Would you like to increase the reach of your marketing videos?
Creating a marketing video is only the first step. You may have created a useful, entertaining, and informative marketing video for your business or nonprofit, but if you do not take steps to promote your marketing video, your audience will never get to watch it.
With all the content overload at the moment, the chances of your video not being noticed by your audience are very high. As of November 2015, Facebook had 8 billion video views every day. You can imagine the amount of video content that is being created. To help your video stand out in the crowd, you need to take extra efforts to promote it. Here is a list of 5 practical tips to help you increase the reach of your marketing videos.
How to Promote your Marketing Video: 5 Actionable Tips
Actionable Tip #1: Upload your video directly on Facebook:
Apart from uploading your video on your YouTube channel (which is an important first step after creating the video), promote your video on Facebook by uploading it directly on the channel along with a short introduction text on what the video is about (as opposed to posting a link to the YouTube/Vimeo or other 3rd party video channels). Posting a YouTube link might seem easier and even smarter so that you can divert all Facebook traffic to get more hits on your YouTube channel. But studies show that videos uploaded directly on Facebook have better reach than video links from 3rd party sites.
Search Engine Journal conducted a test to verify reports that Facebook was giving more importance to native videos. As a conclusion, they found that the reports were true: their native Facebook videos had 2x better reach, resulting in 2x more ‘Likes’, 3x more ‘Shares’ and 7x more ‘Comments’ compared to 3rd party video links! So unless you have a specific reason to divert traffic back to your YouTube/Vimeo or other 3rd party channels, it might be a good idea to take that extra effort to upload your videos directly on Facebook.
Actionable Tip #2: Create a short promotional version of your video for Twitter:
Twitter has made many changes to their video features. You can promote your marketing video on Twitter by creating a 140-second sample version custom-made for your Twitter audience and you can give a YouTube link to the full video in your tweet. Here is a list of useful information about Twitter videos from Twitter’s official page:
- You can use your Twitter mobile app to record, edit and share videos (See video)
- You can import your video onto Twitter by using your Apple iOS mobile apps
- Or you can also upload your videos directly using the ‘Tweet’ button on the Twitter website
- Once uploaded, your native videos will play automatically on the user’s timeline (like Facebook) but you can stop the ‘autoplay’ option in your settings
Actionable Tip #3: Promote your video using your email newsletter
Email newsletters are a great way to promote your new marketing video. If you use email campaign tools like Aweber or Mailchimp, all you have to do is create an image with the screenshot of the video, place it in the email along with a small text introducing your videos, hyperlink the image to your YouTube/Vimeo video file and send it to your followers. It’s that simple.
Additional tip: After you take the screenshot of your video, place a video play button in the centre of the image, so that your email subscribers will know that it is a video file and they need to click on it. In our agency email newsletter, we found that images of video screenshots with a play button had more reach than the ones without it. Find below a sample screenshot with a play button. When you click on it, it will take you to the YouTube video.
Actionable Tip #4: Promote the video using your website and mobile apps
Make sure you embed the video on your website and mobile apps in an appropriate section. If you have multiple videos, you can create a video page or tab where you showcase all your videos. As an example you can look at our video resources page where we have embedded all the short videos we have created on useful digital marketing topics.
You can also embed the video in-between text content of your webpages and blogs, if that is relevant to your audience. In most websites, placing a video on any web page is as simple as picking up the embed code from your YouTube video and pasting it on the webpage. Having the videos on your website will not only help you promote your videos to your website audience, but also make your site look more appealing and informative.
Actionable Tip #5: Promote your video in your offline campaigns
With QR codes you can promote your marketing videos on your offline – print and outdoor campaigns. Most users have access to smartphones now. So when they see a QR code, if the content adds value to them, there is a higher chance of them scanning the code and watching your video.
In your written copy of the offline campaign, make sure you clearly articulate the benefits of why they need to take the extra effort of scanning the code and watching the video. You can also place some screenshots of the video in the print campaign to arouse curiosity.
Creating QR codes is not a complicated process. There are many free QR code generators available in the market today to make things easier for you. As a sample I have given below a QR code to our blog page, take your mobile and try scanning the QR code below with the QR scanner app to see how simple it is. If you don’t have a QR Scanner app you can download one here.
Hope these tips help you promote your marketing video to a wider audience and increase your reach. Leave your comments below if you have any comments or any other tips for people working on marketing videos. I appreciate your inputs and interactions. Cheers!