How to Get the Most Exposure for Your Videos: A Strategic Marketing Plan
Does video play a major role in your social media strategy? If so, are your videos getting as much exposure as you would like?
In this article, you’ll discover a step-by-step plan to help you post, promote, and distribute your videos more effectively.
Right now, video is the most important and effective way for a business to grasp the attention of customers on social media. That’s because the story that’s being told in your video is what customers use to learn more about who you are and what you do, to connect with you emotionally, and to preview products they may want to purchase.
In fact, according to Forbes
, 90% of customers say video helps them make buying decisions and 64% of customers say that seeing video makes them want to purchase.
Since video is such a valuable marketing asset, it makes sense to promote each video on channels that will get you the best return from your audience. Rather than trying to create different pieces of content for different platforms every day or week, this plan lets you produce one piece of quality content every week and then distribute it to multiple platforms in a way that makes sense for each platform. For example, if you film an interview, you could publish the video to YouTube and the audio to your podcast.
You can use this strategy to distribute and promote a wide variety of video content for your business, including:
Before you can effectively publish, distribute, and promote your videos, you need to have a blog relevant to your business implemented on your website and a Facebook, YouTube, and Instagram presence for your business. Why are these three platforms the most important?
Facebook has over 2 billion active users, and although there are 50 million businesses on Facebook, only a small percentage of those businesses are doing anything with video. This means there is an opportunity to reach a large audience with limited competition. And while only about one-third of native news feed video is watched on average, the average watch time for a Facebook Live video is 34.5 minutes. Hint, Hint!
YouTube has over 1.9 billion monthly active users and is the second largest search engine after Google. Of course, Google owns YouTube so they work hand in hand, but you can take advantage of that partnership. Since there’s only 9% of small businesses on YouTube, the opportunity for you to connect your business with your ideal customers is high.
Another benefit of YouTube is when you build your video engagement and subscriber list, you can take advantage of multiple ways to monetize your videos.
Sponsored Instagram videos get three times more comments than sponsored Instagram photos. And more than a third of Instagram users post and view Instagram stories. In fact, Generation Z and Millennials are actively seeking Instagram stories about the products and services they’re considering buying. These data points make Instagram an integral part of this strategy.
Websites with a blog have 425% more pages indexed by search engines (Google, Bing, and Yahoo) than websites without a blog, and blog posts that incorporate video attract 3 times as many inbound links as blog posts without video.
Do your current and potential clients most often consume your content and convert on YouTube or Facebook? The answer will tell you which platform should be the dedicated home base for your new video content. My number-one platform is YouTube, so this article will focus on driving traffic back there.
Regardless of your primary publication platform, you need to distribute the video for maximum exposure. For example:
Publish YouTube video to Facebook (and an optional podcast platform).
Publish Facebook video to YouTube (and an optional podcast platform).
Publish Facebook Live video to the Facebook news feed and YouTube (and an optional podcast platform).
If you don’t have a copy of your original video handy, you can download it directly from YouTube or Facebook. When you cross-publish your video, make sure you optimize the titles, descriptions, and other components for SEO purposes.
Pro Tip: Keep in mind that 85% of people who watch video on Facebook watch it without sound. Be sure to add captions to your social media videos so viewers don’t have to rely on sound to understand your video.
Next, create a dedicated blog post in which you embed your YouTube video. In the body of the post, add your show notes. Show notes can be an abbreviated recap or an extended article that covers the video’s topic in detail.
Whichever you choose, remember that the goal is to create a post that’s optimized for search. Use proper keywords, stay relevant to the topic at hand, and include links to a few related videos.
After you’ve written your blog post and embedded your video from YouTube into it, create teasers to drive traffic back to the original video content. This strategy utilizes three types of short video teasers you can create from your full video footage.
You’ll share each of these clips on their respective platforms after your blog post and video are published. Be sure to include a link back to the full video on your primary platform.
Publish Promo Clips to Facebook and Instagram
Create 60-second promo clips in a square format for your Facebook and Instagram feeds.
Share Instagram Story Video
Deliver a story that combines a clip from your video with a strong call to action to prompt people to swipe up and watch the full version of the video.