When we want to use the video to put us on the map or when we are beginning in the video marketing, it’s very common to work a strategy in some of the free video sharing platforms.
Specifically, the most common actions are the distribution of branded videos, streaming of live events and contents that match with our Inbound Marketing strategy (video tutorials, how to’s, etc).
For cases in which we want to get maximum dissemination and traffic, using social networks to share videos is indispensable and therefore, many of the professional video platforms are fully integrated with them for automatic publishing. It is clear that both options are not mutually exclusive.
This post is part of a series of articles about Free Video & Professional Video Platforms. Last week, we already discussed what needs can we cover with a Professional Video Platform, and this week we will see how video sharing social networks can help with certain objectives such as brand awareness.
Choose your free platform according to the brand objectives
A little more focused now on YouTube, we highlight two interesting tools when seeking to capture followers, fans search engine and notifications. The fan search engine is a system whereby the platform subsidizes five True View spots for the channel; notifications are used to notify all subscribers when new content is available.
However, when the goal of marketing is branding, these video sharing social networks do not offer such good results. Vimeo doesn’t accept use for commercial purposes in the free account and in YouTube is very easy to lose control over the brand. In this network there are very few customizing options, and yet, too many elements of distraction and which lead to other channels. Distractions like video suggestions, recommendations or in-video advertising.
A practical example.
Consider the case of a surf school to see how we could focus on the use of free platforms depending on our objectives if these are more focused on branding or engagement.
Let’s say the school is basically a local business but you want to reach a national audience. To do this, you plan to distribute some of the videos privately: sharing custom video summaries of the evolution of each student, mainly it will be a matter of rights, but you’ll also generate greater customer engagement. In addition, they also want to make public disclosure of the highlights of the classes. In all, they not only get visibility to attract new students and their engagement, but also to promote recommendation.
In this case, Vimeo could be a good option, only when the commercial purpose of the videos it’s not evident . The video network is able to maintain its quality precisely because it establishes limits on free accounts for non-commercial content and requires a certain artistic quality. It may be risk to post on this network, since they have the right to cancel your account when requirements are not met.
Vimeo is also a good channel for sports fans who care about the artistic quality of his recordings, something very common in sports sector thanks to new technologies. In the case of the surf school, that we put as an example before, with Vimeo they will be able to share the videos privately and without forcing students to have an account, since the platform can generate a password to access the content. The school achieves, by using this network, associating the brand to quality, compared to Youtube where it fades.
If the school also wants to broadcast live graduations summer courses then selecting a video platform will be more complicated. Vimeo can not provide this broadcast service, Vimeo is a video on demand platform exclusively. At this point the option of using a YouTube account gains strength.
YouTube can of course maintain the technical quality of the videos, the most substantial difference with Vimeo is the impact on the brand. In this network, branding is more damaged and the chances of losing the attention of users are multiplying. Moreover, in order to share videos privately, students are obliged to have a Google account, which can obviously be a barrier. Of course, the upside is that the school may be more open to commercial level when using this platform.
In conclusion it is important to mention that these platforms are tools that can be helpful in cases where a company, as part of an overall strategy of Inbound Marketing, decides to generate useful video content.