Short-from videos are 2017’s must-do B2B marketing strategy. Marketing videos build brand awareness and drive conversions. Adding a video to a landing page can increase the conversion rate by as much as 80%, reports Vidyard. Videos are equally important for keeping your current user base engaged. How-to videos, for example, ensure users get the most value out of your product, paving the way for future upselling.
Like any great piece of content, however, a video is only effective if the right audience watches it. Sure, your video marketing budget may be a fraction of a Super Bowl ad buy. But after you’ve spent time, energy and money to make an amazing video, you want to be sure it gets in front of your target audience– not just your company employees or your best friend.
Once you’ve nailed the basics – posting the video on your website and distributing it via email – it’s time to refine your B2B video social media distribution strategy. Social media is not one-size-fits-all. Here’s what you need to know:
YouTube.The original video-sharing platform is still king: more than 4.95 billion videos are viewed on YouTube every day. Videos posted on YouTube can generate views for months (and even years) to come, making it an ideal channel for community building, longer-tail viewing and high engagement.
- Longer video lengths work best on YouTube. Have a great 30-second spot you’re sharing on Facebook? Add the longer five minute cut here or share behind-the-scenes footage and outtakes.
- Thumbnails matter: bright, colorful thumbnails with text and graphic overlays get the most hits.
- YouTube is also the world’s second largest search engine. This means that if you post the video on your website in addition to YouTube, you’ll need to follow a multi-platform promotion strategy to avoid inadvertently hurting your own site’s SEO efforts. Use Google’s rich snippets format and change the meta description slightly. (Want to learn more? Check out these four essential video SEO tips from Moz’s Rand Fishkin.)
Facebook, Twitter, Instagram and LinkedIn.Looking for quick, viral growth opportunities and high engagement potential? Start with these platforms. Keep in mind that most content won’t show up on newsfeeds unless you opt for paid promotion to get initial traction. Minimal initial spending will give your video the boost it needs out of the gate.
- Keep it short: 30 to 60 seconds are the sweet spot for these social networks.
- Grab attention in the first 5 seconds or risk losing your audience.
- Use subtitles to boost engagement. On Facebook, for example, many videos start playing as soon as you scroll past them in your newsfeed. Unless you click on the video, however, you won’t hear the audio. Use subtitles to capture attention from people scrolling through their newsfeed.
Snapchat.Snapchat’s user base may be smaller and younger than other social networks, but these users are highly engaged. BI Intelligence reports Snapchat is five times more effective than Twitter and 10 times more effective than LinkedIn at getting users to spend time on the platform on a per-use basis. Most significantly, these users spend about equal time messaging friends and watching brand-produced media content via Live Stories and Discover.
- Causal, unproduced footage – like behind-the-scenes tours – is best. Snapchat is all about user-generated content that has a “raw” feel to it, unlike Instagram’s highly produced images.
- Share short, how-to videos and snippets of longer tutorials; end with a call-to-action for your viewers to check out the longer cut on YouTube.
- Since Snapchat’s user base in younger Millennials, this network may not be right for your B2B marketing quite yet. Keep it in your back pocket for 2017– you just may find that Snapchat’s preference for raw, original content makes it easy to quickly shoot and upload a video for instant viewing.
Bonus: SlideShare. Already sharing content on SlideShare? Consider embedding a video into your next deck. Doing so is simple. After you upload your slides, go to the ‘My Upload’ section and click ‘Edit > Add Video’. Enter the URl of your YouTube video, select a slide, and you’re done!