Who makes up your audience?
There are two types of people on every video platform: Users, who are your potential audience, and creators, who are your peers and competition. Finding your place amongst both will give your content the best chance at success.
Some platforms have existing communities for the people you’re seeking to reach. Start with some demographic info to find out if your audience hangs out on a particular platform. Below is a super-quick, general summary of audience stats for popular and emerging platforms:
- Twitch: 55% millennial (Gen-Y), 81% male, gamers
- Reddit: 64% between 18–29, 67% male, frequent internet users
- Facebook Live: All ages (over 2 billion people)
- Instagram Stories: All ages, 68% female, 80% outside U.S.
- Snapchat: Gen-Z
- Twitter: Gen-Y and up, urban, highly educated
- LinkedIn: Business decision-makers, 56% male
- Houseparty: Over 50% under-24 (Gen-Z) ^
- TikTok: Gen-Z
^ According to Digiday, the Houseparty team has so far been silent on advertising. However, the fine print of its privacy agreement asks users to consent to adverts when they sign up, suggesting brands are coming.
And these are just a few examples! No wonder it’s so hard to choose. Once you’ve settled on the best demographic fit, you can then look into audience interests and habits. Consider how and why similar audiences are using different platforms. For instance, Snapchat is largely used for private messaging, whereas TikTok videos are optimized for public viewing.
“Once you’ve settled on the best demographic fit, you can then look into audience interests and habits. Consider how and why similar audiences are using different platforms.”
Then, consider the other people on the platform — your fellow content creators. Are other brands gaining any traction? Are they creating content that interests you and your audience? A platform that encourages creator growth, as well as audience growth, will provide fertile ground for coming up with fresh ideas.
A brand that uses Twitch to stream online events will make a different first impression than one that mainly distributes content through Twitter. Every story you tell gets filtered through the lens of the platform. But still, you need a message that resonates.
Here are a few examples of how storytelling can work together:
Livestreams: Shows you’re transparent, that you want to create a global community, that you enjoy spontaneous interactions.
- Use Facebook Live to: Stream events and interviews
- Use Twitch to: Stream your screen and yourself
- Use Twitter Live to: Stream newsworthy happenings
Series: Shows you’re an expert on a topic, that you want to share knowledge, that you are willing to go deep to explore a question or subject, that you want your content to last for a while (at least in internet-terms).
- Use YouTube to: Promote trailers, behind-the-scenes clips, and monetize an existing YouTube audience
- Use Wistia Channels to: Group and display your content on your own site, without ads, with more control and access to data
Daily Stories: Shows you want to check in with your audience every day, that you’re not afraid of off-the-cuff production, that you know how to create striking visual content.
- Use Instagram Stories to: Capture spontaneous happenings, offer quick tips, show behind-the-scenes action, repost user-generated content, and collaborate with influencers
- Use Snapchat to: Offer exclusive content to your most dedicated fans and partner with younger influencers
Video helps you tell your brand story in a visual, human way. The right platform helps you deliver that story in an appealing, engaging package that resonates with how your audience prefers to consume content.
“The right platform helps you deliver that story in an appealing, engaging package that resonates with how your audience prefers to consume content.”
How do you measure success?
Like any marketing initiative, trying out new video platforms should be tied to some measurable goals. Think about what you’re hoping to get out of your brand’s videos and what success looks like. A video can be deemed “successful” on social media and on your Wistia Channel — but that success will probably look a little different for each.
For instance, with social networks, you’ll probably want to measure engagement on your content within the platform using their analytics. Things like impressions, view counts, follower and subscriber counts, likes/upvotes/reactions, comments, retweets, and shares are all meaningful within those platforms and will contribute to your brand’s growth in those environments.