So, you’ve finished creating a compelling video for your business. You’ve invested time and money and are confident that it sells the message. Great, what’s next? The video can’t just sit on your computer. It’s time to share it with the world and get the word out there about your fantastic product or service offering. There are tons of platforms where you can watch videos — so where is the best place to share yours?
Pros: After Google, YouTube is the second largest search engine on the internet, with more than 3 billion searches a month and 100 hours of video uploaded every minute. It is bigger than Bing, Yahoo!, Ask and AOL combined. Therefore, uploading your video here is a no-brainer. YouTube is ideal for educational content, such as how-to videos or demo videos. If you’re aiming for discoverability, YouTube is your best friend. YouTube will use its algorithm to recommend your video to people likely to watch and enjoy it.
Cons: YouTube videos feature a lot of ads that may appear before, during, or after your video. This may include ads for your competitors. It may also be difficult to stand out amongst the hundreds of millions of videos on YouTube. Here are some steps you can take to have your video found in the sea of YouTube:
- Understand your audience. Research what people are searching for and what keywords they’re using. Look up other successful videos that are similar in topic to yours. Take note of what they’re using for their video titles. How do their view counts or other metrics change from video to video?
- Optimize your video title and description with the relevant keywords and tags for search engine crawlers to pick up. Remember to include links back to your website and social media handles, as well as relevant hashtags.
- Organize your video(s) into playlists so they are easy to find on your channel. Don’t forget to fill out the descriptions of the playlists – this is often an overlooked opportunity to tie keywords back to your content.
- Add cards to your video (usually at the end) to re-direct your viewers to your website or other related content upon finishing the video.
Pros: Unlike YouTube, Vimeo does not have advertisements embedded into your video. This provides a higher-quality viewing experience. Vimeo is generally seen as more professional than YouTube and is the platform of choice for indie creators and documentarians to host their videos. The video will also play in HD automatically, instead of the viewer having to adjust settings like with YouTube.
Cons: Vimeo does not have as large of an audience as YouTube, so if you’re aiming for view count, don’t limit your video to just this platform. You are also limited to 25GB of free uploaded video per year. After that, you’ll need to pay.
If people are visiting your website, they’re probably already interested in your company and more likely to click on the video as a result. There are two approaches you can take to sharing a video on your website:
1) Upload the video to YouTube, Vimeo or another 3rd party video host and embed it onto your website, on a stand-alone page or within a blog post. Make sure to put it near the top of the page so your viewer doesn’t have to scroll too far down.
- Pros: By using these dedicated video hosts, you get improved speed, performance, and quick load times.
- Cons: You no longer have full control over your video’s branding. 3rd party video hosts typically include their own branding, such as a watermark.
2) Host the video yourself, rather than embedding it through YouTube or Vimeo.
- Pros: This method gives you total control over your video’s branding. You can customize the video’s look and feel on your website without any branding from other hosts.
- Cons: This takes up a lot of your CMS bandwidth. Depending on how much storage you have, you may only be able to add a limited number of high-quality videos. Additionally, the video may have slow loading times, depending on your server host.
Pros: DailyMotion is the next biggest option following YouTube and Vimeo. Known for its high-quality content, it has partnerships with established media organizations like BBC News and Bloomberg.
Cons: Like YouTube, DailyMotion runs ads on your videos. You are also limited to 2GB or 60 minutes per video. The analytics are also limited, even with a paid account.
Social Media Sites
Pros: If you want extra reach, post your video to all your company’s social media accounts, such as Facebook, Twitter, LinkedIn, Instagram, Google+ and Pinterest. We recommend you upload your video directly to the respective platform, rather than sharing a YouTube link. This is because sites like Facebook have algorithms that prioritize natively uploaded videos. Also, the video will automatically start playing in the viewer’s feed, whereas with a YouTube link, the viewer would have to click on it and go to another site. Finally, your video can easily be shared and spread on any of these platforms.
Cons: You may need to create different versions of your video to cater to each social media site. Consider making a short 15-30 second teaser for Instagram that drives traffic to the full video on your website. Additionally, different sites have varying video length limits:
- Facebook: 240 minutes
- Twitter: 2 minutes and 20 seconds
- Instagram feed: 60 seconds
- IGTV: 60 minutes
- Google+: 15 minutes
- Pinterest: 30 minutes
Pros: When you’re preparing your next email blast or newsletter to send out to clients and prospects, try adding your video to it. If people are on your mailing list, that means they’re already interested in your content, so it’s more likely that they will click on your video and improve your click-through rate (CTR).
Cons: The video will not automatically play when embedded into an email. Some email clients like Gmail or Outlook may not have the technical requirements to play video within an email. Those that do support it include Apple Mail, Outlook on Mac, iOS Mail, and Samsung Mail.
Pros: Including your video in your email signature can be an effective way to promote your brand. Simply write a line to tease the video and then add a hyperlink to it, such as “Have you seen our latest product line? Watch the video here!” Use an image to link to your video, to attract the eye better and improve click-through rate. Slot that into your email signature right underneath your name and contact information, and everyone you email moving forward will see it. You can even update the signature every time you release a new video.
Cons: Emails are usually skimmed quickly with little focus on the signature, so if you simply link the video with text, it may be missed. Remember to only link high-quality videos. If you’re emailing a potential client and they click on your video, you want to make a good first impression.
Pros: With most press releases being sent online nowadays, it’s easy to link a video to it. For your next press release announcing a new product/service or company update, make sure it includes a link to your video. Use an attention-catching thumbnail to entice clicks. Examples of videos you can include in press releases are interviews with your CEO or another executive, how-to videos, customer testimonials, or product launches.
Cons: Press releases are meant for news services, and it’s likely that most of your consumers don’t read those. That is because press releases tend to be full of technical details that are confusing for the average reader. Press releases can be expensive, especially if you are a small business owner or entrepreneur. Contrary to social media and blog posts, it is difficult to measure results, such as how many leads were generated based on the release.
Trade shows, conferences, stores
Pros: Does your business have a brick and mortar store? Are you attending any trade shows or conferences? Set up a monitor to play your video in front of the store or at your booth. Put together a playlist of your videos and have them playing in a loop. Make sure to add subtitles to your video so it can still be understood despite being in a noisy setting. You can also answer any questions about the video or your product/service while face-to-face with the prospect.
Cons: Especially during the COVID-19 pandemic, there may not be as many in-person events like trade shows and conferences to attend, or limited traffic at brick and mortar stores. These events also don’t occur frequently throughout the year and therefore are not the best if you are aiming for video exposure and view count. Viewers are not able to “share” your video with others using this tactic.
Although we specialize in the planning, production and post-production of corporate videos, the JIL & Associates team also cares about how the video performs after we give you the finished product. In the development stages, we’ll sit down with you to talk about your goals for the video and what you want it to accomplish. Whether you want views, watch time, clicks, social engagement, or lead generation, we’ll make sure to keep that in mind as we are producing your video. Hoping to publish it to all your social media sites? We’ll create several versions customized to each platform, and eye-catching thumbnails to go along with them.
We pride ourselves on our storytelling abilities, and we believe that your story doesn’t end after the video is completed but continues as the video is spread. Ready to share your story with the world? Let’s Talk.