Q: What is the best tool for creating videos that I can edit and share across different social media platforms?

A: In the ever-evolving field of social media, video has become the darling of the moment. As for what is the best video platform, there unfortunately isn’t a one-size-fitsall tool. You need to find one that best meets your business goal. Here are a few tips to help get you started.

1. Decide if video is the best option for your business needs.

For most people, video, along with the other trends, is expensive and time consuming. Creating daily or weekly video content requires a huge amount of time and effort – not to mention a fair amount of money, and a lot of creativity. Yet, rarely nets the results needed to justify the time, cost and effort, especially for small businesses. Therefore, you need to ensure that your social media and business goals are best met through the tools you are choosing. The platform shouldn’t inform your decision. Your needs inform your decision.

2. Determine your preferred video style.

There are a few different styles of video you can post online:

Unedited: Video content as see on platforms like Instagram Stories, Snapchat or Facebook Live where the video is created fast, on the fly and often in short “sugar bursts” of content. Generally, these videos are not edited and are shot using a smart phone.

Semi-edited: This is video content that you can shoot and edit on your own using tools like the very simple to use Microsoft Movie Maker or Apple’s iMovie – both of which come free with your computer or other Paid Ones.

Professional: This is video content that is lit, edited and shot by a professional. You can often save yourself time and money by using a freelancer or finding students who are looking to take on a project for their portfolio at no cost. As a result, you’ll get high- quality video at a lower price point.

3. Choose the goals of your video

There are a myriad of goals that you could have for your business that involve creating video content. Given that, the below is a sampling of these goals and recommendations on the best video platforms for achieving them:

Goal: drive sales

If your goal is to drive sales from video there are a few questions to consider when choosing the “best” platform: who is your audience, where are you currently the most active and what is your video style? First, you’ll want to choose the platforms that have your most active consumers. From those platforms you’ll want to select which one hasthe best video style that aligns with the video your brand wants to create. Finally, you’ll want to create a video that drives people to a sales landing page.

Alternatively, you could increase your customer scope by going to a platform where you have a few amount of current followers but a big potential for new followers and build your video content there.

Goal: increase brand awareness

If your goal is to increase brand awareness, the best platform will be one where you have a strong pool of potential customers, where your video style is a match for those most popular there and where you can put paid advertising behind promotion.

Ultimately, videos that are not promoted, unless they have the best content you have ever seen, will rarely get seen outside your brand page.

Goal: social media channel growth

If your goal is social media channel growth, I’d argue that the best video platform right now is probably Facebook Watch. Facebook is putting a premium on brands that are creating sticky video content and ensuring that they show up higher in the Facebook feeds of page followers. If growth on Facebook is not a priority, you’ll want to look towards the channels that have the biggest following in your customer base and create the type of video content that is shareable on those channels. For something like LinkedIn, this would be video that has numbered tips on how to do something related to business or some other “news you can use” content. When you’ve examined your business goals and your brand personality/style the answer comes that there is no best platform for video. There is no best advice for where to place your video. Instead, the best social media advice, I or any other expert can give you, is to get very crisp on your business goals. Use those to inform your social media goals and then pick the tactics and platforms that will best help you to achieve those goals.

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