After investing in video production you may be worried about putting more money into the video, but there are low- or no-cost ways to promote your latest marketing masterpiece. Here are six ways to make sure your video is reaching your target audience.
1. Link to video in your email newsletter
You’ve already cultivated a newsletter email list chock-full of people interested in hearing updates on your company. Include a link to your video in your regular communication, or send an email announcing the new piece. Make sure recipients know a video is available by specifically calling it out, perhaps in the subject line, and including a thumbnail with a play button.
2. Be strategic about social ads
Targeted ads have much better reach than organic posts and are a worthwhile investment. When using precious advertising dollars to promote your videos, you want to make sure the ad is reaching the right people. Ideally when you first made your video you were clear about whom you hoped to reach. Use facets when setting up your social ad to meet those people where they are.
3. Pin your video on Facebook, Twitter
An easy way to keep your video stays above the fold is to pin a Facebook or Twitter post containing the video to the top of your profile. Whenever someone visits your profile, they’ll be greeted with the post and embedded video. Make sure the text in the post is general enough that it will make sense for as long as the post is pinned. Avoid time-bound or time-limited information (e.g. “Tomorrow we will launch this product.”) as viewers may not immediately realize the post is not the most recent.
4. Enable share buttons
Make it easier for viewers to spread the word about your video by providing them with a link to share on various platforms. Video hosting platforms like YouTube have share links to most of the major social sites. Depending on your website’s content management system you can also add share links on the webpage where you video lives.
5. Employ SEO in video metadata
SEO is commonly used as a marketing tool in webpage and blog copy, but is also effective when used in any text associated with video. Google allows users to specifically search for video results, and tends to prioritize videos found on Google-owned YouTube. Using SEO in your video’s title and description can help discovery with the same strategies you’re using for your website.
6. Ask for help promoting your video (and return the favor!)
Who are the top influencers in your network, or your biggest fans? If there is a related organization or an individual with a large following whose audience would be interested in your video, ask if they would help share your post. This doesn’t have to be a paid transaction, though in some cases it could be. Always offer to return the favor; you can even get some good karma by promoting others’ posts right now.
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About Us
Spin Creative is a video production company and creative agency helping marketers create winning video and creative strategies that engage, inspire and activate targeted audiences. Spin is headquartered in Seattle with offices in San Francisco and London, serving brands around the globe.
