Creating video content is no easy feat. Especially if you’re doing everything yourself, handling the filming and editing process. It’s safe to say, you don’t want all that hard work to go in vain, and I don’t blame you. It’s true, there is a right, and not so right way to use video content to get the desired results. Creating the content is only half the battle, in fact, some marketers might say that creating the content is actually 40% of the work while sharing and marketing that content is 60%. I do tend to agree with the latter, if people don’t know your content is out there you’ll never get the results you hoped for.
Where to Share Your Video Content
Your video will most likely live on Youtube, and that’s not not a bad choice. As of right now, youtube has over 2 billion logged-in users monthly and 73% of the adults in the U.S. use it , making it the most popular platform in America. (hootsuite).
But before you can decide where it’s best to share your video, you should consult your video marketing strategy. If you haven’t laid one out yet, then you’ll want to refer back to your original goals for the content. It’s important to always begin with the end in mind! Reviewing your original goals will help to lead you in the right direction in terms of where your video should perform the best.
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Generally speaking, when businesses create video content they are working towards one of two goals. One — To increase sales or Two — To increase Brand Awareness/Engagement. Sometimes, it’s both, or more, but I find these two reasons to be at the top of the list.
So I have broken down my recommendations based on these two goals.
Goal 1 | To Increase sales
If your main goal is to increase sales, then you’ll want to be sure to share your content here:
Share on Your Website and/or Landing Page
It’s an excellent idea to embed your video into your website. Where exactly will depend on the nature of the content. If it’s a video introducing your brand for example, then your homepage is a good choice. If it’s a “how to” video of a specific product, then the product page is your best bet. In fact, it has been reported that viewers spend 2.6x more time on pages with video than a page without. (wistia)
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You’ve likely developed a sales funnel for your product or service but just in case, here’s a quick run down. A sales funnel is a marketing model that centers around your customer. The idea is to take your prospective buyer from ‘interested’ to ‘purchasing’ and you carefully develop steps to guide them along the desired path.
Video adds incredible value to the sales funnel model because it will engage and inform the prospective buyer or client in ways that other content just can’t always do. 6 out of 10 people would rather watch online videos than television! (Google) And landing pages can see an increase of conversion rates up to 80% when videos are present. (ppcprotect).
In your newsletter
If you have a newsletter, then including links to your video content within your email campaigns will add great value. It will also inevitably lead to an increase in sales. Just putting the word “video” in an email subject line can increase open rates by 6%. (SuperOffice) That’s pretty impressive!
To Increase Brand Awareness/Engagement
If your main goal was to increase awareness and engagement, then there’s plenty of places where you can share your video content to achieve the desired result!
On Your Blog
If you have a blog, then you’ll definitely want to embed your videos there. Whether you decide to add video to supplement the written content you already have or you let the videos stand alone is up to you! What’s clear is that videos pack a powerful punch when placed on a website. In fact, pages with videos are 53 times more likely to rank on Google’s first page (brightedge)
Instagram is quickly becoming one of the top places to share visual content. A whopping, 5.2 million people vided brand-created instagram video during quarter 1 of 2017 (mediakix) and it’s only gone up from there!
Pinterest is one powerful search engine, and if you’re looking to increase your engagement then you certainly can’t skip this platform. The key here is to curate content, share yours as well as others and you’ll see positive results. Joining active group boards is another great way to increase engagement.
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Facebook is still a powerhouse for video marketing, receiving 8 billion video views per day (biteable) But Facebook groups specifically, are an excellent way to get your content out there to your target audience. The key here is to join groups that are relevant to the content you make, and aim to be helpful, not spammy. Most facebook groups have rules on what they allow you to post, and if you come across as self-serving you’ll likely just be removed. But if you go into it with good intentions, you can garner yourself great connections and engagement.
If you’re a blogger, you’ve very likely heard of tailwind. They are pretty hard to avoid
because of their massive popularity in the blogging community. If you haven’t heard of tailwind, it’s a service that allows you to schedule content to Pinterest or Instagram (or both) depending on your plan. I use tailwind to schedule my pins to pinterest and I find it has helped me alot. You save so much time as opposed to manually pinning.
However, Tailwind has another offer that is proving to be very valuable as well, and that’s tailwind tribes. When you purchase a subscription to tailwind, you get up to 5 tailwind tribe subscriptions as well. Tailwind Tribes are basically groups that you can join based on specific interests, very similar to Facebook groups. You join a tribe and you can post your relevant content into the tribe’s “feed” and people within the tribe will then share your content. In the same way that you want to be mindful of your actions in facebook groups, you’ll want to do the same here. Tailwind tribes usually have rules on how much you can post per day, and they usually ask that you make sure you share the content of others in the tribe as well. As long as you follow the rules you’ll be good to go!
Twitter is not only a great place to share your content, it’s a great place to connect with others in your space and network. However, the caveat to twitter is that you’ll need to be more active in order to really reap positive results, but twitter is still a great platform to utilize. People will be more likely to engage with you via twitter if your tweet contains a video.
Reddit is a great place to connect with people on specific interests. It’s also a great place to be helpful and answer questions as it relates to your expertise. Searching for questions that you can answer and directing people to your video content is a great way to increase engagement here. As with the other social platforms, you’ll need to be mindful to actually help and not come across spammy or self-serving.
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Every day, people post questions on Quora about literally anything. You can also find communities there centered around specific interests. It’s a great place to be helpful, and provide relevant links to your content.
Linkedin is a great resource that I feel sometimes gets overlooked. It’s an excellent place to network with others, and there are also communities centered around specific interests that you can join and be helpful. What’s more, video campaigns shared to your feed have 50% view rates. (LinkedIn)
Don’t Be Shy, Share Your Video Content
Creating the content is just the first step! In order to really see the fruits of your labor, you’ll need to start marketing it! Sharing your great content consistently and in the right places is the key to your success. I hope this post gives you some ideas on places you can share your content based on our desired results. Happy sharing!