How to rank a video on YouTube

YouTube is the second largest search engine after Google, with nearly 2 billion logged-in users visiting the platform every month, making it an excellent medium for marketing your product. However, if you don’t know how to rank a video on YouTube, you may find your video is lost among the 400 hours of content that is uploaded every minute – which equates to an awe-inspiring 66 years’ worth of content every day.

While that thought settles in, here are some tips from the TopLine Film team on how to rank a video on YouTube.

Establishing a keyword

As with optimising for written content, the first step to ranking your YouTube video is to choose a target keyword. You’ll need to use a tool – like the appropriately named Keyword Tool – to generate a long list of potential keywords. Think about the language your target audience uses, and what questions they’re likely to be asking related to your product.  Next, focus on the following key factors to determine which keywords to target:

Search volume – Does the keyword generate a large number of searches? As a general rule of thumb, the bigger the better, as you want to reach as many people as possible. However, there are exceptions to this rule. Bottom-of-the-funnel keywords – such as ones related to the benefits of using your company’s product – may have fewer searches, but will yield a higher conversion rate.

Competition – Are there lots of high-quality videos with millions of searches for your target keyword? If so, it may be worth targeting a different keyword, unless you think you can produce something better than what’s currently on offer.

Scripting

Make sure you’ve included your keywords and synonyms in the video script. YouTube will automatically transcribe these so it’s worth double checking they’ve been accurately interpreted.

Optimising your title and description

The next step is to optimise your video’s title. Make sure to include the target keyword, while ensuring the title is readable and engaging. It can be helpful to use the keyword as the first word in the title, but don’t force it if it doesn’t fit naturally.

Then, take similar steps to optimise the video description. Include the keyword in the first 25 words of the description and try to use it two, three, or even four times. Ensure the description is at least 250 words long.

Setting up your tags

The next step is to set up your video tags. Try to use around 20 to 30 tags on your video, making sure that the first tag is your exact target keyword. If you’re targeting, for instance, “Innovative finance ISA”, make sure that’s the first tag, but also include a few variations like “IFISA”. A few other tags should cover the topic of the video, for example, “ISAs”, “tax-free savings”, “tax-free investment”, and “retirement planning”.

Now it’s time to release your video into the wild. But your work isn’t finished yet.

Promotion

The next step is to use the feedback system to boost your video. Encourage your friends and colleagues to watch the video, and then have them work through the following steps:

  • Add a positive comment underneath
  • Give it a thumbs up
  • Watch it all the way through, and only after finishing the video subscribe to the channel

Once you’ve done all that, stop and think about who else you could ask to complete these steps – perhaps individuals in your professional network will be interested, so it may be a good idea to share the video on your LinkedIn. People interacting with your video will give you a serious boost in rankings, so it’s worth taking the time to get as many people involved as you can.

Then consider how else it could be promoted – the more engagement you generate the better.

Rinse and repeat

With those steps, you should be well on your way to ranking your YouTube video. Now that you know how to rank a video on YouTube, consider producing and releasing videos more regularly to generate a real following. It’s a fantastic way of building familiarity with your target audience, getting your brand out there, and nurturing people down the sales funnel.

If you need help with marketing your video, why not reach out to our MD Jamie to discuss strategy? Or, find out more about our SEO services.

How effective is video marketing?

When your marketing budget is tight, it can be difficult to know what marketing strategies to invest in. This is especially true if there’s a lack of understanding around the effectiveness of particular marketing methods.

So, how effective is video marketing? As a video production and video strategy agency, we know for a fact that video marketing is one of the best ways to reach your target audience, build trust, boost conversions and ultimately, positively impact your company’s bottom line.

There are many statistics out there which highlight the effectiveness of strong video content marketing campaigns. They’re particularly useful to have on-hand when you’re pitching video to C-level management, who may not immediately see the value of video and therefore withhold budget.

