Choose the right social video platform for your marketing strategy

Von Paola Gulian - 11th November 2014

Most humans process visual content significantly faster than written content. Studies show that 90% of the information transmitted to the brain is visual. With Vine being one of the fastest growing social video platforms and YouTube being the second most visited website in the world, it should therefore come as no surprise that video content has become a necessity within digital marketing. 

When making use of video as part of your strategy, you should consider what the nature of each platform is and consider its strengths, weaknesses and audience.

  • YouTube
It’s ideal for every type of video content, so long as it’s well produced and it’s entertaining, educational or promotional. But with over 1 billion visits a month, it’s very easy for your content to get lost in the noise. Your videos should be carefully thought out and SEO optimised in order to attract your audience and gain views.
  • Vimeo
With 100 million visits a month Vimeo is YouTube’s more aesthetically pleasing and minimalistic cousin. Vimeo is ideal for high quality and lengthy editorial videos. If your brand is focused on design and clear messaging, this platform is perfect for your video content.
  • Google Hangouts
Although not entirely focused on video sharing, Google’s video chat service Hangouts is one of the most successful video marketing platforms for B2B businesses. Google Hangouts allow users to video chat, text and share content such as presentations, videos and photos with multiple people at once. Hangouts are recordable, thus proving perfect as a part of your brand’s content marketing strategy.
  • Vine
Vine’s six second videos have become the perfect format for Twitter. Vine is ideal for fun, punchy and artistic videos but with its buzzworthy reputation and over 40 million users to date it’s crucial to coin your brand’s individuality through your content in order to stand out.
  • Instagram
Instagram is a visually driven platform that allows you to share photos and videos that can be edited with vintage inspired digital filters. Instagram is ideal for B2C marketing and perfect for creating short editorial videos. Instagram’s highly shareable capabilities make it easy to include in your social media marketing strategy.

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