The evolution of video in content marketing is creating new platforms for small businesses to showcase their products and services. An increasingly mobile audience with a hunger for fresh video content makes these platforms valuable tools in any branded marketing strategy as long as you know how to make each one work for your business.
YouTubeEstablished in 2005, YouTube has grown from a place where friends share amusing videos to a powerful way for brands to engage with their audiences. Content is recorded and edited before being posted to your account with keyword-rich descriptions and links to your website. You can share videos on any topic, including:
• Product demonstrations
• Weekly updates
• “Behind the scenes” footage
• Industry information
• “How-to” guides
Remember to include a strong call-to-action in both the content of the video and the description. Add links encouraging viewers to subscribe at the beginning, in the middle and at the end of the video to gather as many followers as possible.
Facebook LiveNo matter what industry your business is in, a good chunk of your target audience is likely to use Facebook on a regular basis. In 2016, the popular social platform started offering users, including businesses, the opportunity to “go live” with streaming video.
Hosting a live stream on Facebook is a great way to connect with your audience in real time and answer questions or share exciting news. Viewers can comment on your broadcast as it takes place, and all comments are visible to you so that you can respond immediately. Finished broadcasts stay in your Facebook feed and can be shared, replayed or deleted as desired. Be sure to include a compelling description to give viewers an idea of what to expect whether they watch the stream live or come back to it later.
PeriscopeAs an extension of Twitter, Periscope shares many features of Facebook Live. The platform was launched in the spring of 2015 and allows users to broadcast from smart phones, GoPro cameras or professional cameras, creating a unique opportunity for brands to connect with consumers. Over 10 million users currently have Periscope accounts, and 2 million of them are active every day.
This video platform integrates back and forth with Twitter to allow real-time commenting and a high level of engagement. Invite your followers to share a one-time video experience with you live, or save the video so that it can be replayed in the future for an even wider reach.
Instagram LiveInstagram Live enhances the platform’s “Stories” feature with the ability to broadcast video any time you wish. Unlike on other platforms, these videos disappear the moment you stop streaming. Harness the power of this urgency to give Instagram followers an “in” to special events they can’t be at in person, make announcements about limited-time deals and make special followers-only announcements about new products. Remember to stay engaged with comments to let your audience know you’re listening to their feedback.
With 89 percent of marketers planning to adopt streaming video strategies, video is set to become an indispensable fixture in the world of content marketing. Focus your efforts on the platforms your customers engage with the most, monitor the performance of each video and refine your approach as you go along to keep customers focused on your brand.
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