We’ve compiled a list of the best video marketing statistics that show just how useful video can be:

 

  1. By 2019, the global consumer internet video traffic will account for 82 percent of all consumer Internet traffic, according to Cisco’s Visual Networking Index

 

  1. Video holds audiences longer – people spend three times longer on pages with video than without

 

  1. Executives love video. 59% say they would rather watch a video than read text

 

  1. According to Aberdeen, companies who use video boost revenue 49% faster year on year than organisations without video

 

  1. Video directly affects conversion rate – brands which include a video on product pages see an average 134% boost in conversions

 

  1. An A/B test of a fitness product sales page revealed a 46% increase in click-throughs to the purchase page when the sales page included a video

 

  1. According to research commissioned by Google, YouTube reaches more 18 to 49-year-olds on mobile during prime-time TV hours than any cable TV network

 

  1. The popularity of video is huge – 78% of people view online videos every week, and 55% watch online videos every day

 

  1. Animated explainer videos increase conversion rates by 20%, according to Switch Video

 

  1. Video is the new try-before-you-buy. According to Think With Google, 50% of people interested in a product or service searched for online videos before visiting a store

 

  1. Looking for a boost in traffic to your site? Brands that use video see 41% more web traffic from search than non-users.

 

  1. Video can give your email marketing campaign a lift. 75 percent of automated email providers slashed opt-outs by 75% when emails included a video

 

  1. If you want to generate a buzz on social, video may be a good idea. Video gets 1200% more shares than image and text content combined

 

  1. Marketers love video, too. 72% of marketers used video as part of their content marketing strategy, according to the Content Marketing Institute

 

  1. Video is becoming increasingly popular among businesses. 81% of businesses now use video as a marketing tool, up from 63% in 2017

 

Do you want to find out about how video marketing can help your company to grow? Contact our MD today.

 

 

 

 

 

Different Video Strategies

Video strategies are all about compelling audiences to consume content. An effective, well-thought-out plan can help your production be seen, generate leads and help your business grow. As a video strategy company, we plan, shoot, and edit a lot of content with different video strategies every day. Here’s a brief rundown of some of the most common ones.

Editorial

These are videos that have an editorial narrative and/or message. They are not driven by the strong rhetoric or emphatic calls to action seen in a lot of TV ads. Instead, they produce interesting, unbiased content that the audience can engage with and take something from – without feeling they’ve been given the hard sell. These types of videos are popular amongst our clients and are typically sent out to their customers via email or social media campaigns. You can check out an example of an editorial video strategy in our video for Thomson Reuters here:

Thought Leadership / Educational

This video strategy is more tactile in its approach – as it positions the client as an expert in their field. For example, an educational video for the insurance sector will position the client in such a way that they are portrayed as highly skilled and knowledgeable about their insurance product/ service and the market as a whole. This is usually conveyed through the presentation of statistics, an authoritative speaker and some strong arguments.

Like editorial videos, they are usually sent out to customers via email or social media campaigns. Our videos for Spencer Ogden and Reuters Place, below, are examples of thought leadership / educational video strategies.

Brand Video

Brand videos feature a video strategy that conveys to your audience what kind of company yours is, what it stands for, your overall values and why these values matter. This summarises the company as a whole and aims to leave the audience in a position where they fully understand what you do.

This is particularly valued by some companies whose products/ services appear complex on paper. Brand videos take these tricky topics and simplify them so that they’re easier to understand. At TopLine we appreciate that brand awareness is often at the top of every marketing managers list, this is why a well-considered video strategy is so important to us and our clients. If a lead understands a company but just needs a gentle nudge to seal the deal, this is where brand films really help.

Social Video

Social videos exist to create a buzz on social media channels and have become increasingly popular in recent years. They promote brand awareness and aim to drive traffic to a specific place like a website, telephone number, or towards a hyperlink with the sole intention of generating leads. Unlike the aforementioned video strategies, social videos are a lot more direct in their approach. They’re extremely short (think 12 seconds or less), eye-catching, and instead of quantity of information, they rely on conveying their message in the fastest way possible. Check out our three social videos for GoToMeeting, below, and you’ll see what we’re talking about.

