While there’s no doubt that online video is a necessary component of any digital marketing strategy, it may still be tricky to navigate this platform. First, you need excellent video content. This is where your creativity will be very useful. You have to consider several factors such as emotional appeal, relevance, and narrative when encapsulating what your business is all about into a short video.
That’s not where the job ends, however. The next step is to determine where to put this video. This is as important as the content because no matter how much quality the clip has, the right viewers won’t be able to see it and you won’t get the result you want if it’s not published on the right platform.
There are various sites that provide a venue for businesses to launch their video marketing campaigns, including YouTube, Vine, Vimeo, Facebook, and Instagram. With such choices, it seems easy to decide where to put the content. However, it’s not as simple as that. You need to determine which platform suits your business in terms of target market and objectives. This way, you’re not wasting your resources. Instead, you’re making your target specific, which will bring in better results.
The first step to choosing the best video marketing platform for you is to understand your options.
This platform focuses more on quality than the number of shares, likes, or comments you can get. It’s a clean website that doesn’t have too many advertisements, removing any distractions to your audience. Vimeo is a good choice if you’re producing a high-quality video that you plan to host on your business website or blog. It allows you to upload lengthy and full-HD content.
In terms of audience, Vimeo caters to more “serious” people, meaning that those who go to this site have higher attention spans. They visit the site to watch quality videos. So, if your video requires a lot of customer attention, then this is where you can go.
YouTube is probably on top of any content marketer’s list when it comes to video marketing. With more 1 billion unique viewers every month, there’s not so much an issue with the pool of audience. Also, it focuses on search, meaning your video will likely be seen by your viewers. It works well with other platforms, too, including mobile, desktop, blog sites, and Facebook.
The challenge though is not to let your brand get lost in the noise. Since it’s a popular video marketing site, your competitors are in there, too. This could mean that your 2-minute video is going against dozens of similar content that tries to catch the customer’s attention.
The best thing about Facebook’s video platform is its social engagement. While YouTube focuses on search, Facebook banks on shares. This is why many videos uploaded on this site become viral. When your video becomes viral, it means that many people are talking about it, increasing your brand’s online presence and chance for conversions. Your target users didn’t just watch your video, they’re starting a discussion about it.
Instagram and Vine
These two platforms are quite similar but they also have differences. They both cater to snap videos that only last for seconds. Vine’s looping factor even makes the video look like GIFs. The difference between the two is the type of audience it has. Instagram has a wider audience base you can tap into while using flexible editing tools. Vine, on the other hand, has loyal followers who can increase your likes or shares twice as much as you can get from Instagram.
You don’t have to use all these video marketing platforms or limit yourself to just one. The key here is to understand each one’s pros and cons and to match them with your business goals and objectives. Hiring a video marketing company can also help you determine where to focus your campaign.
Choosing the Most Effective Video Platform for Your Content, Skyword.com
What is Video Marketing?, Wisegeek.com