One of my big successes at the Thomson Reuters Foundation was implementing an effective video strategy for Facebook. Previously the approach had been to upload the same videos to Facebook, Youtube and Vimeo, with very little differentiation. I overhauled this strategy, encouraging the team to completely re-edit our videos to shorter, punchier and more powerful versions.
We aimed for a more in-depth and personal tone than the most common explainer-type videos popular on Facebook. Once the new strategy was in place, we saw a jump in viewing figures of over 30x in just a few months.