Here in part 2 of my two part video marketing series for Wishpond, I’m going to look at more advanced video marketing concepts. My first article looked exclusively at YouTube video marketing, and (as the 8,000 pound gorilla in the online video hosting world), you’re right to start there.
Today’s changing video marketing climate is happening due to the fact that a number of prominent online properties are seeing the enormity of video opportunities; and they’re tired of seeing it all go to YouTube.
This article looks at the nuances of each of these socially-driven video marketing opportunities so that you can understand how to better use them for your business.
YouTube leads: Who follows?
We all know that YouTube leads the pack by such a far margin it’s a wonder why anyone else bothers to join the race. With over 300 hours of video uploaded to YouTube every minute, and that video being shared all over social media, many online properties feel that they can cut a fair slice and keep people on their website.
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The way that things have been for a very long time is someone will create a video on YouTube, then share it across social media. People would watch the YouTube videos either in a player on the social media site or they’d go to YouTube and watch it. Either way, the content, and more importantly ad revenue, were YouTube’s for the taking.
Have you ever seen The Social Network? If so, how well do you think Zuckerberg is feeling about all this traffic leaving his website for another? My guess is ‘not good’ as there is now:
- His company, Facebook doing video hosting
- Facebook property, Instagram, adding video hosting in 2013
- The competition, Twitter, starting video hosting
- The growth of Vine’s unique video hosting
Not only that, but I’ve heard rumours that Pinterest may start hosting video themselves (especially after their recent release of “Cinematic Pin ads last week).
How are you, the new video marketer, suppose to take all this on? Let me break it down for you so that you can see the smaller nuances between the video styles on each platform.
How video is different on Facebook
The most unique thing about video on Facebook is how you can now include a video in the ‘About’ section of your business page. This appears on the left hand side of your Timeline when people visit your page. Check it out on the BBC News Facebook page:
The Featured Video, as they’re calling it, is another tool for Facebook video marketers that’s available only to them. This is a video under their ‘Video’ tab which is prominently placed to draw attention. Here’s the BBC Video tab:
- The About tab video can be used as an introduction to what your business is all about. Or, if you have the brand recognition of BBC News, a place to put videos that you think will keep people on your page for longer.
- The Featured video can be your latest video, or it can be the one that keeps on getting you views – run with the popular choice and watch your content take off!
Both are powerful tools in your video marketing because, let’s face it, even my momma’s on Facebook – but she never uses YouTube.
Twitter video hosting
With just 140 characters to make a point, Twitter marketers have been uploading video URLs, then directly embedding videos, in Tweets for years to increase brand engagement. Now they can upload videos directly through the Twitter app, rather than posting them to YouTube and moving them over to Twitter.
The second aspect of Twitter video marketing that is unique to the platform is Twitter’s recently acquired Periscope app. Periscope allows you to broadcast video live over Twitter, taking real advantage of Twitter’s real time marketing strengths:
Looping video opportunities on Vine and Instagram
Vine has had looping video since the beginning. Vine videos are (pretty much by definition) amateurish and low-budget (great for small businesses and marketing teams). Many marketers (like Converse, to the left) have latched onto this and created some great videos specifically for Vine’s looping video. I love this video as it captures your curiosity – “What exactly am I seeing here?”
The good news for video marketers is that Instagram videos now have this same feature. The value of videos that loop is in how it can really hammer home the brand message due to it being viewed over and over by one person.
But how do you get people to watch your looping video over and over again?