Explainer Video

This video strategy is less intense than social videos, but by no means less effective. In fact, explainers are one of the most popular video strategies requested by our clients at TopLine. These videos are generally 60-90 second videos that – per the name – explain what a business does. They’re often animated and tend to live on the homepages or landing pages of our clients’ websites. Explainer videos are great for lead conversion and they are usually featured in email campaigns. Occasionally, explainer videos are also edited into shorter social videos for the purpose of lead generation too. Here’s an example of an explainer video we did for Confused.com last year.

Hype Video

This video strategy creates excitement around a company, product, or service. Hype videos usually feature on social media channels alongside social videos, rather than on a client’s website or landing page. They also feature at a lot of events such as conferences, speeches and launches to create a buzz amongst attendees. Here’s an example of a Hype video we recently made for a client of ours called Ems.

Event Video

Event videos fall under two categories, videos for an event, or videos of an event itself. The prior usually features a pre-recorded / livestreamed video from the people who can’t make the event. The latter is a video of an event which is edited and shared at a later date in full, or as a highlights video which updates those who didn’t attend and also aims to create a buzz about the event. Here’s an event video we did for Moorhouse to show off their ‘Barometer for Change’ event last year.

Product Demo Video

Unlike the other video strategies mentioned here, demo videos do not aim to sell a product, rather they seek to demonstrate how a product works. This is particularly useful for products that are complex to operate, they give potential customers an insight into its key features as well as a step-by-step process on how to use it. These are typically featured on a webpage rather than on social media channels or company landing pages. Although they do not actively seek to provide lead generation for clients’ businesses, they can sometimes persuade a customer into purchasing the product once they have already shown interest in it. Here’s a demo video we did for Cambridge University Press to give you an idea.

Client Testimonials / Case Studies

Case study videos sing the praises of a company’s products/services without coming across as pitching a hard sale. Case studies usually go hand in hand with an explainer video and once a lead is generated, these videos can push them over the line to purchasing the product/service on offer. Typically, they feature on websites but may also be used on social channels in shorter form. Here’s a case study we filmed for Xero.

Now you know the different types of video, what they’re used for and how effective they are – why not give our MD a call to discuss your next video strategy?

Video marketing metrics – how to rank like a pro on YouTube

A good-looking, well-shot, compelling and on-message company video is great – but it’s only half the job done. To really deserve that big pat on the back/ promotion/ salary increase, you need to demonstrate traction. Video marketing metrics are thus crucial as they help you determine if a video is hitting its objectives.

YouTube is the social platform for sharing video content with the wider world. After all, it does boast almost 2 billion active users every month. Of course, not all of them are necessarily watching your video – or engaging with it in any meaningful way. But some are – and these are the stats you need to show ROI.

As a video strategy company, we pay as much attention to YouTube ranking factors as we do to lights, camera and action. The following stats all count towards how a video ranks on YouTube – which ultimately provides a very good indication of how well your video is performing and delivering on its objectives.

 

View-through-rate

Many marketers look at how many times their video has been viewed, but don’t consider this a serious ranking factor. Rookie mistake! The number of views is very important. To determine an accurate view-through-rate (VTR), all you have to do is go to the analytics section of your YouTube account and pull the stats for complete views (users that didn’t skip the ad) and impressions.

 

Comments

To get some positive comments started, it doesn’t hurt to reach out to friends, family and colleagues. Share the video with them and ask them to watch the video all the way to the end, and then to leave a comment – something real and relevant. Don’t do this for too many videos as it gets a bit spammy. You can also ask viewers for their opinion as a way to generate comments but be prepared to respond in good time and take a bit of criticism.

