42 ADVERTISEMENT FEATURE Brightcove
ONE THING YOU NEED TO BEAR IN MIND WHEN DISTRIBUTING VIDEO ON SOCIAL MEDIA PLATFORMS IS WHAT YOU MIGHT BE SIGNING AWAY IN TERMS OF RIGHTS
GENRE CHOICES When media is not a company’s forte, it might not feel confident about its content development skills. Don’t be afraid to ask for help. The best results seem to be brought about by a collaboration of internal marketing departments, external agencies and partners. You want to build a diverse pool of contributors for your video content and leverage these contributors for different parts of the strategy. Use the expertise around you and don’t assume you know the best way to show off your own business. A great example we recently saw was the content created by a data warehousing vendor, on the surface not exactly the most exciting or romantic business endeavour. What the company came up with however was a story of how their systems and data allowed them to source a bunch of corrugated steel that rehoused people who had lost their homes in massive rainstorms in South Asia. Showing how their technology transformed the lives of these unfortunate people was much more
effective than a detailed description of their data services. But what is the best genre of content to serve? Is it a vlog, a documentary, advertorials, corporate events? This will depend on your overall strategy. Once your strategy is clear, then what to create and who to put it in front of may become obvious. We have learned from talking to customers and looking at the data, there are certain types of content that definitely work best in certain types of situations. We’ve found that, for marketing purposes, blogs with embedded videos can be very effective for lead nurturing. You might have a blog article about a product or service, accompanied by the video which goes into greater depth and highlights. Each type of content encourages exploration of the other. Or for long-tail training what we’ve found in our own business that recording parts of our user conference and making them available through our video portal is a great way of leveraging all the effort we
put into our events. It allows you to attract a wider audience of people than those who attended the conference. HITTING THE RIGHT TARGET How and where you are offering your video to customers is also something to consider, and it’s not always the most obvious what is the best. For example, many people might be tempted to send a single-page video directly to their email database, with a video player embedded in the email. We have actually found that’s not always successful. Your customers are all using widely divergent email browsers, in different versions, each with their own individual different settings, which can be quite a gauntlet for an embedded video to run through successfully. We recommend simply inserting a video player image, which when clicked links out to the video on an external player or platform. When done in this way, offering video content directly to your email database can be very successful. Simple solutions like this,
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