First off, if you haven’t read our post on the differences between various video-hosting platforms, you’ll probably want to check out that blog before you read this post.
We have a number of clients who have only recently started producing video content, and one of the most common questions we get is this
Where do we go from here?
Here are a few basic pointers that we share with our clients that can be helpful for anyoneproducing and distributing video content on the Internet:
- If you don’t have one already, create a professional account for your company on Vimeo and/or YouTube. While there are other outlets for distributing your video (such as Facebook), the two aforementioned sites are the easiest to use and have the broadest viewership. In an oversaturated video market where content flows freely, the importance of releasing your video in the correct way cannot be overstated.
- Choose the greatest title of all time...or else. Make it catchy and informative, but to the point. Brevity is important; the only time when it’s okay to make the viewer feel bored and sleepy is if you’re the marketing head of Serta Mattresses. Spark their curiosity! Be unique, and choose a title that represents your brand and video in the clearest way possible.
- Choose an intriguing thumbnail image from the video that sticks out from the crowd. This is perhaps the most crucial step. If you really want to achieve maximum viewership, you need to choose a custom image that screams, “Hey! Viewer! Our video is worth watching.” After all, the Internet is flooded with content, and you have to differentiate your video from the crowd if you want people to watch it. Keep in mind that the image you choose will be as small as a matchbox, and with so little space, it’s important to have a focused and dynamic image that draws your viewer in. Keep it simple; if the image is too cluttered, or has distracting text, or isn’t chosen carefully, people are less likely to watch your video.
- While Vimeo allows you to choose your own thumbnail, a basic account on YouTube restricts you to three options. Here’s a video explaining how to verify your account to enable custom thumbnails. I recommend clicking the “CC” option on this video if you find this content creator’s accent too thick to understand.
- Don’t forget to include a creative and informative description for your video. Again, keep it simple. If you write a description that feels like a dissertation, they will not read it. Ain’t nobody got time for that.
- Tag your videos. If this blog was a video, for instance, I’d tag it with things such as “Marketing your video” or “Video Marketing Internet” so that my video would live on forever in search results for related subjects.
- Note: hashtags are a tad bit overdone--unless they are an integral part of your marketing campaign, try not to #abuse #hashtags.
- Share, share, share.Here is a list of things you shouldn’t share: soda pop, TMI-worthy thoughts, and your social security number. Here is a list of things you should definitely share: your video! Post it on all social media outlets, and if you’re feeling bold, post it across the web on niche forums or websites that might be interested in what your company does.
- Paid marketing is one of the best ways to increase viewership. Bigger brands frequently take advantage of this strategy in order to grow their viewership base. If you’ve ever been on Facebook and seen the “boost your post for $20” option, this is the time to click that button. Budget for promotion; you can create a beautiful video, but if nobody sees that video, it won’t succeed. If a tree falls in the forest and nobody films it falling to the ground in gorgeous slow motion, did it really even happen?
- Pre-roll ads are familiar to anyone who has ever clicked on a video, only to see a different video playing for five seconds before the video you meant to watch. There are many benefits to pre-roll ads: you can reach a targeted audience, and you can reach potential customers in a very precise way.
- If you’re reading this, it’s (not) too late. If you didn't strategize a video campaign before you made your video, no worries! If you're a small business, gather your family around some tasty takeout and brainstorm the messages and methods you want to use when releasing your video. If you're a larger company, consider hiring an agency to strategize a video campaign for you.
Let us know if you have any other questions when you hit the “upload” button.
Go forth and conquer! Drive Media House