Instagram, the popular photo sharing app, stepped up its game in a big way last week by launching IGTV, a mobile video app for iOS and Android. IGTV allows users to shoot vertical video on their smartphones, and upload an hour’s worth of video, up from its previous one-minute limit. IGTV is accessible from a button inside the Instagram home screen, as well as a standalone app. Users can create their own content, and access popular videos from Instagram celebrities.
By declaring “Game On!” to online video rival YouTube, IGTV could prove to be a worthy competitor in the video-sharing space. Some industry analysts are even predicting that Instagram, and parent company Facebook, are challenging the future of television with IGTV, pointing to the “TV” in the name of the app, and the “static snow” effect that appears in the app when users switch from one video to another.
Clearly, the impact of IGTV on the current state of television or online video remains to be seen. In the meantime, there are plenty of existing apps and platforms that B2B and B2C content marketers are using to create and post engaging video content. Here’s a sampling:
YouTube: This is the granddaddy of the free online video content-sharing sites. YouTube is owned by Google, so you can expect YouTube videos to show up well in SEO searches. On the other hand, the sheer popularity of YouTube videos can make it difficult for your specific video to gain traction with its intended audience. There are the annoying pop-up ads that appear on your video, and the so-called “related” videos that appear after your YouTube video ends. But if you want maximum SEO search capabilities, and don’t care about pop-up ads or other forms of brand clutter, YouTube’s your platform.
Vimeo: This video platform is preferred by filmmakers and producers of high-quality videos. Vimeo is a paid service for business, but the advantages include no ad overlays over videos and brighter video and cleaner audio. Unlike YouTube, you can make changes to a Vimeo video without creating a new URL link. This is a time and money saver, especially if you have a video you plan to update on a regular basis.
Facebook Live: This service allows users to broadcast live video from their mobile devices straight to their Facebook News Feed. Use this app to share up to 90 minutes of live events, interviews or other user-generated content. Users can access the Facebook Live option when they post an update to their Page. They’ll be able to see who’s watching their broadcast, as well as read and respond to any real-time comments. After the broadcast has ended, your Facebook Live video will remain visible on your Facebook stream.
Periscope: This is Twitter’s live streaming video app. You’ll need a Twitter account to shoot video with the app. When you download Periscope from the App Store, you can subscribe to the Periscope broadcasts of those you follow on Twitter. Periscope played a key role in American politics in June 2016 when Democratic members of the US House of Representatives staged a sit-in on the House floor to protest gun control. When the House session was halted, and the cameras shut off, Rep. Scott Peters (D-California) used his Periscope account to broadcast the sit-in and speeches, which was live streamed by C-SPAN.
LinkedIn: In August 2017, the world’s largest online professional network jumped into the B2B video arena by launching LinkedIn video through its mobile app for iPhone or Android. Users can record their own video in the app or upload previously recorded content. In May 2018, LinkedIn introduced video ads for sponsored content. According to the company, the sponsored content video lives directly in the LinkedIn news feed. Similar to the Facebook Ad model, LinkedIn’s Sponsored Content video is a paid service, with pricing levels based on pay-per-click (CPC) or pay-per-1,000 impressions (CPM).
So, what does it all mean?
It means video is a huge part of the online experience, with as many different uses for video as there are apps and video platforms. It’s easier than ever to create and post your own videos, but the glut of online video content makes it hard to rise above the noise.
That’s why content marketers and professional communicators need to get crystal clear about the audiences they want to reach, and the messages they want their audiences to hear, so they can produce visual content that is engaging, memorable and meaningful.
Holly and Wayne Paige are video content marketing strategists and creators based in Portland, Oregon. They use the power of storytelling to produce videos for businesses and organizations that want to tell their stories – and tell them right. Visit: www.digitalwave.tv and www.waveonegroup.com.