I can’t tell you how many times we’ve seen this happen. A business or entrepreneur spends a terrific amount of time and energy making terrific video content, only to have no follow-up plans for where it will play. Now, you might be able to get away with that level of spontaneity when uploading the odd cat video, but your business needs a far better approach. Here are a few steps to help you succeed:
1. FIND OUT WHERE YOUR AUDIENCE IS WATCHING VIDEO CONTENT
Hopefully you’ve already researched your target audience, which means you know the answer to this question already. If you haven’t, it’s time to find out as much as you can as fast as you can.
While it’s important to know where your audience is geographically, it’s even more important to know where they are online. That means finding out which social media channels they use. Do they like to watch video content on Amazon Prime Video, or YouTube? Do they use Facebook? Vine? Both? The channels you upload videos to will have a significant impact on their tone and length, so knowing who your audience is and where to find them is a must.
2. CREATE MOBILE-FRIENDLY VIDEO CONTENT
We’ve written a few blogs recently on this subject. A staggering amount of video is now consumed on Smartphones, so you’ll definitely want to make sure you have mobile-friendly video content. And not only is this how the vast majority of us are now watching videos, it’s also how we’re sharing videos. If you haven’t already optimized your content, it’s time to get cracking.
3. IMPLEMENT A SOCIAL MEDIA STRATEGY FOR YOUR VIDEO CONTENT
If your business is not already on Facebook, don’t design a page haphazardly so that you can upload your video on it. What works best is that which you already know, understand and, most importantly, what you like and enjoy. If you like using Twitter, stands to reason you will have far more successful and meaningful reactions using it than on another medium.
Tools like Buffer, Hootsuite and Coschedule allow you to manage all your social media needs in one place by streamlining the process. Using these programs you can schedule your video to be promoted at specific days and times, on whichever social media site suits your fancy. They also allow you to capitalize on what you already have in place and free up time during the week to focus on other things.
4. ADJUST YOUR VIDEO CONTENT AS NECESSARY
If you’ve already shot some video content and want to cross-pollinate, you can always adjust as necessary. We’ve seen CD-ROM’s become TV commercials, corporate commercials cut to make vine videos, and all sorts of other adjustments. People often think all is lost if their video is ‘too long’ or ‘too artsy,’ but that is exactly what editing is for. The same 5 minutes of video content can be repurposed across any number of platforms successfully. It’s more a question of knowing what that platform’s mold is, so that you can pull the necessary elements out of what content you already have.
5. CALL THE PRO’S
Marketing strategies are imperative through every stage and sometimes you just need a little help. Feel free to contact us any time with a question; we love meeting new people who are just as passionate about video as we are.