Video is an effective storytelling marketing tool. It’s the most important way to share your brand story on social media and has the power to grow your reach and revenue immensely. Forbes reports 90 percent of customers say video helps them make buying decisions and 64 percent reveal watching a video makes them want to purchase.
Building a video publishing plan helps you treat video as the powerful marketing element that it is, and we’re here to help you do it without spending days pouring over the details. The first rule is to appreciate the opportunity to multi-task. Don’t try to create new videos for each platform. Recycle your content in different ways so you’re only producing one quality piece each week. Use different topics to grab your audience’s attention, like:
- AMA (Ask Me Anything) events
- Behind the scenes videos
- Customer testimonials
- Explainer videos
- Product tutorials
To create your marketing video plan, let’s talk about where you need to post.
Best Platforms To Post Video
Yes, video is awesome and also a powerful way to boost your brand, but not all platforms that host video are created equal. We’ve surveyed the numbers and the reach, and based on what we’ve found, these are the four platforms your brand videos need to hit.
Facebook now has more than 2.2 billion monthly active users, with almost 1.5 billion using it every day. More than 80 million small- to medium-sized businesses are on Facebook, and if you’re not one of them, you’re customers will head to the competition. Video on Facebook is crucial, but you must do it the right way. Video must be optimized for the mobile user:
- Mobile-optimized Facebook video lifts brand awareness to 67 percent
- 30 percent of mobile shoppers say video is the best medium for discovering new products
Whether you use Facebook to post native, ad video, Facebook Live, or add to your Story, the world’s third most popular website (Google is #1, YouTube #2) is the place to publish your video.
YouTube is the world’s second largest search engine, so it naturally makes sense to publish your videos to the mega platform. The site boasts 1.9 billion monthly active users and less than 10 percent of small businesses are on YouTube, so you’re likely to beat out the competition in connecting with your target audience. With YouTube, you’ll also have the opportunity to make money off your videos.
With Instagram, you can use newsfeed posts, Stories, and ads to accomplish your various marketing goals. With 1 billion monthly active users, Instagram is a must-have platform for your business. And research reveals Instagram users have money to spend.
- 42% earn $75K+
- 32% earn $50K – $75K
- 42% earn $30K – $50K
- 30% earn up to $30K/year
Not only do these users have money to spend, but 70 percent look up brands on Instagram. A target audience that’s ready to spend? It’s the number one reason Instagram needs to be included in your strategic video plan.
Websites that include a blog outperform those that don’t with 434 percent (yes, that’s the correct number) more indexed pages. Google and other search engines recognize websites with blogs more readily than their blogless counterparts.
Include videos within your company blog. Those that do attract three times the number of inbound links compared to blogs without video. In addition, the average site visitor will spend 88 percent more time on your site when it hosts video than if it doesn’t.
Focus on the quality of your videos. Producing one quality piece each week and equipping it with the proper SEO keywords allows you to use it on multiple platforms and reach customers you otherwise wouldn’t come into contact.