For the past 11 years, YouTube has been the bedrock of video sharing online. However, as the internet and social media have grown, more and more platforms have moved in to try and snatch YouTube’s crown.
In this blog I’m going to run through the top four video platforms currently available, tell you a bit more about them, as well as sharing some tips to help you make them work for your business.
We’ll start with the King – YouTube. YouTube’s dominance is so apparent that other platforms such as Twitter and LinkedIn (amongst several others) integrate its videos into their timelines, effectively stunting their own video hosting ability.
With more than a billion users, YouTube is the only current contender to Facebook when it comes to total reach. To understand how large their audience really is, YouTube reaches more 18-34 and 18-49 year-olds than any cable network in the U.S.
Strength: Integrated into nearly every website/social media platform, allowing you to drive traffic to your channel from practically everywhere.
Weakness: It’s NOISY! With more than 1 billion users, it’s hard to create original content that people will find organically.
Pro Tip: To help boost your subscriber numbers, promote your YouTube page on your other social media accounts with “?sub_confirmation=1” after your link. This will automatically invite people to subscribe to your channel. An example of this would be: https://www.youtube.com/channel/UCEc2O8BDGTMXEqnqWnMoeVQ?sub_confirmation=1
If you want to utilise YouTube for your company then start uploading useful content and share it on every social media platform you have – with one exception…
I always recommend uploading your videos directly to Facebook, rather than sharing a link to YouTube. Facebook’s algorithm ranks the posts you share and effectively decides who to show them to. Naturally, it prioritises videos that are uploaded directly so you’re likely to see a higher reach for those videos, compared to YouTube links. Facebook videos also auto-play, which is great if you have the ability to make a video that will engage someone in the first 3 seconds without sound. In short; if you’re producing quality and valuable content, Facebook will make sure people see your content. If not, then people will just carry on scrolling.
Strength: The ability to push your video out to the specific demographic that you are targeting means there’s very few wasted views.
Weakness: Without paying to boost your video post, Facebook will probably bury your upload at the bottom of people’s newsfeed.
Pro Tip: Subtitle your videos. Facebook auto-plays videos which is great, but without sound. So, unless someone actively un-mutes your video the message could be lost.
A great example of someone who has utilised Facebook Video really well for is Gary Vaynerchuk. Gary uploads 95% of his videos to both Facebook and YouTube but will upload several short clips from his interviews and speeches as a way to provide content for his followers.
Facebook’s (adopted) younger brother now has 400 million monthly users (we told you it’d age up!) and recently made the move to allow up to 60 seconds worth of video per post.
With the news that Instagram will follow in Facebook’s footsteps with the creation of business profiles, we imagine Instagram’s paid promotion set up will mirror Facebook’s very closely. If you’re still not convinced about video on Instagram, then check out @ZachLower. Whilst his posts are purely creative, they show how impressive well-constructed video can be, even within a 60-second time frame.
Strength: Video promotion via Instagram is still relatively new, so you have the opportunity to be early on this. If the business profiles are similar to Facebook’s current setup then you’ll also have the ability to carefully target your audience.
Weakness: Instagram is a hub of visually spectacular imagery so you’ll need to take time to make sure you present your business in the best way possible. The more up-to-date smartphones have very good cameras and the filters on the app can help to mask any cinematographic shortcomings you may have.
Again though, talent wins.
Remember how we said Instagram aged up? Guess what will be next…
Snapchat now has 150 million daily active users… Twitter has 140 million daily active users so it’s time to explore the platform!
What makes Snapchat different from the other three is that you can’t upload edited content. You shoot through your phone and you either upload or delete. You can add a limited amount of text, but that’s it so it’s much more honest and raw.
Strength: Each ‘snap’ story is time sensitive – it lasts 24 hours and then it’s gone forever. This means that audiences are far more engaged when on the platform.
Weakness: Building an audience is H.A.R.D. There’s no ‘discovery’ setup on the app except for adding people by username, snapcode (similar to a QR code), or by proximity. You have to actively cross-promote your account on other platforms.
I strongly recommend you take the time to explore this platform, it’ll age up quickly and if you wait too long you’ll get left behind.
Marketing these days is based around being present on where people’s attention currently is. Video, at the time of writing this blog, is where the attention is. It’s time for you all to start developing a strategy on how you will leverage people’s attention via video.