Social channels publishing – Importance, challenges and Qbrick videos services’s solution

The boundaries of traditional marketing and communication have been transformed largely driven by consumer’s behaviour. Most businesses have adopted social media to attract and interact with their customers. With all major social media supporting videos and spending on videos predicated to be on the rise, businesses have to control and manage their content across the different channels. Qbrick video service helps businesses maximize their ROI on social videos by providing you with a single platform to manage, publish and optimize their video content. 


State of social media in the Nordics

According to Cisco by 2021, 84% of the consumer traffic is going to be videos1. With Facebook adopting “video first” strategy, Google increasingly giving preferences to sites with videos and LinkedIn introducing native videos in 2017, this trend is becoming increasingly relevant for businesses. In Nordics, YouTube and Facebook are the most popular social media across the different countries with trends for other social network varying between individual countries. Instagram being most popular in Sweden & Norway, LinkedIn stands out in Denmark with business-oriented social media, WhatsApp being most prominent in Finland and Snapchat in Norway2.


Importance of multiple social channels to succeed with today’s digital strategy



Nordic Digital Leaders 20183 study by BearingPoint, highlights the greatest gains for Nordic countries could be in developing a coherent and seamless user experience for both existing and potential customers across multiple channels. According to their findings, most companies are using social media as a channel to reach their potential customer base, but they fail to realise all the opportunities of the rapidly evolving platforms. Lack of adaption is also seen with low usage of videos by businesses across the different channels, although the video usage by consumers continues to be on the upward.



Nordic consumers across the different countries are actively using more than 2 social channels at a given time, with trends showing over 4 channels for age group 15-25. Businesses will gain most by attracting the consumers in these channels and divert the customer to their website. With over 8 billion videos being watched on Facebook every day, 70% searches related to “how-to” videos on YouTube and over 220xincrease in videos in twitter in just a year4, businesses must adapt to advertising their product, services and industry related content with videos, to be most effective in influencing the customers in these channels.



Social channels are also being used by businesses to answers questions and receive feedback as part of customer support. By presenting videos on “how-to”, tips and encouraging the community to help each other, many businesses have innovated to truly engage with their customers. Inspiration can be taken from the Falcon case study5 of how TUI Nordic achieved social success by using social channels to address customer queries during travels especially during natural disasters or other factors impacting the planned vacations. By building strong long-term customer relations with excellent support, TUI Nordic is planning to leverage their channels to provide inspiring personalized adventures to suit customers’ needs and preferences.


Challenges with multiple social media & how Qbrick helps solve them



To be successful across multiple social channels is time-consuming, knowledge and resources intensive. Businesses need to have dedicated resources to understand how to operate different social media, how to use the statistics to optimize and manage content across these different channels. With Qbrick video services, customers get a single platform to manage, edit and publish their videos to the different social channels.



The biggest challenge with social media is that businesses have little control over what is advertised on top of their content. It could be a competitor or even worse (see the example below). In recent times, major internal brands and government agencies are pulling away from exclusively using social channels and planning a targeted digital marketing strategy. With Qbrick video services, businesses fully own and control their content. Businesses must learn to use social media for the purpose of attracting consumers to the branded company website with dedicated video channels to engage the customers with relevant content and help them make the purchasing decisions.



With multiple social channels, businesses need to spend additional effort to understand the adherence to privacy and EU data compliance across the different channels. It is also hard to secure your content against plagiarism, misuse or misrepresentation from external sources. Having a local technology provider like Qbrick provides businesses with greater transparency, multiple options to secure their content using tokens, IP-addresses or geo-blocking.



Another challenge with using social media exclusively for publishing or streaming video content is with business’s ability to resolve issues in time. For example, the only way to get support when you have issues with a live event on YouTube / Facebook is through email. Having a local technology provider like Qbrick, ensure businesses get timely and responsive support during business hours by professionals.

To learn more, please contact us.

For additional information
Sreemati Lalgudi, Head of Products & Marketing, IP-Only Qbrick AB
Tel: +46 739 090949


2 The Social Media Study by