When it comes to social media management, Hootsuite is the first name that springs to mind. More interestingly, however, this social media giant has quietly developed the most advanced video marketing strategy in the B2B sector.
While helping brands manage their social presence, Hootsuite is also running a multi-platform video strategy that is educational, entertaining and practical — just what they preach.
Let’s take a closer look at how they are doing it.
Where Hootsuite Publishes Video Content
Hootsuite’s decision not to rely solely on one platform has paid off and they are visible wherever their audience is. The company’s video distribution plan is a multi-channel one, with each platform having its specific function:
- YouTube is their main long-form content hub, where all the posts are about the company and the product. The Hootsuite Labs channel has tutorials, product demos, and in-depth educational content.
- TikTok is the platform where Hootsuite shows its fun side. They’ve taken the platform’s informal, trend-driven aspect and created relatable content for the people in the social media and marketing industry.
- Instagram has a double function: Reels for quick tips and Stories for behind-the-scenes views. Their Instagram video strategy consists of educational snippets as well as a playful brand personality.
- LinkedIn is the platform where they present their corporate side with thought leadership, industry analyses, and product releases content. The videos here are more refined and targeted towards the business world.
- Facebook is the last in their distribution but has the same educational content, product announcements, and community-building videos mixed up with videos.
Key Features of Hootsuite’s Video Marketing Strategy
Platform-Specific Content Creation
Hootsuite realizes that the same approach on TikTok won’t automatically translate to LinkedIn. They creatively choose to do it this way:
On TikTok, they will continue to hold the emotional distance. Content themes are storytelling of relatable corporate millennials, Owly the mascot’s inspiring pictures, social media talent showing, and updates about the platform presented in an easily digestible way.
A member of the team said, “There is no others form that could lead to virality or even be considered growth on TikTok than posting massive amounts of content and learning. The decision was made to let our imagination run wild with the content that wouldn’t have been on any other network.”
Educational Focus with Personality
Hootsuite is the one that gets through especially here: they have made it easier without losing customers’ attention at the same time.
Education is the primary element of their video content, the focus is mainly on how-tos, platform updates, best practices, and strategy tips, but they never lose their stamp of humor. Whether it is just popping up unannounced or a social media manager articulating us through their struggle, there is always a human presence.
Short-Form Dominance
With the majority of Hootsuite marketing videos falling in between 5-30 minutes for educational reason they have completely wholeheartedly caught on to the short-form revolution concerning promotional and social-related content.
Instagram Reels, and TikTok videos contribute significantly to this. These incisive pieces are eye-catchers-not just some 3 seconds and you are simply into the shot-they offer something of value quickly and loop confidentiality one more time-especially on TikTok.
Video Content on the Hootsuite’s Website
Absolutely, Hootsuite uses videos as one of the marketing tools on their website and they do it very wisely.
The Home page features the product demonstration videos showing how the dashboard works. These videos are not only plain productions, but they also walk-throughs that are understandable and practically enough to help the potential customers confirm their complete comprehension of what they are going to get.
At the same time, the Resources section will provide tutorial videos, webinars, and demo recordings. So, the site visitors will be able to participate in the “How to Use Hootsuite in 5 Minutes” self-guided tutorial or dive into the longer educational sessions.
The product pages are going to contain videos dedicated to scheduling and analytics, social listening, and other features. However, these videos will focus on the specific pain points instead of the broad marketing messages.
Hootsuite Academy is completely composed of video classes that are available on-demand and cover a wide range of topics from the most basic platform training to the most difficult social media marketing certifications. The institution has made social media management accessible to over 300,000 learners around the globe.
The videos on the website have a very clear purpose: Hootsuite not only to tell but to demonstrate how Hootsuite works thus getting rid of the hesitation in the purchase process.
Types of Videos Hootsuite Creates
Educational and Tutorial Content
This is Hootsuite’s bread and butter. Tutorial videos cover:
- Videos showcasing the platform and its functionalities.
- Tutorials showing in detail how to post, manage your account, and use the tools.
- Instructions and the most recent trends in social media strategy.
- Targeted tips for each platform (e.g., how to expand your presence on TikTok, etc.)
The tutorials are clear, are delivered at a slow speed, and contain useful information only. No extra stuff, only benefit.
Short-Form Social Content
Quick, punchy videos designed for maximum engagement:
- Relatable jokes on the social media manager´s life.
- Quick tips and hacks (less than 60 seconds).
- Creative content based on the latest trends that use Hootsuite’s unique take on famous formats.
- Sneak peeks of the social media team going about their daily work.
Product Announcements and Updates
When Hootsuite launches new features or improvements, video is their go-to medium. These announcements are typically:
- The video is brief and to the point (one to two minutes).
- It focuses on imparting the benefit to the users, not just the technical specs.
- It occurs simultaneously on all platforms.
Thought Leadership and Industry Insights
Longer-form content positioning Hootsuite as industry experts:
- Online seminars focusing on social network developments and tactics.
- Discussions with experts in social media.
- Results from studies and graphics representing data.
- Yearly documents such as their Social Media Trends Report..
Brand Videos and Campaigns
Big brand videos that highlight the company’s character and culture, values, and even its character, along with a lovable mascot and team, are not produced by Hootsuite frequently, but when they do, they surely build up the brand. The videos usually feature team members and the adorable Owly mascot.
The Bottom Line
Hootsuite’s video marketing strategy is not too complex but is very methodical. They manage to be active in the different zones where their audience is, they not only make the content informative but also genuine, they adapt to the platform’s peculiarities, and finally, they employ their own tool to control the whole process.
Hootsuite, a B2B company, is a giant in the video marketing industry by purely teaching, experimenting, measuring, and, of course, watching whose hands the videos are the real ones.
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