Video Promotion: Sharing and Distributing Your Videos for Maximum Reach

Now we get to the fun part: Sharing your video with the world!

You’ve set your video goals, honed your message, tackled your equipment needs, and found your video sweet spot… So you’ve got your video; now it’s time to get it off your hard drive and out into the world!

Your finished video is not really finished until you share it — as in post, upload, distribute and promote. Even the best videos are useless if they never make it off your hard drive. So your job now is to get your video in front of as many eyeballs as possible! And that means taking your video file (typically an MP4 or .mov file), and uploading it to YouTube, Facebook, Vimeo, and/or putting your video on your own website or blog.

Actually, there are dozens of places to post your video once it’s done, so it’s really a matter of determining the best destination for your video. That destination could be a video channel like YouTube or Vimeo; it could be a social media platform like Facebook or LinkedIn; or it could be putting the video on your blog or in an email. (Better yet, all of the above!)

The best place to start your video sharing is to go where your target market is! Is your audience on Facebook or LinkedIn? Are they YouTube users? Are they more likely to be found on Instagram or Pinterest? Start where you can get the most impact and go from there.

I often advise my clients to start by uploading their videos to YouTube. Since it’s the world’s second largest search engine and the “big kahuna” of video sites, it’s the obvious choice as a starting point. In addition, it’s free video hosting, so it’s a great place to store your videos and use as a hub for all your videos.

YouTube (along with most other social sites) makes it very easy to share and distribute your video right from the YouTube platform. Once your video is uploaded to YouTube, you can share with one click to LinkedIn, Google+, Pinterest, etc. (You can also share to Facebook, but it’s best to upload natively, i.e. separately, to Facebook — More about that later!)

I See You Everywhere!

Those four short words are music to an entrepreneur’s ear: “I see you everywhere!” When you hear that, you know you’re on the right track! And the best way to create the “I see you everywhere” effect is to get your videos posted and shared. Your videos can be out there working for you, getting you visibility and exposure, 24/7, all over the world!

To help you achieve the coveted “see you everywhere” effect, we’re going to focus this module on video visibility strategies, video sharing and distribution, leveraging your videos for maximum impact, and the benefits of “social video.”

Video is the perfect vehicle to create that “get seen/get known” factor, because video establishes an immediate, personal and powerful connection to your clients and prospects. Nothing works more quickly or more effectively than video for dramatically increasing your crucial “know, like and trust” factor. And once you’ve built that trust with video, you can accelerate the sales process and make more money, more quickly!

The importance of creating that bond and connection with your audience cannot be understated. Ultimately, video becomes your tool for building relationships. While it could take weeks, months or years to build trust and forge that bond with your prospects, video marketing has the ability to create relationships practically overnight. That’s thanks to video’s ability to break through the clutter and make you more memorable. When used properly, video becomes your best sales and marketing strategy.

As you create your videos — particularly your on-camera videos — you become more familiar to your prospects and followers. The more they see you on video, the more they feel like they “know” you. The intimate nature of video only strengthens that connection. That’s why it’s so important to use video as often as possible to get yourself “out there” and become a trusted advisor to your prospects.

Video Visibility

One of the strongest arguments for using video more consistently is it’s ability to increase your online visibility exponentially. Your video gives you a global presence, 24/7 — working for you even while you sleep! Creating and distributing videos is akin to cloning yourself and creating an “army of appearances” across the Internet.

Video generates tremendous awareness and exposure for you and your products and services. So it stands to reason that more video means more awareness! When used strategically, video will dramatically increase your online presence.

Of course, the key to video visibility is video distribution. Your awareness will only increase as you get your video “out there” into the world. It’s vital to share and distribute your video as widely as possible.

Obviously, you’ll upload your video to YouTube and put it on your own website or blog, but that’s just the first step. Share your video across all your social platforms. Post your video on Facebook, Pinterest, LinkedIn and your other social networks. Thanks to YouTube’s sharing feature, spreading your video to other platforms is often as easy as one click!

You really have to make a conscious effort (with every video) to think beyond YouTube. Where else can you share or “recycle” your video for additional visibility? Consider Instagram, Twitter, Tumblr, etc. Leave no stone unturned! Video plus social media is a powerful combination.

My own video distribution workflow is as follows:

I start by uploading my video to YouTube, using that as my “hub.” From there, it’s just one click to share the video from YouTube to Twitter, Pinterest, LinkedIn and Google+. I upload the video “natively,” or directly to Facebook, because Facebook prefers direct uploads and will give your video more prominence. Finally, I look at other social platforms if appropriate, such as Instagram or Snapchat.

Keep in mind Facebook’s relatively recent (and significant) emphasis on video. In fact, Facebook founder Mark Zuckerberg calls video a “megatrend,” and the company has put enormous resources into making the social network a video-driven platform. Zuckerberg has been quoted as saying that he “wouldn’t be surprised if you fast-forward five years and most of the content that people are sharing on a day-to-day basis is video.”

