S2 Ep 12. Where should you share your video?

If you think video marketing involves producing one video, publishing it to Vimeo or another hosting platform, sitting back and watching magic happen before your eyes – think again. 

We mean, if you’re going to all the effort of making a video, don’t you want it to have the biggest bang for you buck? Of course you do! And to do that, you need to get your video out in as many places as possible. 

Here’s the thing – video marketing is never just about one video or a single point of publication. It’s about utilising your video content across all your marketing efforts to engage more followers, attract new customers and wow loyal fans. 

Got a website? Add it there. How about Facebook? Or Instagram? Twitter? A company LinkedIn page? Yep, post it there too please. 

It might sound obvious but you should definitely be publishing your videos on YouTube (seriously, you’d be surprised by the number of clients who have looked at us blankly when we’ve mentioned YouTube. It’s not just for unboxing clips, product reviews or at-home workouts, folks!). 

But you can think outside the square a bit too. Share your video at events. Or conferences. You can even add it to your print material via a QR code. There really are endless options, and Sue is going to talk you through many of them in this post. 

So, are you ready to make the most of your video? You are? Great, click play and start learning everything you need to know now. 

Keen to hear more from Moonshine Agency? Please subscribe to our YouTube channel, Moonshine Moonshot over here: https://www.youtube.com/channel/UC58nfY3gDeEuytZT_ZWQhaw

To watch Carmen's Story, please head here: https://youtu.be/-ggqmrM6Hs0

You can listen to episode 1 season 2 of this podcast here: https://www.buzzsprout.com/846682/10077580

