So, you've listened to the industry analysts and are embracing digital in your business. You've taken on the marketeers' advice and have invested in video. You've allocated a budget, hired a professional, made your video and it looks great. Bob's your uncle! But now what? Is that it?
Although we all know that online video is fast becoming a 'must-have' for businesses with an online presence, many people don't know what to do with their video content once it has been made. It would be a shame to waste good money on content that isn't fully realised and there is actually a little more to do than simply uploading videos to your website. You do want to see a return on investment, right? If so, then listen up.
Here are a few ways that you can ensure your video is ready to be consumed and ultimately increase the likelihood of return on investment. Many of these tips are actually deceptively easy to implement, however some of them need consideration in the early stages before the camera rolls.
So, hold your horses! Don't publish your video until you've read this first!
1. Put effort into the naming, tags and description of your video
Most of us will probably use Youtube to host our videos. We already know the benefits of using this platform for search engine optimisation, however to strengthen this it's vital that we not only name our video correctly so that it can be easy to find in a search but that we also write an engaging video description to draw in our target audience and hold their attention. Keywords that you would use on your website for SEO purposes should be applied here too, both in the description and in your video tags. Now you could go a step further here and also include links in the description to allow viewers to skip to key moments in the video. This is particularly useful on longer videos, such as conference talks.
Lastly, don't underestimate the power of a good video thumbnail! Use strong imagery and/or text to help your video stand out from the crowd. Whilst Youtube will normally select a frame for you, the chances are it won't be the frame that shows off you and your product best. Only you (or your marketing manager!) will know what this is, so use it.
At the end of the day, we live in a fast paced world. If you're making it easier for your audience to find and engage with your content you're much more likely to increase your view count.
2. Timing of release is key
This all goes back to why you're making a video in the first place. Perhaps you're getting a highlights video made of an event you're hosting, but what is your intention for the content? Is it to encourage people to attend the following year? To relive the day a few weeks later when it's all over? Or maybe you need content to go live during an event so you can encourage interactivity on it, striking while the iron's hot as they say? Whichever reason it is, and there may be more than one reason, to maximise the potential of your content you need to know before you make it what you intend to do with it and with that, the release is crucial. In fact, us videographers will be able to do a much better job for you if your intentions are clear from the outset.
If you don't know what to do with your video, don't worry, we can advise you on what we think are your best options.
So, when should my content go live?
Think about when your audience is most likely to be online and the social media platforms they're most likely to use. It's vital to have at least an idea of what your social media strategy is; perhaps your audience use Linkedin a lot but don't use Facebook. Or maybe you need to use the time when most people are likely to be online, perhaps an evening or morning commute. Either way it's wise to consider:
- Seasons, holidays & major events (coincide with them or avoid them?)
- Day of the week (is it wise to talk about work at a weekend?)
- Time of day (rush hour commute? Friday afternoon lull?)
- Same day release (if this is realistic & within budget)
As you can see there's so much to consider; make sure you get it right!
3. Utilise the power of text
An interesting statistic released by Digiday UK in 2016 stated that 85% of Facebook video is watched with the sound off. This is an incredibly useful nugget of information. It means that the majority of viewers are consuming content in situations where they can't, are unable to or choose not to have the sound on, whether they are on public transport or at work for instance. If Facebook is a key platform for your content marketing then without using text in your videos you could be failing to get your message across to your audience even if they are to some degree, consuming your content. There's no doubt that text can be a way for you to grab someones attention from afar in this instance.
Here's an example of a video that uses text effectively to deliver key stats of an event alongside the delegate interviews. Notice the consistency in font choice, colour scheme and area of the image that the text appears:
Now, why might you need to think about text before you shoot your videos? It's quite easy - where is the text going to go? It helps videographers to know where and how much text might go in their frame before they shoot. Sometimes text can be placed over an image and be perfectly legible. However, lets say you're promoting a new line of clothing - In this case you might want to frame your product slightly to the side so text can go in the gap and not restrict the view of the product. Knowing this when shooting can not only avoid editing headaches but it also ensures that you maintain consistency across all of your videos.
Remember, you can always have your video edited in different versions. Many organisations tailor their videos for different platforms; a main edit for a website and a cut down version for social media, for example.
4. Open up new markets with subtitles
One thing many forget about. Do you have overseas customers? Or perhaps you would like to open up your product to the hard of hearing? Subtitles are an excellent way to make your content go EVEN further. Your options are to have the subtitles included in the editing or you could do it yourself by adding captions on your Youtube channel, if you have the time. Either way, just think of the markets you could be opening up to just by translating your existing material!
Remember, the more videos you have on your channel and on your website, the higher the chances of your business ranking highly on Google, where ever you are in the world. Your one video could become 3, 5 or even more videos if you wish.
5. Release a series of videos at regular intervals
What better way to encourage your audience to revisit your site or Youtube channel than to release content gradually over a period of time? This way you can keep consumers interested and thinking about your brand in the long term.
How could you get more than one video out of a days filming? An example at an event could be releasing a series of interviews with clients, as well as the highlights video you originally intended. You may still only need to do a days filming but you could spread your video releases over several weeks, 1 interview per week for instance. You may not even need to upload each video every week; options could be to upload them all instantly but simply post about them on social media over time or you could simply schedule the uploads through Youtube.
If you're having a promotional video made then an option would be to release your customer testimonials as separate videos along with the main promo; this way you can get videos on more than one page of your website. Once again, great for SEO!
If you start thinking in the early stages about releasing multiple videos from a single days filming you could find yourself getting a lot of content for your money.
6. Check that your content is future proof
Before you click upload it's also worth checking that your video doesn't contain anything that could render it out of date (if you need it to last a long time, that is. If you post weekly or daily vlogs then this section probably doesn't apply to you). Where investors can sometimes trip up is by referring to certain specifics in their content that won't make sense in days, weeks or months ahead.
Examples of things to avoid include:
- Stating that you have 'recently implemented' or are 'about to' release a product or service
- Using phone numbers, email addresses, websites etc. in your video that change over time
- Referring directly to the year the video has been made or to the exact age of the company at time of filming
To reduce the likelihood of information going out of date in the near future carefully choose the words to be used, whether that be in text, voice over or script form. When us videographers are filming we do our best to pick up on these issues, asking you to rephrase if appropriate. However it helps if you are aware of this too, just to be safe. Remember, any information that could potentially change can go in the video description which can be amended anytime.
Now, as much as we like repeat business (and one day you might choose to update your video anyway), thinking carefully about the information you include in your video will help you to make a wiser investment. One last check before you publish?
Ready to publish your video?
In answer to the original question 'What should I do with my finished video?' the short answer is:
Integrate your video as part of a wider marketing strategy, rather than treat it as a separate entity.
If you're happy that you have done this then great, it's time to publish your video. Remember these tips so that every video you invest in will be an investment worth talking about.
Hiring a Videographer directly over an agency could be a more economical option for your business. To find out more about how I could help your business get in touch today.
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