The number of social video platforms that exist seems to keep growing every year. And hey — we’re not mad about it! As marketers, we’re always looking for new ways to share our content and get our business discovered. However, that doesn’t make it easy for us to choose where to distribute the videos we’ve invested so much time and energy in creating.
In this past, YouTube was the holding ground for all things video, including long-form, short-form, informative, entertaining … the list goes on. But as our very own Phil Nottingham put it in his WistiaFest talk from 2017, these days, all social networks are video platforms. With so many options available to us, it’s hard to know what platform(s) make the most sense for our unique businesses. After all, if you’re doing it right, you aren’t just sharing the same video across all of your networks. That means investing even more time into creating unique versions of your content catered to every platform.
In this post, we’ll look at the social video landscape as it stands today and how factors like your audience, your message, and what you measure can help inform your decisions for distributing your brand’s video content!
While YouTube is still super popular, other legacy social networks are now investing heavily in video. Plus, new video networks are popping up all the time, which means everyone can find the perfect place to share their content online.
In late 2017, both LinkedIn and Reddit launched native video, and based on its success, Reddit launched in-stream video ads a year later. In 2018, mobile video app TikTok became the most valuable startup in the world. Twitch also had a breakout year in 2018, with its gaming livestreams seeing a 21% increase in viewership (that same year, YouTube game streams were down 12%). In 2019, Twitter released a new camera feature, encouraging filming from within the app.
Video production has also gotten much easier in recent years. Whether you’re an individual or a small business, technical whiz or software newbie, anyone can make a video. This process has been brought about through increasingly high-quality smartphone cameras, fast internet connections, and products like Soapbox and free video editing software.
So, how do you decide where to distribute your brand’s video content? It all boils down to a few simple questions based on categories any video marketer should be familiar with:
- Audience: Who are you making these videos for specifically? Where does your audience like to spend their time?
- Brand: What do you want people to know about you through your videos? What stories are you trying to tell?
- Engagement: What do you want people to do with your videos? How will you measure success?
The answers to these questions will make choosing the best platform for your content much easier! Let’s dig in.
There are two types of people on every video platform: Users, who are your potential audience, and creators, who are your peers and competition. Finding your place amongst both will give your content the best chance at success.
Some platforms have existing communities for the people you’re seeking to reach. Start with some demographic info to find out if your audience hangs out on a particular platform. Below is a super-quick, general summary of audience stats for popular and emerging platforms:
- Twitch: 55% millennial (Gen-Y), 81% male, gamers
- Reddit: 64% between 18–29, 67% male, frequent internet users
- Facebook Live: All ages (over 2 billion people)
- Instagram Stories: All ages, 68% female, 80% outside U.S.
- Snapchat: Gen-Z
- Twitter: Gen-Y and up, urban, highly educated
- LinkedIn: Business decision-makers, 56% male
- Houseparty: Over 50% under-24 (Gen-Z) ^
- TikTok: Gen-Z
^ According to Digiday, the Houseparty team has so far been silent on advertising. However, the fine print of its privacy agreement asks users to consent to adverts when they sign up, suggesting brands are coming.
And these are just a few examples! No wonder it’s so hard to choose. Once you’ve settled on the best demographic fit, you can then look into audience interests and habits. Consider how and why similar audiences are using different platforms. For instance, Snapchat is largely used for private messaging, whereas TikTok videos are optimized for public viewing.
“Once you’ve settled on the best demographic fit, you can then look into audience interests and habits. Consider how and why similar audiences are using different platforms.”
Then, consider the other people on the platform — your fellow content creators. Are other brands gaining any traction? Are they creating content that interests you and your audience? A platform that encourages creator growth, as well as audience growth, will provide fertile ground for coming up with fresh ideas.
A brand that uses Twitch to stream online events will make a different first impression than one that mainly distributes content through Twitter. Every story you tell gets filtered through the lens of the platform. But still, you need a message that resonates.
Here are a few examples of how storytelling can work together:
Livestreams: Shows you’re transparent, that you want to create a global community, that you enjoy spontaneous interactions.
- Use Facebook Live to: Stream events and interviews
- Use Twitch to: Stream your screen and yourself
- Use Twitter Live to: Stream newsworthy happenings
Series: Shows you’re an expert on a topic, that you want to share knowledge, that you are willing to go deep to explore a question or subject, that you want your content to last for a while (at least in internet-terms).
- Use YouTube to: Promote trailers, behind-the-scenes clips, and monetize an existing YouTube audience
- Use Wistia Channels to: Group and display your content on your own site, without ads, with more control and access to data
Daily Stories: Shows you want to check in with your audience every day, that you’re not afraid of off-the-cuff production, that you know how to create striking visual content.
