Although there is much to be said about sales videos and video ads (we’ll talk more about these later), there is nothing more powerful for brand awareness, right now, than a competent organic video marketing strategy.
There are many places to implement these strategies online, but it makes sense to start with the big ones first.
With over a billion users, YouTube’s user base encompasses almost one third of all internet users. YouTube gets over 30 million visitors per day and, on average, those users watch 3.25 billion hours of video each month. YouTube’s dual status as a social media platform on one hand, and one of the world’s largest search engines on the other makes it, perhaps, the most formidable weapon in a content marketer’s arsenal.
The ways in which YouTube can be used in a marketing strategy are plentiful.
The main style appropriate for this platform is the “vlog” or video blog model. In this model, a person or business would simply post video content to YouTube on a regular basis in the same way that one might post to their blog regularly. These video posts would typically be organic and non-salesy in nature.
These could consist of any form of video content including some of the following:
- Product reviews
- How-to videos
As with any other form of content marketing, an organic video marketing strategy would need to include a plan for consistent content creation. Consistency really is the key to unlocking organic video marketing’s potential.
Be sure to check out our course on YouTube Marketing (coming soon!) that will walk you through the entire set-up process, and show you how to market effectively with YouTube.
If you want to market your brand with video, Facebook cannot be ignored. Facebook has been expanding its video sharing engine and encouraging the use thereof increasingly in the last few years. With the addition of “Facebook Watch” setting them up to establish themselves as a video destination, it has quickly become dominator online.
Today, Facebook users can upload and post videos to their timelines, pages, and groups. It also has the “stories” feature that first started with Snapchat and ultimately Instagram.
Facebook videos are displayed cleverly in a way that makes them auto-play with no audio while users scroll past them, which catches the eye and results in more viewers stopping to view the videos (one of the main reasons it is now more important than ever to have subtitles/text in your video content). This has led to Facebook video posts having very high levels of engagement.
In addition to easily uploading videos, Facebook has live video broadcasting. Users can broadcast themselves live at the click of a button which, like any other post, results in their contacts being notified of their live broadcast and the subsequent sudden appearance of a sizeable live audience. With all of these recent developments, Facebook has now become an effective and sought-after venue for organic video marketing.
Although there are other video sharing sites out there, there are none that come close to YouTube and Facebook in scale.
Those that come closer would be sites/apps like Instagram, Snapchat, Vimeo, and DailyMotion.
Instagram (owned by Facebook) does well with “Stories,” as does Snapchat. From a marketing perspective, it really depends on the audience that you are trying to reach. Most marketing companies can benefit from video content on Instagram.
DailyMotion is the most similar to YouTube in that it’s user base is mostly ordinary people sharing and consuming video content. Although DailyMotion’s user base is only a fraction of the size of YouTube’s, it is often praised for having higher quality content.
Vimeo, on the other hand, has a slightly different user base than YouTube or DailyMotion. Although a certain percentage of Vimeo’s user base are ordinary people sharing and consuming interesting or entertaining video content, a sizable portion of their user base is made up of video enthusiasts.
Vimeo has carved out a niche as being the home of “exclusive”, high quality video professionals and enthusiasts. Artists, videographers (both by trade and by hobby), and amateur film producers tend to flock towards Vimeo due to its smaller, tight-knit, exclusive community and its emphasis on high quality video content.
From a content marketing perspective, DailyMotion and Vimeo certainly can serve the same purpose as YouTube. However, both sites place greater restrictions on things like video size and length. That, combined with the fact that the potential audience is smaller, usually drives most organic video marketers to simply opt for Facebook and Youtube instead.
Organic video marketing has clearly come a long way and is a crucial part of any online marketing strategy today. However, equal progress has been made in the realm of paid video advertisements and that is what we’ll be covering next.
Until then, be sure to check out the 6 videos your business needs right now.