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Blog - Which Video Platform to Use

Which Video Platform Should I Use?

Choosing a video platform on which to host your video is critical to the success of any campaign.

The information below will help you choose wisely.

YouTube

YouTube logo As the most popular video platform, YouTube has over 1.5 billion active users every month. Some entrepreneurs have even used YouTube to create their own full-time vlogger career. Since YouTube is the second largest search engine next to Google, the potential SEO value of optimized videos makes this video platform extremely attractive.

Pros:

  • YouTube videos are shown at the top of Google search result pages for easy viewing.
  • You can easily embed YouTube videos into your website or landing pages.
  • Creating playlists of related videos you create helps your audience consume more of your content on repeat.
  • Easy video sharing on other social media platforms.
  • YouTube has a built-in community where people can subscribe to your channel for updates on when you post videos.
  • You can make extra money for your business through the Ads platform.

Cons:

  • Low security on YouTube videos so your videos can be ripped and stolen.
  • Some videos take time to buffer or load within the YouTube platform.
  • YouTube suggests related videos that aren’t always relevant.
  • Viewers can get annoyed if there are ads that pop up before they can watch a video.
  • You must be very wary of potential copyright infringement with images, music, etc.

Cost:

Free hosting for video creators and for viewers to watch

Vimeo

Vimeo logo If you’re looking for a more professional look to your video platform, Vimeo could be a great fit. While there are limits to how much video you can upload, it’s a contender because of its powerful analytics, customization, and community.

Pros:

  • Unlimited video length on paid accounts, making it a great fit for course creators or those hosting online conferences and summits.
  • Higher quality video display than YouTube and other video platforms, especially on full screen.
  • There are no advertisements or pop-ups on Vimeo.
  • Vimeo has become quite popular for short films and professional documentaries.
  • Advanced video analytics within the Vimeo dashboard tool.

Cons:

  • Lower searchability and exposure than YouTube.
  • To get the most out of Vimeo, you must invest in a paid account with a monthly fee.
  • No packages include unlimited video uploads so if you don’t want file size limits, Vimeo is not for you.

Cost:

Starts at $7/month for a Plus account with 5 GB/week

Wistia

Wistia logo Specifically built for business owners, Wistia has become a popular choice among online entrepreneurs and content creators. While this video platform is costly, it’s one of the most powerful options on the market.

Pros:

  • More detailed analytics than any other video platform including heat maps, video engagement metrics, and more.
  • You can adjust the display dimensions to better fit your website from any device since it’s also mobile responsive.
  • Videos can be password protected on Wistia for private viewing.
  • You can add call-to-action links and lead capture forms within the tool.
  • Wistia works great for SEO because you can include keywords in your video descriptions and titles.

Cons:

  • Wistia is the most expensive out of all the other video platforms.
  • Pricing is based on how many videos you upload so if you have many videos
  • even at shorter lengths, you’ll have to pay up.
  • You must have a paid account in order to customize the video player’s branding.

Cost:

Free account for up to 3 videos, $99/month for 10 videos

Brightcove

Brightcove logo Also created with businesses in mind, Brightcove is one of the leading video platform hosts since it is the top choice of many Fortune 500 companies. Its servers run at lightning speed (okay, maybe not that fast, but pretty quick) and it has advanced live-streaming capabilities.

Pros:

  • Trusted by some of the top companies in the world.
  • Brightcove supports plugins and allows for more customization options.
  • You can sign up for a free 30-day trial to test the tool for yourself.
  • Brightcove has global servers that run smoothly 24/7.
  • Positive reviews about their powerful customer support team.

Cons:

  • This tool is more robust than most small businesses will need.
  • Pricing is labeled on the website so you have to talk to their sales team.

Cost:

Must contact sales team after 30-day free trial

Social media video platforms for maximum shareability

You didn’t think we would leave out social media platforms, did you? While the video platforms above are great for longer live video events and studio quality pre-recorded videos, social media allows you to connect with your audience in a more casual way. With the rise in videos recorded with a selfie phone camera or a simple point-and-shoot, social media has made video creation accessible for all. And the expected production value of videos on social media is much lower, making it a great fit for beginners. To get started with filming and publishing videos on social media, here’s a deeper look into the most popular platforms.

