Video Production vs Video Marketing
The video production process is only a strand of the wider marketing cycle. You should not upload your video to social media and hope for the best. There should be a proper distribution plan so you can reach the right people.
The aim isn’t just to rack up views, it’s to convert those views into subscribers and in some cases sales. Videos need to be promoted in a way that fits in with the way people are consuming them.
Where your video is stored online.
- YouTube: It’s worth setting up a YouTube channel for your branded content as it’s the second most popular website after Google.
- Facebook: You should have a brand specific Facebook page you can post your videos on. Facebook is still one of the biggest social media platforms so this should be a high priority.
- LinkedIn: A social media platform for professionals. It’s worth uploading your video content on here if you’re videos are brand specific.
- Instagram: You’re able to host up to 60 seconds worth of video on each post. The platform also allows for a carrousel of up to 10 videos/ posts.
- Wista: If you’re looking to embed videos on a website Wista is one of your options.
- Vimeo Pro: As a video company we opt for Vimeo Pro because it suits our needs best for hosting but it is a paid service.
This is how you setup your video so people can find it.
- Website/ Landing Pages: Put the video at the top of the page. Viewers are likely to spend more time on your page if they see a video and view it first before reading copy, time spent on the page increases your ranking on SEO.
- Thumbnails: Always use a custom thumbnail. If you’re not a Photoshop wiz and don’t want to hire a designer you can create basic thumbnails on Canva. A mixture of text and compelling imagery can entice a viewer in.
- Autoplay: Never autoplay a video that has sound. People are browsing in public, listening to music or podcasts. You should never aim to jar people.
Search engine optimisation doesn’t just apply to blogs, it applies to videos as well. Google and YouTube will crawl information on your video to rank it in their search engines.
- Titles: Have your SEO keyword or phrase in the title of your video. You can use websites like Keyword Tool or Wordtracker to check how competitive a keyword or phrase is. Scope out the competition and see what formats are working for them.
- Meta Descriptions: The text should be around 150-160 characters starting what the video is about. It should also contain any relevant keywords for the search.
- Meta Tags: This is where you add keywords or phrases that your target audience are likely to be searching. Addons like TubeBuddy can help you see the tags your competitors are using.
- Transcripts: Subtitles make your video more accessible for those who don’t want to view with audio. Transcriptions also aid Google in indexing.
Another way of reaching your audience is through promotion, here are some examples:
- Social Media Campaigns: People like free stuff, including a giveaway or discount as part of your campaign is a sure way to get people to watch the video.
- Embed Videos: Make sure you’re embedding your videos on blog posts, web pages and newsletters.
- Encourage Shares: Add share buttons to embedded content, if the video fits into the ‘Help’ category you can ask for shares as part as your call to action.
- Paid Advertising: You can do targeted paid promotions using Google Adwords or any of the social media’s promotional tools.
You want to be able to determine if your video is getting the ROI you wanted. Here are the metrics that you should measure in order to judge how well the video is performing.
- Views: How many people are watching part of your video.
- Watch Time: The average view time on your videos. Are you holding attention all the way through?
- Traffic Sources: Which apps or websites are viewers coming from to watch your videos?
- Demographics: Are your videos reaching your desired target audience?
- Engagement: Are people liking, sharing and commenting on the videos?
- Leads/ Sales: Are people leaving inquiries?