MozCon 2017: Optimizing for the New Wave of Social Video Platforms

The following post is part of WTWH Media Marketing Lab’s ongoing blog series from MozCon 2017.

Most of us at a certain age think marketing works like a TV. We’re given a call and response and we base our perception on what is placed in front of us. But we have it all wrong. As marketers, we need to understand what were making, how we distribute it and how to get it in front of the right people in the right way. When producing marketing content for video platforms, they need to be well produced and visually appealing with a clear brand message.

Simply having video is not a strategy. All social networks are now fundamentally a video platform which really shifts dynamics for social platforms for marketing. Since these platforms are not all the same, this doesn’t work.

We want to build for the right platform, but what is the right platform?

1. Facebook: Research found that product videos do not work well on Facebook. Videos on Facebook should include something short, and interesting – primarily mobile. We’re bored and we’re mobile — this is the context in which we are exploring video on FB. Facebook Live and Periscope are also great tools to utilize when optimizing content for Facebook.
2. Instagram: Short form versions of great content works best. Share an essence in 15 sec video or trailers which include content that advertises a bigger piece on blog or video library.
3. Twitter: Optimizing video for Twitter is closely aligned with Facebook. The tweet is still the main content but the video needs to support the tweet. Users will read the tweet before watching the video. Use the tweet to draw the user into watching your video.
4. LinkedIn: LinkedIn now has a native video option. This is a new tool, but still a viable platform to optimize video for.

Now that you have all of these options, how much should you be spending on video production? You should spend the same amount of money as the people you are speaking to. The best way is to start in house, doing something small.

Do you think your company, product or niche is too boring for video? There are no boring niches, only boring companies. To succeed, you need an idea of what your business says in the world. What societal issue do you care about?  How do you solve that problem? What change do you want to see in the world?

Make more, smaller lower quality videos.