Video Marketing Strategy in 2021: Tiktok vs Reels vs YouTube

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Are you confused about how to create a video marketing strategy that incorporates all the latest social media marketing trends and helps increase conversions?

Owing to the advancements in technology and digital behaviors, it’s not strange that video creation and consumption had massively increased in 2020. It is estimated that users will spend an average of 100 minutes a day watching videos online in 2021. As compared to 2019, this number has an increase of 19%. The intake of online videos is rising exponentially, and the everyday user is expected to spend half as much time watching online videos as they spend watching traditional television shows in 2021.

Online video consumption is rising quickly than TV, mainly because of its multichannel nature. Nowadays, users consume online videos on the go through their mobile devices for bite-sized entertainment. Thus, it is not surprising that every single video marketer is going to continue using video in their marketing strategy, and are even planning to increase the budget spent on video marketing on social media.

With this in mind, it is ideal to talk about the hottest trends in video marketing this year. In 2021, the most popular video sharing platforms are going to be Instagram, TikTok, and YouTube, which you need to include in your marketing strategy. 

What’s the big deal about these platforms?

TikTok has always been the talk of every town since the day it launched. It made short-form video content explode like anything, especially among youngsters. Seeing its massive user base, Instagram copied the concept and released ‘Reels’, which allows users to create and edit short videos from the app itself. Jumping into the trend, YouTube also started ‘Shorts’ to attract its own audience. Thus, apart from long-form video content in the form of IGTV or YouTube videos, these platforms are also focusing on short videos that can be consumed on the go.

Given the huge success of all these short video showcasing platforms, it is safe to say that your target audience is already using these social media sites. So, they can prove to be a powerful way to promote your business and reach potential consumers.

Using TikTok in Video marketing strategy

video marketing strategy with TikTok | RecurPost

A majority of business owners have not taken the chance and time to find out how they can include TikTok in their video marketing strategy. Maybe because they perceive it as a social media site with a young user base. However, you are going to find all ranges of people on TikTok. In fact, nearly 38% of the US audience on the platform is above the age of 30.

If you wish to get success on TikTok, you need to work on creating exciting content. If you manage to do that, users will not only watch your content but also engage with it. It will make the platform’s algorithm work for you and put your content in front of more users.

1. Find out interesting topics:

One of the easiest ways to create effective business related content on TikTok is by implementing the same strategy in video marketing that you would use while finding out ideas for your blog. You should first think of all the problems and issues faced by your target audience, and the other topics that interest them. Ask your existing audience about what they’d like to know or the problems encountered with your products or services. Google’s auto-suggest feature is also a good way to come across content ideas. 

You can also use a tool like UberSuggest to search for ideas using your target keywords. Along with creating informational content, you should also work on providing humorous content to your audience. Funny content works well on TikTok, as a majority of people are on the platform to have fun.

2. Use the right hashtags:

Hashtags play a very important role in increasing your content’s reach on any social media platform. Thus, if you want people to discover your content, you need to work on improving TikTok SEO. It simply means that you need to optimize your content in a way that it gets placed right in front of people’s eyes. And the best way to do this is by using the right hashtags every time you post a video. In TikTok, there isn’t a number specified for the hashtags that can be used. But, the hashtags appear in the caption itself, and the caption character limit is 100.  

3. Collaborate with other creators:

If you are not having a considerable follower count on TikTok, you can think of collaborating with other creators in your niche that have more followers. Find relevant people and approach them for partnering. It can take some time in the beginning, but as your follower count grows, people will be more willing to collaborate. Creating content this way will increase the reach of both the creators and help come up with fresh ideas.

4. TikTok influencer marketing:

Influencer marketing is probably the fastest way to generate traffic and get results from social media. However, it can be a bit difficult to go through the profiles of different influencers and find out the one that suits your needs. To address this issue, TikTok has created a space called the TikTok creator masterplace. Here, you will be able to see the statistics related to every influencer’s audience. This data can help you decide whether a creator is right for your business or not.

Using Instagram reels in video marketing strategy

video marketing strategy with Instagram | RecurPost

Even though Instagram reels is a replica of TikTok, it has become insanely popular in a very less time. Not only individuals, but businesses too are jumping on the Reels bandwagon. As the concept of reels is so fresh in the market, there is a higher possibility of your content being visible to more people. The content that you create on reels appears on your Instagram feed, profile page, explore page, and the reels tab. You can create either 15 second or 30 second videos on reels.

1. Create educational content:

Creating educational content is a great way to use Instagram reels for business. There are a number of creators as well as businesses who are already sharing educational content and gaining immense popularity. If you also think that sharing educational content will be appreciated by your target audience, you can create reels explaining how-tos, hacks, tips, or resources. 