Facebook Live

Facebook Live logo Within Facebook groups or Facebook Business pages, you can upload pre-recorded videos at any time for optimal shareability. If you want a more low-key yet still influential way to connect with your audience, Facebook Live can help. Through Facebook Live, you can hop on and talk to your followers live in a matter of seconds. You can also create a custom video description and drop a link, create a call-to-action, or give more information about what you’re talking about in the live stream. Since so many people are already active on Facebook, it makes for a great social media video platform. Experiment with video and keep an eye on your Facebook analytics to see how it performs.

Instagram Live and Stories

Instagram logo Like Facebook Live, Instagram Live is a great way to engage your Instagram followers within the platform. Since Instagram users are more interested in staying in the platform to get value than clicking outside links, Instagram Live has become a great complement to your Instagram feed. When Instagram Live was first launched, the video disappeared as soon as the live stream ended. Since many users didn’t like this feature, Instagram Live was updated so that live stream videos are available for 24 hours. It’s still in its infancy, but Instagram Live will continue to grow with new features and updates. I haven’t done much with Instagram Live, but I’ve become obsessed with Instagram Stories. They quickly became one of my top lead drivers for my copywriting business this year. I know, it surprised me too! Who knew that 10-second video clips could make such a big impact? Three of my favorite clients told me that my Instagram Stories were the determining factor behind why they hired me. They felt like they already knew me after watching the short video clips in my Stories, which made contacting me about working together that much easier. So what was I sharing? Trust me, it was nothing crazy or ultra-strategic. I simply started by posting videos that shared more of my day-to-day life as a solo entrepreneur. I also used it as a platform to start important conversations with others about what it was like to run a business your own way. To my surprise, other people enjoyed it too. Instagram Live and Instagram Stories are great places for innovative ideas, so start brainstorming how you can use these social media video platforms for your business.

Periscope

Periscope logo Periscope was around before Facebook Live and Instagram Live, making it one of the trailblazers of live video. I was an early adopter of Periscope and while I don’t use the platform as much now, I learned a lot about building a community through video because of it. Periscope is a Twitter product so when you go live, you have the option to share the link with your Twitter followers and invite your viewers to do the same. You can follow other live streamers and get notifications on your phone when they go live. When Periscope launched, all videos would disappear after 24 hours, much like Instagram Live. Now you can put “#save” in the title of your broadcast so it is available to view on your profile forever. You can also auto-download your live broadcasts to your phone for later repurposing or posting. Periscope has a fairly niche audience since its sole function is live streaming, unlike Instagram and Facebook that are used for other purposes. It might be worth experimenting with depending on where your audience lives.

Snapchat

Snapchat logo When you mention Snapchat in public, you’re bound to get a wide array of opinions and reactions. What was once used for its disappearing-photo feature has now transformed into a video consumption hotspot. So is this social media video platform right for your business? Sixty percent of Snapchat users are under 25 years old, making it a no-brainer for brands who want to engage with younger audiences. Snapchatters also watch more than 10 billion videos every day. It’s most well-known for its Stories feature, which was available before Instagram Stories, and hilarious photo filters. If your business caters to younger audiences and has a fun, snarky tone, Snapchat could be a good fit. If not, Instagram Stories or similar platforms may be a better option.
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Great Read! – These 7 Video Tips and Tricks Will Help Get Your Website Noticed

Video is big. But if its sheer irresistability were its only criterion, Youtube could have gone with the tagline 'No one can watch just one.

