Introduction
The exponential surge of video marketing is a well-known phenomenon. According to a recent study conducted by Wyzowl, the usage of video as a marketing tool has witnessed an unprecedented 18% growth from 63% in 2017 to an astounding 81% presently. The reason for the success of video marketing is not obscure, as it’s an extremely efficacious method to establish a direct link with customers and propagate your brand. Nevertheless, with a multitude of video marketing platforms prevailing, it’s arduous to discern the one that perfectly aligns with your business objectives.
This comprehensive article aims to furnish an all-encompassing guide to the most prevalent video marketing platforms, including but not limited to, the likes of YouTube, Facebook, Snapchat, and Instagram. The primary objective is to facilitate businesses in selecting the ideal platform that caters to their unique marketing needs.
What Is Video Marketing And Why Is It Popular?
The phenomenon of video marketing is characterized by the deployment of videos to promote, endorse or publicize a brand, product or service. It comes as no surprise that this form of marketing has gained tremendous traction, considering videos’ unparalleled ability to connect with consumers and elevate brand awareness.
The reasons underpinning video marketing’s immense popularity are manifold. For one, videos are highly captivating, rendering them more efficacious than other modes of marketing, such as textual or visual means. Moreover, their shareability renders them incredibly viral, allowing them to permeate a vast audience with unparalleled expediency. Finally, given the global presence of social media, videos have become a prevalent form of content, which has significantly reinforced their appeal, rendering them all the more attractive to consumers.
Source: Biteable
The Different Types Of Video Marketing Platforms
There are several different types of video marketing platforms, each with its own set of features and benefits. Let us look below at some of the most discussed ones:
1. YouTube
The most widely embraced platform for video marketing is YouTube, which has obtained immense popularity among countless businesses as a means to broadcast their brand. YouTube’s all-encompassing appeal renders it a formidable platform for businesses of every magnitude, as its global presence affords videos an exceptional opportunity to reach a vast audience.
The downside of YouTube is that it’s more difficult to control who sees your videos, as they’re open to anyone with an internet connection. Additionally, YouTube ads can be intrusive and annoying, which can turn some viewers off.
Make most out of YoutTube Video Advertising for businesses
So, how can you make the most of YouTube for video advertising? Here are a few tips:
1. Make sure your videos are high quality
Ensuring that your videos exhibit an impeccable standard of quality is a pivotal aspect that governs whether someone would be inclined to watch them or not. It’s imperative that your videos are skillfully produced, edited, and radiate a positive image of your brand.
2. Take advantage of keywords
As YouTube operates as a search engine, integrating relevant keywords can significantly augment the visibility of your videos in search results. Imbue your titles and descriptions with the appropriate keywords while incorporating a call-to-action that clearly outlines what viewers should do after viewing your video.
3. Utilize Annotations
Annotations are an excellent technique to append call-to-actions, links, and other interactive elements to your videos. However, it’s imperative to use them in moderation as an abundance of annotations may impede the viewer’s experience and detract from the overall quality of the video.
4. Use Cards
Cards, on the other hand, are another efficient mechanism to enhance the interactive nature of your videos. They emerge on the screen and can be utilized to promote other videos, products, or links.
5. Take advantage of YouTube Analytics
Leveraging the potential of YouTube Analytics can prove to be a game-changer. It’s an invaluable tool that enables you to track the views, engagement, and audience retention of your videos. Analyzing these metrics can provide you with valuable insights on what’s working and what isn’t, empowering you to make informed decisions and improvise accordingly.
2. Facebook
As a video marketing platform, Facebook is an exceedingly prevalent choice, providing businesses with a veritable avenue to connect with their consumers and bolster their brand. By targeting specific audiences with video content, companies can expand their reach and engage with individuals who are most receptive to their messaging. Furthermore, Facebook’s sophisticated algorithm affords videos a heightened probability of being exposed to viewers who express an interest in them, thus amplifying their impact and effectiveness.
However, Facebook videos are less shareable than those on other platforms, such as YouTube. Additionally, Facebook has been known to censor certain types of content, which could limit the reach of your videos.
