• Katie Kerr

THE BEST CHANNELS FOR VIDEO CONTENT MARKETING: AN IN-DEPTH ANALYSIS

Over 80% of marketers use video to promote their brand and increase awareness. It is THE best way to communicate and convince your target consumer that your product is the answer in matter of seconds.



So why is it so effective? And what are the key benefits to using video Ecommerce formats in your marketing strategy?


Using video content marketing can sky rocket your conversion rates, boosting sales.


Video gives a super clear view of your product, demonstrating it in 360 degrees and in action. In fact, Wyzowl explains that explainer videos have the potential to encourage 74% of viewers to buy a product. Proving that product videos have the capacity to push up revenue.


Harnessing the power of video Ecommerce can boost ROI for brands.


Using video may be daunting for brands as it costs money to create content. However, effective promotional videos can ensure good return on investment. Interactive video platforms can help provide brands with a simple template to make videos quickly and easily. New streaming commerce formats such as live shopping, actually allow brands to create free, streamed content and sell products in real time via a broadcast. This removes the need for lengthy, high production video content.


Increase your customers trust in your brand by educating them quickly with video content.


Dynamic, creative and eye catching video content draws in the viewer and provides them with clear information on product offerings. This drives qualified traffic to Ecomm sites to boost conversion rates. Other formats can help take video to the next level to educate and engage. Interactive video content marketing instantly hooks the viewer with addictively clickable content. The consumer can play a role in the content by tapping to view product info and adding their preferred size and colour to their bag.


But with all this information... Where is the best place to distribute video content marketing?


We've put together an analysis of the best channels to share your videos!


1. LinkedIn




LinkedIn is the best place to get your brand seen by other businesses. It is a more professional environment where explainer, mind-sharing video content does well.


Pros:

  • B2B focussed brands can streamline content to reach their target audience

  • Start a conversation with people from target businesses


Cons:

  • Less space for intensely creative advertising content, content may be more professional and explanatory

  • Not as B2C focussed as other platforms


2. Facebook


Facebook has the biggest social base in the world. With 2.8 billion users globally this is a great platform to get your video content seen. Content is sociable, entertaining and casual. Videos here need to grab the viewers attention in seconds to hook them in for the whole.


Pros:

  • The opportunity to reach huge audiences and broaden your customer base

  • Direct your viewer straight to your brand page to boost sales

Cons:

  • With so many users, there is a LOT of content. As a result, videos could get lost and need to be super engaging to stand out amongst the crowd.

3. Instagram


As a purely visual platform, video content is at home here. Video formats include stories, posts, reels, TV and live streams. Instagram is branching out towards more shoppable video streaming options in the US.


Pros:

  • Video can be seen in a variety of formats so the limits are endless

  • Connect socially with your customers through social shopping features

  • Product tags give direct links for your consumers to buy

Cons:

  • Videos could go viral, or get lost in the sea of content

  • If you have a small following, there can be limitations to what you can do, such as swipe up on story

4. Twitter


The Twitter newsfeed is typically made up of social content from celebrity users or influencers. Tweets are often textual or image based with short snappy information that entertains in just a few sentences.


Pros:

  • Less pressure on creating lengthy content and more focus on creating short but effective videos

  • Video content isn't as prevalent so using video on Twitter could make your brand stand out

Cons:

  • Video content is not as common so may not perform as well

  • Twitter's demographic tends to be more millennial (40% of users) than Gen Z so certain audiences could be missed

5. Pinterest


Here, inspirational content connects likeminded people. Videos can range from 'How To' tutorials to styling videos and other product demo content. Pinterest is mainly used for product discovery.


Pros:

  • Target customers who are already searching for products like yours, Pinterest helps brands reach out to informed traffic

  • How to videos increase customer trust by showing them exactly how your product can solve their problems

Cons:

  • Smaller number of active users means less people to reach out to

  • Limited video formats available in comparison to Facebook and Instagram

6. YouTube


YouTube is the biggest platform for video in the world with 500 hours of video uploaded every minute. Brands use streaming commerce to sell their products in live streams and on demand video.


Pros: