Video marketing is a significant investment in time, but it's worth the effort if you promote your video effectively. This article is the first in a series about video marketing for businesses, and it explores 5 ways to get your video in front of the right audience.
When it comes to a video marketing strategy, creating a great video is only part of the equation. You also have to work to get your video in front of your target audience.
To do so, you have to create a plan for promotion. You can promote the video for free, which is great when you’re working with a limited budget.
Promotion can also require some spending in order to really make the most of your efforts. Here are the top 5 promotional tactics to try that will get your video seen.
The Top 5 Strategies to Promote Your Video
- Use email to share your videos
- Pay to promote on social media
- Make your video easy to share
- Promote your video on Twitter
- Be active in online communities
1. Use Email to Share Your Videos
One of the easiest ways to be proactive about getting your video in front of the right people is by sending it to them directly. You can do this in a few different ways by using email:
Include a Thumbnail
When emailing your subscriber list, whether it’s with a newsletter or a related promo offer, include a thumbnail for the video.
This is much more likely to get people to click and watch than just a link and video title alone.
Send Your Video Out When It's Brand New
If you’ve spent time and money on an amazing piece of video content that you’re excited about, don’t be shy about simply sending it out to your subscribers.
Letting them know that you’ve just created this cool piece of content is a great way to get them to watch. Use an enticing email subject line and tease the video to increase the open rate.
Add Links to Your Email Signature
Take advantage of your email signature and add a link to your video. When you’re already in contact with leads and associates via email, including your video link is a no-brainer.
This is a great opportunity to get more visitors to a landing page.
Refresh and Revive Old Content
A video doesn’t have to be brand-new to be worthwhile. Refresh old content and bring it back to life by updating older videos. You can then send out this updated content to your email list via a newsletter.
Long-time subscribers can benefit from the updated info while new subscribers will get a look at your video for the first time. It’s a win-win!
2. Pay to Promote Your Video on Social Media
While free promotional tactics are great for your budget, it is important to put at least some money behind your marketing efforts. One of the most affordable options is by paying to promote on social media.
Create a Targeted Campaign
Creating an advertising campaign on Facebook, Twitter, or Instagram is a great way to reach a truly targeted audience. Facebook, in particular, allows you to really dig deep into the demographics so that you can get your video in front of the right people without spending a small fortune.
Run A/B Tests
Performing split tests of your video is a helpful method for finding out what makes your audience watch. Set up an ad campaign with two slightly different versions of your video ad. You don’t need different edits of the video, just different titles, descriptions, or even a different thumbnail.
You can let the test run for a week to see which option generates more views.
Paying to promote on social media
3. Make it Easy for People to Share Your Video
People love to share inspiring, interesting, and entertaining content with their own followers. Make it as easy as possible for them to share your videos by including share buttons on or right near the video player. You can add buttons for Facebook, Twitter, email, Pinterest, etc. Here are a few more tips to increase shares:
Place the Video Above the Fold
Your video has to be placed front and center when you’re trying to promote it. Always place the video above the fold on pages so that it’s one of the very first things that a visitor sees.
Don’t make your visitors scroll to find your video content. When paired with an enticing thumbnail image, it’s much more likely to generate plays in this position than if it were placed down the page.
Encourage People to Share Your Video
There’s no reason to be shy about asking for shares. It’s a great call to action that lets your viewers know what you want them to do. Go ahead and ask them to share if they enjoyed the content.
4. Take Advantage of Twitter
Twitter can be a great place to promote your business and grow your brand for free.
Twitter offers paid advertising options, but you don’t o have to run ads in order to get seen.
Build up your following by interacting with your audience on Twitter.
Pin Your Video to the Top of Your Twitter Timeline
A pinned tweet gets prime positioning at the top of your feed, so it’s the first thing people see when they visit your profile.
Pinned tweets are distinguished by a small thumbtack icon and text that reads “Pinned Tweet.”
This gives your video tons of exposure and people will want to click to get a better idea of what your brand is all about. Buffer finds an increase in conversions with pinned tweets of up to 10 times the regular conversion rate.
Turn Content into a Twitter Thread
Another easy and effective way to get more out of Twitter is by creating a Twitter thread to feature your video content.
Threads allow you to talk more in-depth about the content and include the video itself.
5. Be Active in Online Communities
Don’t just wait for your audience to find you. Connect with your target market and with folks in related industries through online communities.
Be Part of the Online Conversation
Become a part of the conversation surrounding your main niche.
Joining conversations in online communities, forums, or on social media boosts brand awareness and shows your target market you understand them.
Interact with your audience on social media and participate in online forums. You can share links to your video in a natural way without coming across as pushy. Let them know that you have insight and answers for them without trying to make a hard sell.
Share Content and Ask for Feedback
Communication isn’t a one-way street, so ask your audience for their thoughts and opinions.
Take in their suggestions and ideas to help your business better perfect its offerings. Share your insights and opinions and ask for theirs, too.
Promote Your Videos to Maximize Returns
Thanks to social media and email, there are so many ways to promote your video content for free or with a small budget.
Before you go spending big on advertising to get your video in front of the right audience, try these simple and effective promotional tactics.