New social platforms are launched all the time. Just like Richard Branson's famous quote “business opportunities are like buses; there’s always another one coming”, you can rest assured that there will be another social platform or app coming soon.
Perfecting tried and true methods on some of the more established networks is sometimes overlooked in favor of marketing immediately on the hottest social media trends.
Recognizing this, as well as the importance of video as we enter the second half of 2016, can have a real impact on the success of your digital marketing campaign.
The Growth Of Video Marketing
Whether you refer to it as video marketing or social videos, it is undeniable that videos have never been more important than now when launching a digital marketing campaign.
Videos have made their way into every interaction we are involved in online. From the launching of live videos broadcasts on Facebook to the increasing popularity of videos on Instagram and Twitter, accessibility of high-definition videos on all mobile devices is a must in the world of marketing.
As a matter of fact, over half of all video traffic is actually viewed a mobile device.
It doesn't matter whether you are a B2B or B2C company; integrating videos into your marketing plan increases click-through rates, can increase leads and ultimately create more conversions.
Videos are highly effective to establishing brand authenticity and an excellent way to promote social engagement with your audience.
Weighing The Differences
In the days past, if you wanted to add video to your marketing strategy, you probably used only YouTube.
Flash forward to today and although YouTube is still the cream of the crop with over 1 billion visitors a year, it's no longer the only option out there.
YouTube is now known as the second largest search engine in the world, but Snapchat is the new kid on the block and has been shaking things up.
Today, , which works out to be over two billion combined. In addition, Snapchat adds a few perks that YouTube doesn't offer.
SnapChat
60 percent of Snapchat's users are between 13 to 20 years old; on any given day, Snapchat reaches 41% of all 18 to 34 year-olds in the United States.
Snapchat enables the user to view and send instant, uncut videos to their target audience, whereas YouTube still utilizes a 360-degree video format.
One of the unique things about Snapchat is that the user needs to actually interact with their phones; more specifically, to make a video, they need to touch their phones and hold the button down to make a video.
And, on the other side of the coin, to watch a snap image or video they have to actually select the snap or story they want to view.
What does this mean?
If the user is watching your snap, it is because they want to. They are actively giving you their attention and this is the most important aspect of all for marketers.
YouTube
YouTube allows you to present higher quality video and the time limit is longer. This may be the sole reason a business might choose to go with this platform over snapchat.
For example, high-end luxury brands such as Gucci or Guerlain have stories behind their brands, none of which can be told in only 10 seconds.
Luxury brands are far more complex than household name brands such as Nike or H and M.
These brands are appealing and spark interest with short bursts of intense video, but in the world of luxury, videos need to unfold to truly be defined.
Which Works Best?
Choosing the appropriate platform largely depends on what you are trying to accomplish.
Knowing your ideal buyer's persona can help you not only select the right platform for your business, but plan the most engaging content possible.
Who is your target audience? What is their age demographic? Are you looking to engage with teens or are you leaning more towards millennials? If your target audience is the former, Snapchat may be the best place to start as nearly every teen has a smartphone nowadays and is wildly active on Snapchat.
YouTube is still an excellent way to reach an audience, but if you want to really bulk up your social media presence, getting active on Snapchat and advertising it through your other established social feeds is the way to go.
Regardless of platform, increasing brand engagement (and as a byproduct - awareness), converting leads and increasing your following should be three priorities that guide your approach.
Video User Attention
Make videos that showcase your products, services and values as a company.
Always keep things professional even when you're aiming for a fun and lighthearted tone.
Digital marketing is not merely sitting online and publishing content AT people; it's about understanding how people engage with the media and each other.
Using videos in digital marketing allows you to segment your chosen audience and actually customize messages in an invaluable, yet measurable way.
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* Adapted lead image: 