 

Shares

A shareable video is a big win. An even bigger win is when it’s being shared with a large and relevant audience. Pay attention to who is sharing your video content, who they’re sharing it with and which channels they’re sharing it on. Help the process by getting it out on all the relevant channels and boosting its presence by linking to it from your website and other marketing activities.

 

Unique views

Counting total views is a great piece of data to present to your big boss. It’s also important because that stat is visible to your audience. As the number of views increases, more people feel compelled to watch what other people are watching.

 

Audience retention

How many people click on a video for a couple of seconds or a minute and click out? Too many. Unfortunately, a half-watched video is not going to help your video marketing metrics If your average audience retention rate is under 30% then you definitely need to investigate why people are not watching your video all the way to the end. Chances are your video is too long and could be cut down.

 

Drop off point

When reviewing audience retention, mark the point in the video when people drop off. It’s highly likely that most viewers will stop watching around the same time – why? Have a look at what changes at that point in your video. Perhaps people have learnt everything they need to by that point and don’t feel the need to carry on watching? Make sure you explain the video upfront – but entertain all the way to the end.

 

Position over time

An obvious last one to track is your video’s ranking over time. Check how well your content performs over time and whether its ranking goes up or down. Ask yourself what possible external factors could contribute to its fluctuating position such as the holiday season or a big sporting event. It’s often a good idea to benchmark videos against one another to work out why some perform better than others. Just make sure you use the same assessment criteria to identify key differences.

 

If you need help staying on top of your video marketing metrics and working out a video strategy that actually works, we can help.

 

Why your explainer video is not getting results

An explainer video is in essence, a video which uses the technique of explaining a concept in such a way that it markets your brand. There is a wide gulf between a good explainer video and a bad one. We study the marketplace constantly and we’ve noticed that a number of mistakes appear over and over again. What’s truly frustrating for us is that those mistakes are very easy to avoid.

 

A bad video won’t achieve good results. Audience numbers will be low and there will be limited – if any – follow-on interest. So, if you have recently released an explainer video, and it’s not performing as well as expected, we just might be able to tell you why!

 

It’s too long

We know you have a lot to say and that you expect your video to be the goose that lays the proverbial golden egg – but if you try to communicate everything about your product or service, the impact will be lost. A simple, bite-sized and specifically targeted message is a lot easier for your viewers to understand and remember and will achieve better marketing results.

 

Your viewers have already clicked away

The first 30 seconds of your explainer video are incredibly important. Introduce your product or service up front as the solution to the viewer’s problem. Say it in a meaningful punchy way and use visual aids that will be memorable and attractive.

 

Your audience has no idea what you’re talking about

Keep it simple. There is nothing impressive about using jargon. All it does is make people switch off. And that’s exactly what your viewers will do. They’ll simply conclude that they’re not the target audience and click away.

 

It looks cheap

In the age of online everything, people are used to seeing quality design – they know what a good video looks like. A professional brand needs a professional looking video. If it looks like rubbish, your video will end up in the bin.

 

People can’t find it

How and where you present your video matters almost as much as the actual content. Your distribution strategy is crucial – and with an abundance of explainer videos out there online, you can’t simply sling yours onto YouTube and hope for the best. At the very least, you have to give it a good spot on your homepage and support it with an integrated marketing strategy.

 

There is no doubt that explainer videos can deliver big beautiful results for your brand. But now that everyone and his mum have produced one, you have to go the extra mile. In order to be seen, you need to consider your target audience and the best and most innovative channels to reach it.

Explainer videos can be effective if done well! Luckily, we are an experienced explainer video company with key skills in creating. If you need help creating a spectacular explainer video, we would be happy to assist. Get in touch with our MD Jamie and let’s get started!

Your film’s place in the video marketing funnel

Every production needs a purpose: whether it’s to raise awareness of your brand, generate leads, or encourage job applications. Your film’s format is therefore closely aligned with its place in the video marketing funnel: whether it’s at the top, the middle, or the bottom.

As a production company, we know what kinds of live-action and animated content can achieve your goals. Here’s where each type lands in the video marketing funnel.

