You hired a video production company to create a stunning video that represents your company brand, but do not know what to do with it once you receive it. The first thing you need to consider is what target audience was the video was made for. Once you figure out the target audience, you can market the online video on several social media platforms (if it fits your target audience). If anyone is confused about the term marketing, it is best described as getting your potential clients’ attention by offering them a service or product or in this case a story about your brand. Some of the best social platforms to market video are YouTube, Vimeo, Facebook and Instagram.
YouTube is a great social platform because people use it almost as frequently as Google. Google owns YouTube and Google owns close to 86% of the global search market. If you have a video on YouTube, you will benefit from Google’s search engine. Whenever someone is curious about a product or service they turn to Google and YouTube. So, YouTube is a great social platform to place your branded video.
If you are shooting behind the scenes footage your best bet is to place it on Instagram. Instagram seems to have a more of a personal feel to their platform. If you want to get to know a brand search Instagram and you will see up close and personal behind the scene video and pictures. Instagram has just launched IGTV which people can upload up to an hour long video.
Vimeo is a great platform known for their less compressed video algorithms. This means when you upload your video to Vimeo the video will not lose its quality as much as it does when you upload it to other platforms. One of the cool video benefits of Vimeo is that it allows companies to combine their videos into an album. So, let’s say you have a video marketing campaign that involves three videos. You can create an album that will have all three videos inside it. The link from that album can be shared and once shared the recipient will receive all three videos. It’s a great way to package your campaign. Vimeo even has some great background skins that you can create to give your album a polished look.
Facebook is another awesome platform that allows people to share video content. You can load your video and use hashtags to promote your video organically or you can set up a Facebook ad campaign. Setting up a campaign on Facebook is easy and the pricing is reasonable. You can target your audience. Facebook allows you to chose what area the video will be played. So, you could set the campaign to run your video only in your city or nationwide. You can set the audiences’’ age, demographics, and likes. Facebook ads gives you great flexibility and it has proven to work.
Ideally, you would want to create this online video strategy during the pre-production phase of the video. You do not want to place the video somewhere that your audience isn’t. Some video production companies can help you out with an online strategy, so it might be worth asking them where you think the video should live online. I offer this service and I offer ways to help create the video message if needed.
You defiantly want to place the video on your website. Write about it and use keywords to describe the video. Google’s keyword planner is a wonderful tool that shows you data for words you may or may not want to use. The keyword planner tells you how frequent a word is searched for, and it’s free to use as long as you are just searching for keywords and you do not create a campaign.
Now days there are many social media options for companies to market their video. The only question is where?
I have been working in television and media for over 18 years. My experience includes news photojournalist, editor, producer and storyteller.