YouTube
Video marketing is conquering the world of digital advertising for 2018. YouTube provides a cost-effective dissemination strategy and its reach is far more comprehensive than regular television and cable stations.
Advantages
- Google owns YouTube, so content is ranked according to sophisticated machine-learning algorithms.
- Videos can be categorized to create an informative series, or collection, for viewers to follow.
- YouTube also offers live video streaming functionality.
Disadvantages
- YouTube does not offer much flexibility in the ability to customize videos prior to posting them.
- Creating video content can be time consuming and there is no guarantee a video will amass viral popularity.
- Users have no control over what related videos are displayed on the right side of the screen when they are being viewed, which means they can be videos posted by the competition.
Tip: When creating a video to post on YouTube, act natural. Avoid reading from a script and do not forget to breathe. Making a video can be intimidating; if someone is not up for being in the spotlight, make sure someone who is represents the business.
Pinterest is a shopper’s social media platform where users ‘pin’ shareable images and ideas to their Pinterest boards. Users select images of products they want to buy or try, or simply any photo that inspires them. Perhaps even a company’s blog post on sun safety tips, for example.
As a pool or hot tub retailer, Pinterest boards can be created for a variety of areas of interest. A backyard board highlighting items to use, a hot tub lover’s board, a family fun in the sun board… All of these boards will consist of multiple ‘pins’ of product, images, services, and blog posts on how the audience can enjoy items from the pool and hot tub industry.
Advantages
- Businesses can use Pinterest to stay on top of consumer trends.
- Pinterest is not as conversation-focused as other platforms. Users simply follow boards and re-pin images. It can be a more relaxing platform compared to other social media sites where some may feel pressured to stay involved.
- Pins are easily shared amongst the site and, like all other social platforms, access is provided to valuable user insights. This helps businesses determine which posts were the most successful.
Disadvantages
- Pins can spread all over the world very quickly; therefore, it may be difficult for consumers to use a business’s service in their area if it is not local.
- As a social media marketer, a business will rely on social media management applications to assist with the planning and execution of its posts. Pinterest for business only offers basic scheduling and tracking options, however.
Tip: Keep content consumer-focused and avoid promotional pins. People do not want a company’s sales pitch to be constantly in their faces; therefore, create images/pins that catch pinners’ eyes and invite them to include the company’s pins on their board. A company can brand its images with a watermark, if necessary, but do not make the sales pitch obvious. A business is simply sharing what it has to offer that could complement its vision.
