Vlogging & Business: Which is the Right Video Platform for You?

October 10, 2018 Linkage Interns
Vlogging & Business: Which is the Right Video Platform for You

In this digital age, there is a fine line between personal and public media presence and online marketing. Media platforms have revolutionized the way we look at advertising, whether it’s product/service promotion or self-promotion. Anyone can get anything out there, often left unnoticed. But with the presence of YouTube, Facebook, Instagram, Vimeo, and any site that Google can find with a video setting, it’s hard to tell which platform is best to maximize your full potential. When picking a platform, it’s best to step back and consider the following questions:

1. What am I promoting?

It’s important to get a grip on what you want to get out from vlogging or video marketing.

For vloggers, the topic of which you choose to center on is crucial to what platform suits you best. When it comes to lifestyle and everyday activities, vloggers tend to lean on platforms such as Instagram Video and Facebook Live. However, the problem with these platforms is establishing a public media presence. There are about 10 million Instagram users and over 67 million Facebook accounts in the Philippines, according to Inquirer. That is where topic differs from content. The content you put out there is what distinguishes your vlogs from private accounts or other vloggers. Content is the execution, so the way you choose to show your ideas will set you apart.

For businesses, it is vital for you to understand your product to know where it’s best advertised. Would it be appropriate to sell through this platform? If you choose this platform, would you be sure the right people see it? Product is to business owners as content is to vloggers. The way you market your product will determine its salability.

Who do I want to see this?

Videos are useless when people don’t view them, and one reason why people might not watch them is that the audience from the platform chosen is simply not interested.

When creating a vlog, it’s essential to get a sense of who may be interested in the content you produce. Do you want to reach a specific group of people or are you shooting for the general public? Is the topic you chose only interesting to millennials? Is your brand of humor appropriate for people of all backgrounds? What would people get out of watching your content—is it educational, informative, entertaining, or a combination of any of the three? To know who your audience is, you need to get a sense of who you are first. Of course, you would watch the content you produce because it’s what you put out there. When you know who you want to reach, it’s easier for you to know how to get through them.

For businesses, it is vital for you to understand your product to know where it’s best advertised. Would it be appropriate to sell through this platform? If you choose this platform, would you be sure the right people see it? Product is to business owners as content is to vloggers. The way you market your product will determine its salability.

Who do I want to see this?

Videos are useless when people don’t view them, and one reason why people might not watch them is that the audience from the platform chosen is simply not interested.

When creating a vlog, it’s essential to get a sense of who may be interested in the content you produce. Do you want to reach a specific group of people or are you shooting for the general public? Is the topic you chose only interesting to millennials? Is your brand of humor appropriate for people of all backgrounds? What would people get out of watching your content—is it educational, informative, entertaining, or a combination of any of the three? To know who your audience is, you need to get a sense of who you are first. Of course, you would watch the content you produce because it’s what you put out there. When you know who you want to reach, it’s easier for you to know how to get through them.

Business is still business no matter what generation. The rules of advertising haven’t entirely changed despite the change of platform. It is still very crucial to consider your target market when advertising online. “What is my video demographic?” is the same answer to the question of “who are my customers?” Products or services aimed towards the general public might want to target top search engine video platforms such as YouTube and Facebook because of its accessibility to a wide scope. Luxury and professional products might do well on paid subscription video sites like Vimeo and Wistia where there could be audiences that can afford them.

How far can I stretch this?

Unlike television, no rule on the internet won’t prohibit you from publishing your videos on different platforms. With the convenience of the internet, making different accounts in different sites aren’t too difficult. The question is, would it be necessary?

The misconception with vloggers is the need to be on every common social media platform to get their name out there. The reality is most vloggers rose to popularity because of one platform and the others just followed. That is why there are labels like Youtubers, Instagrammers, and Viners (back when it was a thing). Consider focusing your efforts on one platform first with your content and target audience in mind before expanding.

The visibility of your product everywhere won’t necessarily help your brand, especially online. To put it into perspective, you won’t find feminine intimate care products advertised in men’s health magazines, right? That is because it wouldn’t make sense to be there. The same goes for promoting certain products on specific platforms.

Here are common video platforms for you to consider:

1. YouTube

This platform is by far the most popular video streaming website. It reaches a wide scope of people (over 1.8 billion users every month) and has been categorized into different sections so people looking for specific things can find it there. There would be no need to look for your audience as your audience finds you.

The hindrance with such a big video platform is the competition that comes along with it. Standing out with a thousand people with the same content won’t be easy, especially starting out. Advertising will also struggle in this platform from the fact that avoiding ads are one of the primary reasons people use YouTube.

2. Instagram

Instagram’s new feature brings out the opportunity for people to express themselves through videos. It is certainly a good platform for vlogs and advertising to the younger generation, seeing that most of its users are millennials.

When it comes to finding an audience, it will be quite a challenge. For vloggers—since it is a platform not primarily for videos—it might be hard to gather a following that wishes to watch videos. The same goes for advertisers.

3. Facebook

This platform has expanded beyond any media platform and has been the primary account for most. Almost everyone has a Facebook account. Content-wise, Facebook accommodates pictures, audio, texts, and videos. Its advantage is the same as its disadvantage. Everyone has Facebook, so when it comes to vlogging, it may just appear as you being any of the other people with accounts. Ads may just be regarded as any other post.

4. Vimeo

For a professional look, Vimeo is the site for that. When your content is leaning towards the intellectual and those that prioritize quality, consider Vimeo as a platform to go to. Short film and documentary makers are well-acquainted to this platform.

When you search for it on Google or any other search engine for that matter, it doesn’t come up as fast as YouTube, which means it’s a platform that’s not as common as the rest. This could mean that your demographic may be difficult to find.

It is also not free. It will cost you $7 a month for a Plus account with 5 GB of space per week.

5. Wistia

This website is specifically tailored for business owners, so advertising products or services will fit right in. You can also include keywords in your video that add to its search-ability. It shares the same hindrance with Vimeo, though. It is not as common and will cost you $99 a month for ten videos.

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