The world of online marketing is constantly changing, and it is important for business owners to remember that when you interact with your audience online, ‘short’ and ‘worthwhile’ are the two most valuable words. Video marketing is one of the most invaluable new forms of social media marketing.
There are currently 100 hours of video being uploaded to YouTube every minute, 5 tweets per second containing a Vine link, 150 million users on Instagram and 675 million people tuning in to watch Vimeo videos! That is a great deal of content and reach; you need to work on taking advantage of it for your own company.
Let’s take a look at each platform separately and discuss how you can best utilize each in an effective manner.
Vine is an app that thrives on short, creative bits of video content. The system is completely dependent on its users and is a very community-minded mobile application. It allows interaction between users and audiences, exclusively, to engage and bounce ideas back and forth.
Quick Tips for Vine Marketing
Think of the community: you need to keep a networking mind for this one; what would you want from a business when you interact with them? Engage with the site and participate not only in your own videos but those of key stakeholders.
Be creative but also be practical: people enjoy videos that are entertaining and useful to them, so you want to cater to these interests. Try a short how-to or demo of your product. Don’t just slip up a video of a product sitting there; get creative!
Make them want more; whether you decided to have an inspirational video, something funny, or anything in between, make them want more so they will come back and seek more of them.
Be real: by now you should know that social media requires that you have a real and natural tone to it. Don’t try too hard to sell your product and it will sell.
Pros of Vine:
- More creativity due to 6-second limit
- Launched in January of 2013; it's a new site so get in early
Cons of Vine:
- No filters
- Short length
Instagram is a platform similar to Vine and allows brands to advertise in a more traditional but technologically-friendly way with photographs and videos. According to Simply Measured, 59% of the world’s top brands are now active on the app. It is cost-effectivevery easy to use, so it helps you get the right exposure in a creative way.
Those on Instagram use hashtags in video and photo shares to promote their favourites. It also makes the content easily searchable with the keywords. Since content can be searched, brands can formulate a more specific setting for their fans to share photos.
Quick Tips for Instagram
Complete your profile: do not skip any of it and take advantage of linking to your other networks.
Interact: find other users who are talking about similar topics and comment. Show that you can make a wonderful interaction partner as well as promoting your own content.
Show off: yes, you should show off your products. Use the filters and have fun. Do not be a “car” salesmen while you're showing off, but let the pictures speak for themselves.
Use hashtags: Instagram search is only for hashtags, so if you don’t tag your content, it pretty much hits a dead-end beyond your followers.
Be personable: engage with users as actual people with personality and not the wizard behind the curtain. People want to connect with brands that seem human. If you are looking to get a glimpse of how businesses run their pages, check out this blog from Instagram designed for businesses like yours.
Pros of Instagram
- 15 Sec of videos
- Videos are editable
- Stabilization of shaky shots
Cons of Instagram
- No looping option
- No embedding capabilities
- Can’t add text within the app
Youtube is the world’s largest video sharing site and is Number 2 for search engines. With 100 hours of content being added every minute, the first thing you need to ask yourself is, will Youtube be the right fit for my brand?
Not the Right Fit
If your content is more product-focused and comes off as a sales presentation, Youtube is not going to be the best fit for you. Consider using a paid hosting service for that type of video. If you are only trying to build links to your pages, YouTube is also not the way to go. Embedded videos only connect back to the platform, not your website. Even if it is not the right fit, your company can still take advantage of YouTube advertising.
When it Will Work?
If your customers watch videos related to your field or love tutorials and you provide them, this is the right platform for you. In research done by comScore, 90% of online shoppers find brand videos helpful when making a purchasing decision, and 65% of consumers will visit a brand’s website after viewing a video to learn more.
As you can see, a lot depends on your industry and the content. Use what you feel is the best content for your brand to grow.
Quick Tips for Youtube
- Make sure you have quality content. Since YouTube is longer content, you need to make sure that your content is high quality. If you must, you can even team up with a professional. Make quality a priority.
- Use keywords. Be consistent with the keywords and make sure you place them in your video descriptions, tags, and titles to increase search results.
- Monitor content. Google is making a move to channel ranking and that means you want to make sure you are ahead of the curve. Monitor your content and see what is getting the best value and what you might be able to do without.
- Make sure you give a call to action at the end of your video!
Pros of Using Youtube
- Works cross-platform
- Great for SEO
- Always free
- Entertainment / Educational focus
Cons of Using Youtube
- Competitor can be in the related videos
There are many platforms across the web for you to place your social media content. The key is finding what will work best for you and utilizing it in the right way.
For more information on how to best use social media, download our free social media checklist by clicking the link below: