When comes to promoting your videos, there are many options available. The choices can be overwhelming. But the big question is where do your potential customers hang out online? Which social platforms, websites or blogs do they frequent?
Hands down, video is the most popular kind of content that you can create for online consumption and social media today. It’s easily viewable, shareable, appeals to mobile users and is available 24/7. So why is video on social media important for your organization? Simple, because it encourages social sharing which ultimately increases your audience reach.
When a video is produced, we automatically look at posting it on our website and the appropriate landing page. We also may upload it to YouTube and Vimeo. And we probably make sure that we share it on social media channels. But what else can we do? How can we gain more traffic and views? There are so many options at your disposal for posting your video content and navigating to find the best can be tricky.
So let’s go back to the question above. Where do your potential customers hang out online? It’s critical to know this because that is ultimately where you want to be! Start to think about your business ecosystem. Who are your partners and your colleagues? What channels do they provide for you to promote your latest video? Are there any influencers or partners you can leverage to help share your videos?
Let’s start with an example. Say you work for an automobile company and you just produced a video introducing a new car model. With that, I’m sure that your organization also has a network of business partners within the industry. These could include trade organizations and associations, publishers, professional networking groups and content syndication websites. Keep in mind that these options typically require that you have membership and may have costs associated with them to promote your content. It’s best to reach out to them first with your questions or request a copy of their media guide to understand their options and pricing.
Here are a few other places to post and promote video content:
Add videos to email campaign
Add to social media calendar and publish often
Cross-promote with partners or influencers
Feature on specific, relevant website pages
Add to relevant blogs
Add video to your web site resources page
Create a specific landing page to feature video + call-to-action
Post to business social platforms and LinkedIn groups
Publish the videos natively on social platforms
Post video link within email signature
Close transcribe and caption to help with Search Engine Optimization
The bottom line is your video views will only perform as well the video is promoted and published widely. Track the places that get the most views and continue to promote videos long after they have been released for the best results.
Tim has been in the media production industry since his days as a U.S. Navy shipboard news anchor in the 1980s.
Tim has a BA in Visual Communication from the University of Minnesota School of Journalism and Mass Communications. He has been President of Mastcom since 2002.