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Transcript

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Where should you share your video content? You may think video marketing involves producing a video and then publishing it to Vimeo or another hosting platform, and that then you get to sit back and just watch the magic happen before your eyes. Sadly, that is not the case. And making a video is not simple, even if you're doing it on your iPhone. There's a lot of elements and there's usually some costs involved. So surely you want to get the biggest bang for your buck. And to do that, you need to get your video out in as many places as possible. But here's the thing: video marketing is never just about one video or a single point publication. Often people think it's one and done. Hit publish on YouTube, and then they never do another thing to promote it, and then they're left wondering why no one saw it. So if you're a first-time listener, this is the weekly Moonshine Moonshot podcast, and it's all about helping you to make better videos. I'm your host Sue Collins and I've been specialing in video production and filmmaking for many years. I don't want to see boring, poorly crafted videos any more than you do. So to help combat the onslaught of dull content being served up on social, I'm sharing what I've learned about how to make great videos, and the good news is it is definitely not as hard as you might think. I know that no one sets out to make boring content, but that is exactly what can happen when you don't have the skills or information to make it great. Sometimes just a few small pointers can take something dull and make it shine online. So back to today's topic where we're talking about why you should share your video and how to get those views. So as we were just discussing, one and done is not going to get the traction that you need to really connect eyeballs to your work. You need to utilize video content across all of your marketing platforms to engage more followers, attract new customers, and wow, your loyal fans. So if you have a website, you should put your video on there. And if you've got social media platforms, Facebook, Instagram, Twitter, a company LinkedIn page, post it there as well and multiple times. Because remember that only 5% of your audience is likely to see any given post. So it is okay to talk about it multiple times. You're not going to bother people because it's unlikely that they'll see all of your posts. So a bit of repetition is going to help you gain viewers and not bother people. I know it does sound very obvious, but you should absolutely consider publishing your videos on YouTube. Seriously, you'd be surprised by the number of clients who've looked at me blankly when I've mentioned YouTube. And I get it. My kids spend a lot of time watching Mr. Beast, and believe it or not, videos on what the latest model of iPhone is doing. Can you believe that tech videos are actually a thing? And I it still blows my mind how much time my kids spend watching them. But the beauty of YouTube is that it really is easy. You can easily find ways to link to it, and you can use the YouTube embed codes to add it to your website, and all the social sharing tools are actually right there within the platform. So it makes it very, very simple. And I also use Vimeo, and that's really great as well for a whole variety of other reasons. But YouTube has the users, it's got the audience, it's really that simple, which is why I'm, you know, being encouraging of the use of YouTube. Now that being said, there are other ways you can share your video. You've got to think about things outside the box. I mean, literally outside the box. So I mean literally outside that square TV, iPad, or iPhone. You can share your video at events or conferences. You can even add it to your print material and use a QR code that links to your video. There are endless options. So I'm going to walk you through many of them in this podcast. So are you ready to learn how to make the most out of your video? Let's get into it. If you've spent a lot of time making a great video, then it deserves maximum visibility. And I cannot tell you how many times I've delivered a beautifully polished, fit-for-purpose video only to have the client publish it to just one platform without a description and with no thought to an SEO title that Google would rank. Not exactly a viral sensation in the making, no matter how good the video is. You've just got to do the work to promote it. And I don't want to deflate you, but you certainly shouldn't expect your single video to go viral. You've got to have realistic expectations. Usually the huge hit videos have a lot more behind them than meets the eye. The producer has probably been creating videos for a very long time and they've studied what worked for their audience and what didn't. And then they've hit on a formula that hit the mark and boom, it took off. There is just no such thing as an overnight success. It's more like the overnight success 10 years in the making. So my point is this: if you've invested in a professional video, you need to put it to work. So how do you do that? Well, let's assume you've already created an awesome video. You're stoked with the final finished product, and you really couldn't be happier. Now you just need to upload it to, let's say, YouTube or Facebook, and you're waiting for those views to climb. No marketing expert has ever just sat back and watched. It just doesn't work that way. Video marketing is strategic. There is a lot more to it than publishing your video to a few platforms at random intervals. Successful video marketing involves planning, deliberation, and optimization. And no, you don't have to be a marketing expert to make it work for you. But ideally, you would have done all this strategic planning before you created your video. But if you accidentally skipped that part, no judgment, just do it first next time. You will not regret it. And you also might want to check out season two of this podcast. And episode number one was called Use This Strategy to Stop Making Boring Videos. So head back to episode one after you listen to this, and there is loads of tips on how to create an effective strategy. And I'll put the link in the show notes. But anyway, onwards. If you've got your video marketing strategy in hand, take another look at it. What are your core objectives or goals? Do you want to boost awareness for your brand? If that's the case, then you'll want to get in front of as many eyeballs as possible. And that's never going to happen if you simply publish it to your YouTube channel, which only has 35 subscribers. You've probably got more than that, but you get my point. It's just not going to take off unless you do the marketing work behind it. But what if you add it to your homepage on your website? That's a great option. You could include a link to the video in your email signature, and you could pop it on your next company electronic direct mail, which is also known as an EDM. And now you're well on the way to getting those views. Your video should be everywhere, not just in a few key places. I have quite a list to share with