The rise of social media has brought about a lot of changes and innovation to how we – marketers and consumers, alike – perceive marketing. What used to be just considering the demographics of your target market for traditional marketing has become a complex process, now that social media and mobile usage have a correlation to each other.
Now, with the rise of social media and mobile, we have to take note of your target market’s psychographic, buying power, social media preferences, etc. With that said, there really isn’t a definite be-all-end-all social media platform to upload your videos for marketing purposes. Every video marketing campaign has a different goal and every social media platform has a different take to promoting and sharing video content to its users.
To further explain to you why every social media platform is different and how they differ, we’ve compiled some of the biggest social media platforms which enables videos for marketing.
YouTube remains to be the world’s undisputed video search engine with almost 5 billion views everyday.  Even big brands, companies and influencers have taken to YouTube to promote their brands, products, services and content for the platform’s 1.3 billion users worldwide.
For many, YouTube serves as the medium for the discovery of brands, products, influencers and viral content. This makes YouTube an excellent jump off point for most campaign launches.
Uploading and optimising your videos for YouTube enables you to easily embed your videos to your website, landing page and even emails. Couple that with great content and you get yourself a video that easily searchable across search engines.
YouTube Video Marketing Best Practices:
- Carefully research and curate keywords to grow your channel subscribers and video views.
- Make use of highly targeted keywords and tags to your video description for SEO ranking.
- Make use of high resolution videos. 1080p HD is the best, but you can also make do with 720p format.
- Add captions and subtitles to your videos to gather more views.
- Make sure the first 3 – 10 seconds of your videos command the attention of your viewers.
Almost everyone who has access to the internet has a Facebook account. If you’re one to check your account on regular basis, then you must have noticed how prevalent video shares are in your newsfeed. Unless you’ve been living under a rock, you’ve probably shared a number of videos on Facebook yourself.
Now, think back on why you shared that video. Was it because it was fun? Informative? Emotional? Educational? Funny? It can be all of that. The psychology of that is because sharing that video could be akin to a digital nod of agreement, a way to express our opinions and reference the video, to express empathy, to get the word out to share and campaign causes that matter to us or to simply share it because we find it interesting.
If you’re a marketer, you would have to take advantage of the psychology behind the users’ likes, comments and shares. You would have to consider that videos that evokes the user’s emotions are those that work best with this platform. It’s also good to consider that Live videos have also been used for marketing purposes and you need in on that, as well.
Let’s also take note that Facebook enables us to serve videos through ads highly-targeting markets and potential customers using interests, age, location, and other more advanced targeting options.
Facebook Video Marketing Best Practices
- Make use of high resolution videos. 1080p HD with aspect ratio 16:9 is best, but you can also make do with 720p format with aspect ratio of 16:9.
- Add a catchy and compelling headline for your video.
- Create and add captions to your video.
- Use a square format for your video to account for mobile views.
Twitter is another highly-engaging platform that is an excellent venue for a more personal or one-on-one relationship between brands and their market. With that said, Twitter has silently but surely made its to way to becoming another highly-effective medium to publish marketing video content.
Twitter Video Marketing Best Practices:
- Think humanised videos. Twitter users take more to videos with people in it.
- Create content with your video that tells a story.
- Twitter supports mp4 and mov files.
- Entertaining videos are more likely to be shared in Twitter.
Instagram has taken the social sharing of visual content by storm. It is arguably one of the most used platforms to post, promote and share photos and videos. In Australia alone, Instagram enjoys 9 million active users.
And with the introduction of Instagram Stories to the mix, brands, marketers and influencers alike have scrambled to take advantage of this feature for marketing and promotional purposes in the bid to stay relevant to their market.
Instagram Video Marketing Best Practices:
- Optimise your posts with captions and hashtags.
- Remember that Instagram requires users to tap the video for sound. Consider no-sound videos for your marketing content.
- Use the square format for your videos.
- Instagram accounts with quality content tend to have more followers. Consider this when creating your videos.
- Create a fun take on your photos by introducing behind the scene takes and videos through your Instagram Stories for a laid-back and more human appeal.
Another popular social media platform is SnapChat with its ability to send snaps and videos to targeted users. SnapChat even enjoys about 4 million users in the Australian market,  which is mostly made up of the younger population.
What sets SnapChat apart from other platforms is that for most of its younger users, it has become a premier medium for communication and therefore makes an excellent venue for brands and influencers to promote.
SnapChat Video Marketing Best Practices:
- Create a mix of entertaining and informative content for variety.
- Most users tend to engage more with vertical format videos.
- Add text and drawings to your videos for a fun effect.
 D. (2018, April 26). 37 Mind Blowing YouTube Facts, Figures and Statistics – 2018. Retrieved April 26, 2018, from https://merchdope.com/youtube-statistics/
 Cowling, D. (2018, February 1). Social Media Statistics Australia – January 2018. Retrieved April 25, 2018, from https://www.socialmedianews.com.au/social-media-statistics-australia-january-2018/