You’ve no doubt heard about the three “L’s” of real estate - “location, location, location”.
Well, location is just as important when it comes to video marketing. We’re not talking about where you film your video - what we’re referring to in this context is the video platform you choose. Or in simpler terms, the hosting or sharing site where you’ll upload your video.
Too many marketers approach this step haphazardly, giving minimal thought to how the platform they choose will affect their video’s performance.
But today, we’re here to show you why your choice of video sharing site matters.
Just because video sharing sites look similar and do the same thing (play video), doesn’t mean that they’ll all benefit your business the same way. Some will expose you to global audiences, giving you the opportunity for widespread brand awareness.
But others will provide more “bang for your buck” in the sense that they offer features which will help you meet specific ROI goals. That’s why we have to emphasize the importance of choosing the platform that best speaks to your business and your goals.
You’ve heard the names, but do you know how they’ll shape your video marketing campaigns? If not, it’s vital for you to know how these platforms differ.
There are other video sharing platforms out there that can work for some businesses, but they tend to be more niche. For example, Twitch is a site dedicated to gamers while LiveLeak prohibits the upload of copyright material and focuses on news-related and amateur videos.
But for the sake of this article, we’ll focus on the big three mentioned above - YouTube, Vimeo and DailyMotion.
So the burning question lingers - which platform should you choose? Well, the answer greatly depends on what your business offers and what you want to accomplish. And also, keep in mind too that you’re not limited to one video platform.
As we mentioned earlier, the platform you choose depends on your core objectives.
If you’re going for a “shotgun” strategy and want to reach the masses with a potential “viral hit”, then YouTube will likely be the platform for you.
If you’re a B2B brand with a very specific and demanding niche and want an ad-free platform, then you might want to put your video on Vimeo.
If you produce more risque content or a have a dedicated base in Europe, then DailyMotion might work best for you.
Ultimately, there’s no rule saying you can’t upload your video on more than one platform. Just keep in mind that some video sharing sites will serve you better than others. Where a video might get lost in the clutter on one platform, it may thrive on another.
Going forward, give more thought to your choice of video sharing site. It can mean the difference between uploading a video that gets lost in a sea of content, or one that attracts tons of eyeballs and engagements.
For safekeeping, you can upload your content onto all of these video hosting sites to see where it sticks. Of course, it would make sense to keep it on the site that gets the most traction.
But what will ultimately get your video seen is a combination of factors in addition to the site you choose such as the way you optimize it for that particular site. And that will be the topic of our next post.