Just imagine: you have cleaned your home, prepared a delicious meal, set the table, dressed up, and forgotten to invite the guests. Had this ever happened? Probably not. But why does this same thing repeatedly happen when you are making videos?
Making a stunning business video takes resources, time, and talent. Whether you are creating a video in-house or taking the help of an outside team, the entire procedure can be time-consuming and expensive.
The biggest problem is that after all that sweat, tears, and blood that goes into producing thoughtful final content, you miss out on a big puzzle- the video promotion plan on a budget. You have spent many weeks and even months planning, recording, and editing a fantastic video, but no one is watching it.
No, your production skills are not in question here, and what’s more likely is that you have not taken the proper measures to promote and distribute your video. Just inserting a video on your website can increase conversion by about 80%. So, it works to employ different ways of promoting your video on a budget.
1. Use Descriptive and Concise Video Titles
The title of your video is the first thing that the users will see when they come across your content. So, make it as punchy as it can be. Keep the video title sweet and short, and stick to the 60-character mark or even less.
Make it a point to include your relevant keywords in the title to avoid losing key information. This is important because many users focus on starting a sentence, ignoring the rest.
See the video from Downshiftology, a healthy food, travel, and lifestyle website by Lisa Bryan. Their marketing video not only includes an excellent title with target keywords in the beginning but is also captivating. Its title informs the users about what they can expect from watching the video.
Its video title also includes keywords such as “healthy meal prep recipes,” another popular keyword that is likely to boost the search traffic of the video even higher.
2. Insert Video Thumbnail in Your Email Newsletter
As per research, the word “video” in the subject line of your email can increase click-through rates by 65% and open rates by 19% while reducing unsubscribe rates by 26%. This means that adding a video thumbnail to your email will boost the engagement of that particular email. Research has also found that there’s a 300% lift in CTR when video thumbnails are used in place of plain images.
This is possibly the smartest and easiest way of promoting your videos and sending them out to people aware of your brand. You already have the email address of these people, because either they have filled out a form on your site or subscribed to your newsletter. So, them your best stuff.
Embedding videos directly in your emails might be a technical problem if you are not experienced enough. But you can use a video maker that will help you use email and video together effectively.
With a video-making tool, you can paste the email merge tag of your video into your email provider to display your video’s thumbnail. This way, direct the viewers to your video’s landing page – voila!
3. Optimize Video Descriptions
When optimizing your video descriptions, front-load keywords in the descriptions and the titles. Stick to the 5000-character limit, but include crucial information in the first 100 to 150 words.
Create content with timestamps that help the viewers find what they are looking for. Also, add links to proper playlists. Including some relevant hashtags will also work, and also try to mention relevant keywords in the video itself.
But as is the case with plain text, people tend to lose attention very quickly. Therefore, try using a few keywords in your brief introduction video for the best results. What’s more? You can include links to your site, landing pages, social channels, mailing list and blog posts, and other relevant videos in your description, just like this example from the YouTube channel Yoga with Adriene.
Adriene includes links to her other videos within the video descriptions on her channel so newer yogis can easily learn more about everything in the videos. This strategy helps in encouraging the viewers to keep watching the video.
4. Engage with Your Community on Different Social Media Platforms
The social networking sites boast of a thriving community where the users engage through content and the comments and likes on the profiles of businesses and individuals. Remember, any interaction with the viewers can be a positive signal for your video.
Even engaging with the subscribers can foster a strong connection with the audience. Liking comments will take just a few seconds, and at the same time, it can pin the top comment as a personal note to the subscribers.
Take the example of Artzie Music here. This music channel likes and regularly responds to the comments on its recent uploads. The creator of this channel engages with the subscribers regularly to show appreciation and even for answering their questions.
So, interacting through Likes and comments is the cornerstone of your video marketing on the different social media platforms.
5. Cross-Promote Your Video on Various Social Media Platforms
If you have got a huge fan following on Instagram, they are all set to become your loyal followers on YouTube and even Facebook, provided you introduce yourself in the right way.
Let us learn from the brand that has mastered this brand build-up technique by launching its brand on Instagram. The people working behind Glossier, a Skincare and Beauty Product company, played up the brand with images of their models and inspiration boards donning everything from sweatshirts to branded stickers with just the company’s name attached.
It has achieved great success since its first video went live on Instagram and is cross-promoting its well-loved and well-known video series on various other platforms. The brand has recently cross-promoted its Get Ready With Me video series on different platforms and grouped the series in a playlist on its YouTube account.
Creating the right plan for promoting your business video and sticking to the same will help you find subscribers and audiences in no time. And remember, once people start subscribing, you can easily use your descriptions and videos to encourage them to become your email subscribers.