Video is one of the most powerful forms of online content. Reasons for its success include high response rates from customers, longer on-site time, and greater levels of recall versus written content. While video is a critical piece of any online marketing plan, how you choose to distribute it will play a role in its success.
YouTube or Vimeo versus Native Video
The traditional model employed by organizations that use video was to shoot and edit, and then post to YouTube or Vimeo. Marketing could then promote the video either directly on the company website or push it out through social media.
Native video changes the paradigm. Rather than uploading to YouTube or Vimeo, you can now post video directly to social networks, and Facebook in particular. What you need to consider is why.
- It’s Direct — Posting native video on Facebook had a direct reach to your potential customers. Your audience has chosen to follow your brand. Posting native video on Facebook also shortens the sharing cycle. If your audience likes what they see, they can click Share and send it out to all of their friends.
- It’s Less Overt — Customers don’t like to be bombarded with ads. Native advertising opens the door to more creative opportunities to post video, which seem less like ads and more like entertainment.
- It’s Flexible — Not all video has to be fully formed and thought out. Facebook’s Live feature enables you to shoot and post real-time video. Twitter’s Periscope app allows you do so the same.
The Right Choice
How you choose to use video for your business ultimately comes down to intent and comfort level. If you prefer to create a video channel full of deliberate, campaign-based videos, YouTube is still a great choice. You may decide to make professional videos and post directly to Facebook, though many strategists would suggest it’s not the best tactic. But if you think your brand could benefit from more spontaneous and less polished video content, going native could be just what you need.
Want to learn more about how native video can help your organization? Contact us Today.