- Use Instagram Stories to: Capture spontaneous happenings, offer quick tips, show behind-the-scenes action, repost user-generated content, and collaborate with influencers
- Use Snapchat to: Offer exclusive content to your most dedicated fans and partner with younger influencers
Video helps you tell your brand story in a visual, human way. The right platform helps you deliver that story in an appealing, engaging package that resonates with how your audience prefers to consume content.
“The right platform helps you deliver that story in an appealing, engaging package that resonates with how your audience prefers to consume content.”
Like any marketing initiative, trying out new video platforms should be tied to some measurable goals. Think about what you’re hoping to get out of your brand’s videos and what success looks like. A video can be deemed “successful” on social media and on your Wistia Channel — but that success will probably look a little different for each.
For instance, with social networks, you’ll probably want to measure engagement on your content within the platform using their analytics. Things like impressions, view counts, follower and subscriber counts, likes/upvotes/reactions, comments, retweets, and shares are all meaningful within those platforms and will contribute to your brand’s growth in those environments.
On your website or Wistia Channel, you’ll want to measure your video’s performance differently. Organic traffic, time spent with your brand, and leads generated are all foolproof metrics to tie your content’s success.
For both social platforms and your own site, Time Watched is a winning metric for video. We’re big fans of Time Watched because it shows not just what’s the most eye-catching, enticing thing to click on, or what content persuades people to buy a particular product — instead it shows what people linger over and what makes them meaningfully engage. This gives you more information about what your customers truly care about and how you can connect with them more deeply and sustainably over time.
With all of these new video platforms emerging, you have tons of opportunities to interact with and win over prospective customers. And when you share your content on new, niche platforms, you can create highly specific content that’s more targeted. You can also express your brand more clearly without the constraints of traditional distribution platforms, helping you learn more about what’s working and what’s not. This way, both the medium and message go hand-in-hand — without sacrificing your brand.
What is Design and how it influences your company
Today there are thousands of companies in the most varied sectors competing for the same territory. It’s becoming increasingly difficult to gain some awareness and attract customers. To stand out from the competition you need assets
Today there are thousands of companies in the most varied sectors competing for the same territory. It’s becoming increasingly difficult to gain some awareness and attract customers. To stand out from the competition you need assets. Aces. A good card. Let’s talk about one in particular. The design! Design as a holistic approach, capable of solving problems not only stylistic, but of all types. You can make your product unique, create a culture associated with your company and influence your investors and customers.
How Design Influences Your Company’s Brand and Culture
A company’s culture is based on beliefs and values. These are communicated through various points of contact. They change perceptions, behaviors and understandings. Contact points must be genuine, they must be exclusive to your company. The thinking and research behind design can help you create the story of your business. A competent designer plays a decisive role in planning your strategic decisions and in building that same culture. The sooner the results are defined, the faster it will grow in the right direction.
When you know what your company stands for, it’s simpler to build your brand. This goes beyond the logo, the look of the website or the products: the brand is the value that your customers and investors get with you.
How Design Influences the Product Experience
In the past, it was possible to achieve success almost by chance. But luck has been losing ground in the business scenario. The democratization of the internet has opened the door to creativity. We have people capable of getting a product up and running faster than ever. Competition is fierce. The standards for what is considered a successful product have also changed over time. Currently, customers expect a great user experience on the first click, on the first contact. As smartphones and tablets spread – with people searching for everything on these devices – potential customers’ expectations soar. Tolerance levels have also changed.
If your website is not visually appealing, if your application has a complex and buggy interface, you can be sure that you will lose customers in a matter of seconds. People want simple technological experiences. And design plays an extremely important role in ensuring the satisfaction of its customers. At pixelinmotion the designer understands market standards and is already familiar with what the customer wants. With this knowledge, you will be able to create a solution from scratch, which will make your product more valuable compared to the competition.
At pixelinmotion, we believe in this philosophy of proximity. Our approach to design is attentive to trends and will be able to boost your company to stardom. Get to work!
How to Use Video Data in Your Next Retargeting Campaign
Retargeting is a common marketing technique that serves ads to people who have visited your site or specific sections of your site. This tactic is a great way to remain top of mind with people who have already expressed interest in your brand. Many people treat every visitor to their site the same way, serving the same ads to everyone. Retargeting is a more nuanced approach that serves more relevant ad content based on behavior — thus providing a better experience.
With Wistia, we’ve made it super easy for you to hone in on your niche audiences by using Facebook, Instagram, Google, and YouTube to create different user segments based on actions that people take on your video.
Many businesses still haven’t taken advantage of the ability to segment visitors based on video behavior. Videos help potential customers build emotional connections with your brand, and people who have that connection are more likely to purchase in the future. In other words, when someone is willing to watch your 2–3-minute product video, there is a better chance that they’ll sign up for an account when prompted.
We’ve found that, on average, viewers who complete our product video are 15–20% more likely to convert than passive visitors.
“Viewers who complete our product video are 15–20% more likely to convert than passive visitors.”
