Applying a Multi-Platform Strategy to your Video Marketing

When you’re online, whether you’re shopping, working, or just killing time, it’s nearly impossible to avoid seeing videos.  They’re everywhere… and for good reason too, because consumers want them.

Video Marketing Stats

So as an authority in the making, video marketing should be high on your list of tactics to work on.

I recently enjoyed a webinar where Conductor hosted Lorelei Orfeo, the Senior Manager of Trends & Content Development at Birchbox.  Birchbox is a beauty products service that has absolutely mastered Online Video Marketing by producing videos for every single step of the buyer’s journey.

Birchbox produces 20 to 25 videos a month.  They are definitely an outlier considering the volume of content they push out, but their efforts have proven to be extremely fruitful.  They are a perfect example of a business that invested in video marketing rather than just dabbling in it.

While producing 20-25 videos a month might not be practical for everyone, Birchbox shows what total commitment looks like and what kind of results are possible.

Birchbox currently has over one million active subscribers.  They produce videos to reach new customers and actively keep current customers engaged.  Some of the different types of videos they produce include the following…

  • Tutorial Videos
    One of the most successful series of videos released by Birchbox are tutorial videos showing people how to use products correctly as well as offering helpful tips.  These videos are providing a free service to the public as well as increasing brand awareness and fostering brand loyalty. 


  • Announcement Videos
    Announcement videos are used whenever a new product or feature is being introduced.  Announcement videos are becoming increasingly popular, especially since they’re used by some of the biggest and most successful brands today- like Apple. 


  • Unboxing Videos
    Unboxing videos are simply videos of someone unboxing a product.  They show people exactly what to expect when ordering a specific item and they are incredibly popular on YouTube. 


Video Marketing Increases Conversions

Where to host your videos

A well-executed Video Marketing strategy often involves taking advantage of several of the video hosting options available.  While some businesses still swear by self-hosting content, Birchbox has successfully used a multi-platform strategy to dominate their market.

They create and alter their content based on the platform they’re uploading too.  Your video might not be a one-size-fits all piece of content, especially considering sites like Instagram and Snapchat, where videos can only be seconds long.  Videos need to be created to fit specifically where they’re going to live, not only from a technical standpoint, but it’s also necessary if you want to actually connect to an audience.

YouTube – Lorelei explained that customers watching Birchbox videos on YouTube are usually in the research phase of the buyer’s journey.  They are learning about their different options and aren’t necessarily likely to convert right away, but the initial impression has been made.

Lorelei suggests using YouTube for longer videos, from three to five minutes.  YouTube is also ideally suited for evergreen topics because the videos can show up in search results at anytime and shouldn’t have a short shelf-life.  At Birchbox they use bright and slightly oversaturated graphics on YouTube because instead of showing up in a feed with text and photos, the videos are going to be surrounded by other videos and need to stand out.

Facebook – Videos on Facebook have a shorter lifespan than YouTube but, at least for Birchbox, they have higher engagement.  People that aren’t active on YouTube are often active on Facebook instead.  Lorelei suggested trying an all text video for Facebook or videos that don’t require sound.  People browsing Facebook on their phones don’t always have headphones in and are more likely to scroll past a video with dialogue.  Also consider trying Facebook’s intuitive paid promotion to boost your videos impressions.

Twitter – 90% of Twitter users are browsing on mobile, so mobile-friendly videos are a must.  If you have text in your video make sure that it’s big and easy to read.  Twitter is a great place for timely content like breaking news and pop culture.  Also be sure to upload directly to Twitter, don’t link out to another site.

Instagram – You’re limited to fifteen seconds on Instagram so keep it short and sweet.  If you can’t squeeze the necessary content to fit, use Instagram to advertise and link to a longer video.  Don’t just use the first fifteen seconds of the video as a preview either, try to cut a short montage or commercial together instead.

Snapchat/Periscope – Some platforms are introducing a wave of vertical videos.  If a platform’s users aren’t used to turning their phones 90 degrees, you’re not going to be the one to break their habit.


Every social platform has its own particular audience.  Don’t miss out on a potentially huge amount of customers by avoiding different platforms entirely.

I’ve been guilty of swearing allegiance to YouTube and avoiding uploading videos anywhere else, but once I started sharing content on other sites the impressions were instant.

I was always set on funneling all of my traffic towards YouTube because of the monetization and I also wanted the satisfaction of having all of the views in one place.  I learned quickly that Facebook users were significantly more prone to watch a video uploaded to Facebook over an embedded YouTube video.

Sometimes experimenting might be necessary to figure out what works best for you, but don’t make the mistake of sticking to one platform or just hosting videos on your own site.

Birchbox has built authority from an effective multi-platform strategy and so can you!

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