Finished making your video? Great!
But that’s just the beginning. What you do from here is just as important as the actual production. And unfortunately, it’s where most businesses fail.
With an overwhelming amount of places to upload your videos, most will take the easy route: upload to YouTube then embed the YouTube video to their site. But that’s a shortsighted strategy that needs a lil fine tuning.
In this article, I’m talking about video uploading from a strategic perspective. If you’re looking for the fine details about uploading to these platforms, this isn’t the place.
We’ll cover three topics:
- Take ownership with video hosting.
- Distribute with social media.
- Match video type with video platform.
Let’s roll this~
1. Take ownership with video hosting
I’m gonna focus on two video hosting platforms: Vimeo and Wistia. For small businesses, these platforms give you all that you’ll need without breaking the bank.
I wrote an article about video hosting a few months back: Video Hosting for Business : How to Determine the Best Option. But Wistia’s pricing has changed and I learned a lot more since then.
When I’m talking about “ownership”, I’m referring to you- owning the video experience on your website. That means customizing videos with your branding and not letting viewers escape to the social media abyss (I’m looking at you YouTube).
When it comes to customization, both Vimeo and Wistia allow you to change colors and upload logos.
They also both have advanced privacy settings. So let’s say you want people to opt-in to a video course, you can keep the videos private to provide more of a membership experience.
Quick side note: any time I opt-in (give someone my email address in exchange for information) and the video content is hosted on YouTube, I immediately think “Damn, I could have just searched this on YouTube”.
Now here’s where Wistia starts to take the lead:
- SEO (Search Engine Optimization) - Google does not automatically know there is a video on your site. They’re great at reading text, but not video. Wistia makes it easy and automatic with every embed to include the necessary information to make Google happy. Vimeo doesn’t have that option, believe me, I’ve asked. For those familiar, you can no longer create video sitemaps with an old embed code on Vimeo.
- Analytics - Wistia shows detailed engagement metrics, like when viewers are dropping off. Vimeo just let’s you know if they finished the video or not.
- Lead generation - Wistia has “turn-styles”, which allows you to collect email addresses direct from a video. Pretty awesome. Vimeo, just let’s you add a link at the end of the video.
- Support - Wistia’s content is amazing; the best example of how to incorporate video into your content marketing in my opinion. I was also able to schedule a phone call to discuss my video strategy. With Vimeo, you send an email and hope to receive a response within 24 hours.
That all sound great Lance, but how much?
Wistia has changed their pricing. Now, all of the paid options, give you all the features. But here’s the catch, there’s a limit to the total amount of videos you can upload per plan.
For most small businesses, you’re looking at:
$25 per month for 25 total videos
$50 per month for 50 total videos
Vimeo is only $200 per year.
Bottom line: if you’re just starting out with video or have a limited budget, use Vimeo. But once you get serious and start to gain traction, you’ll want to upgrade to something more robust like Wistia.
2. Distribute with social media
After you’ve uploaded to your hosting platform, it’s time to distribute with social media.
Previously the practice has been to share a link from your video hosting, but those days are over. It’s now more beneficial to upload your videos natively to social media platforms like: Facebook, Twitter, and YouTube (that’s right- YouTube is a social media platform, not a video hosting option).
The goal is to repurpose your video content to reach the maximum number of eyeballs.
But most importantly, know the arena you’re playin’ in. Which brings us to my next point…
3. Match video type with video platform
Let’s look at user experience and some video type examples on each platform:
YouTube - users are looking for entertainment and education. It’s a search engine, so the user is searching for a specific solution to their problem. That means your videos should quickly get to a solution, the viewer could care less about who you are (skip that introducing yourself part).
- Vlog (video blog).
- Viral or comedy.
- Brand advocates.
Facebook - users are there to engage with friends and family. It’s a more passive experience, think back in the day when you used to watch television.
- Viral or comedy.
Twitter - users are there to engage with like-minded people and hear the latest news. Like Facebook, it’s a passive experience.
- Viral or comedy.
Final note on social media uploading: just because it may not be a match, doesn’t mean you shouldn’t upload. It just means that you should have the proper expectations in terms of performance. To get the best performance and utility from your videos, create them with the platform in mind.
It’s necessary to have a video uploading strategy.
If you’ve just been using YouTube to host and share your videos, it’s fine, I won’t judge. But seriously, consider Vimeo or Wistia and take more ownership of the experience.
Here are the key points of this article:
- Take ownership with video hosting. YouTube is not video hosting, it’s social media.
- Upload natively to social sites, don’t share a link from your hosting.
- Match video content type with the social media platform for best performance.
What’s your strategy? Are you using Vimeo or Wistia? Wreck shop in the comments below.