Implementing segments like this within your retargeting campaigns allows you to reduce spend on less effective segments (like our homepage segment) while focusing on visitors who are farther along in your sales funnel and more connected to your brand.
Wistia allows you to keep track of key events like video engagement, video form conversions, channel subscriptions, and more. Once you connect these events with your retargeting provider, you’ll be efficiently serving up ads in no time!
The first thing you need to do is set up your integrations and then start creating segments in your retargeting provider. We’ll review how to do this across our four integration partners — Facebook, Instagram, Google, and YouTube.
Facebook & Instagram
Facebook acquired Instagram in 2012, and since then, the two have become one, making it super easy to advertise across both platforms.
First, we’ll quickly walk through how to set up the integration with FacebookAds. You can do this in your Wistia account under the account drop-down — you’ll see “integrations” as one of the options from this screen. Under the “promotion integrations” section, you’ll find “Facebook Ads.” Select the “connect” button to begin the process.
It’s important to note — you’ll need to log in with a Facebook account that has access to your Facebook Ads account and accept the user permissions. That’s it! Voila — easy peasy.
With the integration live, Wistia will begin to send viewer event data for any video you have embedded on your website to Facebook. Now you can get started targeting your ads with Reach & Retarget!
Facebook and Instagram give you several options for video-related “events,” including:
- Percent watched
- Seconds watched
- Played Video
Once audiences are enabled, they will appear in the Audiences section of your Facebook Ads account. You can also log back in and create new audiences any time after the integration is live. You’ll do this by creating a “custom audience” and using “website traffic” as the data source.
On the Wistia side, we’ll also provide a few recommended audience segments in the “promote” section of your channel. If a segment feels relevant, simply select “enable” to set up the list.
Keep in mind that these pre-populated audiences are just suggestions — you’ll be able to set up many more variations of these in the Facebook Ads platform. This flexibility is really where the integration is most useful; it allows marketers to easily define and create custom audiences based on viewer behavior.
Google and YouTube
Similarly, Google acquired YouTube in 2006, so you’ll be able to easily manage ads across both platforms within Google Ads.
To set up this integration, you’ll need to connect Wistia to your Google Analytics account. Navigate to the account tab and select “integrations” (just like you did for the Facebook connection). Remember, you’ll need to be an account owner or manager to connect the accounts. From there, select “Google Analytics” and follow the prompts to connect the two platforms.
To feed this data into other Google properties, you’ll need to do a little work in your Google Analytics account — but we’ve got you covered!
In your Google Analytics account, head over to the admin panel. From there, you’ll see the main screen with several options; select “Google Ads Linking.” This workflow will allow you to send analytics data over to the Google Ads platform. And, since YouTube ads are managed through the Google Ads platform, you’ll be able to leverage this data across both platforms without any additional work.
If you’re curious about how a specific segment is performing, you can set up custom audiences in Google Analytics, which can also be sent over to Google Ads for retargeting. Alternatively, you can set up unique custom audiences directly within Google Ads.
Once the integration is live, we can start to send event data to the Google Analytics account that you’ve connected. The following events will be tracked:
- % Watched
- Conversions (i.e., Turnstile submissions)
- Clicked Links (i.e., CTAs or annotations)
- Time Watched
You’ll see a few suggested audiences in Wistia and can turn those on or off at any time. But remember — these are just a few ideas to help you get started. Get creative with your audiences and segments to really unlock the power of retargeting!
Ok, great, you have your integrations set up, and the data is rolling in. Now what?
Connecting your accounts is the easy part. The next step is to roll up your sleeves and start creating your custom audiences. Here are a few specific examples of how you can use video retargeting throughout the conversion funnel.
Build brand affinity with video series
Are you promoting a new show or video series? If so, nurturing folks to finish an episode and the series is a great way to keep viewers engaged and build brand affinity.
You can take two approaches to this. First, retarget folks who started but did not finish an episode. To do this, set up a list on each episode for viewers that did not complete a defined percentage of a video (<75%, as an example). Then, serve this segment ads reminding them to finish. The best part? With Wistia’s resumable video feature, viewers will be able to pick the video back up right where they left off. Pretty cool, huh?
The second approach is to retarget folks who did finish an episode to encourage them to continue their journey with the next episode. To do this, set up a segment based on video completions, and serve these viewers ads for your next episode.
Nudge prospects with helpful resources
Video can do so much more than simply drive awareness for your brand; it can be a powerful tool to help nurture folks through your sales funnel. An example of this would be to use retargeting to provide helpful and timely resources related to the problem that your product or service solves.
This segment could be folks who convert on a video (fill out a Turnstile form). For example, you might gate a webinar or robust video asset on your website and then retarget those viewers to take the next step in your conversion funnel, perhaps downloading a related asset or viewing a product demo.