Make most out of Facebook Video Advertising for businesses
If you’re considering utilizing Facebook for your video advertising, here are a few tips to ensure that you make the most of this platform:
- Utilize the comprehensive and informative Facebook Insights tool to gain a profound understanding of your audience, and tailor your videos accordingly to cater to their preferences and needs.
- The general rule of thumb when it comes to video length is to keep it brief and succinct. Studies indicate that viewers are more inclined to watch videos in their entirety if they’re not excessively lengthy.
- Captivating and alluring thumbnails and titles can prove to be the deciding factor in whether a viewer clicks on your video or not. Ensure that your thumbnails and titles are appealing and resonate with your target audience.
- Facebook’s ad targeting options are a potent tool that can help you reach and engage with a highly specific audience that is most likely to be interested in your videos. Make the most of this feature to ensure that your videos reach the desired demographic.
- Calls to action (CTAs) are an excellent method to encourage viewers to take the next step, be it visiting your website, following you on social media, or engaging with your brand. Incorporate clear and concise CTAs that align with your business objectives and prompt viewers to take action.
3. Snapchat
The platform Snapchat has solidified its place as a prominent video marketing forum, renowned for its ephemeral content that fades into oblivion after a fleeting period. Though this characteristic might appear to be a drawback at first glance, the impermanence of videos on Snapchat can serve as an invaluable tool to cultivate a sense of urgency and incite viewers to watch your content with greater zeal.
Source: Finances Online
However, Snapchat’s limited reach means that it may not be the best platform for businesses that are looking to reach a wide audience. Additionally, the ephemeral nature of Snapchat videos can make it difficult to create long-term marketing campaigns.
Make most out of Snapchat Video Advertising for businesses
If you’re planning on utilizing Snapchat for your video marketing, here are a few tips to ensure that your videos are captivating and engaging:
1. Make sure your videos are interesting and engaging
Ensuring that your videos are not only intriguing but also maintain the viewer’s attention from start to finish is critical since Snapchat videos vanish within a few seconds.
2. Use creative filters and lenses
Snapchat’s innovative filters and lenses can help you create distinctive and eye-catching videos that will undoubtedly capture your audience’s attention.
3. Use Snapchat’s Story feature
Snapchat’s Story feature allows you to weave together multiple videos to create a comprehensive and engaging narrative that resonates with your target audience.
4. Partner with influencers
Partnering with influencers who have substantial followings can be an effective way to broaden your reach, given Snapchat’s restricted audience.
5. Use calls to action
Due to the brevity of Snapchat videos, it’s critical to include clear and concise calls to action that encourage viewers to take the desired action, such as visiting your website or following your brand on another social media platform.
Snapchat can be a great platform for businesses that are looking to connect with their customers in a fun and unique way. By following the tips above, you can make the most of Snapchat’s features and reach your marketing goals.
4. Instagram
Instagram, the esteemed video marketing platform, has garnered a wealth of popularity due to its visually-arresting content. Its potential to foster an intimate connection between businesses and their consumers renders it a formidable tool to elevate brand recognition and outreach to specific demographics. Moreover, Instagram’s sophisticated algorithm bolsters the efficacy of videos, increasing the likelihood that they will reach the intended audience and resonate with their interests.
Source: Kepios
However, Instagram videos are less shareable than those on other video marketing platforms, such as YouTube. Additionally, Instagram has been known to censor certain types of content, which could limit the reach of your videos, just like Facebook. Because, why not? Both are owned by the same company. But, don’t be disappointed, there are tricks up every sleeve to make magic happen.
Make most out of Instagram Video Advertising for businesses
Instagram is a great platform for video advertising, as it allows you to target specific audiences with your videos. Additionally, Instagram’s algorithm ensures that your videos are more likely to be seen by people who are interested in them.
To make the most out of Instagram video advertising for businesses, you should:
1. Create visually-appealing content that is relevant to your target audience
2. Use hashtags and other forms of targeting to ensure that your videos are seen by people who are interested in them.
3. Take advantage of Instagram’s Stories features to reach a wider audience.
4. Make sure to post your videos at times when your target audience is most active on the platform.
5. Use paid video advertising on Instagram to reach an even wider audience.
By following these tips, you can maximize the reach and impact of your video ads on Instagram.
