“Let’s do a video to talk to our patients about how we can help them manage their overall health,” the client said.
“Great,” I replied as I began to sketch out how to organize various topics to create a series of videos, who would need to be in the videos and the b-roll footage we would need.
“When we shoot it, where will we put it?” he followed up.
Many businesses and marketing agencies are excited and ready to create video, because it’s the hottest media on the internet. Whether it’s a fifteen-second preview of a new product or a 30-minute long interview of an industry professional, knowing where to put the video is as important as shooting the video itself. Afterall, if no one sees it, did it happen?
Perhaps the first place a company thinks about when publishing a video is YouTube. Google’s purchase of the video site years ago catapulted it to the top of searches and many amateur video makers shot right along with them. Because Google shows results from it’s own properties first, one of the best places to upload your video is to your company’s YouTube channel.
To make the most of a YouTube channel, plan for a series of videos released on a regular basis. While publishing one video on a YouTube channel doesn’t cost anything more than a bit of time, it may disappoint prospects who find your channel only to see it abandoned after you’ve created just one video.
If you haven’t heard, Facebook and Google are in competition for your search queries and your time. For the same reason, Google will show links to YouTube videos before links to Facebook videos, Facebook will show videos uploaded directly to Facebook’s platform before links out to YouTube. Facebook is an especially good place for live video or shorter videos. While longer interview type videos can be used on Facebook, unless you are broadcasting a live show, Facebook’s audience’s audience span is relatively short.
Instgrammers love video! And without the option to link out to videos in your feed, uploading your video directly to Instagram is the way to go.The catch here is the video can only be 60 seconds for your feed and 15 seconds for stories. You could divide longer video content into multiple videos to use in the stories function though.
Unlike Google or Facebook, you own your website. (At least you should.) If YouTube or Facebook every think you’ve violated their terms of service they can remove your page and your videos along with it. If you are using a WordPress site, as many of our clients do, uploading the video directly to your website like you would an image may slow down the load time of the page, causing lagging when someone plays the video or create other video viewing issues. To avoid those you can embed the video using YouTube, Vimeo or Wistia. To better control how the video appears on your website, use a paid hosting solution like Vimeo Pro.
Videos can be shown on any page of your website, but avoid a page with nothing but a video. You’ll still need to create a header for the page and enough text to tell Google what the video is about. Google can’t read a video. If you have a page with a header and a video, all Google sees is the header. Create a transcript or summary of the video including specific keywords to use on your website. This also helps website visitors who are hearing impaired or do not have a way to listen to the video.
Video in emails increase open and click-through rates while decreasing unsubscribe rates. Include the word “video” in your subject line and you’ll likely see positive results with the first email. Now for the tricky part. Many email hosts like Gmail, Outlook, and Yahoo don’t support the video functionality directly in the email. Workaround this by including a static image of the video with the play button on top of it. Link the image your video hosted through YouTube, Vimeo or another hosting company.
You’ve spent a lot of time and often a good bit of money to develop high-quality videos. Don’t stop by sharing the video on Facebook once. Share it in multiple places to increase the chances your customers and prospects can find it!
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