It is no secret that audio-visual content remains an effective marketing tool in 2019, with numerous studies underlying its impact across a wide range of industries. It is also proven to be an effective tool for optimizing sales conversions, especially in product-based sectors such as jewelry, consumer electronics and home furnishings.
With this in mind, video content should feature as a prominent element of your social media marketing output. Managing the uploading and processing of videos to an individual website can be deceptively challenging, however, both in terms of the strain that it can place on your network and the task of responding to comments.
Embedding vs. Self-hosted Videos
When attempting to manage a series of integrated social media profiles, business owners must partner with third-party service providers to simplify the process as much of possible. In terms of video content, it is crucial that you choose to upload videos through third-party resources such as YouTube or Vimeo before embedding these on designated landing pages across your website. This essentially transforms sites like YouTube into social network management tools, while offering multiple technical advantages too.
These advantages include:
Preserving your Bandwidth and Reducing Costs
When you self-host a video, you upload it directly to your website using an integrated file feature. This instantly provides an issue once it has been uploaded, as video files can be large in size and consume a large percentage of your allocated bandwidth. Your allowance will be set by a web hosting service provider and is usually based on average traffic, so it does not make allowances for large video files in excess of 100 megabytes. Too many requests for a single video file can subsequently exceed the limits of your server or network, triggering diminished loading times and a period of downtime. Embedding a video from a third-party source negates this completely, regardless of the size of the file.
Eliminating Slow-loading Videos and Disrupted Playback
Even if you manage to upload your video without consuming your allocated bandwidth, multiple requests may cause slow-loading times and even cause disruption during playback. This issue can be compounded for viewers with a slow broadband connection, and this will create frustration and ultimately cause individuals to abandon your website. In addition to this, it can impact negatively on the overall performance of your site and cause alternative pages to load gradually. The advanced software and resources that underpin sites such as Vimeo enable multiple videos to be hosted and shared simultaneously, even those that are accessed through an embedding code on your website.
Overcoming the lack of a Single File Format for Web Videos
This is arguably the single biggest issue when uploading videos (especially on WordPress websites), as the existing HTML5 draft specification does include a single-minded file format that all browsers support. The result of this is that the leading web browsers have diverged, with each now supporting an alternative format depending on their allegiances. Only Google Chrome supports playback across all file formats, but even then the decision to self-host means that you will lose a fixed percentage of viewers at any given time. Specialist video resources like YouTube have no such issue, however, as their file uploads are supported by all browsers and enable you to access a broader range of potential viewers.