Instagram Reels
Reels, an essential tool for small businesses, furnish a prodigious opportunity to expand their audience on Instagram. They are short, yet creative videos, with a maximum length of 15 seconds, that can be featured in the feed or as a story. Replete with boundless potential, they enable businesses to showcase their products or services in a captivating manner, providing a means to engage with consumers and procure new audiences through the Explore page.
Make most out of Instagram Reels for businesses
1. To optimize your use of Instagram Reels for video marketing, it’s important to craft short yet captivating videos that spotlight your products or services, as viewers are more likely to stay engaged throughout the duration of the content.
2. Additionally, utilizing targeted hashtags and other features to ensure that your Reels are visible to people who are likely to be interested in them can increase the effectiveness of your video marketing strategy.
3. Leveraging the power of Instagram’s Explore page can significantly expand your audience reach, allowing you to connect with potential customers beyond your immediate followers.
4. Additionally, strategically posting your Reels at peak activity times for your target audience can boost engagement rates and increase the likelihood of viewers taking action on your call-to-actions.
5. It’s also beneficial to experiment with various types of content and calls-to-action to determine what resonates most with your audience and drives the desired outcomes for your business.
6. Now, regularly analyzing your Reels’ analytics and making data-driven adjustments to your strategy is crucial for continued success and growth in your video marketing efforts on Instagram.
7. And finally, have fun with the process! Because, reels are a great way to show off your personality and connect with your audience on a more personal level.
Right now in 2023, Youtube and Instagram stand on the top as the world’s largest video-sharing platforms, and they are also one of the most popular ways for businesses to promote their products and services by using the reels feature. When properly used, you can make your business grow overnight.
5. Twitter
Who doesn’t know Twitter? It is all in the headlines these days with Elon Musk taking over the prestige organization. It is place that is known greatly for open discussions and short, concise content. It’s a great way to connect with customers and promote your brand, as it allows you to target specific audiences with your videos. Additionally, Twitter’s algorithm ensures that your videos are more likely to be seen by people who are interested in them.
Like any other platform, Twitter also has been known to censor certain types of content, however, with the new takeover, it is not as much as strict on rules like before, which could limit the reach of your videos.
1) The character limit
2) People are more likely to retweet than share
3) Videos are auto-played without sound
4) There’s no native video hosting and
5) You can’t upload videos longer than 140 seconds
Make most out of Twitter video advertising for businesses
The dynamic social media platform, Twitter, boasts an exceptional organic reach for videos, making it an effortless means for businesses to access a plethora of potential customers. The platform’s real-time nature renders videos exceedingly susceptible to viral propagation, furnishing an unparalleled opportunity to attain a larger audience with minimal exertion.
By leveraging Twitter, businesses can field customer queries, deliver product demonstrations, or impart behind-the-scenes footage, among other applications. The visual-centric approach adopted by Twitter enables videos to carve out a unique presence and convey messages in an immersive and engaging manner.
For businesses seeking to connect with consumers and augment brand recognition, Twitter provides an ideal platform for video marketing. With a vast and responsive audience, videos on Twitter can achieve unparalleled organic reach, transcending the performance of any other social media platform.
6. LinkedIn
LinkedIn, a widely platform among the professional video marketing platforms, is known for its corporate-themed content. It presents an excellent opportunity for businesses to connect with potential customers and showcase their brand through targeted video advertising. Besides, LinkedIn’s sophisticated algorithm ensures that your videos are visible to individuals who are interested in your brand, increasing your chances of reaching the right audience.
Make most out of LinkedIn video advertising for businesses
However, LinkedIn videos are less shareable because the platform isn’t as widely used as other social media sites. But there are several tricks to make the content shareable and these tricks will make sure that your LinkedIn content goes viral:
- Ensure that your titles incorporate relevant and compelling keywords that capture the essence of your content and pique the interest of your target audience.
- Your thumbnail image is the first impression your content makes, so optimize it with eye-catching visuals that accurately represent your content.
