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What’s the Best Platform for Social Media Video Marketing?


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Social media video marketing is an exceptional asset you can’t afford to neglect.

Simply put, few digital places are as optimized as social platforms for running a successful video strategy. That is, one that can effectively help you boost brand awareness, attract new prospects, engage your existing followers, and increase conversions.

However, as good as it may sound on paper, social media is a dynamic, ever-changing landscape, and every platform it’s a world in itself – with its own strengths, limitations, trends, and specific user preferences.

So, if you want to master the art of video marketing on social media, you should review and adjust your strategies according to that information. Or else, you might end up wasting a lot of time and effort.

And today, we’re here to help you with that!

In this article, we’ll explore some of the most relevant social platforms you can use to build your upcoming video strategy and grow your business. Hopefully helping you figure out the best one for your brand or strategy, and leave with some cool tips and tricks for them!

Best Social Channels for Social Video Marketing

When it comes to effective video strategies, some social platforms are a better fit than others – either because they were designed for sharing video content, the features they include, or the type of audience they attract.

Below, we’ve gathered the three major platforms that you should consider for running successful social media video marketing campaigns.

Video marketing guide for 2020

YouTube

With an unprecedented video library and more than 2 billion active users every month, including YouTube in your social media video marketing strategy is paramount if you want to build a solid online presence and enhance your efforts.

That said, you can use YouTube organically – that is, free – or with paid ads.

Using it for free means that you’ll have to create a channel to centralize all your video content and earn subscribers. Now, you’ll be competing against a lot of videos, creators, and brands, so optimizing your content is not an option.

Doing so will not only help its algorithm suggest your content but also improve your chances of being shown on Google search queries.

As far as advertising goes, YouTube offers different formats you can use in your social video marketing campaign, reach bigger audiences, and grow your channel more quickly, such as skippable ads and bumper video ads.

social media video marketing

Facebook

Facebook users (2.7 billion per month) love watching videos – Between video posts, Stories, ads, and lives, the social platform earn 8 billion average daily video views. We know – That’s a lot!

You can start by posting videos on your homepage so that your followers can like, comment, or share them. And even though Facebook’s organic reach is not as good as it used to be, sharing this type of content can help you make your brand more dynamic and attractive.

And speaking of which – Streaming Lives and sharing video Stories are some other excellent alternative that Facebook offers and can help you engage your audience and spice up your social media video marketing strategy on the platform!

Lastly, you can also use paid video advertising to improve your reach. For such purposes, Facebook provides different types of ads, multiple placements, and impressive targeting options you can use to customize your social video marketing campaign and meet all kinds of important goals, such as lead generation, increase traffic, or get store visits.

social media video marketing

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Instagram

Thanks to its visual-first approach to content and unique video tools, businesses of all sizes and from all industries are turning to Instagram to share branded videos, promote their products, and attract highly engaged prospects.

In terms of video possibilities, there’s plenty your brand can do. You can share (for free) up to one-minute pieces that will appear in your follower’s feed, upload longer pieces to your IGTV account, stream a live video, or create a Reel, the app’s latest addition.

Needless to say, though, that the platform’s shining star is Instagram Story. In fact, one-third of the most viewed Stories come from businesses. Explaining why the company is constantly adding new features – GIFS, stickers, music, polls, etc. – to make them even more interactive and appealing.

You can also use paid Instagram video adsStories, carousel ads, posts, IGTC, and every other existing format or placement on Instagram – to optimize your social media video marketing strategy and get even better results.social media video marketingSource

Enhancing Your Social Video Marketing Strategy on Each Platform – Strengths, Challenges & Trends

Ok, now that we know which are the best sites for social media video marketing, it’s time to understand how you can use them to get profitable results!

YouTube

Besides the fact that it’s a free hosting platform that’s literally designed for sharing, watching, and interacting with video content, here’s what else you should know about YouTube:

Pros

To begin with, YouTube’s diverse library is home to every type of video imaginable – music videos, vlogs, UGC, documentaries, tutorials, and more. So, no matter how specific your business or content might be, there’s a niche for it, and it’s reachable.

Time spent on YouTube is also very high – the average session time is over 40 minutes. This level of activity reflects how engaging the platform is. Hence, it’s the perfect ecosystem for connecting with a highly invested audience.

Also, thanks to its algorithms, YouTube videos’ lifespan is much longer than on other social platforms. As such, your pieces can continue garnering views for weeks and even months after you’ve posted it. Doubly so if you create evergreen content that can stay relevant for a long time.

Cons

Advertising on YouTube is effective but quite tricky if you’re not that familiar with it.

For starters, a major drawback is you can’t control where ads are going to show up. Meaning that they might end up appearing next to something relevant… or alongside content that has nothing to do with your brand’s identity and values.

