How to publish your videos
“By 2019, internet video traffic will account for 80% of all consumer internet traffic.”
Choosing the right platform for your video content can be a difficult thing to do. There are a few good options, each boasting many different features and formats. This decision can be instrumental in the success of your video and ensure it gets in front of the right audience. It is important to know what platform your video will be published on before you go into the production process.
This is the current menu of video platforms, our thoughts about each, and some examples of our work that has been published on each platform.
Facebook has created an extremely robust video platform offering, offering both with native video posts and pay per click video ads.
Facebook's native video player is great for building awareness and views, especially with the auto-play feature. Consistently adding videos natively will appease the following you already have and create an engaging platform for new conversions. A huge plus is that you don’t have to leave the platform to watch the content. If you are posting video through Vimeo and YouTube links, you are forcing your audience to leave Facebook, which statistically, they don’t want to do. It is undisputed that video is the best content for retention and impressions, and Facebook's ad platform is perfect for reaching a targeted audience with fantastic analytics. Facebook has really curated their pay per click to allow you to target the audience that you want to see your ads based on location, age, job titles, interests, pages followed, etc. This allows you to make sure that your ad money on Facebook is spent specifically targeting the audience that you want.
One of downsides to Facebook is that it’s video content is not optimized for search. Facebook wants you to come across videos via shared content, ad content, and recommended content. In other words, you can't search for a video easily. To do so, you have to find the original post by way of the business or the person’s profile. Facebook’s average view length is also very low, so long content (anything above 60-90 seconds) does not belong there.
YouTube has by far the largest audience of any of these platforms, seeing over a billion viewers a month.
YouTube is unique because the goal is to keep its viewers in the platform, not get them to go to a different website or a landing page. YouTube also has a very large ad platform for video. This can be good or bad for your brand. If you want a good way to run 15 second video ads, you can do that through YouTube. But, if you just want a place to publish and track your video, you could end up having ad content turning your viewers away, or even worse, you could see competitors ads pre-roll your video. In addition, YouTube favors content that can have ads, so if you don’t monetize your videos and have the proper licenses for things like music, you won’t see the same search traffic.
Lastly, If you don’t have a large number of viewers or subscribers, or consistent uploads, it can be very easy for your videos to get lost in the clutter.
YouTube is great for building a series of videos, utilizing videos ads, but it can be very hard to build an audience.
Vimeo has been widely accepted as the best platform for filmmakers. It is geared towards very high quality content, and is more serious in nature.
You can upload much larger, and longer files successfully, it is highly customizable, especially for embedding, and is ad free. And if you are lucky enough to land a staff pick, you can get a lot of views.
The downside is that it's much harder to “stumble” onto content like you might on facebook or YouTube, because Vimeo doesn’t do as good a job with search optimization.
For the business owner or marketer, we recommend Vimeo if you are looking for a way to host a video on your website or blog.
Instagram’s video opportunities are almost Identical to its parent company of Facebook.
Like Facebook, Instagram is good for short content, that you would like viewers to discover naturally or through ad spend. Instagram does limit their content to 60 seconds, but that could change. Instagram already upped their limit in 2016 from 15 seconds.
Instagram also has fantastic video ad opportunities, all run through Facebook’s ad platform. Currently, you can run ads through Instagram user’s feeds, stories, and prioritize in the search and explore section. You also have the benefit of autoplay, but be sure to optimize with captions when posting.