you, and it's going to be the top 10 platforms or places that you should consider publishing your video to, especially if you want to build brand awareness, increase viewership, and drive your business forward. The first one, no surprise, YouTube. You need a YouTube channel. It's obvious. But YouTube is the second largest search engine after Google, and publishing to YouTube is one of the best ways to create legions of adoring fans for your content. Plus, having a YouTube link you can pass on makes it way easier for other businesses to share your video. YouTube also includes an embed code, which makes it simple for your brands to embed your video on their own sites. And that is definitely something that you want. Number two, your website. So it's a no-brainer. Number three, your Facebook page. Now, whether you're into Facebook or not, it has over 2.7 billion active users, and it is still the leading social media platform, for the time being at least. And that means there's a pretty high chance anyone interested in your brand or video will also be on Facebook. And if you already have a Facebook page set up, you're halfway there. Now it's time just to add a link to your video or you can upload it directly. For your Instagram profile. Instagram is another critical social channel to house your video. But just be warned their specs are a little bit different to some of the other platforms, so you might need to create a separate output to specifically load your video into Instagram in the format that they like. Number five, your Twitter account. Twitter is great for sharing content because if you use the right hashtags, it can be circulated really quickly. And it can also tag certain brands, followers, or accounts who might be more likely to retweet your video. Number six, your company and personal LinkedIn pages. LinkedIn is the largest social network for professionals. So if you're trying to reach an executive type crowd, you really can't afford to skip it. But don't just limit yourself to your company page. If you or any of your work colleagues or you know friends, family, etc. have personal LinkedIn pages, ask them if they'd share the link as well. Seven, your email signature. Now this is very often overlooked, but it is prime real estate anytime you send an email. This is something you might not have thought of before, but adding your video to your email signature is about as simple as adding a link to your social media page, and it will greatly increase your video traffic without costing you a single cent. The steps will change a little depending on who your email hosting provider is. So check with your IT team or do a Google search to find some maybe a YouTube video on how to do it and have a poke around if you need some assistance setting yours up. Number eight, your next company event or industry conference. Are you attending an event soon? Speak to the organizers and see if you can get your video screened. Maybe even during the intermission, or if they have a website for the conference, perhaps they'd even be willing to put it on there. If you've got an internal presentation or a company-wide meeting coming up, you could use it within that as well. Number nine, your print assets. I know what you're thinking. Are you gone nuts? You can't put a video on a brochure, but you can put a QR code, and everybody knows how to use QR codes now after all those endless awful lockdowns. So you can use the QR code to link to your video, and there you go. Print assets, direct to people's phones, they're watching your video. How simple is that? Now, number 10, Vimeo. It is a great alternative if you don't for some reason want to use YouTube. You can post your video on Vimeo and also on YouTube. You can use both, you don't have to be exclusive to one or the other. Vimeo is sometimes seen as a bit more professional, curated version of YouTube. It leans towards a more creative crowd than the more general broad audience that's attracted to YouTube. So Vimeo has some really good features that are not available on YouTube, such as password protecting your videos, and that can be really useful if your video isn't designed to be public, but you're using it for a presentation or sending it to someone as a personal pitch. Just do a little bit of research and see if Vimeo might actually be the platform for you. It does take time to build video views, and they do rise over time if you can continue to promote your video. I think this is something that's often misunderstood, and that is that it does take time to grow video views. I'm thinking right now of a video project that I published to YouTube in 2010. That's 12 years ago, and it just clocked over 1 million views. Yes, you heard me, that's six zeros. It's a pretty huge figure, and it all happened organically. The video is called Carmen's Story, and it's on YouTube if you want to say it, and I'll put a link in the notes. But it was part of a broader series of films that I produced at Moonshine Agency for a project that was called Life Before Death. It was also the very first impact film that the team and I produced. So 12 years on and Life Before Death YouTube channel, it just keeps clocking up the views. So the channel itself has well in excess of 2 million views, and that one film, Carmen's Story, on the channel, has over a million views alone. And I'm really proud of that because we actually never did any kind of paid advertising. That was all just through ongoing promotion, sharing it through different networks, and it's really caught on because I think it's a really touching film that is really meaningful to a lot of people. And all of those views didn't happen overnight or even over a couple of weeks or months. It really did take its sweet time. And it's also partly because that particular video was published widely and it was shared a lot. It was on a project website, it was on our own company website, Moonshine Agency, it went across all the various social media platforms, it was shown at events, it was even on the standalone DVD. So that's just the YouTube views. There's also thousands of views from other places as well. So if your video doesn't snag a few hundred views in the first 24 hours it's live, please don't lose heart. If you share it as widely as possible, you have a much higher chance of getting it over time to really get seen and really get some traction. So before I sign off today, I wanted to introduce you to Moonshine Agency's newest project, which is actually a learning website called the Moonshine Communications Academy. We've created the first course to help you make amazing content that reaches an audience, and that course is called Define Your Ideal Audience. If you're curious about it, just head over to www.moonshinecommunicationsacademy.com to find all of that information. I am definitely looking forward to sharing more with you next week. So don't forget to subscribe to this podcast so you don't miss an episode. They come out on Tuesdays. So go on, hit subscribe now. And that's me signing off on this week's great ideas to help you grow your video views. So go you, go ahead, make your own video, make it great. Over to you, tag you're it. See you next week.