Video marketing has been with us as an industry for almost 80 years now. And in the last decade, it’s on more of a roll than ever. In 2018, 88% of marketers reported that video gave them a positive return on investment compared with 2015, when only 33% thought the same way.
This may be the result of improved understanding of how video marketing works, as well as the implementation of new techniques, and of course, the growth of social media platforms where videos can be promoted. Following video trends plays an important role, too – knowing what content is popular, how you can make use of that knowledge, and what you can do to increase your chances of success.
Here are five video platforms you can use to promote your brand, attract new customers, and even build a community.
YouTube was not the first online video platform on the internet, but it’s definitely the most successful one. Founded in 2005 as a startup, it has grown into a multi-billion corporation that generated $15 billion in revenue in 2019, representing almost 10% of Google’s profits.
YouTube is best-known for its abundance and variety of content. Many companies use YouTube as a platform for sharing software demos, how-to guides, product advertisements, and storytelling. As a self-employed marketer, you can best profit by setting up a blog on any topic that speaks to you – games, technology, lifestyle, travel, beauty industry – and earn commission via affiliate marketing and product placement. With the eclectic YouTube audience, you can easily find your niche and make a killing.
TikTok is the fastest growing app in the industry right now. It took only four years for the app to acquire more than one billion users, and its audience is increasing every day. Despite some controversy that resulted in TikTok being blocked in India (and its potential banning in the US), 800 million people still use it every day.
TikTok focuses on short looping clips that involve hashtag challenges, brand takeovers, and advertising campaigns. It is a great way to put your brand in the spotlight: take part in challenges, create branded filters and AR lenses, and send your videos viral. Bear in mind that people using the app are mostly teens and young adults, so make sure your content is age-appropriate.
It seems like Instagram has been here forever. It was launched in 2010 as a photo-sharing service, but it has turned into something much bigger. Instagram lets users upload photos and videos to their profile, as well as create stories – posts that disappear after 24 hours.
When Instagram TV (IGTV) was launched in 2018, it was expected to be a huge success and a serious competitor to YouTube. However, the original promise was not fulfilled and the service is gradually being phased out.
Instagram stories are what you, as a marketer, really need to pay attention to. You can use them to create ads, announce events, and post items that are relevant right here and now. This is the best way to share fast, topical news with your community.
Snapchat was the first app to use the stories feature. It is actually the essence of the service – users can see the content only for 24 hours, and then it disappears forever. From being a huge success in 2011, it is losing out to Instagram stories in 2020.
This means two things: 1) there are fewer users, 2) there is less competition between brands. If you have loyal customers and already have subscribers on Snapchat, you can continue marketing there. However, it may not be worth starting from scratch now.
You can use Snapchat to provide exclusive content to your customers that they won’t find anywhere else. It can be early access to games or software, behind-the-scenes, giveaways, or videos of this sort.
You may be surprised to find Zoom on the list, but it is currently one of the most popular video services. This app’s goal is different: it connects people from all around the world to discuss work and non-work topics. It has gained incredible popularity during the 2020 pandemic and doesn’t look like it will lose importance any time soon.
Depending on your business type, you can use Zoom to get in touch with your customers and organize webinars, product demos, and VIP events for your clients regardless of location.
However, all these platforms are meaningless without content. There are a lot of tools that can help you create memorable videos for your subscribers. You can use online services like Magisto to quickly overlay effects and titles on your video or create an ad using an Animoto customizable template.
Desktop programs like Movavi let you edit videos in a more advanced way: cut and join clips, use split screens, Chroma Key, and other special effects. Apps like InShot help you create slideshows and videos on your phone so that you can upload them to Instagram right away.
Take all of this into account, and you’re one step closer to successful brand promotion. Different audiences require different content, so make sure you’re adapting your videos to the demographics of the platforms where you post them.