It seems like every other week, there’s a new “influencer” scandal rocking the world of online video. Whether it’s the celebrities involved or the influencers themselves trying to maintain their relevancy, there’s always a major #influencerscandal trending on social media.
The latest revelation comes from a class action lawsuit filed against the influential American makeup brand Glossier.
In the suit, victims claim that the makeup corporation used an illegal practice called “multi-merchandising.” Essentially, this entails a brand illegally trying to connect with as many people as possible, which in this case is allegedly based on race.
In a statement, Glossier’s general counsel, Elissa Pratt, said the allegations were “totally meritless” and contested the notion that their brand engages in any wrongdoing.
“We’ve always believed in having multiple touchpoints with our customers, whether in person, through a store visit, or via social media. While video may be the most important form of media to us, it’s certainly not the only one,” she said.
Why Is Video Consumption On the Rise?
Simply put, video is important because it’s effective. While we could debate the merits of articles versus videos and online videos versus offline videos until the cows come home, the fact remains that video is a more effective communication tool. For example, consider the case of Problogger.net’s Year of Video tutorials. In 2019, the site hosted 181 video tutorials, compared to 104 in 2018 and 75 in 2017. With each new generation, the video world will continue to evolve.
Which Video Players to Use
If you’re looking to integrate video within your marketing strategy, it’s important to consider which video players customers are using. According to HubSpot Blogs research, 62% of consumers have downloaded video apps and 60% have watched video content on their phones. With so many people already consuming video content, it would be smart to follow suit.
Vimeo Is The Most Popular Video Platform
Whether you’re creating short-form content like pitches, teasers, or demo videos, or you’re doing full-length product reviews, educational videos, or corporate videos, Vimeo is the go-to video hosting platform for marketers. As of now, it is the third most popular video platform globally (after TikTok and YouTube) and the most popular in the U.S. According to HubSpot Blogs research, 13% of consumers have used the platform, compared to 12% who have used TikTok and 10% who have used YouTube.
TikTok’s Growth Is Not Limited To Digital Video
While Facebook and Twitter have clearly dominated the news in 2019 and will continue to be relevant platforms for marketers, it’s important to keep in mind that internet marketers are increasingly turning to TikTok. In fact, HubSpot Blogs’ research found that 1 out of every 5 consumers have used TikTok compared to 1 out of 10 who have used Instagram and 1 out of 7 who have used YouTube.
TikTok is becoming more important to marketers because, well, everyone’s on it. According to HubSpot Blogs research, 79% of consumers have used the platform, compared to 74% who have used Instagram and 71% who have used YouTube. Also, 56% of consumers have used TikTok compared to 43% who have used WhatsApp and 38% who have used Facebook.
Why Is Instagram Worthwhile For Marketers
Instagram is important for marketers for a variety of reasons. First, it is the most popular social media network globally, as of now. Second, it is one of the few social media networks that continues to grow in popularity every year. Third, it is incredibly easy to use and implement. And finally, 63% of users have used the service, compared to 24% who have used TikTok.
While Instagram may not seem like a video-friendly social media network, there are quite a few ways to integrate video into your marketing strategy on the platform. For example, you can use the platform to launch a product video, reveal a new product, or just show off your brand.
Why Should You Use AWeber To Integrate Video And Other Forms Of Content
If you’re interested in integrating video within your marketing strategy, there are quite a few options you can consider. First, you can use a software-as-a-service tool like AWeber to create email campaigns that include video as a feature — such as animated infographics, product videos, or promo videos. Second, you can use a standalone video or multimedia platform, like Jumbo, or even create your own.
All of these options have pros and cons, but the choice is up to you. The important thing is that you use the right tool for the job.
Use The Right Tool For The Job
It’s important to remember that no one tool will do it all. You need to use the right tool for the job. In this case, you would use AWeber to collect emails and then use that list to engage with customers via video content or other outreach methods (like text messaging or social media).
AWeber Versus Venngage Versus Bitrix24 Versus other Tools
If you’re looking for a one-stop-shop for email marketing and digital marketing, AWeber is the clear choice. Not only does it offer an integrated approach to email marketing and social media (with its own standalone social media dashboard), but it also offers video features, such as animated infographics and product videos.
With aWeber, you don’t need to be a tech expert to get started. In fact, using an automated email outreach tool like the popular CRM can be quite simple.
Venngage is another popular choice among internet marketers due to its simplistic yet effective user interface and its affordable pricing. While it does offer an abundance of features, such as advanced targeting and automated workflows, it doesn’t necessarily offer all that you need to succeed as an internet marketer.
On the opposite end of the spectrum, we have Bitrix24. Bitrix24 is a robust platform designed for marketing and IT professionals. Not only can you create automated email campaigns, but you can also set up complex custom workflows and integrate with various software programs, like Salesforce and MailChimp.
Other tools to consider include HubSpot’s Marketing Automation tool, which offers similar features to Bitrix24, or Hootsuite, which is popular among smaller teams and individuals due to its simplicity and free account. Additionally, you can use HubSpot’s CRM to create automated email campaigns and easily integrate with hundreds of software programs, such as MailChimp and Salesforce.
The Importance Of Email
In the grand scheme of things, email may not seem like a form of content that intrigues or inspires consumers, but it’s an extremely valuable tool for attracting and engaging with customers.
According to HubSpot Blogs research, 79% of users have used email to follow a company, compared to 71% who have used social media and 60% who have used video content.
While video content is increasing in popularity and providing customers with an abundance of useful information, it’s still not replacing the need for good old-fashioned email marketing. In some instances, a company’s video content may even be used as an email pitch, revealing new products or services through animated infographics or short product videos.
As mentioned by Pratt during the Glossier lawsuit, “video is now part of every digital marketing mix. And while video’s popularity may be growing, email’s relevance in growing a business is unquestioned.”