Online video has become a critical component in every well-rounded content marketing strategy. Video has a strong potential for being shared, going viral, and creating widespread emotional impact. Whether you’ve put together an educational training video or a hilarious spoof music video, your content can communicate an important message that motivates and engages the audience.
If you already have marketing videos in place, that’s a great start. However, it is important to learn how to maximize the value of existing marketing videos. You’ve put a lot of work into them and should get as much out of them as you can. Here are just a few tips to get you started.
Brand the videos
It is not uncommon for companies to publish video content without considering branding. Your videos should have branding that is consistent with your other marketing tools, such as your website, blog, and social media accounts. This branding includes colors, logos, and tag lines. Users should be able to immediately identify that any given video came from your company.
Share the videos
Instead of waiting for users to share videos, put them out there yourself. Look for relevant channels for sharing. For example, Facebook users may love a hilarious “Thriller” spoof video that your staff created around Halloween while LinkedIn users will appreciate a short video series with job interviewing tips. Don’t forget to link videos in your blog posts as well. Again, make sure that your links are appropriately placed.
Make it easy for users to share the video
One of the biggest factors for video success is user shares. As such, when you think about how to maximize the value of existing marketing videos, look at the ways that users can share videos elsewhere online. It is extremely rare that a video goes viral solely because a company launches a great campaign for it. Video views explode because users share the content over and over again. Add buttons for sharing on Facebook, Twitter, Google+, Tumblr, LinkedIn, Pinterest, and any other relevant channels.
Track your success
It is easy to get so excited about the release of a video that you don’t think about what will happen after you launch it. One of the most important aspects of maximizing the potential of a video is tracking the success and response to the video. It sounds (and may be) a little tedious, but it is critical. If you don’t get feedback about your video content, you won’t be able to determine what was and was not effective about your video. As such, you won’t be able to tailor future videos to better serve your target audience. Get the data that you need to keep improving your video content.