In recent studies, marketing experts from places like Hubspot have mentioned that Video Marketing helps businesses grow on social media faster than those who don’t by 49%. In a recent study, 81% of businesses have started using video as part of their marketing arsenal this is up 63% from last year according to Hubspot.
Now, are we really surprised? When face to face is not possible, the video gets us closer, now that’s 100% true.
So let’s start with the basics, what’s the first thing you should focus on when taking your business online?
That would be to design and execute a digital marketing strategy that works right?
Well, let us tell you this!
If you’re seriously looking to impress your audience on social media in order to drive traffic back to your website for higher conversions; The answer is in video marketing.
Without a doubt, every business owner has an understanding of the value of video for their brand, the problem is that where many believe the problem in video marketing is video production that’s false! Instead, the main problem lies within the video distribution strategy.
Furthermore, In order to successfully create and deliver video content to your audience, you need to have a working strategy. Following a video strategy that’ll deliver your content to the right pair of eyes on any and all available platforms. The goal is simple don’t let your video get lost in the shuffle of your content.
At this time, let’s get to the good part. In this blog post, we will take a look at some video distribution techniques that we have applied for clients as well as for ourselves. It should be noted, they’ve done wonders for us. We hope to hear some awesome feedback when they do wonders for you.
Let’s begin with having the right keywords for YouTube
First, as of 2019, it’s fair to say that we all use YouTube. Whether it’d be to look up cat videos or to learn something new YouTube is the second largest search engine in the world. Especially since there are approximately 1.68 billion active users daily. YouTube is a go-to platform for all things learning, entertainment, and branding.
So what does this say to us?
Unquestionably, being the second largest search engine in the world with the first one being Google it makes sense for businesses to want to promote their video content on YouTube. YouTube has the ability to help a business with its search engine rankings as it’s directly tied with Google’s algorithm. Along with these benefits, YouTube also gives businesses a branding presence as it is a visual platform.
Conversely, one thing to keep in mind is that although you may be producing a lot of video content, you shouldn’t just go and dump all of your videos on YouTube. Not only will this harm your content, but also it won’t help you create a unified brand message. It’s imperative to remember that YouTube much like any other social platform including Google is all based on relevance. Therefore, before dumping 100s of videos just for the sake of having content, it’s important to make sure that your video content is YouTube ready.
So how does a business benefit from having a YouTube channel?
Part of how Google decides which websites to rank is based on some specific factors. These include your website’s data structure, it’s age and the type of content that you have available.
How does YouTube rank your videos?
Like Google, YouTube doesn’t just rank your videos based on recency, that’s just a filter. YouTube very much like Google ranks videos based on the relevance of the search. Its ranking is based on the written content on the videos, by written content we mean:
- Video Title
- Video Tags
- Description of the Video
It’s important to keep in mind that your video rankings won’t be entirely based on keywords. However, these are the factors that will undoubtedly contribute to making your video distribution a marketing success.
Now you may be asking yourself, How can I find the perfect keywords for my videos?
Don’t worry, we’ve listed some of the
tools we use and our clients use when going on a keyword hunt:
- YouTube Auto-Suggest
- YouTube Analytics
- Google Trends
Lastly, these are some of the tools we use here at TopShotPro. Now that we’ve covered the 2nd Largest Search Engine, let’s move on to a platform us Millenials might be a lot more familiar with.
Instagram: Photo and Video-sharing Social Network
What started off as a picture sharing platform almost 10 years ago, quickly became a staple for all businesses to build their social media following and establish themselves as a go-to brand.
Who could’ve imagined that Instagram would become such a huge success, since adding video-sharing Instagram has continued to evolve into a social platform which is more widely used now for business purposes. Apart from this, we entered the age of influencers and marketers.
So let’s get started with the dissection of Instagram and how to use video in marketing strategies.
How effective is video marketing on Instagram?
Let us begin by asking, what’s the first thing you see when you launch the Instagram App? Stories.
Subsequently, as you scroll down you find recent friend posts, memes, and posts from some of your favorite brands. What started off as just a photo-sharing application quickly adopted video as emerging competitor Vine was making itself felt on the social media world.
It’s important to note that now Tik-Tok is having the same implications on Instagram as Vine once did.
Nowadays, people don’t just see Instagram as a place to share cool photos or videos. People use it as an outlet to connect with their favorite brands being able to create unique and fresh content while getting featured on pages, stores and more.
