Distribution is the new king! What practices you must follow to ensure that your video reaches the right audience on the Internet.
So you invested a good amount of time and resources, and created an incredible video. But does the internet know your video exists? Is your existing video promotion strategy getting your video the engagement it deserves? What video strategy should you be implementing to improve your metrics?
Understand your audience
Stefan Krafft, Co-founder of Haaartland quoted:
“No matter how good you are at producing videos or how good you are at distributing it, it has to resonate with your audience.”
Once you build the perfect persona of your target video consumer, start thinking like one. Which sites or networks am I likely to visit? Do I prefer to watch the video on my phone or desktop? Would I want to watch similar videos frequently?
Rachel Parker, President and Owner of Resonance Content Marketing, suggests:
“Know who they are, what they need, what keeps them up at night, what makes them laugh, what inspires them, what makes their lives easier and where they hangout in the digital world.”
Some questions to help you get started:
- Why do you want people to watch your video? Define your goal. Are you looking to build brand awareness, drive leads, or increase user engagement? Do you want people to visit your website or lead them to sign up for your newsletters?
- Who is your audience? Define who you’re trying to reach. Are you looking to speak to prospective or existing consumers? Are you hoping to introduce your brand to millennials and nurture them to becoming brand champions? Or do you want to reach senior-level executives who have the purchasing power at their organizations?
- How does your audience consume video? Go where your audience hangs out. Identify how, when, and where they engage with videos, and incorporate those insights into your strategy. Which sites or networks are they likely to visit? Do they prefer to watch the video on a phone or on a desktop?
After you have the answers to these questions, use this information to create a list of sites and mediums your audience frequents and then go ahead with video promotion. This will also give you an idea about what video type you should focus on for your next video(s).
Identify how each platform works
Once you have the list ready, the next step is to start the video promotion on these platforms. Each platform has its strengths and specific strategies for success. Choose the ones that work best for your brand, audience, goals, and type of videos you’re promoting, and develop a strategic plan for posting and engaging.
Bonus Read: If you want to know what types of videos exist out there and which ones you should be using for your strategy, have a look at “12 TYPES OF VIDEOS FOR YOUR MARKETING FUNNEL“
1.3 billion people use YouTube to watch 3.25 billion hours of video every month, making it the biggest platform for hosting videos and video promotion. YouTube has the highest probability of finding your target audience.
The 3 elements you should consider to increase your reach on YouTube:
- Title: Your audience should have a good understanding of what your video is about by reading the title. Aim for between 40-66 characters for maximum effectiveness.
- Description: Use this to ensure your video’s SEO ranks properly. Aim for between 200-800 words. YouTube lists some possible actions you can take to nail that perfect description for your video.
- Tags: Tags are used to categorize your video with all other similar videos. Tags allow viewers to discover your video when searching and browsing on your topic of discussion.
The checklist above also applies to any other video hosting site you wish to upload your video on. A few examples are Vimeo(you need to pay $199/year for a Vimeo Pro account), Wistia(Wistia videos are also watchable from within a tweet), Sprout Video (integrate your video content into your marketing strategy by adding a call to action) and Vidyard(real-time analytics).
Best time for video promotion on YouTube (Source: TubeFilter, All times are in EST)
12 PM – 3 PM on Thursdays and Fridays
2 PM – 4 PM on Mondays, Tuesdays and Wednesdays
9 PM – 11 PM on Weekends
Viewership tends to be at peak on the site during weekday evenings. Thus, the best time to post is weekday afternoons because it gives YouTube ample time to index videos and deliver them to subscriber feeds. (Source: Entrepreneur)
Devices on which videos are viewed the most: Mobile, Desktop and Tablet
Want to make videos for YouTube? Here is how you can do it!
Facebook has more than 1.94 billion monthly active users, as of March 2017. Also, the average time spent per Facebook visit is 20 minutes. This means that you have a short time period to make your impression. Make it count!
A Facebook study of over 300 video ad campaigns found that 73% of them had a significant lift in ad recall, and the average lift between test and control groups was 86%.
Since videos on Facebook autoplay without sound, it’s important to make sure your video ads appeal to viewers even when muted. This is where you use on-screen text to help tell your story. When enabled, your video’s sound should offer additional value to viewers and further bring your story to life.
Want to make videos for Facebook that will entice your viewers even without sound? This will help you kickstart your Facebook Video strategy!
Best time for video promotion on Facebook (Source:Hubspot, All times are in EST)
12 – 1 PM on Saturdays and Sundays
3 – 4 PM on Wednesdays
1 – 4 PM on Thursdays and Fridays
Engagement rates for videos are 18% higher on Thursdays and Fridays. On Fridays, Facebook use spikes by 10%.
Devices on which videos are viewed the most: Mobile and Desktop.
For marketers, Twitter seems more professional than other social media forums, which is particularly important if you’re a B2B marketer. In fact, 65.8% of US companies with 100+ employees use Twitter for marketing.
Twitter users exposed to a branded video have 28% higher purchase intent than the online norm. Also videos featuring people in their opening scenes drive up to 2X more customer opt-ins.
Promoted videos (including 60-second TV and movie advertisements) tend to increase intent to share by up to 15% and lifts unaided engagement (or opt in to view) by 13%!
Best time for video promotion on Twitter (Source: Hubspot, All times are in EST)
12 – 3 PM on all Weekdays
5 – 6 PM on Wednesdays
1 – 4 PM on Thursdays and Fridays
People often treat Twitter like an RSS feed, and something to read during down times like commutes, breaks, and so on.
PRO TIP: Make use of @replies and #hashtags to bring tweets to the attention of influencers and communities for increased engagement.
For B2C organizations, the best days to post are Wednesdays and the weekends, when clickthrough rate is highest. B2C content performs 17% better on weekends. For B2B organizations, the best days to post are Mondays through Fridays, and clickthrough rate is highest on Wednesdays. B2B content performs 16% better during business hours.
Devices on which videos are viewed the most: Mobile
Have you decided that Twitter is the right platform for you? Well, then learn how to create videos for Twitter!
With over 259,000,000 users and 2,100,000 groups, LinkedIn is a social channel that you can’t ignore.
Sure, you won’t generate as much traffic from LinkedIn as you will from other social sites, but it’s audience tends to be businesses, which means each LinkedIn visitor is going to be worth more money.
You have to treat LinkedIn less as a promotional platform and more as a place to establish yourself as an expert in your field. The videos you share should be more business-focused. Include how-to videos, company news & updates, industry talks and presentations, and content that would be helpful to other LinkedIn users in their professional careers.
Best time for video promotion on LinkedIn (Source: Hubspot, All times are in EST)
10 – 11 AM on Tuesdays
7.30 – 8.30 AM on weekdays except Monday
5 – 6 PM on Wednesday and Thursday
LinkedIn primarily consists of a B2B audience, explaining why the highest engagement rates are during Business hours. LinkedIn has found that 20 posts per month can help you reach 60 percent of your unique audience (Source: LinkedIn)
What do I share? (Source: Buffer)
Industry insight videos
Company news videos
New product & Service videos
Devices on which videos are viewed the most: Desktop
Click here to find out how you can make videos for your LinkedIn audience!
Many video creators utilize multiple platforms for their work—kind of like posting an item to both your Facebook page and your Twitter account—hoping to maximize the reach of their videos. Since many video viewers are extremely loyal to their platform of choice, this cross-distribution strategy is often the best way to ensure your video finds an audience.
Let us know which platform has worked the best for you and what activities you follow to increase your video reach!
Rocketium is a web app that lets you create videos quickly and at length. Head over to the Rocketium editor now to make your first video.