Almost all marketers and owners know that video content is king and can do amazing things for your business. But not all video content is the same. Knowing the difference between pillar video content and social media video content is key to creating a winning strategy that grabs attention and keeps your audience coming back for more.


Pillar Video Content

Pillar video content is like the backbone of your video marketing efforts. Think of these foundational to your brand. They’re typically longer, packed with valuable information, and professionally put together. These videos can tell the stories of your business that offer real value to viewers.

Here’s what makes pillar video content stand out:

  1. Length and Depth: These videos can run anywhere from 2 to 5 minutes, sometimes even longer. They take the time to explore subjects in detail, offering rich insights and comprehensive knowledge.
  2. Production Quality: Expect high production values here. Pillar videos are carefully planned, scripted, and created with professional equipment and a lot of effort.
  3. Evergreen Content: These videos aren’t just one-hit wonders. They’re made to stay relevant for a long time, continuously providing viewers with real insights into your business. Think 5 years and more.
  4. Platform: You’ll usually find these on platforms that support longer content, like YouTube, Vimeo, and especially a brand’s own website. These platforms are great for discovering and watching in-depth videos.


The main goal of pillar video content is to build authority, earn trust, and deeply engage your audience. They’re the perfect place to showcase the passion that the people inside the company have about what they do. They’re the go-to resource people will keep coming back to, enhancing your brand’s credibility and expertise.

Social Media Video Content

On the flip side, social media video content is all about quick hits and instant engagement. These videos are shorter, snappier, and tailor-made for the fast-scrolling nature of social media platforms like LinkedIn, Instagram, Twitter, Facebook and TikTok.

Here’s what makes social media video content pop:

  1. Brevity: These videos are short and sweet, usually just a few seconds up to about 90 seconds long. They cater to the quick-browsing habits of social media users who want easily digestible content.
  2. Instant Engagement: The aim here is to grab attention fast, within the first few seconds. These videos are designed to be eye-catching and engaging to encourage likes, shares, and comments.
  3. Platform-Specific: Social media videos are optimized for the platform they’re on. Instagram Stories and Reels focus on vertical videos, while Twitter videos are concise and impactful.
  4. Trendy and Timely: These videos often tap into current trends, memes, and timely topics, making them highly shareable and relevant at the moment.
  5. Raw and authentic: While some social media videos can be highly-produced, adding simple, straight-from-your-phone-to-posting videos are a great way to get people to know the less formal side of your company and its people.

The main aim of social media video content is to drive quick interactions, boost brand visibility by staying top-of-mind, and take advantage of the viral potential of social networks.

In a nutshell, while both pillar video content and social media video content are essential, they serve different purposes. Pillar content builds long-term value and authority, while social media content drives quick engagement and visibility. Mastering both types can give your video marketing a powerful one-two punch, keeping your audience informed, entertained and engaged with your brand.

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