FACEBOOK Your videos should be no more than two minutes in length. Short videos that are fun and/or informative and are able to be easily understood without sound tend to be the best performers on Facebook. Keep in mind that videos on Facebook will autoplay without sound first, so be sure to include appealing visuals that will make sense whether or not the audio is on. It is better to upload your video directly to Facebook rather than including a YouTube link, as Facebook’s algorithm tends to prioritize native video content.

INSTAGRAM Your videos should be no more than 60 seconds in length, as that is the upper limit for what the platform will support. Data compiled by HubSpot suggests 30 seconds might be an ideal time frame, as Instagram videos that received the most comments typically averaged about 26 seconds in length. Time-lapse and back-and-forth looping videos are perennially popular on Instagram.

YOUTUBE For optimal engagement, keep your videos around the two-minute mark. As the preeminent digital video platform, YouTube lends itself to more in-depth content such as product demos, how-to tutorials, FAQ sessions, video blogs (vlogs), etc. Consider YouTube to be a “digital library” where you can store a repository of video content that can be organized into various playlists by topic.