You will need to modify your content for different platforms. The audience on LinkedIn is very different from the audience on TikTok, and so on. Each audience will expect a different kind of video. Keep in mind your caption restrictions as well. For example, Instagram captions can be incredibly detailed in comparison to the tiny caption of a TikTok post.
“If you go on YouTube, you expect 30-minute videos. But if you get on Instagram and there’s a 30-minute IGTV video, you are most likely not going to be interested in that,” says Garcia. “Because when people go on Instagram, they want 30 seconds or less. And the same thing goes with TikTok.”
“I try to reuse as much as I can. But I have IGTV videos that are 15 minutes long that I can't publish to TikTok unless I do some significant editing. So that is something I think through when I shoot content,” says Dunlap. “I ask myself, ‘Where’s this going to go? What are my restrictions? And who is my audience?’ Instagram audiences skew more millennial. And TikTok is younger millennial into Gen Z.”
To keep your content appropriate for its platform, become familiar with the functionality of one video site at a time. “Focus on building one platform,” says Garcia. “And once you feel really, really comfortable with it, you can move on to the next.”