It is no secret that we live in a video-focused world. A look at current stats will show that more and more people are consuming all types of content in the form of video, and this is not changing anytime soon.
This is also true in very visual-focused industries like blockchain. Many people are making decisions regarding products and services based on visual promotional materials such as videos and images. And if you’re a blockchain company, chances are you will do some sort of blockchain video marketing at some point. But how do you choose what platforms to push these video materials on? Here are a few things to consider:
Length of Your Blockchain Video Marketing Clip
Blockchain video marketing is a fairly broad term and includes everything from 5-second videos to 30-minute in-depth reviews and interviews. The good news is that many existing video platforms on social media sites are already optimized according to length. TikTok, for example, is very much focused on short videos that are under three minutes.
Then you have platforms like YouTube that can host videos of over 30 minutes and even hours. So, before you decide on what platform to use, it is worth asking yourself how long you intend for the video to be. If it is a snappy message that pushes your brand in only a few seconds, a platform like TikTok or Instagram Reels might serve you better. But if it is a longer-form video, you’re more likely to be served by platforms like YouTube.
It is worth noting that video length does not have to be set in stone. As we said in a previous blog post, it is possible to adapt the same piece of content to different formats. You could have a short-form version of the video that gets the same message across while also having a longer version. This means that you can target different platforms at the same time and maximize your results.
Audience Type
While you can technically find communities of virtually every topic on every social media platform, certain Industries tend to do better on some platforms and others. For example, it is well known that TikTok is a big platform for the beauty industry, and so is YouTube. As a blockchain company, you want to look at which platforms tend to attract people in your industry the most. YouTube has a very big blockchain and crypto sector, and this means it is one of the platforms you should prioritize.
TikTok also has a blockchain community, though it is perhaps less prominent. When you go into the realm of sub-niches, you’ll see that certain aspects of the blockchain sector thrive on one platform versus the other. Because creating video content can be very time-consuming and expensive, you don’t want to put it out on a platform that will offer minimal results.
Another way to determine which platform would be best for blockchain video marketing is to simply look at which platforms you currently have the most followers on. If you have a YouTube, Instagram, TikTok, and Twitter/X account and you see the most engagement with your video content on YouTube, that is a sign that you should redouble your efforts in that regard.
Algorithmic And Advertising Opportunities
It is no secret that the success of content online is often due to the magic of the algorithm. At any given time, you’ll probably see some creators saying that one platform’s algorithm is working in favor of certain Industries or certain content types versus others. This is where allegations of shadow banning and algorithmic prioritization come in.
Before you sink time, money, and effort into creating video content for a specific platform, find out what the current attitude is towards its algorithm. Do creators feel stifled by its current practices? Is there room for content to thrive? Consider all of these before making your decision.
You also want to consider what avenues you have in terms of ads. Virtually every social media platform allows you to pay for ads that will prioritize your videos and get them seen by more people. Find out how much it will cost on each platform and decide which pays you more per dollar. By looking at all of these, you make sure that your efforts will not be in vain, and you’re more likely to get the best results.
Products/Service Tie-In
Ultimately, the goal of blockchain video marketing is usually to sell products and services. As such, before you decide to leverage any platform, you should look at how easy it is to link back to your own product. For example, you can embed links to an app store or your website in a YouTube ad, but platforms like TikTok are known to drive mammoth sales to their in-house shop.
If you already have a TikTok shop with your products, it might be easier to drive sales compared to a platform like YouTube. This will not apply to every single marketing campaign, so it is best to look at it on a case-by-case basis. However, if you’re able to tie into your products and services with ease, one platform may prove to benefit you more than others.
Conclusion
All the goals of blockchain video marketing can be more easily achieved if the amazing video content you’re creating is put on the right platform. There is no shortage of sites where video marketing content can be published, but not every site will deliver the best results. There is no one-size-fits-all answer to what video platforms to use, but as we’ve noted in this article, several factors can help you decide.
Decide how long your video content is going to be and choose platforms that cater towards this. Similarly, you should look for platforms where your target audience already engages, as they’re more likely to find you. You should also consider the algorithm and how much it might harm or help your efforts. Also, always make sure that your products and services can be easily tied to this video content.
