The Ultimate Video Marketing Mix
Many people think that creating a video marketing strategy is easy. You simply post the same videos in every platform. But this is very far from the truth. If your video relies on audio and lacks text, it might not be ideal for Facebook viewers. But successful marketing comprises of different types of videos, posted in different platforms, and with different frequencies. There’s a different rule for Instagram Stories and Youtube videos, as well as Facebook videos and TV ads. What are the rules you should know about each video platform? What’s the ideal frequency? In this article, we’ll tell you everything you need to know:
1. Instagram Stories
More than 50% of Instagram brands created stories. About one in five of these stories, generate a DM for a follower, client or customer. In addition, L2 found that fashion brands mostly relied on Stories to promote their Fall-Winter 2016 and Spring-Summer 2017. And Instagram Stories was more appealing as millions of users got more information on the product and business. In short, Instagram Stories can do a lot for your business. How do brands use Instagram Stories? Here are some examples:
ASOS uses Stories to highlight its promotional campaigns. The ASOS magazine is published regularly and it has 486,000 readers and a strong lineup of editorial content. There’s also the ASOS Insiders—a community of 20-year olds who post their creative ASOS OOTDs on their social media channels. ASOS’ Instagram Story Highlights has the following sections—ASOS Insiders, Insiders Wardrobe, ASOS Magazine Launch, News, New In and so on. The ASOS Magazine Story features the cover stars and features in their latest issue. ASOS Insiders and Insiders Wardrobe includes Q&As with their community of influencers. What does their wardrobe look like? Last item they bought? Looks? Their Instagram Story gives a sneak peek.
What’s the flavor of your favorite coffee? Check out suggestions from Starbucks “Instagram Stories” featuring the most popular flavors for college students:[They also posts Stories about updates like their shareholders meeting and social impact initiatives. ]5
Frequency of posting on Instagram
How often should you post Stories per day? The good news is last December 2017, Instagram released the “Story Highlights” feature. This allowed users to save an unlimited number of stories, which were shown at the bottom of user’s Instagram business bio. Brands such as ASOS curated their Stories based on their campaigns. The Stories you create will be visible in your Instagram profile, unless they are removed. That said—how often should you post Stories? You might want to replace Stories in the Highlights section every week, to keep your Instagram fresh and new.
How to create Instagram Stories with Lumen5
A tool like Lumen5 makes it easy for you to create Instagram Stories. You can turn any blog post, news article, or written word into a video. Lumen5 supports vertical videos, making it easy!
YouTube videos get a lot of love from marketers, and for good reason. YouTube users watch more than 5 billion videos every day, and 400 hours of video content are uploaded every minute. Artillery Marketing found that 1.5 million businesses search YouTube on a daily basis. It is also the second most visited destination for business-related searches after Google. That said—what are the videos that do well on this platform? It’s ideal to create shareable content that’s relevant to your target audience. Here are some examples of the best brands on YouTube:
Vox’s videos are well-loved. They don’t just post about the latest events. Instead, they focus on interesting facts and controversial opinions. Sometimes they go back in history to explain cultural phenomenon like, “How highways wrecked American cities.” As a result, they get a lot of views and exposure for offering something “unique” to their target audience.
GoPro’s channel features jaw-dropping footage from professional athletes. They have product videos that advertise new products. And they show their camera’s capabilities by shooting athletes and amazing sceneries, using GoPro cameras.
They also showcase stories of surfers, free divers, football players—among many more athletes in 4k videos.
When creating shareable content, you can also tap into cultural phenomenon. There’s a reason why mainstream events and popular icons (i.e. Rihanna, Olympics) get a lot of views. You can also be conversational or funny, depending on what language or tone suits your brand. No one wants to watch boring videos.
Frequency of posting YouTube videos
How many times should you post YouTube videos per week or per month? It depends on your brand’s capability. If you can post one every day, then good for you. If you can post two per week, that’s good too. But be consistent! Jeff Bullas’ team tried YouTube Marketing for one year. They didn’t have consistency and got about 16 to 30 views per day. When they committed to posting about 2 to 3 videos per week and became consistent, they got 1,000 daily views within 1 month!
That’s the power of consistency in action. Another great example is Lily Singh. She uploads 2 to 3 videos per week all the time. Thanks to her efforts, her channel has amassed 14 million subscribers and 2.8 billion views (as of October 2018). It’s hard to commit to an X number of YouTube videos, but you’re missing out on a lot, if you can’t be consistent. So create a plan, schedule your shoots and be consistent.
3. Facebook Video and Facebook Live
In the past five years, Facebook videos have experienced a massive growth. In fact, Facebook videos get 8 billion average daily views and users spend about 100 million hours watching videos every day. In addition, 44% of SMB marketers plan to spend money to create and promote Facebook video content in 2017. Unlike YouTube videos, Facebook videos are watched while on mute. In fact, 85% of Facebook users watch videos with the sound off. And captioned videos can increase video view time by an average of 12%. What about Facebook live videos? In June 2016, businesses streamed six times more live videos on Facebook. Live videos are also watched three times longer during the actual stream than the replay. That said—how are big brands using Facebook videos to engage with more followers? What are the videos that do well on Facebook? Here are some examples:
Forbes creates Facebook videos to deliver educational and interesting content to their fanbase. For example, in the video below, they used Lumen5 to introduce the Life-Size LEGO Technic Bugatti Chiron that people can actually drive.
Meet The Life-Size LEGO Technic Bugatti Chiron You Can Actually Drive This $3M Bugatti Chiron was crafted almost entirely out of LEGO parts. http://on.forbes.com/6181DL0gF Posted by Forbes on Monday, September 10, 2018
Here’s another video that Forbes made, this time posted to LinkedIn.
Frequency of posting Facebook Videos
There aren’t a lot of studies about Facebook video frequency. But Facebook IQ have listed some factors that you can consider when trying to find the most effective frequency. For example, a low-frequency may be preferred for established brands that have a high market share, long purchase cycle, less frequent usage and higher share of voice.
4. Television advertising
Traditional TV advertising isn’t dead yet! A recent study by Bell State University found that Americans spend four and a half hours a day watching television. It’s still one of the most common leisure activities, despite the steady rise of Internet use. Television advertising is also popular since it lets you communicate with a wider audience. Unlike social media videos, people just can’t click the X button and scroll down. Instead, they’re forced to watch the whole advertisement and learn about the product. What are some great examples of TV ads? Here are some of our favorites.
Audi launched an ad on equal pay for women.
Their ad titled, “Daughter” features a father watching his young daughter race against boys. She wins the race. The father then narrates that her success is short-lived. Once she grows up, she’ll never be worth as much as the boys in the workplace.
Here’s a classic piece of Canadiana for you. Lumen5 is a Canadian company after all!
These examples show that while TV ads may seem repetitive, it can be used to send meaningful and memorable messages. All you need is a good script and an advertising agency to get you in the right direction. Now, how many times a year do you create TV ads? It depends on the budget, because they’re very expensive, and it may not be for you. That said—if you have the money for it, you can stick to one per year.
Over to you
Planning your video marketing mix isn’t easy, but hopefully, this article helped you figure out the videos that you should create, based on the platform where you’ll publish. If you have trouble getting started, then don’t worry. You can always use Lumen5 to customize the video that’s perfect for your brand. How does your video marketing mix look like? And what were your results? Let us know in the comments below.