VIMEO MARKETING – IS IT WORTH IT?
6th December, 2017
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Which is better, DC or Marvel? Whichever you chose, there is inevitably someone near you at this very moment that would disagree and proclaim their devotion to the other. This is a common occurrence in any instance where there are two closely competing brands to choose from and it often comes down to a matter of preference. Yet for video marketers, the question of YouTube or Vimeo is not as black and white. So, how do you choose?
By Thomas Roden, senior account executive
Before YouTube became the first-choice platform of everyone from business owners to opinionated teenagers, it had close competition from another video streaming platform, Vimeo. This platform still exists today and, while it failed to win over the consumer audience, it still has its benefits as a B2B video marketing alternative to YouTube.
The benefits of using YouTube for video marketing are widely known. With a total audience of 1.3 billion globally and more than 30 million visitors every day, it is unrivalled in terms of potential exposure. Likewise, the fact that it is a Google-owned business means that videos hosted on the site do well in search rankings.
This is ideal if a marketing manager is looking to boost overall brand profile or sell consumer products, but there are areas where Vimeo boasts a strong competitive advantage. In particular, it can be a valuable tool for internal communications and podcasting.
Video for internal communications
One of Vimeo’s core selling points over YouTube is that it offers more privacy settings, including allowing users to upload password-protected videos. This makes it perfect as a tool for CEOs of large, multinational businesses to record a video message for senior management staff only.
Of course, there is more to Vimeo for internal communications than password protection. The platform also includes collaborative review functionality and the option to make videos downloadable for viewers. Marketers can use these tools together to create effective training videos that adapt to changes in procedure.
For example, a software development company could record an instructional video to show sales staff what they need to demonstrate to prospective customers. Marketers can then ensure that sales staff have that to hand by enabling download functionality on Vimeo, so staff can refer to it even without an internet connection.
Yet, if there is an update to the software that changes several of the dashboards or adds a key new function, marketers can review the video and flag this to the marketing manager. The manager can then amend the video accordingly and upload it over the existing file, keeping views and comments intact.
If a marketer has ventured into the realm of podcasting, one of the most effective ways of maximising reach is by creating a simple accompanying visual and uploading it to a video sharing website.
Choosing Vimeo allows marketers to enable downloading, giving viewers the option of taking the podcast with them for future reference. This is particularly useful for a thought leadership podcast as it increases the likelihood of influencing the listener.
Whether Marvel makes your spidey senses tingle or is your kryptonite, there is nothing stopping people from enjoying both. Likewise, marketers should use a strategic mix of YouTube and Vimeo together to get the most benefit from their video marketing campaigns.
If you’re unsure how to do this, get in touch with one of our video marketing superheroes on +44 (0) 1785 225 416 and we’ll find the platform you need for the campaign you deserve.