When it comes to video marketing platforms, there seems to be a lot of scattered information all over the web. The bottom line is this; online video platforms are basically divided into two major groups. These are the consumer-grade video platforms or B2C and the professional business-grade video platforms or B2B.
Let’s be real, video marketing has become essential for business owners and digital marketers alike. Since our goal is to generate consumer web traffic, in this article we are going to take a look at the popular consumer-grade (B2C) platforms. Then we’ll look at 3 very different social platforms for video marketing and their main key characteristics. Next, we will explain the difference between the major players in the group.
Below are the most popular platforms in use for video sharing and hosting today for both consumer-focused platforms (B2C) and Professional business-grade Video Platforms: (B2B). Billions of people around the world use these services.
Consumer-grade Video Marketing Platforms (B2C):
These platforms help you reach massive audiences and are completely free to use, even for the biggest corporations.
Professional business-grade Video Marketing Platforms (B2B):
These are mostly paid and serve for heavy use, mission-critical B2B companies.
- IBM Cloud Video (UStream)
- Livestream (Vimeo)
Video Marketing Platforms B2C:
Why use YouTube? YouTube videos help your brand gain authority, build your brand, find new PR opportunities, showcase your products and feature customer testimonials. Use YouTube to present research, discuss trends, and demonstrate new products.
Make your brand a trusted voice, just as you do with your blog. People are on YouTube to watch videos, not to buy. The platform is primarily for entertainment and education, rather than breaking news or exclusive deals. You can also show your products in action.
Why use Snapchat? Young user base. Snapchat is usually associated with millennials. 60% of Americans aged 13-35 use the app. Brands targeting them have the perfect channel. Older people are catching on. Snapchat’s fastest growing demographic in 2018 was 25-34-year-olds (103%), and 35-54-year-olds were the second-fastest. If you think you can reach an older audience, give it a try.
Snapchat also curates its own stories from time to time. Based on a theme, location, or event (i.e. Valentines Day), advertisers can create short campaigns to fit the channel. Snapchat is inherently casual. Show the human side of your brand. Find interesting voices within your brands and let them be spokespeople.
Why use Periscope? Live streaming lets your brand promote its personality. Be funny, informative, or sincere. Whatever your brand’s voice, you have the opportunity to present it directly to viewers. Put a face to the name. Give viewers an introduction to interesting people within your company. This lets your brand feel more human. Answer questions. Periscope users can ask questions during the video, for you to answer as you broadcast. Interact with customers.
Some brands provide live tech support through Periscope. Designed specifically for conversations, this video marketing platform works like a chat show. There are four empty seats, and anyone can request access to them. If the host accepts you, you’re in. The conversation can be seen by anyone with a link. It’s an interesting app for brands with good influencer networks, as thought leaders from all over the world can be brought together into the same live feed.