Testing Social Video Platforms

Well, it's Monday, everybody. Good morning. We've got the school buses out here picking up the kids. Season is back in time. Let's— hey, hi school bus. All right. So let's chat about marketing for a second. So I spent the last couple weeks going pretty hard into video across different social channels to see which one produces the best effect. And I was using some B2B content and also some B2C content. And here's basically what I found. So I was testing Twitter, LinkedIn, YouTube, Instagram. I feel like there's another one in there somewhere. Anyways, here's what I found. So Instagram uploading video, atrocious. Takes years. Time's out, doesn't work. Sorry, mobile app on the iPhone, just not cutting it. LinkedIn enterprise app, pretty good. Might get a couple views, fine. YouTube though, holy moly, like they have really put together a world-class video platform, as one would expect. But their Reels product, not only is the interface really well done. I would argue even better than Instagram. Their video upload, transcode, and distribution is really world-class. Here's an example. So from a completely green, zero usage YouTube account, I posted a 6-second reel over the weekend on Saturday and got about 22,000 views. 300 likes, bunch of comments. And, um, I mean, that's crazy, right? Um, TikTok— oh yeah, that was the other one I tested. I mean, they're basically suppressing their algorithm to only give you about 200 views on your content. So, you know, while it might have been the bee's knees back in 2019 when we were talking about it, early 2019, like January, even 2018, to go viral in a single post That has shifted. It's now YouTube Reels. So check that out. I think it's, I think it's really interesting. Obviously, they've got like 2 billion people on the platform, and they're pushing it pretty hard. So you get a little bit of engagement, and you're off to the races. So yeah, every brief that's crossed our desk for the last like decade has this feature, which is like, make us go viral. We jokingly refer to it as the go viral button. And Photoshop or Figma, if the case may be. But yeah, it's really hard to do. An example would be Geico, right? They're B2C. They sell insurance, one of the most boring products on the planet. And they talk about death, which is crazy. You don't hear them talking about GAM83 tables. Instead, they hired an agency and they just did really interesting, funny, unique, different content, right? Like the zig and zag. So, um, I think it's important. So give us a shout if you need help, everettadvisors.com, and, uh, we'll keep the dogs barking. All right, peace. Show note, it's actually YouTube Shorts and Instagram Reels, not YouTube Reels. YouTube Shorts. All right, we all make mistakes. We're just human after all.