Drive leads for super engaged viewers
Are you looking to drive qualified leads from your videos? If so, Wistia has you covered. The exact equation for how you qualify leads will vary — but the same logic still applies. To do this, decide on what specific actions you view as “qualified.”
Let’s take folks who watched a high percentage of a high-intent video. For example, if viewers complete more than 75% of a product demo video, you could retarget them to set up a call with a solutions consultant for a personalized walk-through.
These are just a few examples of how you can get creative and set up custom audiences for retargeting. The options are only limited to your imagination. Meet with your team to decide on a few key segments that make sense for your business, and start building your lists today!
Best Video Marketing Ideas For Festive Season 2020
The way content was created earlier has now changed completely, and innovation is now becoming the key in today’s content creation.
About 78% of people are watching online videos on a weekly basis and 55% daily, it is a big opportunity for brands and corporations to focus their marketing strategies more towards creating videos.
Video engages your audience more effectively than text content, and they can understand the message you want to deliver in a much easier way.
With videos, your audience can learn about what your business is doing in their daily life rather than reading blogs.
Your audience prefers to watch the video over text content as it takes less time than reading text content, and the flow of engaging with content remains constant. Thus, focusing on video is crucial for marketers in 2020.
Are you planning to jump to create video content for your brand? Learn these best video marketing ideas to do wonders in 2020.
Best Video Marketing Ideas For Festive Season 2020
1. Get Sales With Shoppable Videos
Sales are the most important aspect for any business especially when it is the festive season. This season brings an opportunity for the brands to leverage the consumer intent to make more purchases and gifts.
Shoppable videos are the videos where users can buy the products in real-time directly from the video.
As a brand, you can create shoppable videos using a visual marketing tactic called visual commerce platforms that allows you to curate video content, tag products, and publish the shoppable video gallery on website or online store.
2. Engage Audience With Storytelling
In 2020, marketing strategies are more focused on storytelling as it connects business with real-life emotions.
Storytelling delivers the purpose of business and what value they are giving to their customers. Whether it is text content or video, storytelling is an effective way to gain the loyalty of your customers and build their trust in a brand.
However, reading text is a tedious task; video with storytelling has a greater impact on your audience. Not only your customers will engage with your content, but they also comprehend the message easily.
3. Create Short Videos With Message
Nobody wants to waste their time, especially when they are engaging with a brand’s marketing content. Keeping your video for a short duration for all platforms, whether social media, website or any place where your customers interact with you has a great impact on your business.
Shorter videos also increase the possibility that the audience will watch an entire video rather than leaving in-between.
When people see a video is too long, they even don’t like to click on it or if it is an ad they skip and do not watch it.
In order to connect with your audience in 2020, you have to focus on creating shorter videos about 5 seconds to 2 minutes.
Also, remember that lengthiness of video depends on the platform where you are sharing the content.
Thus, it is found that shorter videos help in boosting brand awareness and engagement among online audiences by 30%.
4. Make Mobile-Friendly Videos With Vertical Watch Option
As people are watching more videos and using mobile phones instead of computer screens, demand for vertical videos that can be watched directly from mobile phones has increased.
75% of mobile users say they like to watch vertical videos instead of horizontally on the mobile experience. It is because, in vertical videos, the audience gets a full picture on their screen, and there is no extra content.
Thus, make sure to create videos for your brand promotion and marketing that is responsive to any screen and can be played vertically.
5. Make An Engaging Video With UGC
User-generated content is the essential component of the marketing strategy in 2020. It is helpful in building trust by letting know your new customers about what your existing customers are saying about your brand.
User-generated content is effective because it is created by your customers themselves, and you do not pay them a single penny to create it.
You can curate user-generated content using social media aggregators and make a video that tells your new customers about your happy customers.
People talk about your brand over social media in various forms of content, whether images, text, or videos, you can collect these UGC videos and compile them to make a single compelling video to promote your business.
6. Create Video That Convert Audience
As a marketer, you have to make sure that the video content you create brings conversions. Not that it just delivers the message, but it should be compelling enough to drive traffic to buy your product.
Create value in the content so that your audience feels connected and like to take the next step to make purchase decisions.
Video is the essential component of the marketing funnel and makes your customer journey effective to make a purchase decision.
Make sure the video should not be promotional but contrary a value that your audience needs to buy your product and solve their problems.
7. Don’t Forget To Create Stories On Social Media.
As you publish your brand’s marketing video on various platforms, social media is the crucial network that you should focus on. These days social media platforms have added features in which you can add stories which are small videos that your followers can watch.
These stories are effective in telling your audience about the daily activities and create entertaining content to engage with them.
Instagram has 500 million active users who interact with social media content regularly. Now other platforms also have story features that make possible that you connect with your audience wherever they are. Thus it is a great opportunity to post stories on social media to interact with your followers regularly and tell them about your presence.
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