The Current Problem for Businesses on Instagram
Apart from everyday users, businesses have recently been struggling to gain traction with their audience due to lack of context, and creativity.
One of the biggest mistakes that we often see is that businesses don’t engage with their audience. Additionally, they don’t reply to comments, they don’t like their audience pages or posts, nor do they respond to tagged posts.
To add to this there’s still nearly 72% of business pages who don’t use video in their marketing. It’s important to note, businesses who use video in marketing see higher engagement. Did you know that 50% of people on Instagram prefer video?
That being said, the answer to all video marketing needs on Instagram, give your audience what they want.
What Kind of Content Should I Use for My Business on Instagram?
For instance, you can educate your audience on your services and products, or you can motivate them to buy into your services and products. Lastly, you can simply entertain them as a brand, finding out what works best for you is part of what it takes to stand out from your competition with the use of creative videos.
In addition to educating and motivating, from a technical standpoint you should start using stories to your advantage. Videos on stories and polls help you understand your audience.
In feed, videos are a must and if you’re not using IGTV already, you should start NOW.
Of course, IGTV is new but, Instagram is gearing up for its second life looking to go head to head with YouTube. Right now on IGTV if you have less than 10 Thousand followers you can publish a 10-minute video.
Therefore this will give you plenty of time and room for you to find newer and more refreshing ways to connect with your audience.
Some of our recommended actions for videos on Instagram are:
- Add a Call-To-Action
- Add 24 Hashtags or Less
- Geotag Your Location
- Reshare Your Feed Videos On Stories
- Write Unique and Engaging Captions That Inspire People To Comment
- Choose a Catchy Thumbnail That Inspires Curiosity
Finally, following these steps, you’ll be more likely to see new success with your video marketing efforts on Instagram. However, we ask that you take everything with a grain of salt.
Instagram much like Facebook is becoming a pay to play space so be sure to implement an Advertising Budget for you to constantly generate some brand awareness.
Does Twitter Help Video Marketing?
Absolutely! the reason why twitter is so good for video is that you can follow up on your video creating a thread inciting a conversation to start with your following.
We bet you didn’t know that the life-span of a tweet is about 18 minutes. In addition to a tweet short life-span, twitter requires consistency.
The best way to master twitter is simple, average 2 tweets per hour, and make sure the tweets are consistent with your thoughts and your brand.
the best tips we can provide you for video marketing on twitter are the following:
- Create Gifs from Your Videos
- Create Short Snippets
- Add Call-To-Actions
- Tag Accounts You Want To Be Noticed By
- Link Your Full YouTube Videos On Your Threads
Nonetheless, it’s important to maintain an omnichannel presence across all available social platforms. With this in mind, we didn’t want to leave behind the up and coming LinkedIn.
Especially, in the world of content and video in marketing. Recently, LinkedIn has risen as one of the most efficient social media platforms for Business-to-Business (B2B) content.
Taking Advantage of LinkedIn’s Organic Reach
Without a doubt, when you create value-adding content especially on LinkedIn, you’ll find that your content can reach 100s if not 1000s of people from a single post.
Now, what’s the best type of content to create and share on LinkedIn?
- Educational: Teach people about your job and your brand
- Entertaining: Entertain people with products and services that your brand offers
- Sales: Use your content as a way to sell your services and products
In addition to LinkedIn’s organic reach, LinkedIn has created and enabled features that allow users to embed videos into written articles as well as you’re able to create captions and title tags directly from the platform making it super easy to use and fast to create. So our recommendation here at TopshotPro is to create content on LinkedIn constantly directly from your cell phone.
Videos in Your Blog Are A Must
At this time, chances are that you have a blog on your website, and it’s all composed of text, images, and no video. Now, If that’s the case you’re missing out on a huge opportunity to improve your online rankings.
Did you know that 1 minute of video is equivalent to 1.8 Million characters of text? This is a cool fact, right? This works!
Currently, clients of ours who have applied this tactic of embedding video in their blogs have seen an increase in traffic to those particular pages.
Without a doubt, this strategy will help your video marketing distribution, but it will also help your brand with all of your SEO efforts as well.
Stop one second, and think about it this way. If people visit your article, view a video in your Blog. Then they’re likely to stay tuned in to your website longer. Subsequently, this will increase the curiosity of your visitors and improve the effectiveness of your CTA’s.
Finally, it’s your job, duty and obligation to give your customers a better experience wherever they find you online. Above all else, video in marketing is essential to today’s technology and relationship building for any business.