Vimeo: What Is It, How does it Work, and How Can Businesses Use It In Marketing?

Vimeo Website Homepage

 

What is Vimeo?

Vimeo is an online social media content community geared towards film enthusiasts.  Members can upload and share their videos as well as find enjoyment and inspiration in the creativity of other artists’ work.  Its classy design is simple, yet customizable, and very intuitive.

Vimeo was founded in 2004 “… by a group of filmmakers who wanted to share their creative work and personal moments from their lives. As time went on, likeminded people discovered Vimeo and helped build a supportive community of individuals with a wide range of passions. Today, millions of people from all around the world enjoy Vimeo” (Vimeo, 2014).

Vimeo Staff in 2008.  Photo courtesy of Vimeo.com

Vimeo Staff in 2008. Photo courtesy of Vimeo.com

Vimeo Staff in 2009.  Photo courtesy of Vimeo.com

Vimeo Staff in 2009. Photo courtesy of Vimeo.com

Vimeo Staff in 2013.  Photo courtesy of Vimeo.com

Vimeo Staff in 2013. Photo courtesy of Vimeo.com

 

 

What are the features of Vimeo?   

 

The Basics of Vimeo

The Basics of Vimeo

 

The platform offers easy and effective social interaction options.  Those wishing to upload and share their films may do so either publicly or privately.  They can then tag and classify the genre and content of videos by keywords and categories for SEO optimization as well as ease of search.  Users can even organize their work by creating channels and portfolios.

Users visiting Vimeo for the viewing experience may do so from their PC or laptop, various mobile devices, or even on their big screen televisions.  When making a selection, viewers will find the options to see features hand-picked by the Vimeo staff, watch On-Demand (a new option on Vimeo), browse by category or channel, or search by keyword.

Vimeo visitors can watch without having to log into an account or create a new one.

Vimeo visitors can watch without having to log into an account or create a new one.

 

If a visitor would prefer to relax and watch randomized videos, Vimeo’s “Couch Mode” offers this with the capability to tailor the experience through liking, skipping, saving for later, moving forwards and backwards through the film, as well as learning more about it under the “more info” tab.

Vimeo's Couch Mode

Vimeo’s Couch Mode

 

During and after viewing, users can like individual videos and choose to follow a particular channel or member.  Comment sections, social sharing icons, embed codes, and activity feeds are part of experience as well to enhance interconnectedness both on site and across the web.

Vimeo isn’t just about sharing and watching videos, though.  It is also about connecting with other like-minded professionals and individuals in the site’s online groups as well as teaching and learning opportunities through the Vimeo Staff Blog, help forums and Vimeo Video SchoolAll of this, of course, is centered around film creation, appreciation, and artistry.

As if all of this isn’t appealing enough, Vimeo and its hosted videos are ad-free!  (Don’t worry, businesses.  Don’t change the channel yet!  There is still plenty of quality marketing opportunity on this social media platform.)

 

 

Who Uses Vimeo?

“With a unique editorial perspective and creativity and community at its core, Vimeo has cultivated an audience of highly influential, tech-obsessed early adoptors. Nowhere else on the Web will you find so many deeply engaged, social influencers all in one place” (MindSpark Advertising, 2011).

Those visiting “social influences” have created a continuous growth trend for the Vimeo community.  Here’s a look at its rise in unique visitors from 2008 through 2012:

Vimeo monthly unique users (by year).  Image Courtesy of Gigaom.com

Vimeo monthly unique users (by year). Image Courtesy of Gigaom.com

 

Then in 2013, Vimeo hit 100 million unique monthly visitors and at that time boasted 22 million registered users (Marrouat, 2013).  73% of Vimeo visitors are between the ages of 20 and 35.

Vimeo Demographics by Age Group.  Image courtesy of Sysomos

Vimeo Demographics by Age Group. Image courtesy of Sysomos

 

The U.S. makes up 31% of this community’s user base.  Following in order are India (4.8%), Germany and The United Kingdom (both at 4.5%), and France (4.1%).

Where in the world are Vimeo's users located?  (Photo courtesy of Alexa.com)

Where in the world are Vimeo’s users located? (Photo courtesy of Alexa.com)

 

 

How Does Vimeo Work?

