Share Your Video in digital marketing refers to the process of distributing and promoting your video content across various digital platforms to reach your target audience. The goal is to maximize the visibility and engagement of the video, thereby achieving the marketing objectives set during the planning phase. Sharing your video effectively requires a strategic approach that considers the choice of platforms, audience targeting, optimization techniques, and promotional tactics.

1. Choose the Right Platforms

Selecting the appropriate platforms where your video will be shared is crucial for reaching the right audience and maximizing engagement.

How It Works:

• Identify Where Your Audience Is Active:

  • The first step is to identify the platforms where your target audience spends most of their time. For example, if your audience is primarily young adults, platforms like Instagram, TikTok, and YouTube may be more effective.

  • Consider the nature of your content. For instance, professional or B2B content may be more suited for LinkedIn, while lifestyle or entertainment content might perform better on Facebook or Instagram.

• Leverage Multiple Platforms:

  • To reach a broader audience, consider sharing your video across multiple platforms. Each platform has its own strengths, and cross-platform sharing can increase visibility.

  • For example, you could upload the full video to YouTube, share a teaser on Instagram, and post a snippet on Twitter with a link to the full video.

• Understand Platform-Specific Requirements:

  • Each platform has its own requirements for video format, length, and dimensions. Ensure your video is optimized for each platform’s specifications to enhance user experience and engagement.

  • For example, Instagram Stories and TikTok videos are typically vertical and short, while YouTube allows for longer, horizontal videos.

2. Optimize Your Video for SEO

Optimizing your video for search engines ensures that it is easily discoverable by users who are searching for related content.

How It Works:

• Use Relevant Keywords:

  • Identify and include relevant keywords in your video’s title, description, and tags. These keywords should be terms that your target audience is likely to search for.

  • Tools like Google Keyword Planner, Ahrefs, or SEMrush can help you find popular keywords related to your content.

• Craft a Compelling Title and Description:

  • Your video’s title should be clear, engaging, and include primary keywords. The description should provide a brief overview of the video’s content, also incorporating relevant keywords.

  • For example, if your video is about “Digital Marketing Tips for Small Businesses,” your title could be something like “Top 10 Digital Marketing Tips for Small Businesses in 2024.”

• Add Tags and Hashtags:

  • Tags help categorize your video content and improve searchability on platforms like YouTube. Include a mix of broad and specific tags related to your video’s topic.

  • On social media platforms, use relevant hashtags to increase the video’s visibility. Hashtags can help your video reach a wider audience, especially on platforms like Instagram, Twitter, and TikTok.

• Create an Eye-Catching Thumbnail:

  • The thumbnail is the first visual element that viewers see. A custom, visually appealing thumbnail can significantly increase the click-through rate.

  • Thumbnails should be relevant to the content, include key visuals or text that highlight the video’s main point, and be consistent with your brand’s style.

3. Promote Your Video

Promoting your video involves using various strategies to increase its reach and engagement, encouraging more people to view, share, and interact with it.

How It Works

• Social Media Promotion:

  • Share the video on your brand’s social media profiles. Tailor the post copy to the platform, encouraging viewers to watch and share the video.

  • Engage with your audience by responding to comments, asking questions, or creating polls related to the video content.

• Email Marketing:

  • Include the video in your email newsletters or send a dedicated email blast featuring the video. A personalized message explaining why the video is valuable can increase engagement.

  • Use a compelling subject line and include a clear call to action that directs recipients to watch the video.

• Influencer Partnerships:

  • Collaborate with influencers who have a following that matches your target audience. They can share the video with their followers, providing social proof and expanding your reach.

  • Ensure the influencer’s content style and audience align with your brand’s message for more authentic promotion.

• Paid Advertising:

  • Use paid advertising on platforms like Facebook, Instagram, YouTube, and Google Ads to boost your video’s reach. You can target specific demographics, interests, or behaviors to reach a more relevant audience.

  • Consider using retargeting ads to show the video to people who have previously interacted with your brand or visited your website.

• Embed on Your Website:

  • Embed the video on your website’s homepage, product pages, or blog posts. This not only provides visitors with engaging content but also helps with SEO, as video can increase the time spent on a page.

  • Make sure the embedded video is responsive and loads quickly to avoid negatively impacting the user experience.

4. Engage with Your Audience

Engaging with your audience involves interacting with viewers, responding to their feedback, and encouraging further discussion around your video content.

How It Works

• Respond to Comments:

  • Actively monitor and respond to comments on your video across all platforms. Engaging with viewers can foster a sense of community and encourage more interaction.

  • Address any questions or concerns raised by viewers to show that you value their input and are willing to engage.

• Encourage Sharing:

  • Ask viewers to share the video with their networks. You can include a call to action within the video itself or in the post copy, encouraging viewers to share if they found the content valuable.

  • Consider creating shareable content, such as short clips, quotes, or GIFs from the video that can easily be shared on social media.

• Create a Conversation:

  • Use the video as a starting point for a broader conversation. Ask your audience for their opinions, experiences, or ideas related to the video content.

  • Hosting live sessions, Q&A forums, or creating follow-up content based on audience feedback can further engage viewers.

5. Measure and Analyze Performance

Measuring and analyzing the performance of your video involves tracking key metrics to understand how well it is performing and whether it is meeting your marketing objectives.

How It Works:

• Track Key Metrics:

  • Important metrics to track include views, watch time, engagement rate (likes, shares, comments), click-through rate (CTR) for any CTAs, and conversion rate (if applicable).

  • On platforms like YouTube, you can also track audience retention, which shows how long viewers are watching your video before dropping off.

• Analyze Viewer Demographics:

  • Understanding who is watching your video can help refine your audience targeting for future content. Look at demographics like age, gender, location, and viewing device.

  • This data can reveal if you’re reaching your intended audience or if adjustments are needed in your targeting strategy.

• Assess Engagement and Feedback:

  • Analyze the quality of engagement. High engagement with positive comments and shares suggests the video resonates with viewers. Conversely, negative feedback or low engagement may indicate that the content or distribution strategy needs adjustment.

  • Use tools like sentiment analysis to gauge the overall sentiment of the comments and interactions with your video.

• Optimize Future Content:

  • Based on the performance data, make informed decisions about future video content. Identify what worked well (e.g., certain topics, formats, or platforms) and what didn’t.

  • Continuously optimize your video strategy by experimenting with different content types, distribution methods, and engagement tactics.

Conclusion

Sharing your video in digital marketing involves more than just posting it online. It requires a strategic approach that includes selecting the right platforms, optimizing for SEO, promoting through various channels, engaging with your audience, and continuously measuring performance. By effectively sharing your video, you can maximize its impact, reach a broader audience, and achieve your marketing goals.