Last week we shared five tips to help you maximize your video marketing results. We’re back this week to round out the list with five more tips for video success.
- Transcribe Your Videos. Many videos these days include captions at the bottom of the dialogue therein. Transcribing your videos to include these captions opens them up to a broader audience. It allows you to convey the information in them to those who are deaf, people who may have trouble with English and find it easier to understand if they can read and listen simultaneously, and even just people who want to watch your videos but are in a public place and don’t want to disturb those around them with the noise. Additionally, Google’s algorithms favor videos with captions due to their increased accessibility, and captions can even act as SEO for the topics your video covers. You can hire a video transcription service for a fairly low cost these days, or simply do it in-house if you have the resources. But make sure the job is done accurately, and that there are no spelling or grammar mistakes. Poorly executed captions are a turnoff that can make your brand look unprofessional.
- Embed on Your Site. One of the things YouTube can do that Facebook (so far) cannot is letting you embed videos other places besides the host site. This can be useful for a myriad of reasons. Embedded video is one of the things Google’s algorithms look for when deciding whether or not to rank your site highly in their search results. Additionally, you can promote your videos on your site by posting a blog to alert people whenever there’s a new one. There are probably a few subscribers to your blog who don’t also subscribe to your YouTube channel, so this is a great way of making sure everyone sees your content. And by embedding the video in the blog directly, they can watch without having to click over to another site (which many people find annoying), while still getting the views on YouTube.
- Use Multiple Platforms. YouTube is the best and most popular video platform, so that should be the main place where you focus your efforts in terms of promotion. But there are plenty of other free video hosting sites out there, so you might as well upload your videos there as well. When you promote your videos, or embed them on your site, use your YouTube link. But if you upload them to Vimeo and similar sites as well, and do proper SEO, then people who search those sites will be able to find you as well, and you increase your overall visibility.
- Upload Directly to Facebook. This goes with the previous point, but Facebook deserves special mention, particularly with regards to how you promote your videos. For the last couple of years, Facebook has been working to brand itself as a source for video content. Because of this, their algorithms increase the visibility to your followers of videos uploaded directly to Facebook, and decrease the visibility of links to external site. This means that if you try to promote your video by simply posting a YouTube link on your page, it will reach fewer followers than if you upload the video to Facebook directly. Again, that doesn’t mean you shouldn’t upload your videos to YouTube as well. It’s still the most popular video hosting platform there is, and provides a lot of benefits that Facebook doesn’t. But when promoting your videos on Facebook, a native video will do better than a link will in most cases.
- This is the most important part of video marketing. Once you’ve made your videos, share them everywhere you can. We’ve covered how to promote your videos on Facebook, but don’t forget to share them on your other social media channels as well: Twitter, Pinterest, Snapchat, LinkedIn, etc. Also remember to send out an e-mail blast to all of your subscribers, letting them know about your latest video creation and including a thumbnail with a link for them to click and watch for themselves. SEO can help people discover your video, but you can’t just sit back and wait for them to come to you. The more channels you can find to promote your video, the more visibility you’ll get. In fact, Google and YouTube’s search algorithms favor videos with more views over videos with fewer views, so the more you share, the better equipped you’ll be to reach people with SEO as well.
These are just some of the ways you can effectively promote your brand using video marketing. With a little effort and a little ingenuity, your video content can boost your audience, generate more leads, and help you convert those leads to sales and revenue. How will you use video marketing to promote your brand?