Vimeo offers free membership as well as paid upgrades to Vimeo Plus, Vimeo Pro, and Vimeo for Business.

To view many of the videos on Vimeo, a visitor need not have an account.  However, an account makes the experience more personalized with a customizable profile, manageable account settings, private messaging and personal video statistics all under the user’s Me Tab.

Vimeo Me Tab

 

Here is an inside look at a newly created Vimeo profile.

New Vimeo Profile

 

Under the Videos Tab, the user can navigate through personally uploaded content, videos she has liked, channels he follows and curates, groups to which the user belongs, as well as albums and videos saved for viewing at a later date.

Vimeo Videos Tab

 

The Create Tab houses useful resources such as Vimeo’s Video School and the Music Store where one can procure tracks to use in the making of their videos.  Other resources include the Creative Commons for finding licensed videos on the platform, Creator Services for monetization options, and a tool for creating widgets to showcase one’s videos elsewhere online.

Vimeo Create Tab

 

The Watch Tab features are discussed in depth above, but here is a screenshot for continuity’s sake and to serve as a refresher.

Vimeo Watch Tab

 

Under the Tools Tab, members find and invite friends as well as manage the activity feed, connected devices, mobile apps, and more.

Vimeo Tools Tab

 

Lastly, and perhaps most importantly, the Upload Tab guides the user through the process of uploading and sharing films on the Vimeo platform.

Vimeo Video Uploading Options and Process

Vimeo Video Uploading Options and Process

 

 

Is Vimeo Socially Integrated and Mobile Optimized?

Vimeo is up set up for easy sharing across multiple channels with its social sharing icons, favoriting options, and linking and embed codes.  Inside the share option located in the upper right corner of the screen, a user can easily link to or embed the video, toss it into an email, or post it directly to one of the following networks:  Facebook, Twitter, Google Plus, Tumblr, Pinterest, and/or Reddit.

Social  Media Sharing Icons and Integration on Vimeo

Social Media Sharing Icons and Integration on Vimeo

 

Vimeo claims to be everywhere, and it really is!  It’s easily accessible from Apple and Android mobile devices and apps as well as several streaming players such as Roku, Apple TV, and X-Box Live.  It is even available on several brands and models of televisions.  Vimeo also collaborates with software titles like iMovie, Final Cut Pro X, Corel VideoStudio Pro and others.  For a comprehensive list of compatible products and software, please visit Vimeo Everywhere.

For Vimeo’s quality tutorial videos on the specific topics featured below, visit Vimeo: The Basics.  

Vimeo Video Tutorials by Topic

Vimeo Video Tutorials by Topic

 

 

Vimeo is so much more than just an online host for user-generated videos.  Instead it is a home for artfully designed film and their creators.  It is a tight-knit, compassionate, and supportive community of artists and connoisseurs alike who are held together by their passion for the aesthetics and interpretation of life and the human experience.  All of this considered, be forewarned:  The Vimeo users take their art seriously.  The content created for, and shared on, Vimeo is of the highest quality.  It has to be to survive there.

So then that just leaves the big question…

How can businesses successfully implement Vimeo as part of their integrated marketing communications (IMC) strategies?  

Watch my Prezi, Vimeo: Essential Marketing Tool, to find out!

 

SOURCES:

Competitive Intelligence. (2014, January 1). vimeo.com Site Overview. Retrieved July 2, 2014, from http://www.alexa.com/siteinfo/vimeo.com

Marrouat, C. (2013, November 19). Vimeo now has 100 million monthly visitors | Social Media Slant. Social Media Slant. Retrieved July 2, 2014, from http://socialmediaslant.com/vimeo-100-million-visitors/

Vimeo (Mindspark Advertising). (2011, January 1). Vimeo (Mindspark Advertising). Retrieved July 2, 2014, from http://www.mindsparkadvertising.com/sales/websites/vimeo/

Vimeo, Your Videos Belong Here. (n.d.). Vimeo, Your Videos Belong Here. Retrieved July 2, 2014, from http://www.vimeo.com

Vimeo.com’s audience profile on Quantcast. (2014, June 1). Vimeo.com Traffic and Demographic Statistics by Quantcast. Retrieved July 2, 2014, from https://www.quantcast.com/vimeo.com

 

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