Distributing a video takes patience and persistence.
It’s not all that uncommon for organizations to finish editing a video and publish it minutes thereafter. While I understand timelines can be tight, a lack of strategy can produce a lack of results.
Unfortunately, I have seen that play out for too many great organizations.
Promoting a marketing video involves a well-coordinated approach that includes teasing the audience, strategically releasing the video, and maximizing its longevity through repurposing.
I wanted to create a step-by-step guide on how to effectively release a video, particularly more higher-end videos that cost you money. You don’t need to follow every step of the process, but it is the exact same process we follow. And it works.
I linked to examples we’ve done.
Step 1: Teasing the Video
- Define Your Teaser Strategy:
Decide how many teaser videos you’ll create and where you’ll share them. Teasers can include snippets, behind-the-scenes glimpses, or intriguing visuals related to the main video.
- Craft Engaging Teasers:
Develop teasers that evoke curiosity and excitement while hinting at the content of the main video. Use concise visuals or text, catchy captions and a sense of mystery.
- Choose Teaser Platforms:
Select social media platforms where your audience is most active. Platforms like Instagram Stories, TikTok and Twitter are great for short teaser videos.
- Create a Teaser Schedule:
Plan a teaser release schedule leading up to the main video launch. Spread the teasers out to maintain the audience’s interest.
Step 2: Releasing the Video
- Select the Release Platform:
Choose the primary platform for releasing your video. YouTube, Facebook or your website are suitable options depending on your audience and goals.
- Craft a Compelling Description:
Write an engaging video description that gives a brief overview of the content and encourages viewers to watch.
- Optimize for SEO:
Use relevant keywords in the video title, description and tags to improve its searchability on platforms like YouTube.
- Leverage a Strong Thumbnail:
Design a captivating thumbnail that accurately represents the video’s content and entices viewers to click.
- Utilize Cross-Promotion:
Share the video across all your social media channels, website and email newsletters to reach a wider audience. Embed your video on each platform.
Step 3: Reusing and Repurposing
- Create Bite-Sized Clips:
Extract short segments from the main video to create bite-sized clips. These can be shared on social media as standalone content.
- Generate Quote Graphics:
Select powerful quotes or key takeaways from the video and create graphics to share on platforms like Instagram, Facebook and Twitter.
- Write a Blog Post or Article:
Convert the video’s content into a blog post or article, providing more in-depth insights and context.
- Craft Slide Decks:
Turn the video’s content into a presentation with visuals and text, suitable for sharing on SlideShare or in webinars.
Step 4: Analyze and Iterate
- Track Engagement Metrics:
Monitor views, likes, shares and comments on the video and its repurposed content. Use these insights to gauge audience interest.
- Gather Feedback:
Encourage viewers to provide feedback and insights, helping you understand what resonated and what could be improved.
- Adjust Your Strategy:
Based on the analytics and feedback, refine your approach for future videos. Adapt your teaser, release and repurposing strategies accordingly.
Hop on my calendar when you’re ready to take your videos to the next level.