Video marketing is quickly become a major focus of savvy social media marketers. Why? Because videos get engagement, and engagement means more conversions, better relationships and greater brand awareness.

For instance, the average internet user spends 88 percent more time on websites with video. And when marketers included videos in their emails, they saw a 200 to 300 percent increase in click-through-rates.

Here are three ways to incorporate video into your social media marketing:

1. Keep it short

With over 300 hours of video uploaded every minute just to YouTube alone, consumers have little patience for lengthy, boring videos. They are living in a fast-paced digital world, and your brand better keep up.

When creating your video content, think in terms of “snapshots”: Give a teaser of a new product, a short demo of your software, or showcase creative ways customers can incorporate your product into their daily lives. In most cases, anything that’s over 5 minutes can probably be cut down to 1 or 2 with a little judicious editing.

While some content requires a longer form – like an in-depth webinar or interview – most of your video content should be snackable. If your customers can watch your entire video in a minute or two, they will be more likely to a) stick it out to the end of your video, b) engage further with your brand and c) share your content with their network.

2. Post to the right platforms

Should you use Vine or Instagram? YouTube or Facebook? All of the big social players (Google, Twitter, Facebook) have their respective video services (YouTube, Vine/Periscope, Instagram/Facebook Video), and others like Vimeo and Twitch are also potential candidates. But you can’t be everywhere!

Splashing your videos across all the platforms out there is a strategy doomed to fail. It will stretch your resources too thin, and the fact that Vine requires just 7 seconds while Vimeo typically hosts higher quality videos means that there really is no one-size-fits-all platform.

Your social video strategy should identify the platform(s) that your customers use, and focus on only these. You can then create video content that is perfectly tailored to your specific audience and to the requirements of the platform.

3. Make it sharable

92 percent of mobile video viewers share videos with each other. But if your video is tough to share – if it’s not posted to social platforms or it lacks social share buttons – you can bet even the most engaged viewer will get fed up trying to copy and paste the URL into a tweet. They’ll simply walk away.

Videos can be hugely successful for brands that focus not just on content and distribution, but also on reducing the barrier to sharing. Customers use a variety of platforms to connect with their friends, families and colleagues, so it is important that your video is just one click away from being shared on any platform from any device.