A common misconception is that when you get a video of your business done, the rest is easy, that the viewers will come. However, this is not the case. You must have a plan, a strategy in place with the goal of reaching as large an audience as possible with your video. Afterall, you’ve invested a lot in video, so why not put it to use?
So why is video important? Here are some statistics to blow you away:
- 81% of businesses now use video as a marketing tool (Google, 2018)
- Companies that use video in their marketing enjoy a 27% higher CTR and 34% higher web conversion rates than those who don’t.
- Almost 50% of internet users search for a video about a product or service before visiting a store (ThinkWithGoogle)
- On Instagram, video posts recieve a 38% more engagement than images (Sprout Social)
- Video content provides 66% more qualified leads per year for businesses (Optinmonster, 2019)
So its pretty clear that video is not only here to stay, but it’s on the rise. But with that, are challenges – the internet gets crowded with video and you need to stand out from the crowd. That’s why effective distribution is key. Here are Five ways to distribute your video:
- Youtube channel Distribution
Having your video on Youtube enables you to send anyone to it by just sending them the link to the video. And for every person who clicks to it, the higher your viewship and the higher your viewership, the more likely you are that Google will rank you on their search engine, because afterall this is a Google owned network.
Here are some best practise tips when publishing your video to Youtube:
- An effective title to your video that fully describes and is relevant to the content. Make sure tyou have included your keywords.
- In the ‘Description’ section be sure to include a transcript of your video, information about your business and a link to your website.
- Create a playlist and include your videos to it.
2. Facebook advert
Don’t just post the video to your Facebook as a boosted advert. Set up Facebook Business Manager and run a campaign using your video content as the primary ad copy. Facebook Ads manager can really get complicated but read up on Facebook about how to carry out your ads effectively and you will get relevant traffic to your website.
3. Instagram Video Post
Instagram videos call for short and consise content so here are some things to consider when posting the video:
- Keep the video short – no more than 15 seconds
- Don’t waste viewer time getting into the video. What I mean is, keep the opening short, very short, but make sure you have inserted your logo so that you get the brand exposure at the beginning of the video.
- Consider having captions because most people do not listen to the videos, they just autoplay.
- At the outro to the video, have your business contact details but do not have an outro length of more than two seconds.
- Videos on Instagram loop automatically so if it’s short and interesting, viewers will repeat play.
- Tag people on the video is necessary or relevant and send them a message to request that they share your video. They can then use the repost app and share this.
4. Embed Video to your Website
- Always use an embedded video on your website, do not host the video directly. Hosting the video will risk slowing down load speed of your website.
- Video on the front page of a website increases engagement and reduces bounce rate. Therefore, it’s worth making a section on your front page featuring the video of the business or the product.
- If it’s a product video you have, embed the video to your product page and increase the liklihood of conversion.
If you are selling a b2b product, then Linkedin can gain lots of views and exposure if you post it there. Linkedin have now got their auto play feature so that if you directly upload your video to the network, it will play seamlessly. Do not upload a link to the video on YouTube as a way to feature it, but you can of course link to the video in your comment section.
If you carry out these tasks you are sure to get results and with video being so prevalent and on the rise in its demand, you should already be working on your second video. If you are making product videos, and you have a bulk amount of them to release, then don’t publish them all at once. Instead, drip feed them onto the web and look into scheduling tools to automate your work.