Content Marketing: Which Video Platform Should I Use and When?

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Video content is experiencing its prime as a promotional tool. Therefore, it is important to choose the right channel for each campaign, taking into account its characteristics and the target audience. Each platform has its own advantages, as shown below.

Facebook Live
According to Fidji Simo, director of Video Marketing for this social maldives b2b leads network, live streaming currently represents 20% of all video content. Furthermore, this transmission technique has grown fourfold over the last 12 months.

Facebook Live is a perfect choice for large-scale Content Marketing, for two main reasons:

-It reaches a much wider audience than any other platform, considering that the active audience of this network is about to reach 1.3 billion subscribers globally. This number represents a huge potential audience, who love everything that is visually attractive and interesting.

-In addition, the live streaming becomes part of the evergreen content of each page once it has concluded. This way, the public can enjoy those talks, conferences, tutorials, concerts or any other similar event again as many times as they wish.

Several brands have taken advantage of this technique, including BuzzFeed, Dunkin Donuts and Tastemade, whose live videos have attracted millions of viewers, according to information provided by Forbes.

Which video platform should I use and when?

Instagram
The social network, also owned by Mark Zuckerberg, has achieved enormous popularity among audiences of various ages thanks to the ease it provides for sharing photographs.

On the other hand, it also allows users to add ephemeral content and video clips of their social and family activities. Thus, Instagram is ideal for launching a Content Marketing campaign with the following characteristics:

-Short videos with direct but very effective messages. Companies like Adidas and Nintendo are a great example of how to use this type of resource.

-Campaigns with a warm and personal approach, since videos on this platform generally have much less production than those created for YouTube or Facebook.

-Live broadcasts with dynamic information, useful in a short time and with emphasis on the visual aspect of the message.




YouTube
Google has the ideal platform for Content Marketing using videos and its name has been quite well known since 2005. Indeed, YouTube provides enormous exposure thanks to the millions of users who connect every day to enjoy all kinds of information.

Therefore, it is recommended to use this platform to boost the strategy taking into account these factors:

-If you already have a large number of followers, it is best to host most of your video content on this page. You can then share it on Twitter, Facebook and many other media.

-If you are opening a new channel or have little experience on YouTube, the best way forward is to produce short, well-filmed, fun and perfectly optimized videos (good use of titles, links and keywords, among other elements).

-It is necessary to generate trust among the public of this network. Therefore, each video must contain fun and entertaining information, but at the same time completely authentic.

-It is valid to use good humor, but avoid bad taste or the use of frivolous and even ridiculous language and marketing techniques.

-The format is very important, so it is recommended to film the videos in high definition (720p or 1080p).



Snapchat
Even though this platform is quite young compared to the previous ones, it can be used in the following cases:

– For marketing strategies aimed at millennials, mainly.

-For the promotion of products using ephemeral content.

-In those campaigns focused on messages through simple formats.

-Content that shows unknown aspects of the brand to the user.



Vimeo
Like YouTube, Vimeo has been on the market for over a decade and continues to grow year after year. It can be used to complement the marketing strategy on any other platform:

-Their free account plan allows you to host up to 500 MB of data each week. This is more than enough for promoting short videos in HD format.

-Audiences that cannot be reached on Facebook or YouTube can be achieved through Vimeo.

-By having less content than other media, it allows users to locate what they are looking for more quickly.

-Likewise, netizens will avoid the 30-second advertisement before each clip, as happens on YouTube, something that can be annoying for many of them.



In summary
Video content marketing requires using the right platform for each objective. However, regardless of the channel used, the quality of the material must speak for itself through attractive and compelling messages.