TOP

Editorial video

An editorial video is at the top of the video marketing funnel. It’s therefore not usually sales-focused: ordinarily, the priority will be creating interesting, unbiased, relevant content that captures the target audience’s attention.

In this respect, it’s like much PR activity – and in fact, is often used within PR campaigns in conjunction with whitepapers, email marketing, and paid/organic social. These can be live-action or animated.

Thought leadership/Educational video

Educational and thought leadership videos are similar to editorial videos but have the specific aim of positioning the client as an expert – if the production brings in leads, great, but that’s more a happy byproduct than the specific intention.

They can also be live-action or animated, and as with the editorial video, it’s used largely for PR purposes, and promoted largely through the same methods and channels.

Brand film

The brand film is the most explicitly self-promotional top-of-funnel video: it’s about your company, what it stands for, and why it matters. It’s usually live-action content, with lots of interviews from employees and senior figures explaining the business’ general ethos, but more and more organisations are opting for animated content as a means of distinguishing their brand identity.

Though they’re used to generate awareness and are therefore most suited to the top of the video marketing funnel, they can also be used at the end – nudging leads along, enhancing your value proposition and burnishing your overall credibility (much like a testimonial).

Social video

Short, sweet, and usually made as part of a series, social videos are used to drive awareness – or traffic – to a website or a specific CTA (i.e. phone this number, contact this person, click this link). Like brand videos, they’re typically considered top of the funnel but can be used elsewhere: in this case, social videos can be used mid-funnel to help convert leads.

MIDDLE

Explainer video

An explainer video is exactly what it sounds like: a 60-90 (the shorter the better) video that sits on your homepage – or certain landing pages – and explains what you do in simple and direct terms. It’s what you need if you’re looking to convert leads, but it can also be used for email marketing and top-of-funnel campaigns on social media: just make sure you can cut it down with a shorter edit.

Hype video

Another exactly-what-it-says-on-the-tin video: designed to generate excitement and attention toward a company and its products or services. Like hip-hop’s traditional hype man, it serves a largely introductory purpose: it’s not the thing, but the thing before the thing – be it a conference, a speech, or a product launch.

The hype video is mainly used on social media.

Event video

If you’re serving a global audience, if tickets are sold out, or if you just want to capture something for posterity, an event video – or even a livestream – is perfect. The other kind of event video refers to content made specifically for the event (usually without sound). These videos are usually promoted via email or social media.

BOTTOM

Product demonstration/How it works video

Perfect for prospects who are already on the hook, the aim of a How it Works video is to make a complex product simple, straightforward, and appealing: explaining its features and benefits and why the end-user should care about them. Because the aim is to get the potential customer to buy, it’s usually located on the website – on the home page or a product page – with little social presence.

Testimonial video/Case study

A companion piece to the How It Works video, the case study is all about how brilliant you are – in the words of your customers. The best of these videos aren’t overly salesy or pushy: they instead highlight your brilliance by letting a happy client tell a happy story. These are often used on social channels (promoted organically) and your company website.

 

Whatever video content you require, at whichever stage of the funnel, we can help. Contact our head of production to find out more in our video strategy company.

Brand guidelines and video productions: what you need to know

When commissioning a video product, you might know what you want it to achieve, who you want it to impress, and how it fits into an overarching marketing campaign. What you won’t necessarily know is what style it should take – and that’s why brand guidelines are so important.

It’s entirely possible for a video style to be unique, aesthetically pleasing, and engaging to a potential audience while also being completely wrong for your company. Sharing brand guidelines with your video agency is the difference between a production that works and a production that doesn’t.

Here’s why.

What are brand guidelines, and why do we have them?

If you haven’t established your own guidelines yet, here’s a quick primer. Brand guidelines are internal documents companies keep to ensure that their company is represented consistently and correctly. They also protect trademarks.

