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Social media in 2021— It’s all about the video

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Multimedia content is a crucial tool in any business’ social media success. In recent years, social platforms provide the opportunity to share not only static photo and infographic content, but also animation videos and GIFs which can lead to higher engagement levels. It has been found that “organic video posts receive 38% more engagement than photos.” Incorporating multimedia into your social channels in such a busy online world can often feel overwhelming. Follow along as we break down best multimedia practices for key platforms used across the biotech space.

X (Fornerly Twitter)

Did you know X (Formerly Twitter) has 1.2 billion video views per day? In fact, tweets with video have ten times more engagement than those without. X (Formerly Twitter) is the perfect place to display your company’s persona, interact with your audience, and create engagement. Multimedia does not always have to be elaborate and complex. The following post LHS created for SIRION Biotech includes a subtle animation drawing attention to the name of the social campaign.

X (Formerly Twitter) videos perform best if they are 15-30 seconds in length and posted from 10am-1pm EDT on either Tuesday or Wednesday. For highest video quality, share your multimedia on X (Formerly Twitter) in an .MP4 format with any of the following dimensions: 1280 x 720 (landscape), 720 x 1280 (portrait), and 720 x 720 (square). Keep up with the most recent trends by posting story-driven animated videos or ultra-short brand videos to your X (Formerly Twitter) feed.


LinkedIn users are 20% more likely to reshare a video post on the platform compared to a static image or no image at all. More than 51% of video marketers have used LinkedIn video in their campaigns as preference for multimedia content continues to grow. Take note of the following post from Arena Pharmaceuticals, including a video slide bringing the post to life.

Make sure your LinkedIn post has an aspect ratio of 16:9 (landscape), 1:1 (square) or 9:16 (vertical) for correct display. The best time to post your video on LinkedIn is from 10am-12pm EDT on Wednesdays and for ideal exposure, make sure it is between 30 and 90 seconds. Share your multimedia post in an .MP4 format and keep an eye on the dimensions. A horizontal post should be 1080 x 1920 pixels and vertical posts should be 720 x 920 pixels for optimal quality.


YouTube, the most used video channel for video marketing, can give your multimedia posts key exposure among search engines and drive traffic to your website. YouTube is used by 55% of marketers, and users watch more than 1 billion hours of content each day. Take advantage of high viewership and for best results, post from 3pm-5pm EDT with post dimensions of 1280 x 720 (landscape), 720 x 1280 (portrait) and 720 x 720 (square).  Aim for a 2-minute video, formatted as an .MP4 file with a standard aspect ratio of 16:9.


There are a whopping 4 billion video views on Facebook each day. Use this platform’s paid video advertising to target your prospective audience and bolster your engagement. The ideal time to post multimedia to Facebook is between 2pm and 4pm EDT on any given weekday and on Saturdays. Make your video 2-3 minutes long and upload in either an .MP4 or .MOV format. For the best possible quality videos, use dimensions of 1280 x 720 pixels with an aspect ratio of 16:9 for horizontal posts and 9:16 for full portrait posts.

Tips for all Platforms

Although social posts need be tailored by platform, there are universal criteria across all social channels to gain optimum engagement and captivate your viewers.

Steer away from pushing a product or service on your audience and focus on establishing a case on why they should want the product or service.

Tell your story through your multimedia and aim to invoke a lasting emotional impression on your followers

Keep in mind that users respond better to actionable posts.

Consider using a call to action to lead viewers to next steps and more information.

Looking to expand your social media program to include more dynamic content? Contact us to learn how we can help you achieve your social media goals

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