October 15, 2023

Video Marketing Beyond YouTube: Harnessing Emerging Platforms for Success

In the ever-evolving landscape of digital marketing, video content has proven to be a driving force behind engagement, brand visibility, and conversion rates. While YouTube has long been the go-to platform for video marketing, competing platforms like TikTok, Instagram Reels, and LinkedIn have carved their own niches in the video marketing arena. Let’s explore the world of video marketing on these platforms and provide insights on how to create effective video content tailored to each.

TikTok: The Short and Sweet

TikTok exploded onto the social media scene with its short, engaging video format. While the platform has moved away from the strictly sub-3-minute video, to succeed on TikTok, you need to captivate your audience within the first few seconds. Quick storytelling, humor, and authenticity matter here. Remember the adage, show, don’t tell. Use settings in your video to express your mood, personality, and authenticity in order to focus on your message, using humor and current trends. 

Consider using TikTok’s trendy music and effects to enhance your content and increase discoverability. Brands like Chipotle and Ocean Spray have mastered the art of creating viral TikTok videos by incorporating humor and user-generated content.

Instagram Reels: Showcasing Your Brand

Instagram Reels, the short video format integrated into the Instagram platform, provides an excellent opportunity for brands to showcase their products, services, and creativity. When done right, these videos are the pinnacle of brand storytelling. 

To create effective Reels, focus on building a strong narrative around your brand. Use features such as text overlays, music, and filters to make your content more engaging. Share behind-the-scenes footage, highlight customer stories, and, most importantly, keep it concise and visually appealing.

LinkedIn: Professional and Educational

LinkedIn is a platform primarily known for professional networking, making it an ideal place for B2B video marketing. Videos on LinkedIn should be informative, educational, and industry-relevant. 

To succeed on LinkedIn, establish yourself as an authority in your industry. Create thought-provoking videos that provide valuable insights, industry updates, and solutions to common problems. Share your expertise through interviews, webinars, and product demos. Remember to include subtitles to ensure your content is accessible and user-friendly.

Crafting Effective Video Content

Regardless of the platform, certain principles hold true for creating effective video content:

  • Know Your Audience: Before creating any video content, research and understand your target audience. Tailor your message and style to match their preferences.
  • Consistency is Key: Regularly post content to keep your audience engaged and informed about your brand. Consistency builds trust and keeps your brand top of mind.
  • Quality Matters: Invest in good production values, even for short videos. Clear audio, crisp visuals, and proper lighting go a long way in enhancing your content’s quality.
  • Optimize for Mobile: Since most users access these platforms via mobile devices, ensure that your videos are mobile-friendly. Use vertical or square formats to maximize screen space.
  • Call to Action: Always include a clear call to action in your video, whether it’s directing viewers to your website, encouraging them to like and share, or urging them to subscribe.

As the digital landscape continues to evolve, video marketing on emerging platforms like TikTok, Instagram Reels, and LinkedIn offers immense potential for brand visibility and engagement. Embrace the unique strengths of each platform, adapt your content accordingly, and stay consistent in your efforts. If you’re ready to take a dive into these platforms, contact Curis Digital. Our experts are ready to help you succeed.