Most social media managers know they must incorporate visual content into their plans.

Dynamic videos and video clips are increasingly becoming part of this strategy, too. Now, 81% of businesses use video as a marketing tool—up from 63% the previous year—according to HubSpot. With video content becoming an integral part of an organization’s overall marketing strategy, it’s more important than ever to make sure it’s executed seamlessly, professionally and in a way that will drive a return on investment.

Although the social media world is ever-changing and requires innovation and experimentation daily, social media managers and corporate video editors can keep in mind a few best practices to drive results, foster engagement and increase followers. Here are four for managing video content marketing for Avid’s LinkedIn, Facebook, Instagram and Twitter accounts:

Optimize for mobile.  Brightcove’s Global Video Index found 53% of global video views begin on smartphones and tablets, siphoning market share from desktop computers. On top of that, social media platforms have been redesigned to cater to mobile. Instagram, for instance, doesn’t make it easy for everyday users to upload content in its desktop version. CNET details how users can bypass this problem so they don’t have to transfer images from their computer to their phone. CNET notes Instagram’s adoption of a mobile-first mentality. Failing to optimize for mobile is a crucial misstep when you’re creating videos for social media channels. If you’re uploading content that’s suited only for horizontal versus square formats, followers probably won’t bother to watch it.

Read more: 4 tips to elevate videos for social media marketing