OK, so you’ve invested a lot into making an amazing video–it should be seen! With the right marketing strategy and posting techniques, you can increase your views and engagement, while also making sure the right people see it! By following these 5 essential tips and tricks you can easily maximize your video exposure.
More views = Increased ROI
1. Choosing the right platform to post on
The decision between posting on YouTube vs. Facebook highly affects the amount of people who will see your video and whether or not the RIGHT people see your video. Here’s our guide to posting on either platform:
Choose Facebook if:
This video is a onetime project. Ex. A promotional video for a new product or your business; a video that is part of a marketing campaign; viral quality videos (humour), something to do with current trends or news.
Choose YouTube if:
You post consistent high quality videos frequently (at least once or twice a month) and this video is only one of the many videos your audience can come to see on your socials.
A great way to utilize both is by posting a preview or trailer of the full video on Facebook to lead your audience to YouTube for the full version. This way Facebook won’t hide your YouTube content from people’s feeds but you’ll still be able to drive traffic to your YouTube channel. Just make sure to make your Facebook preview video is short but exciting enough to make people want to see the whole thing.
Note: This is a great uploading option for music videos!
2.Using the right language
Choosing the right titles- adding captions- including call to actions- and serious hash tagging can make a huge difference in the exposure your media receives. Knowing when and how to effectively use these features allows more people to see your videos/ photos- ultimately attracting more people to your pages!
If you’re uploading your video to YouTube, using an SEO friendly (search engine optimization) title is crucial to having new people find your content. To do this, try incorporating some key words someone might be searching for related to the topic of your video into the title. For example, if your video shares 3 smoothie recipes to promote your clean-eating food shop, some suitable titles might be something like:
3 Quick and Healthy Smoothie Recipes or 3 Easy Smoothie Recipes to Jumpstart Your Day
Someone not only looking for Smoothie Recipes would logically type in “Smoothie Recipes” into the YouTube search bar but people interested in “quick” “healthy” or “easy” Smoothie Recipes would probably type those keywords into their search too. Depending on who you want to be watching your video, think about what those people would logically search for online and cater to those key words. Of course your video content should be consistent with what your title advertises, otherwise you’ll be left with a bunch of annoyed “back page” clickers and poor watch time analytics.
Whether it’s Instagram or Facebook, captions can be super key to capturing more viewers. Captions also provide the perfect space to insert some humour/personality or something more casual than you might write in a YouTube SEO dependent description box. Whether it’s a quick backstory about the making of the video or a dad joke about what people can expect to see in the video, here’s your chance to speak directly with your followers and spark their curiosity into watching.
If your video doesn’t have a call-to-action already within it (ie. a music video) try to incorporate one into your captions or the description box. What do you want a viewer to do after they watch your video? Watch and leave and forget about it? Obviously not. Of course the intention of your video is usually to promote something of yours whether it’s an album, new product, your store, or a general cause, sometimes you have to spell it out for people and remind them to take action after consuming your video.
A few appropriate call to actions:
“Download the full album on iTunes here (insert link)”
“Share this video with someone who might find this helpful”
“Shop the look here: (insert link)”
Note: Facebook recently made a change to their algorithm that doesn’t like overly salesy language–especially if you’re posting from a business page. That means phrases like “check it out here” or “buy now here” will minimize the chance of your content being shown on timelines. So try to word your call-to-actions in a genuine way that doesn’t sound overly salesy.
If you’re using Instagram to promote your video–for example, using Insta Stories to preview your video and posting a clip or screenshot to your Instagram account–hashtags are a great tool to use to get more people to seeing your stuff. But don’t just use any old hashtags–use ones that a) are relevant to your video and b) top hashtags used in your industry.
You can research industry hashtags easily online or through Pinterest.
Instagram allows you to use 30 hashtags per post. We recommend keeping your hashtags in the notepad or memo app of your phone for easy copy and paste access. You can also incorporate hashtags in a few different ways. Here are three of the best options for using hashtags:
- As a separate comment on your photo
- After 5 dots following the caption
- Directly into the caption (7 relevant hashtags maximum here)
3. Final Touches
After following the tips above, there are still a few more things you can do to help increase your video’s exposure! Making sure your thumbnail is visually intriguing, as well as adding relevant tags are important final steps to drive up more traffic.
90% of information sent to the brain is visual, so choosing an eye capturing thumbnail photo for your video is vital for sparking interest. Don’t just leave it on the blurry screen shot Facebook/YouTube randomly selects for the thumbnail. Here’s an example of some really great and not so great thumbnails:
Which channel’s videos would you click on?
Anybody and everybody involved in your video–tag them! It’s always a good idea to tag the people, places, and brands involved with your video because they will be 10x more likely to share the video to their followers. Be sure to include appropriate credits like the music used in the video as well.
4. Sponsored Posts and Facebook Ads
Sponsoring your video on Facebook or uploading it as an ad might be something you want to consider. Social media ads usually take a little trial and error to see which target audiences, locations, and key interests work and which ones don’t. Depending on your marketing budget, you can play around by testing different versions of your video ad including the caption. You may find this marketing tool really effective for your business.
Now that you’ve put out your great new video, will your followers be expecting another one? Don’t leave them hanging to quickly forget about you. According to KPCP, video represents 74% of all internet traffic. People watch videos! So why not make more? Keep your brand consistent, content interesting, and you’re gold!
~After reading these tips- start planning your next video release! Let us know what tips you found most useful for increasing your exposure in the comments below. ~
Written By: Robyn Brown