How to Choose the Right Video Marketing Platform for Your Brand

Human attention spans are getting shorter. Video marketing helps deliver messages more effectively in a shorter amount of time while also striking an emotional chord through visual and auditory storytelling elements not present in text. YouTube was the first popular video marketing platform with so many streamers online and up and coming. As the rate of use of YouTube has soared, many other platforms have started to latch onto the video trend and introduced their own version of video streaming. The idea of sharing videos in live time is effortless and lets audiences share in their experiences, making them feel more like friends than viewers.

Video platforms present opportunities for businesses to inspire, evoke emotions and appeal to the needs of their audience in a real and authentic way. Video content creates an immediate, authentic and real interaction between the audience and the brand, and it keeps them both connected in real-time. Trust still remains an important value for the consumer, so video is the perfect way to build trust and establish a connection.

Stats and Facts when it comes to video…

  • 4 times as many consumers would prefer to watch a product video, than read a product description
  • After watching a video, consumers are 64-85% more likely to make a purchase
  • By 2019, internet video traffic will account for 80% of all consumer internet traffic
  • Videos up to 2 minutes long get the most engagement
  • 50% of all videos are watched on a mobile device
  • YouTube reaches the 18-34 adult age bracket more so than network TV
  • More than 500 million hours of videos are watched on YouTube every day
  • Video content that is then shared on social media generates 1200% more shares than text & images generated

As a brand, this presents you with an opportunity to use video as an advantage, helping you to find new customers, build a loyal customer base and drive sales. Promoting your brand’s values, showing consumers what goes on behind the scenes, or showing how your brand positively impacts the planet, people or animals can be a real benefit to you.

So let’s find out more about the different video marketing platforms out there and hopefully you’ll find one that would work best for your brand.

YouTube

Based on traffic rankings, YouTube is the second most visited website, after Google, and is essentially another search engine.

Pros

  • The number of people using YouTube is huge, estimated to be around 1 billion, which is around 1/3rd of the total Internet users, so a wide audience will see your content.
  • It’s free so you don’t have to have a budget, making it perfect even for start-ups.
  • There is a huge audience that can be reached via YouTube so your videos almost become advertising opportunities to new or current consumers. You also have the option of advertising on videos that your target customer would watch.
  • Your video can be found in Google search, which means that your YouTube video might be able to rank where your website cannot, and that same YouTube video can drive traffic back to your website.

Cons

  • YouTube will always outrank your own website, so while people will be finding your videos, your video will also essentially drive traffic to YouTube at all times, which may push consumers away from your website.
  • There is so much competition on YouTube, that it is a fight just to be recognised while there are so many people on there, so it could be a struggle to get to the top of the search engine.
  • You are on a third-party platform so you don’t own your own data. What this means is that if YouTube closes down one day, your data will be lost, if you haven’t converted them into customers or at least have them signed up to your email list.

Facebook

Facebook is the most popular social media site, with over 2 billion users monthly, and over 42 million users in the UK.

Pros

  • Facebook makes it easy for people to react to your video with different emotions or feelings, which is what pushes your video higher up in newsfeeds. It also has the advantage of giving you direct feedback on your videos, so you know where to improve on next time.
  • The number of people using Facebook is huge, so your content has the potential to be viewed by a huge number of people.

Cons

  • Facebook’s algorithm controls what people see in their newsfeeds based on what they think people will enjoy. If your video is not deemed worthy enough then you may find very little interaction or views with your video.
  • Facebook only wants you to share your videos with other Facebook users, unlike YouTube, where you can view a video even if you are not a member, which means it could limit your audience, for those without a Facebook account.

Vimeo

Vimeo, similar in a way to YouTube, is popular for non-commercial video and with photographers or videographers. Vimeo attracts over 100 million users per month, which is around 1/10th of YouTube’s audience.

Pros

  • The number of people using Vimeo is different to YouTube, which isn’t always a bad thing, as it means less competition between videos and more chance of getting your videos viewed.
  • Unlike YouTube there are no video adverts, which increases the chance of the user watching your whole video, rather than getting distracted by ads.
  • Vimeo has the highest quality of video, giving a crystal clear quality, which gives a professional look, and most videos are now in HD.

Cons

  • It’s not free and the general package will cost a business £480 a year, so this may rule out businesses who can’t afford this.
  • There’s less traffic from Vimeo, when compared to YouTube, so inevitably you will get less traffic to your video, and from your video to your website.
  • Since Google own YouTube, a video from YouTube will almost certainly outrank a Vimeo video on Google search.

Instagram

Not too long ago, Instagram launched a video service – IGTV – in an attempt to rival YouTube, though the length of video varies from 10 minutes up to 1 hour. Different to video that is displayed on the feed, IGTV is a place for video that’s made for smartphones, with videos mainly vertical and in a similar format to IG stories.

Pros

  • Connects with your account so your followers will be notified of your video, and others will be able to find you, unless you are private.
  • Quick and easy to upload even for those who are not experienced with tech.
  • No adverts so users will not switch off.
  • There’s a large audience, up to 1 billion monthly active users per month, and is great for businesses that are trying to target the younger generation. 41% of global users are 24 years old or younger so popular with teens and Millennials.

Cons

  • IGTV needs to be filmed on your phone or uploaded from your camera roll and in vertical format.
  • There is a time limit, from 10-60 minutes, depending on your follower count, if your account is verified, etc. so there could be some limitations to what you can film.

I do hope that the highlights of the above video marketing platforms along with their pros and cons have given you more insight into each of the platforms and you have the information you need when choosing the right video marketing platform for your brand.

If you’re looking for more marketing inspiration, do check out the ‘marketing category‘ of my blog; and if there’s a topic you’d like me to cover, feel free to let me know in the comment box below.

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