- Enhance your content with custom graphics that add visual appeal and communicate your message in a clear and concise way.
- Craft compelling headlines that entice viewers to click and explore your content further.
- Utilize hashtags to increase discoverability and help your content reach a broader audience.
- Maximize your exposure by cross-promoting your content across various social media platforms and leveraging your existing follower base.
- Repurpose your existing content to create fresh and engaging variations that cater to different platforms and audiences.
- Collaborate with other influencers to create mutually beneficial partnerships that expand your reach and enhance your credibility.
- Post your content at times that align with your audience’s online behavior and maximize visibility.
- Take advantage of video ads to promote your brand, increase engagement, and achieve your marketing goals.
7. TikTok
On our list next, TikTok, a well-known platform of other video marketing platforms among youth and young adults, has gained popularity for its distinctive, brief content. With its ability to target specific audiences, it’s an excellent way to engage with customers and promote your brand. Moreover, TikTok’s algorithm ensures that your videos will be seen by individuals who are interested in your products or services.
Make most out of TikTok video advertising for businesses
When leveraging TikTok for business, it’s essential to grasp the platform’s unique characteristics. Short and concise content reigns supreme on TikTok, which translates to videos that are no longer than a minute. In other words, you must communicate your message clearly and effectively in a brief amount of time.
Further, it’s critical to target the right audience with your videos. TikTok’s algorithm facilitates this, making it simple to identify and engage with specific audiences interested in your content.
Bear in mind, TikTok videos have a lower shareability rate than those found on other platforms. However, by following the above-mentioned strategies for LinkedIn, businesses can still create engaging, shareable content that generates success on the platform. After all, crafting content that is both engaging and shareable is vital for success on any platform, and TikTok is no exception.
8. Pinterest
Pinterest is a unique video marketing platform that’s famous for its visually-stunning content. It’s an exceptional opportunity for businesses to promote their brand and connect with customers, as it enables them to target specific audiences with their videos. Besides, Pinterest’s algorithm guarantees that your videos are more likely to be seen by people who are interested in them, thereby increasing your visibility.
Make most out of Pinterest video advertising for businesses
The crux of Pinterest video advertising lies in its unique features that set it apart from other platforms. First and foremost, Pinterest allows for longer videos up to 30 minutes in length, which is a great way to capture your audience’s attention and keep them engaged. However, to leverage the platform’s advantages, you need to keep in mind its distinctive features and functionality. Pinterest is all about visually-driven searches and the saving of images and videos that catch users’ eyes. Hence, your videos should be visually striking and engaging to attract users’ attention while they search for content.
One of Pinterest’s key features is its focus on long-term content, meaning your videos can have a longer lifespan on this platform compared to others. To ensure your videos get discovered, you need to optimize them for search by using relevant keywords, titles, and descriptions. You can also take advantage of Pinterest’s unique features like Pinterest Lens and Rich Pins to make your content stand out and get noticed by your audience.
Remember that Pinterest is primarily a visual platform, so your videos should be high-quality and attention-grabbing to effectively promote your brand. By crafting an engaging story and utilizing beautiful visuals, you can capture viewers’ attention and make your brand stand out on this popular video marketing platform.
It’s worth noting that while Pinterest is an excellent option for video marketing, there are other platforms to consider, such as Vimeo, Wistia, and Brightcove. It’s crucial to experiment with different platforms and find the ones that work best for your business. With the right video marketing strategy, you can leverage the unique features of Pinterest and reach new audiences, ultimately driving growth and success for your brand.
How to choose the best video marketing platform for your business?
There are several video marketing platforms emerging from everywhere all over the world with digital age in the trend. With so many options to choose from, how do you know which one is right for your business? Let us see, how:
1. Figure out your goals
Whether a video or a content, it is important to focus on your goals before you can choose one among the many video marketing platforms. You need to know what you want to achieve with your videos. Answers questions like, Are you looking to increase brand awareness? Drive traffic to your website? Boost sales? Once you know your goals, you’ll be able to choose a platform that can help you achieve them.
