In corporate settings, when marketing is sometimes an afterthought to technology, you’ll hear questions like, “Video creates engagement. How can we use our new video?” But video (or any other technology—it’ll be VR soon) doesn’t actually create engagement. Video shot for a specific placement, purpose, and audience creates engagement—or tends to. But creating content without context, and looking for a use-case as an afterthought, is a recipe for four and five digit marketing budget waste.
What was the intended use-case that shaped the video production in the first place? In other words, just slapping a video we made because we want video, or because a stakeholder is sure it’ll help, into a page, post or email doesn’t change anything in itself. And in a way, they KNOW that, because those answers (page, post, or email) don’t change much. The response should be, “Where do you WANT to put it, since we don’t know where it was designed to go from the outset?” If you get that stuff and stick to it, you need read no further.
- 1 We Didn’t Think Ahead – Now What?
- 2 Host it at Youtube
- 3 Custom Thumbnail
- 4 Optimize Headlines
- 5 Optimize for Search
- 6 Slice Longer Videos into Segments
- 7 Cross Share Your Youtube Video to Other Social Networks
- 8 Also Upload Videos Directly to Facebook
- 9 Create Visual Quotes
- 10 Transcribe the Video
- 11 E-mail It
- 12 Embed It
- 13 Strategize
We Didn’t Think Ahead – Now What?
Let’s say you’ve made a video because you can, or you were ordered to: the afterthought is a foregone conclusion. You don’t want to toss out the product, so you’re still asking the question: what now? Here are some basic, canned suggestions to try:
Host it at Youtube
It’s the largest social network, is integrated with Google, and is socially gregarious with other networks. If you want the video to travel, Youtube is the best choice.
Create a custom thumbnail image for your video. Nothing is worse than that randomly selected frame of someone with his mouth open. Your thumbnail choice puts a pretty cover on the video, wherever it’s shared on the web.
Never just call the video what it is. 70% more people see the title than the video. That’s because no one watches it if they don’t click. So use a headline that gets them to click. It has to really grab your audience.
Optimize for Search
Youtube is a search engine. Use tags, and write a substantive description. And don’t forget to enter a location. Even if you’re not a local business, attracting local viewers means attracting more viewers.
Slice Longer Videos into Segments
Each one can be a microcosm of the longer video. Segments of 2 minutes or less are ideal for Youtube. Number of views begins to plummet when videos are longer than that. 15second segments are great for Instagram, and 6 second ones are perfect if you’re using Vine.
Youtube allows you to share directly to Facebook, Pinterest, and Twitter.
Also Upload Videos Directly to Facebook
You won’t get the advantages of custom thumbnails, but Facebook gives disproportionate weight to videos uploaded natively to its interface. It’s not Youtube vs. Facebook – it’s both.
Create Visual Quotes
If there are pithy remarks in the video, pair those with a still photo, so you have even more social content to post. You can link it back to the original video. If your video is silent, use great scenes or frames from it, and use text to describe what’s happening.
Transcribe the Video
A transcription can form the basis of a blog post on your blog or in LinkedIn. Also, you can upload the transcript to Youtube, for better search optimization of your video.
A good chunk of your audience is in e-mail during the day and, on the whole, e-mails have 70% higher view rates than social posts. For those that can’t watch it at work, include the transcript.
If the video makes a good explainer for one of your website pages, add it to the page. You can even decide to embed different segments on multiple pages. One video can produce content for your whole website. You could also make a 30-second clip into a moving hero image—especially if the sound isn’t as good as the visuals.
Create the future plan. It’s a better use of your time than worrying about this particular instance. Videos are to be created with a specific use in mind. Even if you’re recording an event, knowing how you intend to use the footage will help with choices of where the camera’s pointing, what kind of clips you need, whether to get B-roll, and whether to include interviews or ask for testimonials.
These thoughts aren’t random. They’re part of what MadPipe helps clients achieve through marketing leadership and strategy. At MadPipe: I help clients plan and execute great ideas. Get in touch.