Socialize Your Video Content

Written by Michael Axinn
Dog.jpgFor many marketers, video is an all-or-nothing proposition. A decisive expense that promises attention and big returns. The legacy of commercials, television, and movies leads many to think of video in big blocks. Meanwhile, the revolution in social media and digital video technology has given individuals the same ability to reach mass audiences as agencies, TV stations and film studios. And they are! According to Tubular Insights, individuals, or “influencers” as they like to say, account for 87% of Youtube views. For marketers to truly enjoy the benefits of this new landscape, they need to take some lessons from the individuals who now dominate online video. 

A Holistic Plan For Video Content 

Among the huge advantages online video offers is less formality and greater flexibility, so videos no longer have to conform to limitations of length, size or scheduling times. They can be minutely targeted to any number of different public or private audiences depending on your needs and goals. Facebook, YouTube, Instagram, Snapchat and Twitter now encompass everything from live and 360 video to videos that loop and disappear to high-quality, high-definition social videos in long or short formats (Hootsuite). A well-conceived plan allows marketers to reach different segments in a cost-effective manner by simultaneously producing and formatting video content for a range of different platforms. Your plan should also consider the distribution mechanisms and the audience demographics you can reasonably expect to find within each platform.

The Right Videos for Different Platforms 

Once you’ve truly explored these questions, you can begin to consider which video platforms and styles will best resonate your marketing message. Instead of the all-or-nothing Hail Mary plan with hopes of a viral success, think in multiples. An important event is an opportunity for live video but may also lend itself to TED-style talks that launch your speakers as thought-leaders, daily byte-sized snippets of wisdom for your Twitter followers, and disappearing Snapchat moments from the after-party. A product launch might include 360 hero shots of your ground-breaking gadget, a live-action or animated explainer video to demonstrate its inner workings, and a video FAQ series that anticipates customer questions. These videos can then be promoted via email, YouTube uploads embedded on blogs and websites and promoted through Adwords (which is like a media-buy only cheaper), Twitter tweets, Instragram posts, and Snapchat stories.

Influencer Model

influencervideo.jpgThe best individual video producers are able to build audiences by bringing freshness and authenticity and posting content on a steady and ongoing basis. They not only understand but often pioneer their chosen platforms with original content and formats. They also work within popular genres including sports, automotive, news, gaming, technology, entertainment, music and dance. Some marketers choose to underwrite successful influencers in sponsored content arrangements that allow them a share of the audience goodwill. Others take a page from the influencer model and create their own content, which works well when the subject matter aligns with the product they sell. What influencers teach us is that with over a billion hours of video watched daily on YouTube, viewership and customer loyalty is built over time with authentic and consistent video content. 

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