2. Consider your audience
Once you have choosen your goals, now there are different set of questions to answer to decide on your audience. The audience or the niche you decide on will help you to reach to the masses who are interested in your product, thus increasing sales. Therefore, ask yourself, Who are you trying to reach with your videos? Different video marketing platforms cater to different audiences, so it’s important to choose one that’s appropriate for your target market. For example, if you’re trying to reach millennials, Snapchat might be a good choice. But if you’re targeting baby boomers, Facebook would be a better option.
3. Decide what kind of content you want to create
Not all video marketing platforms are created in the same manner. Some are more preferred for creating short, snackable videos, while others are better for longer, in-depth content. Therefore, before you choose a platform, think about the kind of content you want to create and make sure the platform you choose can accommodate it.
4. Consider your budget
Video marketing platforms can be cheap, expensive, or even free, varying in range according to the features and the platform itself. If you’re on a tight budget, you’ll want to choose a platform that’s affordable but still provides all the features you need.
5. Compare platforms
Once you’ve considered all of the above factors, it’s time to start comparing video marketing platforms. Take a look at each one and see how they measure up in terms of price, features, audience, and content. Choose the one you would more want to focus on first and work up your way from there.
6. Try it out
Exploring various video marketing platforms to determine which is the best fit for your business can be quite a challenge. The trick is to give each platform a trial run by creating a few videos and analyzing their performance. If you are pleased with the outcomes, then you can continue using that platform. However, if you are unsatisfied with the results, it’s time to move on and try another platform.
The selection of a suitable video marketing platform can be challenging, depending on your desired outcomes, the time and budget available for your campaign, as well as the audience that you intend to target. But fear not, by following these tips, you will have narrowed down your options to only two or perhaps three platforms that are ideal for your business. So, give it a shot and see what works best for you!
The benefits of using video marketing platforms
There are a lot of benefits to using video marketing platforms. Here are just a few:
- Video marketing platforms have revolutionized the way businesses connect with their customers, making it easier than ever to promote your brand and stay ahead of the competition.
- By showcasing your products or services in high-quality videos, you can captivate your audience and give them a taste of what your brand has to offer.
- Building brand awareness has never been easier with the help of video marketing platforms. They offer the perfect platform to showcase your brand and tell your story to the world.
- With the ability to drive traffic to your website, video marketing platforms are a powerful tool for increasing your online visibility and boosting your search engine rankings.
- Looking to boost your sales? Video marketing platforms can help you do just that, by providing a visually engaging way to promote your products or services and persuade potential customers to make a purchase.
- Short, snackable videos are the perfect format for capturing your audience’s attention and delivering your message quickly and effectively.
- Reaching a wide audience has never been easier thanks to video marketing platforms, which allow you to share your videos across a variety of channels and reach potential customers around the world.
- With the ability to target specific audiences based on demographics, interests, and more, video marketing platforms provide a level of precision that is unmatched by other advertising methods.
- Engaging content is key to capturing your audience’s attention and keeping them interested in your brand. Video marketing platforms offer a wealth of tools and features to help you create dynamic, engaging content that will keep your audience coming back for more.
- Video marketing platforms provide a unique opportunity to connect with your customers on a personal level, by giving them an inside look at your brand and the people behind it. This can help build trust and loyalty among your audience, and create a strong emotional connection with your brand that will last for years to come.
Conclusion
There are wide array of video marketing platforms available in the market, and finding the right one for your business can be quite daunting. But fret not, for this article has got you covered with a comprehensive guide on the most popular video marketing platforms-YouTube, Facebook, Snapchat, and Instagram.
Each platform has its unique features and caters to a specific audience, making it crucial to choose the right one to yield favorable results. From Instagram’s visually-appealing content to Snapchat’s ephemeral nature, this guide will equip you with all the necessary information to make an informed decision.
So, what are you waiting for? Don’t waste any more time, start creating videos today and take your brand to new heights on the perfect video marketing platform.
And if you are looking for an agency that can help you with video marketing the best, look no further than 12 Channels! We offer a video production full-service that can help you with all aspects of your video marketing campaign, from ideation and strategy to production and distribution. Contact us today to learn more about what we can do for you.
