Here are three tips for producing online video content that your target audience will find, watch and share – now and in the future.
1. Use the right words.
Obviously you need compelling content, but the best brand video on the web can’t make an impact if no one finds it.
More than half of Google search results include video, and titles are one of the most helpful ways to push your video to the top of results. But avoid the temptation to stuff your title with a bunch of meaningless keywords – your headline has to be interesting enough to encourage your target audience to watch.
Once you have a great title, check in on your YouTube tags. First, make sure you don’t have any misleading or inaccurate tags that could be working against your video in search results. Second, take YouTube’s advice on what tags to include, and use both specific and generic keywords. Finally, if your keywords include commonly misspelled words (like the name of a city), tag your video with those misspellings.
After you’ve looked at your title and tags, analyze your video description. Your description is a prime opportunity to reinforce your brand message or encourage a call to action, both while someone is watching and after they’ve completed the video.. Refresh your video descriptions regularly with helpful keywords and links back to your website.
2. Find your audience – and your competitors.
Are you posting your videos where your audience will find them? Your team might be excited about Instagram, but your customers might still be on Facebook or looking for your content in an email newsletter.
Examine your video referral sources and evaluate which sources are driving the most traffic and the longest watch times. And don’t forget to follow your close competitors and industry leaders to see where they are getting the most interaction. It’s an old-school principle that still works in modern marketing.
3. Share your videos at the right time.
Once you’ve found your audience, you need to post when they’re on their favorite social networks. Here’s a quick overview of the best times to post on the most popular sites, courtesy of the CoSchedule Blog
:
· Facebook:
Early afternoon is best, and the later in the week, the better.
· Twitter:
The workweek is best, but some niche audiences – particularly in the B2C world - are more active on the weekend.
· LinkedIn:
Post midweek, ideally between 5 and 6 pm
· Instagram:
Photos see good engagement throughout the week, but the best time to post videos is between 9 pm and 8 am.
If you’re a national brand, keep in mind that 80% of the U.S. population lives in the Eastern and Central time zones. If you have an international following, Google Analytics has several tools that can help you analyze the most popular time zones of your audience.
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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.
