10 Ways to Spread the Word About Your Online Video
Congratulations on your brand-new, fantastic, very impressive video! But now that you’ve got it… how do you get people to see it? No matter what type of video you’ve got — promotional, educational, informational, or other — we have suggestions below on some great ways to get it in front of your target audience.
1. Your company website/intranet
Today, a company’s website is its business’ most prominent and public calling card. Therefore, a great video about your company belongs upfront and center on your website — preferably on its home page and/or landing pages. In some cases, you may have created video specifically for an internal audience, such as a Town Hall meeting or training session; in these instances, make the video available to all employees on your internal site (and keep it safely behind a firewall if it includes any sensitive information). When you have a promotional video, feel free to feature it on your intranet as well as on your public site, as building enthusiasm among employees is key to grooming internal brand ambassadors who will help you get the word out.
Facebook is king of today’s social media scene, so any public video you create — business-to-consumer video, in particular — should be accessible via your company’s Facebook page. Facebook can be a terrific tool for raising the profile and visibility of a business’ video. (And with the network’s robust analytics tools, you should also be able to see how many views your video gets.)
To add a video (Facebook permits videos of up to 20 minutes in length), simply log into your Facebook page and from either the top of the Home page or your Page, click on the Video link and upload your file. Once at least one video has been published, you should see a new “Videos” box under your cover photo that will link directly to this and any future videos. (If you do not wish to upload a video, you can also use the “Link” functionality to add a link to your video on another site; however, the videos will not be permanently available from a designated section as described above. When you wish to keep the video post prominently situated on your profile, hover to the right of your published post and click the star icon to Highlight, which will keep it at the top of your page for as long as you desire.)
You can also get a boost in views by asking your employees or customers to share the video on their own profiles. Learn more here.
When your video is aimed at a B2B audience, it should definitely live within your company’s LinkedIn profile. Although the network is a little less video-friendly than Facebook’s, it does allow you to embed videos hosted on YouTube. To do so, log into your company profile, then click on your Services tab and Edit. You should see a section for uploading YouTube videos on any of the pages within Services. As with Facebook, an alternate method of publishing video hosted on sites other than YouTube would be to simply paste a link to the video from the status update section of your company’s page. For more on additional, albeit slightly more complex ways to add video to your LinkedIn profile, visit this page.
When you have something new to promote, nothing gets the word out quicker than Twitter. Although Twitter does not host video files, you can still take advantage of the social medium’s super-viral power by linking your tweets to video hosted on third-party sites like YouTube, Vimeo, Ustream, and more. Most of these sites allow you to publish your video directly to Twitter with optional text; you can also post the link to your video directly into your tweet so that the video will display in Twitter’s details pane, allowing users to view it without leaving their stream. With any luck, your followers will love the video enough to retweet it to their followers, helping it to spread to wider audiences. Learn more here.
In the case of video that is hosted solely on your own website, you can still benefit from using Twitter by introducing the clip with a link to the page on which it’s being hosted.
One of the largest sites on the Internet, YouTube is the most trafficked destination for online video. Although hosting your video free on YouTube means giving up some control over branding and having to fit your content into YouTube’s template, the potential visibility the site offers can be rewarding for your brand. (We recommend hosting the main version of your video in another location, such as your corporate website, where you can maintain full control of branding and interactive elements. For information on our customized video players and hosting solutions, contact us.)
For a fee, YouTube offers a “Promoted Videos” option that will display your video ad next to related YouTube content (similar to other SEM/PPC programs like AdWords). Find more information here.
In 2012, Pinterest is the fastest growing social network. Specifically focused on visual content, it’s a great place to share your unique video content with others. (You can also encourage your employees and fans to “pin” your video from your website to their Pinterest profiles to further spread the impact.)
From your profile, simply click “Add+” in the top navigation bar and either “Upload a Pin” (i.e. your video) or paste in the URL for the page on which your video resides with “Add a Pin.”
While Google’s relative newcomer to social media circles has yet to find the widespread adoption of networks like Facebook, you should still look to maintain a presence there for your company. (And as an added — albeit unconfirmed — bonus, Google search tends to look more favorably on content that resides within its network, so you may find your video spreads faster once you’ve uploaded it to your profile, or even to its sister network above, YouTube.)
Adding video to Google+ is pretty simple: From your company profile, simply click the icon for video in the status bar near the top of your home page and either upload your video or link to its YouTube page. For more information, visit this page.
8. Promotional emails/e-newsletters
Email communications have undoubtedly come a long way in the last decade. However, there’s still some debate about whether embedding video into email is a positive or negative: Advocates say it can be very effective, while naysayers say too many ESPs are unprepared for dealing with embedded video files, which could affect the deliverability of your email (which, ultimately, could mean your future mail gets sent directly to spam).
To avoid any problematic issues while taking advantage of the email channel in promoting your video, we recommend simply linking text or a graphic in the email to where the video is hosted. (For best results, post an image of the actual player with video loaded; when users click on it, make the video pop open in a new window outside of the email.)
9. Business directories
Chances are you have already listed your company in one or more industry directories online. Investigate your listings and profiles to see which offer the ability to submit video free or for a small fee. Including video in your listing will help it stand out in a sea of competitors, as well as help viewers better understand who you are and what your company is about.
10. Video advertising
At Video Destination, we never force our branding on you via your video player or video content; we also feel that video should be viewed in its “pure” format without constant interruptions by ads. That said, we also realize that advertising is and always has been a necessary ingredient in getting the word out about virtually anything. If you’d like to give both your company and your online video some added exposure, countless advertising channels exist on which you can pay for impressions or conversions.