2. Showcase your products:

Showcasing your products in the form of videos can prove to be very effective in attracting customers and generating leads. And by that, we mean really showing your products, whether you are dealing with physical products or digital ones. Show people demos of your product. Share videos of customers actually using your product. Make tutorials on how to effectively use the product. You can easily show all angles and aspects of your products using Instagram reels. If you manage to nail this, your sales will boost in no time.

3. Share behind the scenes videos:

Give your followers a sneak peek behind the scenes through reels. They will love having a look behind the curtain a bit. Try making reels that show how your product is made, some fun moments while shooting, or a normal day-to-day office routine. Sharing moments from your production house or office is an excellent way to provide customers a glimpse of your work lifestyle. It can also help in highlighting how a particular product or service can become part of someone’s daily routine. Whether you are providing a backstage peek into your podcast preparation, the excerpts from influencer taping, or highlighting team members; these kinds of videos will make your viewers feel like a part of your work culture.  

4. Make it fun and personal:

Whether you are a small company, a personal brand, or a large corporation, you need to make sure that your audience feels a personal connection with you. Thus, while you should have some professional updates on your feed, it’s also necessary to have fun and engaging content. Happily share your favorite morning routine or holiday spots, any conference or meeting that your team attends, or some ‘oops’ instances that your audience can relate with and find funny. If you find a trending meme that can match your brand voice, give it a try and make content around that topic. Share bloopers or outtakes to make your audience engage even more. While including all this in your video marketing strategy, make sure that the fun content blends with other content that you post.

Using YouTube in video marketing strategy

video marketing strategy with YouTube | RecurPost

Even though YouTube is a platform for creating and consuming long-form video content, it is also testing the short-video saga in the form of ‘Shorts’. It is currently accessible only through mobile phones. Now YouTube creators can also create short and captivating content using only their smartphones. If used correctly, it can help boost the subscriber count of your channel. If you are a business owner, you must think of new and innovative ways to make people take notice of your products and services, by using a combination of Shorts and long-form videos.

1. Decide upon a format:

YouTube is a hub of resources and tips. There are a lot of topics around which you can create content that resonates with your audience. YouTube is not only about watching entertaining videos. A majority of people come to the platform to find a solution to their issues. Thus, educational and informational content has a lot of scope. You can try out different forms such as Talking heads, interviews, screenshares, tutorials, product reviews, vlogs, etc. If you run a physical store, you can also do behind the scenes, videos of production, and TV style product commercials. 

2. Focus on keywords:

Yes, keywords play an important part in YouTube videos too. Keywords are related to what your video is about. If you are making videos on photography, some keywords might be ‘photography tricks’, or ‘editing hacks’. Now you need to identify your keywords and use them in the video title, description, and tags. Including keywords in these fields helps the search engine know what kind of content is there in the video and when people search for a video like yours, they’ll find them. Google’s keyword planner tool can help you in finding the hot keywords in your field.

3. Create a standout thumbnail:

Even before reading the titles of videos, thumbnails of the YouTube are the first thing that people notice. Ninety percent of YouTube’s best-performing videos have one thing in common when it comes to thumbnails: they are custom-made. Using a custom design, your thumbnail is more expected to stand out. Another benefit is that you can guarantee that the thumbnail and title fit in harmony.

Make sure your thumbnail is as high res as possible (2MB is the max size). Specs are: 1280 x 720 pixels (16:9 ratio).

4. Include effective call to actions:

The entire point of including YouTube videos in your video marketing strategy is to draw viewers who then take some kind of action that brings them closer to being your consumer. In general, you don’t sell anything specifically through a YouTube video. Instead, you’re creating leads that can help you constantly sell. You can have a link to your website, forum, or any landing page in your video description. You can also inform viewers what web address they need to access at the end of your video. Wherever you send them, make sure that you have a way to collect their contact information. Also, keep a close check on your YouTube analytics to find out important information about your audience and the videos that they like.

The Bottom line

Short-form video needs a more real, ethical, and innovative marketing approach. You will have a good laugh or learn something new at TikTok or Reels in a minute or less. Also, it’s still pretty easy to make, which means that there are more users who can share their jokes or perspectives. Because of this, brands should be able to find out what their particular point of view is and how they can stand out amongst the noise.

Whatever platform you include in your video marketing strategy, focus on catering to your niche and staying authentic first. Never be scared to do something entirely from scratch. After all, trends have to start somewhere! 

P.S. To manage your social media, schedule posts in advance, and save loads of time spent on uploading posts manually, try out RecurPost! It is a social media scheduling tool that will help you schedule social media images and videos, create libraries and recurring schedules, auto-schedule posts for the best time for more engagement, generate white-label reports, and a lot more! Click here to try it out for free for 14 days

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