Has he seen the future of digital?

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Many agree that video is the “next big thing” in digital, and in some places it’s already king of all networks. According to several industry insiders at a recent panel on digital marketing and IT entrepreneurship, photography is still the most responsive medium in our region. However, video is galloping closer. Here are the channels where video content is being placed.

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Facebook video
Recently, Facebook has raised its game to a higher level when whatsapp number it comes to video formats. On this platform, they recognized the potential that this kind of content has, so they developed several forms of its placement. Thus, first the classic Facebook video appeared , and then the popular Facebook live . How much hope is placed in video is also shown by the fact that this social network favors content directly uploaded to Facebook, as opposed to that which is only linked from YouTube. Judging by this measure taken by the most massive network of today, their intentions are clear: to remove YouTube from the throne of the best video platform .

Of course, a Facebook video cannot be personalized and edited like one published on YouTube, but some options still exist:

assigning a name to the recording,
placing relevant tags to enable search by area,
assigning a description ,
possibility of setting a cover photo ,
advanced options.
One interesting option for videos on Facebook is cross-posting . By checking this option, the page you share the video with in this way will have access to the analytics of the post, and therefore its performance. Useful for sponsored posts, so that the client can see how the campaign is going.

facebook cross-posting

After uploading the video, it will take a few moments to load , and then you can manage it like any other post: publish it immediately, schedule it in advance, promote it, and so on.

However, the success indicators of a video post are different from those of a text or photo post, or a link. Among other things, the average viewing time of a video provides important information.

Facebook live
Although this service is more often associated with younger users, it has also been used well by brands . It is a great way for companies to connect with their followers, especially if they show what their business looks like “behind the scenes”. The convenient thing is that once broadcast, Facebook Live is saved and can be watched again.

YouTube
This platform is a veteran when it comes to video formats. So many people use it every day that it has become a kind of search engine , because it can be found on videos on everything from hair dye tutorials to how to install a WordPress plug-in. Despite the fact that it has been around for about 12 years and a large number of brands are represented on it (both directly - through their official channels, and indirectly - through influencer marketing and various product placements), some still have not discovered the potential of this network for reaching their target group . The truth is that, whatever you produce, there is a YouTube channel whose viewers have the same characteristics as your target group. You just need to search a little.

video i digital



A good example of direct brand engagement on YouTube: Samsung's official YouTube channel .

A good example of indirect brand engagement on YouTube: Lidija Elis Milen, a sponsored video for Land Rover.

Even if you're focusing more on other types of posts, you can't ignore video. If it hasn't already, it's coming to us in a big way. Until then, test different video content, practice , and consider the results, so you're ready for the dominance of video formats in digital.