Going beyond syndication
Syndication is a perfectly fine initial foundation for your social video strategy. Make a video for your website, then repurpose that video across all of your social networks! It's simple, and it doesn't require much extra work on your end. Syndication is superior to silence.
However, if you want your video content to really resonate, you're going to have to take it a step further and appeal to how people are using each specific network. Consider your goals for each platform, then ask yourself how videos made (or edited) specifically for that space can help you achieve those goals.
At Wistia, we've mostly experimented on Facebook, Twitter, Instagram, and YouTube. We're still learning and experimenting on every channel, but we hope you can apply these lessons across any platform!
Think of video as a starting point for conversations and connections across each network, and tailor your social video as you would any other social campaign. Rules are made to be broken, and social media is a great place to do things that don't scale on occasion—especially if it makes your audience really, really happy!