Parth Misra Guest Writer, Entrepreneur.Com It’s just another day at work: Spreadsheets, conference calls and emails abound. Come noon, and you can’t help but take a quick break. Then, something happens: A sneaky push notification on your mobile catches your glimpse: A friend of yours has uploaded a video that’s getting a lot of attention. Smitten with curiosity, you click on the link, and the next thing you know, it’s 1:30 and you’re already behind on your schedule. Don’t feel bad, though; we’ve all been there. If the sheer irresistibility of videos were its only criterion, Youtube could have gone with the tagline “No one can watch just one.” Certainly, the statistics point in that direction …
  • One-third of online activity is spent watching videos, according to the Wordstream blog.
  • By 2020, video will make up 80 percent of all consumer internet traffic, according to the Cisco Visual Networking Index.
  • 59 percent of executives said they’d rather watch a video than read text according to the Wordstream blog.
  • Viewers retain 95 percent of a message when they watch a video, as compared to 10 percent when they're reading it in text, Wirebuzz wrote. Facebook videos receive 135 percent more organic reach than a photo, according to the Buffer blog.
Now, the irony that you’re reading about how effective video is isn’t lost on me. For, clearly, video works, and for a good reason too. As humans (and pre-humans), we have been visual creatures for who knows how many millions of years; and we're attuned to visuals far more than than text, which we only became acquainted with some 10,000 years ago. Yet, today, in the 21st century, video's irrestistability isn't all you have to put into it to make your business soar. Here are some video hacks that will take your website to new heights in 2019: Use videos on your landing pages. Why tell your visitors what you have to offer when you can show them all it can do? When viewers watch a (good) video, they usually want to finish it before moving to something else. EyeView digital found that videos on landing pages can increase conversions by 86 percent, which is why videos make the ideal content for getting more subscribers or sales. Not only does a video presentation with a powerful voice convince people to listen, but it gets them to stay longer, as well. A well put-together video sales pitch can also engender trust in your brand, as it will give you more creative space to play with. Use videos on your product pages. Seeing a product live in action is better any day than reading about it in a long paragraph filled with jargon and marketing-speak. Check out these examples of videos being used for promoting products for some ideas. Use VR/360 content. Video, like any other medium, sees frequent iterations, and brands that leverage those advancements can reap rich dividends. VR happens to be one of them. Despite naysayers, virtual reality, including "360 videos," continues to gain market share. While, a few years ago, 360 content was fairly expensive to create, these days it can be made on a low budget, as well. Certainly, 360 cameras are the preferred medium for shooting such content, but you can easily make such videos with lesser equipment, as well. Migrate to HTML5. HTML5 is extremely searchable and makes it easy to implement both native mobile support and full browser support. HTML5 also brings numerous advantages that are hard to ignore, especially for videos. Users need not have any special plugins installed on their browsers to view HTML5 videos, either. In fact, almost every browser has default play, pause, seek and volume functions. However, if you wish to harness more advanced functions, you can look into dedicated html5 video players. Insert lead-capture forms directly into your videos. It’s nice enough to insert videos directly into a landing page, but wouldn’t it be cooler if you could just collect leads as a presentation is playing? That's totally possible. Hubspot offers a lead-collection form for videos that can be used to capture leads from within them. Wistia even found that inserting a lead-capture form during the first 10 percent to 20 percent of your video yields a 38 percent to 43 percent increase in conversions. Use a human face as the thumbnail. More specifically, use a smiling human face, or one expressing an emotion that goes with the subject line. Doing so not only humanizes the content, it builds familiarity and trust; and the expression itself will resonate with the audience, which in turn will generate curiosity. Play around with autoplay. Turning a video on without the user’s permission is a slippery slope; however, this does make sense in some cases. For instance, brand -building videos on home pages that turn on automatically are becoming quite common. Youtube has gone with a default autoplay option for its videos as well. Final thoughts While simply using videos as content is smart, remember: People know this, and chances are that quite a few of your competitors are already trying this out. Using out-of-the-box strategies therefore can help you institute that much needed edge in your marketing efforts. Source - https://www.entrepreneur.com/article/325904
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Great Read! – A Business Perspective on the Impact of Production Quality on Video Advertising

A compelling story is far more important that shinier production quality.

