So, you’ve made a great video that tells the story of your brand the way you want to tell it, or maybe a new product demo that’s sure to increase sales – that’s great! Now, how do you get people to actually watch your video? Here are some tips about how to promote your video content so that you can get those much-desired conversions.
Share, share, share
Sharing content is the digital equivalent of word-of-mouth, except it’s much easier. On most platforms, viewers can share your content with their own audience in just a few clicks. This means you need to add all the relevant share buttons to your video player to make it as easy as possible for your audience to spread your video.
Make sure you’re sharing the content regularly yourself too; don’t spam, but whenever there is a relevant topic or discussion, get your video out there!
Optimise your thumbnails
Particularly on video streaming sites like YouTube, the thumbnail is the first impression viewers get of your video, and the effectiveness of this first impression can determine whether the viewer clicks through or just keeps scrolling. The thumbnail is like a small ad for your video so, to promote your video content effectively, make sure that it’s intriguing, engaging, exciting and representative of the video’s content.
Don’t neglect SEO
SEO is just as important to video as it is to text content so, if you want to promote your video content, you shouldn’t neglect the SEO for your video. Make sure your video has an optimised and informative title, rather than something like 124023.mov, because even if your audience don’t see this title, search engines do, and will assume the video is not relevant to the search.
Use informative meta data and any appropriate tags as this will also help both crawlers and your viewers realise your video contains the content they are looking for.
Put social media to good use
Social media should be an integral part of your video promotion strategy. Since each social media platform has a different demographic, you should focus your efforts on the platforms your target audience engages with the most. The next step is to research at what times your audience are most active on the platform and post or promote your video then to give it the best chance of being seen.
You should also pin your video to the top of your social feeds so that it is always visible and doesn’t get lost amongst other posts and discussions. You can also pay to have your video promoted on Facebook and Twitter if you have the budget to do so.
Integrate your video with your other marketing
It’s important to utilise as many different channels as possible in your video promotion strategy. As well as having your content on social media, your website and video streaming sites, you should also integrate it with your other strategies, such as email marketing. If you have a mailing list of people who are already engaged with your brand, they are likely to be interested in watching your video.
As well as all the online channels you can utilise to get your video seen, you should also make use of live events to promote your video content. Events where you have a captive audience are also an opportunity to show a longer cut of your video if you have one.
In order to successfully promote your video content, you need to know which channels your audience use and how they engage with them. Your video promotion strategy should involve all of the above steps if you want as many people as possible to see your video.