Video marketing: With so many platforms, it can be hard to tell where video content should be posted

Thursday, April 30, 2015

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With so many platforms, it can be hard to tell what type of video content should be posted where. Vimeo and YouTube are the established players on the block, while Vine and Instagram have disrupted the way we consume and share video. Lots of similarities and differences exist within this group. Here we’ll break down some of that list.

YouTube

YouTube (owned by Google) is the most popular video sharing website in the world. It has more than one billion unique visitors each month, and is the second largest search engine used. It’s free to create an account, and has no restrictions on uploads (as long as your videos are under 15 minutes). It can be a good resource for posting informative or entertaining content. However, the layout feels somewhat cluttered and you never know what will pop up under “related videos” (e.g., cats, twerking, competitor ads, etc.), so avoid posting here if you’re trying to make a strong first impression.

Vimeo

Vimeo is a great site for a more refined look (and is my personal favorite). The player is completely customizable (with a plus/pro account) and the layout has a much more professional look. There are no ads or commercial content. Generally, Vimeo has a more mature, creative audience. Free accounts do have more restrictions than YouTube (500mb weekly upload limit), but it will suffice for most. If you need more storage space, player customization or plan on uploading more than one HD video per week, you can purchase a plus account for only $10 a month (or $60/year). The pro plan for businesses comes with even more features and storage. It’s a great option and will only run you $200 a year.

Vine and Instagram

Vine and Instagram are great places to share your brands culture, post informative videos or simply entertain. Videos are recorded directly from the user’s smartphone, making it easy for almost anyone to record and post. Short videos are becoming more popular because consumers don’t have to invest too much time to watch.

Vine (owned by Twitter) has around 40 million users, and is a place to be creative. The auto-looping videos have a six second time limit and a number of handy editing features (including a leveler, ghost image overlay, the ability to delete your previous clips, and being able to upload videos from your phone). This leads to loads of one-liners, stop-motion and cleverly executed loops. Don’t be afraid to be funny here!

Instagram (owned by Facebook) has over 150 million users, and shares some similar features with Vine. The key difference is its 15 second limit and built-in filters. The longer time limit is better suited for promotions, advertisements and video series, which can be great for getting followers as Nike learned. This doesn’t mean you can’t get creative! Use the same creativity you would put into Vine. Just give yourself a little more room to let a story come through.

The bottom line:

  • If you have videos you want be found via searching, or want the potential to go viral, use YouTube.

  • If you want to embed non-commercial videos on your website and want player customization or a more professional look, use Vimeo. (Try wistia.com if you have commercial videos.)

  • If you want to share your company culture, be funny/artistic or show simple “how-to” videos, use Vine.

  • If you want to showcase a product, campaign or create short ads, use Instagram.

However, your best bet is to use all four video platforms!

What are some ways you use these video platforms or others? Let us know on Twitter via @IntrinzicSays.

(Image Sources: YouTube Vimeo Vine Instagram)