It’s no secret that social video has been on the rise for the past year, as new features like Instagram Stories and Messenger Day join growing tools like Facebook Live and Snapchat Stories. With the social video marketplace becoming more saturated by the minute, it may be time to re-evaluate which platforms make sense for your brand.
It might be time for a spring cleaning, if you will.
While social video was once about publishing all video content to every platform and every audience, that’s no longer the case. It’s not about volume anymore—it’s about optimization. What platforms serve your target audience? What platforms cater to the type of video content that you produce?
You don’t need to be on every platform to succeed. To be effective and reap the benefits of social, especially during a time when new video products pop up every day, it is important that brands take a second to clean-up their video strategies.
Last year may have been the year of social video, but 2017 is the year of platform-specific social video distribution.
Brands, stop throwing money at the wall and seeing what sticks. Instead, invest in content and platforms that will help you meet your goals.
For some, that means going all in on YouTube, while for others it means betting on Instagram Stories. For all, it is time to understand the tone and cultural nuances of each platform, so branded content can blend seamlessly and organically into news feeds. Let’s walk through the main platforms – You Tube, Facebook, Instagram and SnapChat.