Need more proof that Facebook is “all in” when it comes to video — especially live video? Check out these statistics from MediaKix:

  • Video on social media generates 1200% more shares than text and images combined.
  • Users comment on Facebook Live videos at 10X the rate of regular videos.
  • Facebook Live videos are watched 3X longer than those that aren’t live anymore.
  • 8 Billion daily views for Facebook Video = 100% growth in six months. 
  • Facebook videos have increased 360% across everyone’s news feed. 
  • Facebook video posts have increased by 94% annually in the U.S.

Zuckerberg recently doubled-down on his bet on video, saying: “We see a world that is video first, with video at the heart of all of our apps and services”

Facebook is already the second largest site for watching videos, giving YouTube a real run for its money. Other social platforms are taking a cue from Facebook, and putting much more emphasis on video content. Twitter Live and Instagram Live both give users new opportunities to create live streaming videos right from within their respective platforms, and live streaming video is becoming more and more mainstream. Resources like BeLive.tv and smiletime.com make it even easier to create your own “show” on the web.

Social Video

I’ve been using the phrase “social video” for years as a way to describe the integration of video and social media. Social video has become more popular as leveraging videos across several social platforms has become more common. The idea behind social video is simply to make your videos as “sharable” as possible and maximize your video distribution.

In the last few years, “social video” has become a buzzword, and brands have embraced the idea of video as a social media tool. In his keynote at INBOUND 2016, HubSpot co-founder and CEO Brian Halligan described the current combination of social and video as the perfect marriage – like “scallops and bacon” to be precise – and that 50% of the content that marketing teams produce should be video.

The easiest ways to make your videos “share-friendly” include keeping your videos short, and making the content worth sharing! (Sounds simple enough!) To be more specific, social video — or “sharable” videos, are typically short, relevant, highly targeted, mobile-friendly, and often humorous. While funny videos are inherently more sharable, it’s not always easy to produce funny videos! Don’t force it, but do keep in mind the idea of making your video easy to share.

The more relevant, unique and compelling your video is, the more likely it is to be shared. Don’t put any barriers in the way of getting your video passed along. If your video is too long, has poor production quality, or is simply not that relevant, it won’t be shared (or even watched!)

However, if you remove any potential roadblocks to sharing, you’ve got a better shot at having your video liked, shared or retweeted. You can also make your videos easier to share by including share buttons with the video. This is an ideal strategy for video blog posts, where you control what the viewer sees. Adding social sharing buttons to a video blog post is a quick and easy way to encourage sharing.

Engage!

The other key to social video is to maximize engagement on your videos. You’re putting your videos on social platforms, so you must be “sociable!” Engage, connect and interact with your viewers and encourage two-way communication.

Your video is not social until you’ve made some attempts at audience engagement. Thank your viewers for watching and sharing; respond to comments and keep the conversation going. The opposite of this engagement approach is what I call “post and ghost.” Post and ghost is when you upload your video and then disappear. You become a ghost. You’re talking at people, not with them. Don’t post and ghost!

With the emergence of Facebook Live, Twitter Live and Instagram Live (and of course YouTube Live), you’ve got more opportunities than ever for engagement. These platforms are ideal for interaction because they’re built for sharing and two way conversation.

Just consider the way users can tap their phones while watching your Twitter Live video to give you “hearts.” Obviously, Facebook Live has a similar feature where viewers can “like” or comment in real time. Live videos provide the perfect opportunity for really involving your viewers and making your video really have an impact on your viewers and followers.

Keep in mind that video, and live video in particular, is all about connection, community and engagement. Much of that engagement will come after your video has been posted or after your live video has ended. So you can’t simply “post and pray!” You’ve got to continue to respond to comments, interact and engage with your viewers long after your video makes its debut.

Keep the conversion going. Continue to build community around your video. And continue to share and distribute your video after the initial post. You should always encourage your viewers to share your video, as well.

Finally, video creators are often concerned that they’re posting “too much,” or that sharing the same video across several social media platforms is repetitive or redundant. Nonsense! You owe it to your viewers and potential customers to give them ample opportunities to discover your videos!

What if you only post your video to Facebook and many of your potential clients are not on Facebook (or don’t see it the first time?) What if you Tweeted a link to your video, but 99% of your audience didn’t see it in their Twitter stream? It’s your job to get your video in front of as many eyeballs as possible, and that means sharing and distributing your video as proactively as possible!

What you may think as repetitive is actually the beginning of branding. Give your audience plenty of chances to see your video with consistent promotion and comprehensive distribution. More about repurposing and leverage in the next module…

Recommendation: The Best Software For Creating Marketing Videos

If you want to save time creating high-quality marketing videos, I recommend using VideoCreator.

Using VideoCreator, you can now create all types of videos for any marketing objective.

The software includes animated transitions, 3D elements, and animations. You may have seen other video creation apps before, but VideoCreator offers over 600+ unique templates on its front end alone.

In just a few clicks, you can easily create scroll stoppers, product promos, e-commerce videos, motion tracking videos, explainer videos, animated videos, social media videos, and any other type of video you can possibly imagine.

Using other apps, users can only create short videos of 30 seconds. The VideoCreator application lets you create animated videos of any length.

Whatever your skill level may be, you can create videos with hundreds of customizable templates in minutes. Aside from that, the collection of royalty-free assets lets you customize any video to your liking.

To learn more about VideoCreator, you can read my comprehensive VideoCreator review first. 

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