Photo by Sergio Kanazawa

Last week, we discussed the mores and codes of Twitter and Facebook. This installment will cover another kind of social media platform: social video hosting.

Vimeo

With over a million views every day, Vimeo has made inroads in the social video service category. Still a smaller player in the grand scheme of video hosting, Vimeo staked its ground as the site for individuals looking to make their mark in a video community, the sentiment that inspired the name, a play on “video” and “me.” However, despite its underground cultish following, Vimeo only supports non-commercial videos, making exceptions only for recording artists.  Though many companies are trying to find a way to leverage this passionate community, those that try to get around the rules will not only be removed from the site, but will also run the risk of alienating the community they attempted to reach.

YouTube

With only five years under its belt, YouTube is an online phenomenon in the ranks of only the top tier of websites. With twenty hours of video being uploaded every minute, there is no shortage of video for the masses, but that also means competition is fierce, so it is important for brands on YouTube to participate within the community’s guidelines.

_ Do create a channel to aggregates your videos. The channel should also include information about your brand on the whole; because users opt into check out your channel, they are more open to branded communication.

_ If some of your branded content was uploaded by an external source without permission, do consider leaving it up if it is well-received. You may do more harm by removing a popular video than by allowing it to be shared by an unassociated source. Instead, offer the video on your own channel and let the YouTube community continue to reward it with views.

_ Do share the love: one of the best ways to get some YouTube karma is by sharing some of your favorites with your subscribers. Many users will return the favor, and your followers will be reminded that they can give you a boost, too.

_ Don’t use the promoted videos feature, if it’s within your budget. Where ads on Facebook are typically ignored by users, promoted videos on YouTube enjoy a strong click-through rate.

_ Don’t put ads that obscure users’ views on videos. It’s disruptive in the worst way.

_ Don’t spam out your video to other users by posting it in an unrelated video’s comments.

_ Do create videos as responses to other popular videos.

_ Do explore other channels and user videos and maintain an active role in the community on the whole.

Finally, if you want to make a splash in video, consider pushing the medium. Need inspiration? Take a look at this video for Diesel. Can you imagine this technology on your favorite TV show or music video?

Happy creating.

Claire Grinton is a brand strategist and writer based in San Francisco. Find more from Claire or contact her at claire[dot]grinton[at]gmail.

Tags: community, Social Media, video, vimeo, youtube