Video marketing has grown exponentially over the past few years to the point where today, the average online user watches 16 minutes of video ad content per month! YouTube alone has reported a 100% rise in mobile video consumption each year and a 60% rise in online viewing, while Facebook boasts 100 million hours a day watched by users.
This means two important things when marketing your business. One, posting high-quality, value-driven video is essential in order to compete with the deluge of visual content that is uploaded every day. And two, you’ll benefit from taking advantage of the various social media sites for posting your videos and reaching your audience wherever they are.
In order to make the most of your multi-platform video strategy – and those marketing dollars – you’ll want to customise your videos for each channel. Here is an overview of the essentials you should know to distribute your video content like a pro.
Micro Video Channels
First, there are the micro-videos, those short, espresso-like shots of visual marketing artistry. Don’t underestimate their small size. Micros are easily digested, making it easy to get across your business’s information quickly and effectively.
Snapchat was born and bred for visual media. It’s great for marketing your brand, especially if you target millennials, who the site is popular with. There is less competition than the more mainstream platforms and Snapchat already has more users than Twitter, with the average daily user spending 30 minutes a day on the app. This channel has demonstrated how powerful short, fleeting content can be. Keep your video to around ten seconds. Also, keep in mind one of the appeals of this site is that content isn’t always polished, which gives it a more authentic feel.
On this channel, a concise 60 seconds are allowed, although research shows short and sweet (around 15 seconds) is more effective. If you want to get a message across to your brand’s audience and can’t do it in a limited time, you can always post a shorter video, such as a montage, and then link to the full content on YouTube or even your website. Instagram is known for being aesthetically pleasing, with both photo and video content being creative and appealing (focusing on the style preferences of your target audience). This platform is best for telling your brand’s story visually.
Just when you thought the micros couldn’t get any shorter, Vine came along with the 6-second video bite. Less like an espresso, and more like a sip, your Vine video will feature just one frame and should be designed as a loop for continuous play. For those brands that can be really creative with these shorts, Vine is great for sparking social shares.
On Twitter, you can post videos up to 140 seconds long, although shorter may be a better option for this platform as Twitter users are generally accustomed to bite-sized, easily digestible content. Keep in mind that Twitter is often viewed on mobile, so you’ll want mobile-friendly videos and ensure that any text is big enough to see on a mobile phone. Twitter is ideal for posting newsy content.
Long-form video certainly isn't going out of vogue. Where short-form sites are great for sparking interest and telling a visual story, platforms that allow longer videos are where you can post those informative tutorials, insightful vlogs, live video streaming, and, well, anything.
You can post anything up to the platform’s 120 minute limit, although 90 seconds and up will receive a higher ranking in the site’s news feed. On Facebook, you have a lot of creative freedom, which can be overwhelming. Try to tailor your video to suit your audience. Keep in mind, native video outperforms YouTube links tremendously, and 85% of the content watched is done with the volume off! So, if you’ve got an essential message to get across, do it visually and with on-screen text.
YouTube is the first place that plenty of marketers post their videos, with many businesses still linking to their YouTube videos from other social media channels rather than publishing native content. Videos have a 15-minute default upper limit, although once you verify your channel you can have an almost infinitely long (12 hours) video. While shorter is often more effective on the other social media sites, on YouTube, going in-depth works. Be sure to take advantage of the CTA buttons you can embed in your videos.
Ready to create your video marketing masterpieces to share with your viewers and generate leads? Get in touch with us and we can help you create great video for your multi-platform strategy.