Recent research has shown that when brands tap into video content it leads to a boom in audience reach, ability to tell their story and an increase in brand engagement.
However, the distribution trends of sharing a watchable video is constantly changing. Are you wondering what the most effective way to get your content in front of as many people possible? Here are the main questions to consider as a brand:
- How many videos are you producing a year?
If you’re an SME (Small Medium Enterprises) and just experimenting with videos, creating 20-30 per year and simply uploading them onto a video sharing website will be the most cost-effective way to go. Larger B2B should invest heavier on long term content campaigns and host the videos on their own website.
- What kind of user experience do you want your audience to have?
Audiences will have different experiences depending on the platform they use. Also keep in mind the millions of other videos you will be competing with on social media websites. If your brand has a large social media presence, consider live streaming apps like Periscope.
For corporate B2B businesses, there’s little point in uploading to social media sites. Consider directing them to your website where you will have control of the entire browsing and branding experience.
- How much data do you need to capture?
Keep in mind all the different types of data that your campaign would need to understand your audience. If you host your video content on your own website, you will truly be able to understand your audience’s’ engagement. Third party platforms do offer analytics, however it’s not as detailed and rich as hosting on your own site.
At the end of the day, all of your content strategy has to be audience focused. Learn about how you can offer the best user experience as well as how to meet the marketing goals of your specific brand.
What do you think? Let us know in the comments! If you’re interested in learning more, check out the full article by Branding in Asia.