Focus on Videos
Videos give you the chance to get the gospel in front of your audience. People watch an average of 16 hours of video per week. And what’s more compelling? 80% of the world’s population prefer to learn by listening – not reading. Focus on studying your target audience. This tool will help you learn if your targeted people group prefers to learn by listening or reading.
Watch your audience
As you hang out with your target audience keep your eyes open. Where do they go to look for answers to questions? Where do they spend their time?
The answer may be Facebook, YouTube, Instagram, Snapchat, TikTok or another social media app. Each one has their strengths for video communication.
There are some significant differences, it is the difference between intent and discovery.
The DNA of Facebook, Instagram, Snapchat and TikTok is based on connections, exploration and algorithms. They show the content they ‘think’ you like to see mostly based on your behavior in the past and of your friends. Admitted: they are really good at this! The reason they started to develop their video strategy has to do with the fact that they discovered that their audience was craving for video. Their measurements showed that by far this is creating the most organic engagement.
Based on that answer you might want to choose one platform over the other or you can decide to upload them on both platforms and end up with a happy blend.
YouTube is wired differently. If you want to find intentionally a video on a certain topic, this is easier to do on YouTube. With the technology of Google backing YouTube up (they are the 2nd largest search engine of the world and still growing) people intentionally are on this platform to see videos of their interest. They might want to explore from that point onwards, but it always starts with the intention. In that case they are still the best party to turn to.
Maybe it is wise to consider first what the purpose is of sharing a video online to understand what is right to do for your organization. Based on that answer you might want to choose one platform over the other or you can decide to upload them on both platforms and end up with a blend.
In this happy blend every platform has its own challenge. On YouTube you should build a strong Search Engine Optimization (SEO) and the big one on Facebook has to do with integrating videos into a broader content strategy of picture and written posts.
Keep learning! Click to read the next article giving three highlights from the book Brand Love.