As predicted, video content has taken centre stage in marketing this year and “show, don’t tell” has become the mantra – so much so that 70% of marketing professionals report that video converts better than any other medium. Here’s the when, where and how of sharing your video content.

When

Like any content – whether it’s a blog or social media post – consistency is the key to success in video marketing. As you come up with ideas for videos, consider the possibility of creating a series where the story is told in multiple short videos over several weeks.

With a content plan in mind, set up a publishing schedule that allows for video sharing to be spaced out evenly and, preferably, in time with a relevant product or service launch, a special offer or something seasonal.

Where

A lot of the ‘where’ depends on the types of video content you’re producing. Short-format video is championed on social media where people are looking for snackable content. Instagram videos need to be no more than 15 seconds while Twitter allows for a 30-second slot. Facebook allows for 20 minutes of video, but in the current climate this would be too long for most users.

Longer formats, such as an educational videos, work best on YouTube and embedded on your website or blog where viewers are likely to have more time on their hands. This could include the popular ‘how to’ videos, tutorials, interviews, webinars or longer-format promotional material.

Customer-generated video such as client reviews also work well on YouTube and embedded on your website’s testimonials page.

How

Starting a YouTube channel is a great idea for any brand considering video marketing. Not only is it free to sign up to and simple to use, it can work in tandem with all the top social platforms so your users don’t have to leave their social streams to watch your content.

Facebook’s recent updates have seen video’s popularity soar. It is therefore worthwhile, particularly in cases where you will be putting money into a post, to load some video directly into Facebook.

One option is to create short-format, teaser-style videos and then link out your website or blog where a longer-format version can be played via YouTube. With this method, you can get the most out of every platform and get potential clients to spend more time on your website or blog.