Another challenge is the “Skip Ad” button, which allows viewers to skip an ad (shocking, I know!) only five seconds after it started. Evidently, that’s not a lot of time for hooking an audience and delivering your message, right?

So, music, tone, and how quickly you convey your message is going to define whether people watch your ad or not. You can always pay more for a 15-second ad that can’t be skipped, but that might annoy your audience.

Takeway

Given the platform’s nature, YouTube users are willing to discover new channels and even binge-watch content. Plus, people browsing the platform are also more prepared to consume longer videos, especially if they teach them something they didn’t know before.

For businesses, it’s a great chance to use YouTube as a video hub where you can share tutorials, industry-related educational videos, evergreen content, and explainers. Doing so will give your brand more exposure and help you build authority, and foster trust.

And if you choose to use paid advertising, remember that, more often than not, people will skip the ad the very moment they get the chance. So, front-load your video and use enticing visuals to give them a reason to keep watching the ad!

ebook: How to rank N1 on Youtube

Facebook

Facebook it’s the world’s largest social media platform, so let’s see how you can improve your social media video marketing strategy there!

Pros

One of Facebook’s major differentiators is its Audience Manager tool – which allows marketers to target many different types of audiences. For example, by interests, age, gender, income, hobbies, and so on.

Thanks to that, businesses can build super focused social media video marketing strategies that aim to the right people at the right place — ultimately optimizing their reach, engagement, and results. So, if you’re looking for precision, optimization, and response, Facebook does it all.

It also offers a fairly inexpensive cost per view ads. Mind you; this doesn’t necessarily translate into conversions. But still, if you have a low budget, video ads on Facebook might be the way to go. Just make sure to run A/B tests with different types of ads to see which offers better ROI.

Cons

The platform’s algorithm limits brand visibility – which means that a small percentage of people will see your posts. So, unless you pay Facebook ads to boost them, there’s a big chance that your content won’t organically reach your audience.

Also, Facebook videos autoplay on News Feed, and a view is logged when it plays for three seconds. So, you should look closely at your video metrics to figure out if people are actually watching your content and, therefore, your campaign’s delivering profitable results. You may have (seemingly) high view numbers, but your audience is not responding to your videos at all.

Takeaway

All things considered, Facebook has unparalleled targeting options that allow you to reach any demographic you want. As a result, a well-implemented social media video marketing strategy can help you attract highly qualified prospects and convert them more easily.

So, if you’re planning on investing part of your advertising budget on Facebook, we recommend analyzing your target audience’s interests so you can cater to them with the right content. Especially to quickly catch their attention and encourage them to find out more about your brand.

For example, how-to tutorials, inspirational pieces, behind-the-scenes content, and even live streams with experts or renowned people in your industry are all solid options.social media video marketing

Instagram

Instagram has shifted to a more video-centric type of social media platform in the last couple of years. Take a look at how you can make the most out of it to effectively promote your videos!

Pros

Instagram has truly turned into the accepted social media ecosystem for users to connect with brands, as it’s the go-to place that most people use to discover new products or content. And this is great news for companies that want to boost brand awareness and connect with prospects.

Mainly, this goes hand-in-hand with the platform’s non-intrusive form of video advertising. Basically, ads blend naturally into user’s feeds, offering brands an organic way to engage their target audiences without coming across as overly promotional.

The app also has Facebook’s targeting data and many features and distribution channels to develop and share enticing branded videos. So, altogether, marketers have at hand a great platform for showcasing their catalog in original and entertaining ways.

Cons

Even though it’s one of the most popular social apps, Instagram has a limited audience – mostly by people aged between 24 and 34 years. Clearly, this isn’t great for companies that either want to or have to target an older audience.

Plus, Instagram is a saturated landscape with an endless stream of stimuli, information, and content that quickly ends up buried. So, with such competition, cutting through the digital noise can be quite tricky and complex. At least if you don’t have the right video strategy!

Takeway

People on social media will only stop scrolling if something really catches their attention, especially on Instagram. So, if you want to be relevant, you’ll need to create short, creative, and impactful videos.

With that in mind, instead of pushing your prospects to make a purchase, you should focus on offering them content that encourages discovery. For example, tips and tricks videos, tutorials, and UGC are great choices, especially because they’re already a big hit on the platform!

Final Verdict

No matter what your business is or what industry you’re in, your brand needs to be on social media sharing awesome video content. As simple as that.

However, finding the “right” platform for your social media video marketing campaign is not an easy task. Each one comes with its own rules, changing trends, and specific dynamics. Not to mention that your target audience probably prefers using one social media platform over the others – something that you should take into account when outlining your social strategy.

So, you can start by following this guide and try to decide, based on what we’ve just learned, what’s the best social platform (or platforms) for your upcoming video campaign – that is, the one that fits best with your brand identity and overall goals!

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