When it comes to videos, sharing really does mean caring. Publicize your hard work by placing your video on as many effective platforms as possible.
Social media channels, including Facebook and Instagram, are obvious choices. But you can expand your reach by placing the same video on alternative social channels, in paid search formats, in email, and more.
Use this piece as a guide to help you share your exceptional video with the world around you.
Share Videos on Social Media
Years ago, we considered social media the perfect place for cat photos and little else. Now, most marketing teams think of their Facebook, Instagram, and other social channels as key outreach tools. Your video should have a home here.
Start by considering your audience. People of different age groups tend to congregate around different social media sites, says the Pew Research Center.
All of these social media sites are optimized for video, and sharing opportunities are vast. Pop a link to your video as it stands on an upload site (like YouTube), or upload the edited version on the site itself.
If you don't get the reaction you'd like, spread out. Plenty of additional social media sites exist, and potential customers exist on all of them.
Any or all of these sites could host your best photographs, but video has extra social staying power. For example, experts say video-based posts have the highest level of engagement of any content type. And people watch an average of 8 billion videos on Facebook every day.
If you're not sharing your videos on these platforms, they are easy places to start. But don't stop there.
Pay to Play on Social Media
Most of the social media channels we've discussed so far allow for paid advertising. That means companies spend a little money to ensure that their videos are seen by a wider group of people.
Typically, companies have two social media paid options.
Don't pay to play, and you've created what's called an "organic" post. And most experts tell us that organic reach on social media sites is waning. Consumers have too much content to watch, click, and share. You must spend a little money to get seen by the people who matter.
Paid advertising comes with several benefits, including:
Paid advertising could also help you expand your audience on social media. Someone who sees your video could choose to like your page. That leads to even more influence with time.
Pay to Play on Google
Upload your video on your website or a video hosting site, and Google might find it. The company uses crawlers to detect and index content so it will appear in response to searches people use on the platform. But you can also partner with Google to share your video for a fee.
Two main types of Google advertising exist.
Dig deeper, and you'll discover that YouTube offers six different types of ads on the platform. Some formats allow consumers to skip right over your ads even if you paid for them. Others don't. Some play before a message. Some come after.
Think carefully about your video and where it will perform best. If it starts with a bang and is destined to capture attention, you may not need to worry about consumers skipping it. But if it's long, and each moment is critical, you may need to adjust your approach to ensure viewers’ eyes stay on it the whole time.
Google offers robust support to companies willing to pay. If you have questions before you get started, the company can talk with you about goals and metrics, so you can make the right decision for your business.
Create Space on Your Website
So far, we've talked quite a bit about outside resources you can use to share your video. But what about your website? This is an asset you own and control, and it could be a critical part of your video-sharing strategy.
Experts say your YouTube channel should always point back to your website. When people finish watching your video, they should be compelled to come back to the website to find out more.
If you've enticed them to visit with one video, ensure that they have another one to watch when they arrive. You'll keep the feedback loop of engagement going.
Create space for your videos on:
Your website is a free asset, and you don't have to pay to share your videos there. Make the most of this opportunity.
Share Your Videos on Email
Just as you own your website, you also own your customer email list. Clever outreach could help you share your video messaging with people who haven't seen it yet but really need to know about the message tucked away inside.
As you consider adding your video to your email marketing program:
In most cases, you'll share an embedded link in your email rather than sharing an entire native video. Watch your numbers to see if this strategy is working for you. If it’s not, adjust accordingly.
Create Videos You’ll Love to Share
Crafting clever messaging and holding video shoots can be hard and time-consuming work. Let us help.
With Gather Voices, you can entice your community to create videos for you. This user-generated content is authentic and engaging, and it's easy to share. Contact us for a demonstration.
Share of U.S. Adults Using Social Media, Including Facebook, Is Mostly Unchanged Since 2018. (April 2019). Pew Research Center.
5 Rising Social Media Platforms to Watch. (September 2019). Entrepreneur.
Video Marketing Statistics for 2020. (October 2019). Social Media Today.
5 Tips for Adding Video to Your Social Media Strategy. Vimeo.
Are You On the Wrong Platform? Paid Search vs. Paid Social. (June 2019). Marketing Land.
Create a Video Campaign. Google Ads.
About Video Ad Formats. Google Ads.
How to Drive 1000 Visitors From YouTube Every Month. Neil Patel.
How Often Should You Send Marketing Emails? (May 2017). Entrepreneur.
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