In the world of online marketing, visual media is a compelling tool of engagement. With so many video platforms now accessible, there are a multitude of channels to push your content out on.
But did you know so many brands are doing it wrong?
Facebook, Youtube, Vimeo, Snapchat…all of the platforms have different features and different user habits. The first mistake a brand makes? Creating a generic video to push across all of them.
If you’ve made a video and you’re sat thinking which platform to publish on – you’ve already gone wrong. Deciding on the platform for your video needs to happen in the earliest planning stages, before production even begins.
So which platform is best for your video strategy? And how can you adapt your idea to optimise each channel?
Previously the king of video, YouTube has seen its dynamics challenged, as social platforms became video platforms in recent years. Used by many as a streaming site, YouTube’s popularity is primarily aural. Music videos, podcasts and educational videos are most popular here.
Viewers are susceptible to clickbait headlines – so change your video title accordingly and prepare to watch the views rise! Similarly, a compelling thumbnail will draw the eye and prompt a click. Think about the icon you’re setting as your video clip still.
The short video life of Snapchat is what makes it so popular: for consumers it’s exciting and interesting. The biggest draw of Snapchat is that a user is oblivious to what content they’re getting when they open a video – so take advantage of this and surprise them.
Because of the nature of Snapchat some businesses may feel that their content is wasted – once it’s been opened it’s gone without the opportunity to promote it further. Combat this with a strategy to get your viewers talking about your brand. A good way to do this is to create a series of videos, with a storyline told over multiple snaps.
Almost a third of Facebook users are mobile exclusive – an important statistic to bear in mind when creating mobile content. If you’re producing a video advert it’s important to remember that with Facebook there’s only a 3-second delay before you skip – so your content needs to be captivating from the start.
Similar to Facebook, Twitter’s video content needs to grab the user from immediately or risk being scrolled past. One of Twitter’s most useful features is the ability to add a lead capture form to the video, requiring viewers to enter their details before continuing. This turns Twitter into an ideal platform for capturing lead generations.
Short videos and sequences are key here. If you have a longer video in mind, chop it down to the essentials, or release snippets and trailers teasing the longer version on your website. Instagram is perfect to use as lead generation for further content – and don’t be afraid to add in as many relevant hashtags as you can to increase exposure.
Livestreaming is a concept that brands are still struggling to adjust to. If you’re struggling to think of content ideas, think of ways you could be rewarding your followers. Livestreaming is ideal for giving viewers a ‘privileged view’ – it could be an event you’re hosting, a behind the scenes look, an exclusive interview, a peek inside your business headquarters…get creative and engage your audience.