Choosing the right video platform
13 April 2022 Video Marketing Strategy

Choosing the Right Platforms for Your Videos: A Marketer's Guide

Unlock the secrets of strategic content placement for maximum impact. From audience insights to platform nuances, optimize your video's success.


Alright, marketers, let's talk strategy. You've got this stellar video, a masterpiece whipped up by a top-notch video production company. It's polished, it's engaging, it tells your brand's story like a dream. But here’s the real challenge: Where do you put it?

With the smorgasbord of platforms available today, making the right choice can feel a bit like finding a needle in a digital haystack. Fear not. Let's dive into how you can strategically select the right video playgrounds.

Download our Video Activation guide  In this guide, we’ll share our key tactics and approaches, and walk you  through the details of the main distribution channels to help you work out what  to post when, where and why. Download the guide

Know Your Audience

Who Are You Talking To?
Before even glancing at platforms, get crystal clear on your target audience. Are they Gen Zs scrolling through TikTok, or are they professionals seeking industry insights on LinkedIn?

Where Do They Hang Out?
Consider where your audience spends most of their online time. An edgy, quick-paced product ad might be perfect for Instagram Stories, but it might feel out of place in the middle of a long-form YouTube tutorial.

Align with Your Objectives

Brand Awareness:
If you're aiming to get your brand recognised, platforms with a broad user base like Facebook or YouTube can be ideal. Their vast audiences can give your video the visibility it needs.

Lead Generation:
For those looking to capture leads, consider platforms that support clickable actions. Instagram's 'Swipe Up' or YouTube's 'Clickable Cards' can guide viewers directly to your website or sign-up form.

Want to spark conversations? Twitter's retweeting culture or Facebook's share feature can get your video bouncing around and foster discussions.

Consider the Platform's Nature

Short-form vs Long-form:
Platforms like TikTok or Instagram Stories favour short, snappy videos. If your video production company has crafted a longer, more in-depth video, platforms like YouTube or Vimeo might be more appropriate.

Organic vs Paid:
While organic reach is still possible, some platforms, like Facebook, heavily favour paid content. Understand each platform's algorithm to ensure your video isn't lost in the digital void.

Quality Matters

While it's tempting to plaster your video everywhere, remember that each platform has its unique specifications. Ensure your video production company optimises the video for different platforms, considering aspect ratios, resolutions, and playback functionalities.

Collaborate and Integrate

Engage influencers or collaborate with complementary brands to widen your reach. Also, don't forget your website. Integrating videos into blog posts or landing pages can enhance user experience and improve dwell time.

Measure and Pivot

Finally, keep an eye on analytics. See which platforms are giving you the best ROI, both in terms of views and conversions. If something's not working, don't be afraid to pivot. Digital marketing is as much about adaptability as it is about strategy.

Wrapping Up

In the vast digital ocean, placing your video on the right platform can make all the difference. While a video production company can craft a stellar video, its success is heavily contingent on where it's showcased.

So, marketers, be strategic, be adaptive, and always keep your audience at the heart of your decisions. After all, a well-placed video is like a well-told story—it resonates, engages, and leaves a lasting imprint.

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Emily Malone

Written by Emily Malone Marketing Manager for Venture — a full-service video production agency that specialises in producing creative videos & campaigns that get real results.

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