Essentially, they define a company’s visual and verbal aesthetic. Brand guidelines might insist that a logo is rendered only in specific colours, or that certain phrases be used exactly – and without variation. They define various internal and external materials such as training guides, marketing collateral, and in-house activities, amongst other applications.

How brand guidelines apply to video

Sharing brand guidelines with your video production agency will give your partners a clear idea of the parameters within which they are allowed to work.

It’s sometimes assumed that it’s okay to avoid following these guidelines in the name of maximising creative license. But if an agency ignores your guidelines, it’s frankly not worth your time or money. These rules define the style and tone of your live-action or animated content, and in doing so, they shape the overall message.

These guidelines are therefore not negotiable: it doesn’t matter how brilliant your video partner’s ideas are if they don’t strictly conform to them (should that be the route you’ve chosen)

Many agencies, of course, will intend to do just that – but guidelines alone aren’t always straightforward. Where there is ambiguity, there is room for confusion, and the right video agency will ask you many questions and request clarity on any potential points of contention. As the client, it’s your job to get answers and provide this clarity: asking your design team for all information related to the brand’s guidelines.

If you don’t have formal guidelines, then look at your company’s colours, language, typeface, logo, and above all, culture. Sometimes an idea or a style will be fine, but it just won’t feel like it suits your company. Communicating this, and providing examples of videos that are more along the lines of what you’re looking for, can go a long way.

A good video agency will request your brand guidelines, adhere to them, and keep them front of mind during every aspect of the pre-production, production, and post-production process.

If you’re looking for a video company that will help you inspire your viewers and achieve your business’s ambitions, take a look at our video production agency page. 

The power of video in all shapes and sizes

Video marketing is enormously powerful. Forbes reports that 90% of customers make buying decisions after seeing a product or service video with 64% saying that watching a video results in a purchase. In fact, a marketing strategy that doesn’t include video these days simply won’t deliver the big business results.

 

As a video production agency and B2B PR agency, the TopLine team understands first-hand the benefits of video marketing. However, after working with many companies of all shapes and sizes, we’ve come to realise the importance of producing video in all shapes and sizes too. It’s absolutely crucial to tailor video content to each client’s objective, message, personality and budget.

 

There are so many different forms, styles, types, you-name-it of video to choose from. This can be confusing for clients who already feel a little intimidated at the prospect of making a video. So, we’ve put together an overview of some of the most common video styles as a start.

 

Long-form vs. short-form video

Marketers continue to debate about whether long-form videos are better than short-form – or vice versa. On one hand, we know that short videos are very successful because humans have the attention span of a goldfish, but on the other hand, longer videos can be a better way to engage with consumers. Essentially, it depends on the purpose or goal of the video.

 

A video production team that knows it’s (ahem) from its elbow will always start by asking what the video needs to achieve. Does it, for example, just need to drive clicks? If so, short-form will do the job. Or are there longer-term goals like trying to build brand affinity? This requires greater viewer attention and engagement which is better achieved with long-form.

 

Long-form video puts more effort into creating a video that is entertaining and tells a story. This hooks the viewer and gives the brand time to really sell itself. What’s more, people often need to opt-in to view long-form content. Viewers are less likely to go through the trouble of opting in for shorter videos that don’t demand as much of their time and attention.

 

That said, it can be incredibly hard to get viewers to watch a longer video all the way through to the end. And while short videos are good for clicks, if they are meaningless, people will stop clicking. If you want people to truly pay attention to your video, no matter how long it is, then you need to ensure that it consists of compelling and useful content.

 

Live action video 

Live action video is a great choice for a brand that wants to tell a human story and evoke an emotional response. It also works really well paired with 2D or 3D animation footage – if that supports the video’s objective and messaging of course. This is especially true for explainer videos.

 

If you want to know more about combining animation and live action video, dive into our blog archive.

 

Square video

Square videos are great for social media sites and mobile devices. Instagram, for example, only allows square videos and Facebook’s vertical feed favours the square video format. So, if social media and mobile are two of your video distribution channels, then make sure you square off your content.

