short video.

The restrictive nature of Vine forces you to be creative with your posts. Which has led Vine to be popular with people who want quick entertainment.

Posts can easily be embedded into tweets, and websites to increase your reach.


Instagram has a huge audience of over 300 million people. It is a mobile-first platform, meaning it is designed to capture events through your smartphone.

There is a 15 second limit on videos.

Share artsy and indie photos to engage the Instagram crowd. Don’t put adverts, or text based content up.

Really impressed with how the Art department is using Time Lapse photography- super A Level piece by #GeorgiaClarke.

A video posted by bablakeofficial (@bablakeofficial) on


Facebook has the largest audience, second only to YouTube. But, it is not a video specific channel.

Facebook autoplays videos in a person’s feed. Though this is great for grabbing attention, it also inflates the number of views a video has had in Facebook Insights.

Facebook videos are for short-medium form video. No real purpose for Facebook videos - other than to be more of a competitor to YouTube.

Sharing videos on Facebook, from YouTube, creates a link post. This pulls through meta data from YouTube, and isn’t as effective or attention-grabbing as native Facebook video. Also means it requires more clicks to play the video.

Videos can be uploaded once they have already been taken. This allows you to capture moments and share them at the end of the day.

If you have time to upload videos to Facebook, then go for it. If not, share it to YouTube.


Twitter is naturally all about short storytelling. The strict limitations on Twitter enables you to share quick micro-content.

It has recently introduced video to tweets, with a 30 second limit.

Twitter owns Vine. The difference? Vine is a creative way to tell your story. Twitter is the real-time way to tell your story.


Mobile video is native to Snapchat. It allows you to capture a moment, as it is happening, and share it to your ‘story’. Your story is a collection of photos and videos capture with Snapchat in the past 24 hours.

There is a 10 second limit for each video but you can piece them together in your story.

Snapchat is more like the front of a postcard, where Twitter is the back.

Snapchat example from Mashable

Meerkat (NEW)

Meerkat is a live broadcasting platform that allows you to stream video through Twitter. It literally went live 6 days ago (that’s how quickly we react for you guys!).

The platform is all about sharing live stories. How can you get more real-time than that?!

Take a look at it and explore it. What do you think?

There are clear pros and cons for distributing short videos on particular channels. You can repurpose videos to work for each channel - but only if they work with the style of each channel.

Meerkat app

QUESTION OF THE DAY: If you could only upload your latest video to ONE channel, which would you choose and why? TWEET US: @intSchools

Social Media Training Day #SMTD15


We’re offering a social media day for school marketers to learn more about social media marketing. Come and join us on 28th April 2015 at Whittlebury Hall, Northamptonshire.

Learn about reach, social influence and the importance of your digital brand.