At one time, simply creating a video for your website was enough. Then, Youtube and Vimeo emerged, quickly becoming go-to platforms for videos, and Facebook soon followed their lead, taking measures to better cater to video content and to the people who watch as well as create it.
Now, practically every existing social media platform has made changes to better handle video production, and plenty of new video-dedicated platforms have emerged as well. And while that’s ultimately good news for marketers, videomakers, etc., it also presents the issue of deciding which platforms are right, and worthwhile, for your video content.
While much of that decision should come down to the specific kind of video you’re trying to make, your central mission, and the particular viewers you’re trying to reach, we thought we’d take a closer look at the latest among some of 2017’s major video platform players to make the decision-making process a little easier, and to ensure that your decisions are well informed.
Youtube ain’t going anywhere.
Of all the video platforms out there, Youtube has basically now become the wise old-timer of the group. People are still visiting the site and watching video on it frequently, and many are spending a good amount of time—an hour per day—watching Youtube videos on their mobile devices, specifically.
But you don’t stay on top of the lot for as long as Youtube has without knowing how and when to make the right adjustments, and the site’s been pretty active lately in that area. For instance, the platform announced a new sharing feature last year that allows viewers to share videos right from its app, and now that feature is heading to America.
The Youtube app will also soon be able to dynamically adapt to whatever size video the viewer is watching, meaning that whether you’re watching a traditional horizontal video, a square one, or even a vertical video, the app will fill your device’s screen with the content for optimal viewing.
Youtube hasn’t gotten so caught up with appeasing mobile users that they’ve forgotten about the desktop viewing experience, either, as the platform previewed its upcoming, redesigned desktop look a couple of months ago, showing off a cleaner, darker, more cinematic set-up.
Lastly, just to ensure they remain at the top of video platform pile, Youtube has recently partnered with Daydream to make the VR experience more accessible. How? They’ve developed a new format called VR180 which is essentially 3-D video with a 180-degree view rather than the complete 360.
That means that not only will the creation of this kind of content no longer be as daunting to videomakers, but also that more viewers will be able to get more of the VR experience, whether via a headset or simply through their phones or other devices. So, suffice to say, Youtube will remain the big man on campus when it comes to video platforms for the foreseeable future.
Facebook, on the other hand, continues to go to new places.
As Youtube has continued to adjust in order to keep itself at the head of the video platform pack, Facebook has simultaneously continued to expand from a basic social site into a premier platform for video content, among a whole bunch of other things. And moving forward, you can expect that expansion to continue. Why? Just look at the writing on the wall.
Not too long ago, the site changed its ways so that videos would automatically play with the sound on rather than on mute, and now, they’ve announced the upcoming release of a new app that, yes, will still provide access to Facebook Live, yet will also now update Facebook Mentions and come equipped with a brand new live creative kit for videomakers.
The new kit will have custom stickers for users and custom frames for creators, and it will allow creators to add intros or outros to their live broadcasts, but that’s not all the new app will provide, as it will also include a Community tab where videomakers can connect with their followers, as well as with Facebook’s other apps like Messenger and Instagram, more easily.
On top of all that, Facebook’s new app will provide more insights to videomakers, such as who, exactly, your followers are and how, exactly, they’re going about consuming your video content, but the bottom line is that Facebook hasn’t made its way right behind Youtube in the video platforms race by sitting idly by. This new app is just another example of their ability to expand.
The bad news when it comes to Facebook video? Although the platform has taken measures to generate more ad revenue via video, it still doesn’t share a standard percentage of it with anyone other than a small number of creators who were specifically chosen by the Youtube Partner Program.
Instagram is still on the rise, and Musical.ly has emerged.
Earlier this year, Instagram announced that its community had reached 700+ million users, and with more and more of them uploading video content rather than just photos to the site, it’s hard not to now look at the platform as a major video player. We haven’t even mentioned the recent changes the site’s made to better handle video, either.
For instance, Instagram also announced earlier this year that users will now be able to broadcast videos live in the platform’s “Stories” feature, that they’ll now have the option to save their live videos to their phones after the live broadcast, and that users will now be able to share a replay of their live videos to their Stories.
So, it’s safe to say that Instagram is firmly in the race and worth serious consideration when it comes to platforms for your video content, and then there’s the newbie to the group: Musical.ly, which might sound like a platform for music, but is, in fact, an app for video creation, messaging, and live broadcasting.
The platform, which was first launched in 2014, allows users to create videos from fifteen seconds to a minute in length and to then choose their own soundtracks, use speed options like slow-mo and time-lapse, and add pre-set filters and effects. It also allows users to browse other popular influencer’s content, people they refer to as “musers.”
And with over 200 million users, the site is quickly becoming a go-to platform for creating, discovering, and sharing short videos, so if shorter video content is a part of your strategy, then you need to take a good look at Musical.ly.
Finding the right platform(s) for your videos is key, but these are 2017’s major players.
Again, determining which platforms actually make the most sense for the kind of video content you’re creating is a whole other story. That depends on what you do, what you’re actually trying to accomplish with your video content, the people you’re trying to connect your videos with, etc.
But the bottom line is that, at the moment, these are the major platform players. Yes, there are others, and moving forward more will undoubtedly emerge, but for now, these are the ones worth the most serious consideration. So, choose wisely, and we hope this post helped!
About Us: KVibe Productions, one of the top NJ & NYC video production companies creating video content of all kinds, can handle every aspect of the process. And whether it’s a commercial, a corporate video production, or a feature film, at KVibe, we always create to inspire.