Serenity Gibbons Guest Writer, Entrepreneur.Com The adage, “you get what you pay for,” doesn’t always hold true. When it comes to video advertising, Wistia, a video software company, found other factors drive impact more so than the production cost. In their recently released report, “Does Production Quality Matter in Video Advertising?”, the Wistia team concluded that large and small businesses alike need to consider more than price before they assume video advertising exceeds their market budget. Research Method Wistia wanted to answer the following question: Do companies have to spend hundreds of thousands of dollars on video production to get a return or can they use something as simple and low-cost as an iPhone to create compelling ads that engage viewers? To find out, they worked with Sandwich Video to create three two-minute videos for Wistia’s video creation tool, Soapbox. They used similar audience targeting and ad copy for each and launched the ads on YouTube and Facebook. However, each of the three videos was produced for a very different price: $1,000, $10,000, and $100,000. The research focused on two key performance indicators (KPIs). There were Cost Per Install and Cost Per 25 percent View. These KPIs provided a way to calculate the return on investment (ROI) as easily as possible plus directly relates to a company’s bottom line. The advertising budget for this study was split across three ad types that included direct response video ads, sequential ads and video carousel ads. For example, with sequential advertising, a person viewed the $1,000 ad, then they would be shown the $10,000 ad next, and so on. They also used the Facebook carousel ad format, which allowed all three videos appear at once so that viewers could watch and compare each one. In terms of targeting, Wistia used two core targets on Facebook, which were lookalike audience based on a customer match and an engagement audience targeting those audience members who tended to watch less than 75 percent of another video. With YouTube, the targeting strategy varied from the one used for Facebook due to the more complex nature of this video platform. The focus was in-market audiences who previously searched for advertising, marketing, or video software in Google; custom intent based on non-brand search terms; topics related to marketing, sales, and video software; and remarketing in terms of those audience members who previously interacted or watched a Wistia video on YouTube.

Key Findings

Here’s what they discovered after conducting the research: Storytelling means more: Results showed that the $10,000 video performed twice as well as the other two videos. The Wistia team thought originally that the $10,000 version had the best narrative and product alignment. According to viewers, the $10,000 resonated the most in terms of feeling authentic and meaningful versus the $100,000 ad that appeared to be “too polished.” According to one viewer, the most expensive ad felt more like a company was selling them something versus the other ads that felt more like a small business who wanted to connect with them. Just recently, two UK ads for the holidays demonstrated a similar result. More people connected with a John Lewis ad made for 50 pounds (about $65) versus the Elton John ad that cost more than seven million pounds (about $9.1 million) to produce. Although numerous viewers found the Elton John ad to be emotional, more were touched by the other ad because they could relate more to the person in the ad than a celebrity. In returning to results from the Wistia videos, the $10,000 video delivered the best performance across all factors, including targeting, advertising type and ad copy. For example, the $10,000 video had a Cost Per Install on Facebook fo $23.57 versus the $100,000 video which had a Cost Per Install of $77.54. Video production doesn’t need to be polished: The results showed that the iPhone ad performed just as well and sometimes better than the video that included Hollywood actors and film crew. For example, Wistia spent $1.09 on Facebook to get one viewer to watch 25 percent of the $1,000 ad and $1.53 to get the same impression for the $100,000 ad. Therefore, the average Cost Per Install for the $1,000 ad was 30 percent less than the $100,000 ad. There was a slight advantage for the $100,000 ad on YouTube. The conclusion was that there isn’t enough return on the investment to necessarily justify spending $100,000. What this means for businesses of all sizes. The good news for small and large companies alike is that they don’t need to figure out how to create a huge budget for their video advertising campaigns. Overall, the $10,000 video performed the best, and there wasn’t much difference in results between the $1,000 and $100,000 videos. Instead, all businesses should focus on developing compelling stories for their target audiences versus production quality. This is especially positive for small business owners who previously assumed video advertising was not financially feasible. And, the lesson here for big companies is that throwing money at a marketing tactic isn’t the best solution. Key recommendations for video advertising in 2019. With that in mind, Wistia shared some advice for how to approach video advertising in 2019:
  • Start with a small video advertising budget and focus on creating the content over the production cost.
  • Consider hiring an in-house video producer who can manage the video advertising process and own a company’s brand voice.
  • Split test variants rather than just the variables that deal with targeting and ad copy support.
  • Look at video as a mechanism for driving more action from prospects, leveraging direct response, conversion-focused video ads.
  • Create a series of video ads to take advantage of Facebook’s sequential ad and video carousel formats.
Source - https://www.entrepreneur.com/article/328835
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