You Can Ignore Online Video, But It’s Not Going Away
Social Media is Loving Online Video
It’s pretty crazy to think that YouTube turned 10 only at the beginning of this year. And for a significant period of that 10 years, YouTube has been the dominant force when it comes to sharing videos. But in the last few years the landscape has changed rapidly. Internet users love online video, and internet users love social media. And so now we’re really seeing social media platforms bringing their users what they love.
Facebook is after YouTube’s Online Video Crown
It’s pretty clear that Zuckerberg’s social media giant, Facebook, wants YouTube’s crown when it comes to online video. And the reason is pretty straightforward when you think about it. Facebook wants to keep users active on their own platforms, rather than sending users off to YouTube. They certainly have their eye’s on grabbing some of YouTube’s share of ad revenue. But the reasons don’t really matter to you. What matters is that you understand that Facebook has a suite of powerful tools to enable you to target your audience like never before when it comes to video media. So you need to learn more about what they’re doing, and they are becoming a critical part of good video strategy. But they are not the only platform getting into video.
Twitter is Responding to the Appetite for Online Video
Twitter introduced Vine a while back. Vine enables video loops of 15 seconds to play, a great tool for giving snapshots of content. Instagram also allows you to post 15 seconds of video as well. But Twitter has recently added the ability to record and share native video tweets. People are engaging via video tweets and using this tool is a great way to build networks and grow your influence.
Native Online Video Platforms are Growing
Not only are existing platforms responding to online video, more and more platforms are being developed with video at their centre. Snapchat is all about video. And with the clips expiring after a set period snapchat raises the scarcity stakes to an all time high. They’ve even created an original series called “Literally Can’t Even” with 5 min episodes that have a 24 hour expiration. This really shows their understanding of their predominantly 13-34 year old audience, and they’re making the most of that.
Periscope and Meerkat both offer the ability to live stream video, providing the opportunity to connect with customers in real time. And Facebook has also introduced a live streaming service. And whilst it is only currently available for limited profiles to stream content, it won’t be long until this functionality is rolled out to a wider user base.
So with all these platforms now providing the ability to share video in different ways, there is immense opportunity for creating good content that users want to share. And that is the key.
Video Platform needs to shape Video Content
Users of different social platforms understand that there is going to be branded content. Advertising and marketing are a key part of these platforms. But, just because you can put content there, doesn’t mean you should. As Gary Vaynerchuk says in Jab, Jab, Jab, Right Hook:
Content is king, but context is God
It’s all about creating the right content for the right platform context. If you don’t create the right content for the context, then you’re unlikely to gain the trust of the audience. Snapchat is not Facebook which is not Twitter, which is not Instagram. The important thing to take from this is that you absolutely need to align your strategy and content to the different social platforms. Use each platform natively, and consider that each needs to be engaged with differently.
So if you’ve found this post useful, do me a favour and share it. Preferably on Facebook or Linkedin.