I recently provided commentary to Digiday outlining which video platform is ideal for brands.
From my perspective it really comes down to the individual use case. Instead of saying one platform is the best overall, marketers should identify their specific audiences, how they’re looking to deliver the message and then determine the video platform that best meets their needs. For example, Snapchat is a great platform to connect with millennial audiences tied to events while Instagram offers marketers a way to extend visual storytelling. Meanwhile, Vine can be used for very specific uses cases like a do-it-yourself video in six seconds or less.
The more traditional platforms like YouTube have their positives as well. For YouTube, it’s all about organic discovery as it’s the second largest search engine. The recent addition of Cards is a key addition to the platform. These Cards provide marketers with the ability to deliver sequential storytelling through interactivity – which makes videos more dynamic.
– Tom Edwards, Chief Digital Officer, Agency, Epsilon
Follow Tom Edwards @BlackFin360