In the age of Content Marketing, video is becoming an increasingly significant tool for digital marketers. The impact of video has been highlighted by social media analytics company Simply Measured’s research, which demonstrates that videos shared by brands on Instagram have twice the level of engagement as the brands’ Instagram photos.
Deciding to launch a video marketing campaign is the easy part. Selecting the distribution platforms and creating content to suit the preferences of the channel’s audience is more difficult.
To make this mine field a bit more manageable, I’ve detailed below the key points to consider when designing video content and advertising strategies for Instagram, Vine, YouTube, Facebook and Twitter
Video Content Marketing on Instagram
Where before, similarly to Vine, all content needed to be created in app, the newest version of Instagram allows users to upload pre-filmed content.
The maximum length of a video is 15 seconds. A seductive length for marketers that have 15-second TV ad content available. Be careful though, with many users of the platform having migrated over from Facebook due to there being “too many ads” on the now mother network, the community will have very strong feelings about brands trying to push products on them.
Many Instagram video watchers will be consuming your video on a phone when out in public and don’t necessarily want to have the sound turned on. Interviews or expert commentary is therefore not best suited to this channel. The Instagram audience is largely young (biased to the 18-29 group) and looking for something visually stimulating that they haven’t seen before – lifestyle and behind the scenes shots are popular.
Video Advertising on Instagram
At some point Facebook will want to monetise their new acquisition, but for now there is no advertising on Instagram.
Video Content Marketing on Vine
Their thunder stolen by Instagram’s release of video sharing capability, Vine has a much smaller audience than the aforementioned. With video clips restricted to six seconds, the focus is on how creatively makers can use that very short slot. So this is the channel for niche and quirky boundary pushing content. Videos are played on a loop once published, so concepts that get repeatedly funnier when viewed over and over do particularly well, as do clips that create magic-like optical illusions.
Currently users need to use the app to film the video, so this isn’t a platform for promoting content that’s already been filmed. As with Instagram, many watch the videos with sound turned off.
Video Advertising on Vine
There are currently no paid options, and the Vine community will at best ignore shameless advertising attempts.
Video Content Marketing on YouTube
The mother of video marketing opportunities is YouTube. Spoken commentary is very effective on YouTube, a channel where users are more inclined to go to watch presentations or go to for tips – which they find either by searching in Google or by searching directly within YouTube. An example of this is the mushrooming popularity of “how to” demonstrations by beauty bloggers on YouTube.
Video Advertising on YouTube
YouTube offers solutions for video advertising where you only pay if a user choses to watch the whole video without skipping.
Video Content Marketing on Facebook
Though Mark won’t admit it, with younger audiences migrating to the likes of Instagram, Facebook’s audience is slowly aging. This is great for marketers that want to target those over the age of 29. Aside from YouTube, the size of the Facebook community also makes it the next best platform for mass-market video distribution.
Video Advertising on Facebook
Facebook’s sponsored post advertising option allows the promotion of video posts, which benefit from Facebook’s granular ad targeting. The platform has also announced the imminent role out of a TV style advertising option “Addressable TV”, an attempt to take a slice of TV advertising budgets.
Video Content Marketing on Twitter
Videos created on YouTube, Vimeo, TwitVid, Flickr, Justin.TV and DeviantART can now be embedded “in stream” when shared using the Tweet button on one of the above platforms (rather than pasting the URL itself into Twitter). With Vine fully supporting Twitter Cards, Vine videos shared on Twitter will also be displayed right in your Twitter stream.
Twitter is a particularly popular channel for news, with the platform often presenting more up to date information than online news sites can keep up with. It’s not therefore surprising that videos of “news” events gain a lot of traction. Marketers can replicate this by sharing real time videos of news that’s relevant to their business.
Remember; Twitter and Vine are all about micro-blogging. So even if not filming your video on Vine, keep it as short and sweet as possible.
Video Advertising on Twitter
Twitter has proven it’s self to be a great TV watching buddy, and hero of the concept of the second screen. Advertisers that want to reach TV audiences without spending the big bucks are already using Twitter’s targeting which allows their sponsored Tweets to show up when users are using the platform during TV commercial breaks. Twitter is now trying to take even more TV marketing dollars having signed a deal to begin delivering social video ads built around Viacom’s most popular TV shows.
This post was written by Jennie Excell, Senior Campaign Manager at SEO Agency Make it Rain Ltd
Jennie is currently studying for her CIM Professional Diploma in Marketing with the Marketers’ Forum
Visit her Linked In profile here