 

A good marketing video is one that has form and substance. If you’d like to work with a video company that knows how to do both, contact our head of production Jamie.

 

How to build a video distribution strategy that works

Producing a video is an exciting and challenging endeavour. The problem is that many marketers get completely caught up in making the video and don’t give enough thought to what comes afterwards. It’s a bit like a wedding; so much time and money are poured into creating the perfect day with little thought given to the ensuing marriage. Your video, like our metaphorical newly-weds, needs a strategy to get the best results.

As an experienced video strategy company, Topline’s production team understands the importance of a good video distribution strategy and knows which tactics work best. So, as you embark on your video production process, pay attention to the quality of the content you create – as well as how you plan to distribute the video to deliver on your business objectives.

To help you get you video distribution strategy off the ground, here are 10 tactics you need to carefully consider and weave into your go-to-market plans.

  1. Facebook advertising

 

At TopLine we love advertising on Facebook. It’s a really great channel to target a specific audience – as well as enjoy a wide reach of new viewers. With over 2 billion daily active users on Facebook it would be silly not to distribute your video here. It does not matter if you offer B2B or B2C products and services – Facebook caters to everyone. But remember to subtitle your video as Facebook videos are mostly played with no sound!

 

  1. Instagram advertising

 

In a world where everyone is obsessed with how things look it makes sense to showcase your video on the platform where everyone gathers to procrastinate and look at pretty things. Of course, it’s important you make your video look professional and sleek as there is a lot of competition on Instagram. To give yourself a head start use the advertising platform, which is run through Facebook advertising – this means you get the excellent targeting function too!

 

  1. Organic social media sharing

 

An obvious way to showcase your video is to share it on your social media platforms – this of course means only your current followers will see the video but it’s always good to keep them interested in your product or service. If your video is good enough it may even get some engagement, and we all know that engagement = wider reach!

 

  1. YouTube (organic / SEO)

 

YouTube is the second largest search engine in the world. With the right SEO strategy, traffic will be guided to your video in no time. Hosting your video content on YouTube makes it easy to share on other channels. Don’t forget to customise your channel – you want it to represent your brand and look professional from the get-go.

 

  1. YouTube advertising

 

The great thing about YouTube advertising is that it’s done through Google Ads. If you want relevant people to watch your video this is the advertising platform to use! With YouTube advertising you can target based on keywords, and if you don’t fancy that you can target based on demographics and interests. This means your ad has the potential to only land in front of people who have a genuine interest / are really talking about your product or service.

 

  1. Video cards

 

If you want to go for something different why not try an outbound tactic to attract new interest? Video cards are a clever way to add a personalised touch to your marketing strategy and grab your audience’s attention. What’s more, your desired customer gets to keep something tangible and interactive – a good way to stay top-of-mind. Bear in mind that video cards, while they can deliver a fantastic return on investment, do take time and money to do well.

 

  1. Blog

 

If you have a company blog, use it to showcase your video. Don’t expect too much organic traffic. Rather, guide people to the blog post from your website and other channels. This way you can gauge real interest from accidental visitors – only those truly interested in your offering will click through.

 

  1. Guest blog

 

If you post your video on other blogs, your reach could be huge – just make sure the blogs you choose are relevant to your offer! Researching the right place to request to post your video can take a long time, but the results can be amazing.

 

  1. Industry events

 

Showcasing your video at events relevant to your industry is a good way to get recognition and make more people aware of your product or service.

 

  1. Email campaign

 

With GDPR now in place, email marketing is not as easy as it once was. Nonetheless, email video campaigns can work a treat if you need to build awareness around your product or service. Embedding your video into the email is key, nobody wants to open an unsolicited email with a link in it. And don’t forget your audience must have opted-in before you hit send!

 

There’s no need to struggle with video distribution strategy alone. If you’d like to discuss your video production with an expert team, then give our head of production, Jamie, a shout.