Videos Cut Short

Dec 1, 2015 | Resources


On its surface, a seemingly old topic, videos on the web have continued to evolve and remain a viable marketing tool for your small business or organization. YouTube, long the kind of video has new competitors and new video consumption habits that threaten to challenge their place on the Internet video throne.

This issue, we’ll look at video services and tools that aim to make creating and sharing videos easy.

  • YouTube – With over a billion users, and hundreds of millions of hours of video watched each day, it’s good to be the king. YouTube remains not only a place to upload your videos but a destination for many seeking entertainment, instruction and everything in between. Businesses can benefit from YouTube by creating a channel, and regularly uploading both short, and longer clips to YouTube related to your product or service.  This channel serves as a complementary aspect (and secondary traffic channel) to your website.
    Honorary Mention: Vimeo
  • Vine – Born from the explosion of social networks and the demand for short, easily consumable video clips, Vine offers a vision of the future of video marketing.  A crowded marketplace, short video clips have become the new craze in the startup/dotcom world.  Vine allows you to create short, 6 second clips using your smartphone, which is then uploaded to the Vine network, as well as posted to your social media accounts like Twitter, and Facebook.  These short length clips are easily watched by users skimming through their social feed, unlike traditional longer format videos.
    Honorary Mention: Instagram
  • Facebook – Not to be left out of the video market, Facebook has moved it’s considerable weight into this industry, with sights set on dethroning YouTube.  Leveraging their existing apps and website, Facebook is dedicating more of its network real estate, to the promotion of the video.  Daily video views on the Facebook platform have doubled since April to 8 billion(!).
    Here’s what Zuckerberg said recently about the transformation of the video space:
    The more interesting question is not in the near term what we’re going to do to develop ways to consume long-form content, but what traditional media and content producers who have traditionally produced long-form content are going to do to chunk their stuff up better, so that way it can be more easily consumed by this big community online
    What Zuck is saying here is that short, shareable video is in, long-form traditional content is out.
  • Periscope – An offshoot of Twitter, Periscope offers the ability for anyone to broadcast a live video feed, to be shared and viewed both within the Periscope app and on the Twitter network.  Users watching can type messages and chat live while the feed is active.  Business owners can utilize this tool by broadcasting company events, live question and answer sessions, and other noteworthy events that are good subjects for live video.
    Honorary Mention: Meerkat

Video Consumption Trends

You’ll probably notice a trend in the recommendations above.  Most are engineered towards social networks, either as a complimentary service or as a core component.

Users spend more time daily within social media apps than they do browsing the open web.  This requires small business owners to adapt and utilize these networks, to drive traffic to their website and deliver their marketing messages to consumers.  These messages and content need to be concise, shareable, and focused in order to compete for, and grab the attention of potential customers.

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