You’ve Got Your Branded Video, Now How Do You Get it Seen?
You’ve just made a video and it’s second to none. You know it’s going to grab your audience’s attention and convert them into paying customers faster than you can say “upload.” There’s just one hitch.
You don’t know where to upload those videos so you’ll actually reach your audience.
Online video has been growing in importance as an entertainment medium and a marketing channel for the better part of a decade. Yet the past two years have seen especially explosive growth in the amount of online video being watched—millennials were watching as much online video as traditional TV by the end of 2014, and the scales have tipped even further towards “new media” for viewers and advertisers alike.
More recently, Facebook lept into the video-sharing space in a major way, and apps like SnapChat, Periscope, and others have made video a casual means of communicating. With so many online video channels available and more coming every day, knowing where to publish your videos can be a bit difficult.
Here’s our current guidance on how to make the call. Remember, you can publish your videos on as many platforms as you’d like; you don’t have to spread things around too much—you’ll limit your ability to control your marketing and acquisition, and could harm your SEO—but you don’t want to limit yourself to just one or two channels, either.
Still the reigning king of online video, though other platforms are catching up fast, YouTube remains an important place for consumer-facing businesses to publish their videos. It’s the second-largest search engine in the world (by search volume), makes it easy to drop a link to your video almost anywhere without diluting its SEO, and YouTube’s mobile platform makes viewing on phones and tablets easy—another important consideration these days.
The social media leader is also YouTube’s prime challenger in the video space, especially when it comes to user-created content. Brands are seeing success with Facebook Video, too, with the average organic reach of a video post 135% greater than a non-video post, according to one study. Uploading your video directly to your Facebook page and sharing from there is definitely a winning strategy—you’ll get much further reach and a lot more engagement than you would from simply sharing/embedding a YouTube video.
If your video is 30 seconds or less, or if you can edit a version to fit that timeframe—and if your audience is using the platform—Twitter is a good place to upload as well. Some B2B businesses and many B2C businesses can find success on Twitter; for others the effort might not have much of a payoff. Dig into your demographics and make sure it’s right for you before you leap in.
For B2B businesses, professional services, and anyone else looking for high-level influencer impact, LinkedIn should be a cornerstone of your content marketing strategy. This includes video uploads, which can increase your posts’ views by 75%—allowing your audience to watch videos directly in their LinkedIn pages makes things easy and puts you in a stronger position of expertise and authority among industry colleagues, peers, and potential customers.
Basic Tips for Branded Video
There are two general tips to keep in mind when it comes to publishing your branded video content online: post where your audience is, and include a link back to your own site.
If you know Facebook isn’t a successful channel for you—and it isn’t for all businesses—don’t worry about posting there. If you have a product that lends itself to short live videos, make that your focus. Do what works for your business.
Linking back to your own site is, of course, a must for all your marketing efforts, but it’s often overlooked in video. Each platform has different ways to go about this; learn them and use them, or you’ll be missing out on conversions.