Determining the Right Platform for Your Video Campaign
Spin Creative • May 28, 2020
In today’s digital world, video can be found just about anywhere. Television ads are still wildly successful, but social media and independent video platforms have gained a lot of traction in recent years. This begs the question: Where should you launch your next video campaign?
Selecting the right platform for your videos isn’t as cut and dry as it might seem. There are a lot of factors that go into the decision, from budget to marketing goals. Ultimately, making the wrong choice could tank the success of your campaign and waste valuable time and money.
Choose your platform before you shoot
Video experts know how important platform selection is to creating a successful video. Before you generate your video’s concept and begin shooting, you should outline your campaign’s goals and where the videos will be shared.
While things like 30-second commercials can be easily shared on many platforms like TV, YouTube and social media, some platforms restrict the length and format of your videos. If you intend to target a particular audience on one of these channels, you need to understand these strengths and limitations before you create the finished product.
How to choose the perfect platform
Choosing the right video platform today goes far beyond deciding between TV and digital. The internet alone holds multiple native video platforms that have unique qualities and benefits.
Some of the most popular video platforms include:
• Television
• YouTube
• Facebook
• Instagram
• Snapchat
• Branded website
When deciding between platforms, consider the following things:
• Budget:
It’s important to consider your budget
when contemplating the right video platform. It’s no secret that landing advertising spots on TV is much more expensive than sharing videos for free on social media. If you’re going for maximum reach and have the budget, TV could be an excellent choice. But if your budget is tight, you can still find great success with free digital platforms and/or social advertising.
• Audience:
Who do you want to see your videos? Where do they spend the most time consuming video? Answering these two questions can help you narrow down your platform choices instantly, since you don’t want to target the platforms your customers ignore. For younger demographics, digital platforms are the way to go, while seniors are likely to spend more time on TV. Beyond that though, you’ll need to do market research to learn whether your target audience prefers Instagram over Facebook or Snapchat over YouTube.
• Length:
How long is the video you intend to share? Although most platforms support long-form videos, the audience on each might not tolerate them. Generally, YouTube, Vimeo, your website and potentially Facebook are better choices for long-form video, while TV and Instagram are best suited for bite-size content.
• Shareability:
Is one of your campaign goals to increase brand awareness? If so, you’ll want your viewers to be able to share your videos easily. Although you could cross-promote a video on TV and YouTube, it’s less likely that your viewers will seek out the video on a second platform just to share. Hosting your video on a social channel like Facebook or Instagram or on an easily linkable platform like YouTube ensures maximum shareability.
Making your videos work cross-platform
Selecting a single target platform for your video helps you focus the content and ensure the best results. However, it doesn’t have to solely live there. There are many ways to adapt your videos
for other platforms or uses.
You might be able to chop a longer video up for easier sharing on social media. For television ads, it’s a good idea to repost them on YouTube so people can find them later (think Superbowl commercials, for example). Finding creative ways to extend the life of your videos can maximize their effects and deliver better results.
Does your team need guidance for an upcoming video campaign? Say hello
to the Spin Creative team!
About Us
Spin Creative is a video production company and creative agency helping marketers create winning video and creative strategies that engage, inspire and activate targeted audiences. Spin is headquartered in Seattle with offices in San Francisco and London, serving brands around the globe.
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