Video is great for promoting your business, but once you’ve made the decision to get one or more videos produced and you’ve been given the video files, what should you do with them?
The obvious answers are put it on your website and share it on all your social media channels – but how do you do all those things?
Posting your video on your website
When you put your video on your website, don’t make the mistake of loading the video file to your website, as your website hosting platform won’t be optimised for streaming video, so your video won’t play very well when people visit your website.
Video Hosting Platforms
The two most well-known video hosting platforms are YouTube and Vimeo, which both allow you to set up free accounts or channels. There are other video hosting platforms, such as Wistia, but these charge for their services.
I tend to use YouTube, because it is the second most used search engine on the internet, is owned by Google and you can link your Google Analytics for your website with your YouTube channel so you can get all your Google performance metrics in one place.
Once you have put your video on your hosting platform, you need to embed the video onto your website. It’s fairly easy to do this, on YouTube you click on the share button, go to the Embed tab, copy the line of HTML code that is shown and then copy this into your web page at the place you want to embed it on your web page. Note that there are some options available to you when you create the embed code, including video size, so choose the settings that you want.
When you embed the video on your web page, think about where you want the video to appear. In general, it is best to put the video as near to the top of your web page as possible, as you want website visitors to watch it and they are more likely to do this if they see it at the top of the page.
Posting your video on Social Media
Although it is possible to share your video from YouTube, it is better to post the video natively onto the social media channels you are looking to share it on, as the algorithms they use for deciding whether to share your post with others all favour video hosted locally over video links. Loading videos locally onto each social media platform will also give you access to post insights. Facebook in particular provides some very detailed insights to how your video is being watched and there is a second level of detail provided about the audience once the video has been viewed 100 times.
Uploading video works the same across all the platforms, but they do have some nuances that you need to be aware of.
When you load a video onto Facebook, the system will select 10 thumbnail images from the video and you can choose which you want to use. You can also load a custom thumbnail if you don’t like any of the options available to you.
Facebook also has a very good tool for adding captions to videos and as over 90% of video views are made with the sound off, it is advisable to add captions if your video doesn’t have captions already. It is possible to export the captions file to reuse elsewhere, should you wish.
Twitter is fussier about the video files you can load. It only allows you to load .mp4 and .mov formats and the video files must be less than 512 Mb in size.
Instagram will only let you load videos that are less than 1-minute-long and you can only load files from your mobile device – there isn’t a facility to load a video from a desktop browser.
LinkedIn is currently rolling out a facility to load videos natively, but this is only available from the mobile client.
What to do with your social media posts
Once you have your video on your social media platform, there are things you can do to increase their exposure. On Facebook you can share your post into relevant groups. On Twitter you can get people to like and/or retweet your posts and similarly you can do this on Instagram. Follow this link on more ideas for sharing content.
If you need more help or advice on what to do with your posts, please call me or leave a message and I will be happy to pass on my advice. If you are looking to get videos produced, let me know by calling the Red Knight Solutions offices on 02392 265725.
As 2016 comes to an end and 2017 looms over the horizon, I thought it was time to stare into my crystal ball and see if I can predict the big things that will happen with digital marketing in 2017. It will be fun to look back at this post towards the end of 2017 to see which, if any of them, will come true.
Video – even more important in 2017.
Let’s start with something that’s a safe prediction – video will be even more important for digital marketing in 2017 than it is in 2016, which is saying something as it’s a major influence in Facebook and Twitter’s algorithm already. The functionality of Facebook Live will continue to be enhanced and the use of Facebook Live will get even better results in their algorithm.
There have also been announcements of live video streaming developments both for Twitter and Instagram and I wouldn’t be surprised if LinkedIn and others followed suit.
In summary, you really need to include using video within your digital marketing mix in 2017.
Augmented Reality and 3D
The success of Pokemon Go earlier this year was the first real demonstration of augmented reality, where the digital world was overlaid on the real world, in real-time. There will be more games like this in 2017 and this will lead to digital marketing opportunities for business.
The 3D world is also developing at pace. Facebook has made an investment in this technology, as our many of the games consoles and Samsung are now promoting a 360-degree camera to support it, so it’s coming. I don’t think it will be big in 2017 but I can see it happening in 2018.
Google – it’s plans will influence your website
Google will continue to refine its algorithm and these will focus on improving the ranking of websites that perform well on mobile devices, so your website needs to be designed for mobile. Key things to focus on are a mobile responsive design, use of AMP pages and quick loading pages. I predict a further refinement to Google Adwords too. Oh and don’t forget to post those videos onto your website too.
Facebook will continue to go from strength to strength. Video and Facebook Live will become increasingly important and influential in the performance of posts. I am expecting some augmented reality and virtual reality features to be introduced in 2017, but these technologies are still in the development and experimental phase so it is difficult to predict exactly how this will be done. Back the right option and you will get an advantage but there will be many false starts. The developments that have started in Messenger for businesses will continue to deliver additional features.
LinkedIn was purchased by Microsoft in 2016 and I believe that their influence on LinkedIn will grow in 2017. Some areas of LinkedIn, such as the company page, have already been revisited and revamped and this will continue across 2017. I can see groups being re-vamped as LinkedIn groups seem to have lost out to Facebook groups in recent years.
Twitter is going to have an interesting 2017 and its success or otherwise will depend on who eventually buys Twitter and the direction of travel they take it in. Salesforce were rumoured to be the most likely buyer and if this is the case then there is the potential for some exciting developments towards the end of 2017, assuming the sale takes place early in 2017. Whatever happens as far as the potential sale, I predict there will be enhancements made to the paid advertising feature.
Other social media
Pinterest and Instagram will continue their rise in prominence within the digital marketing sphere and there will be a social media channel that develops from left-field. I don’t know which one but either SnapChat or WhatsApp appear to be well placed.
Is this the year of the small business app?
I read an article recently that predicted the death of websites and the advent of app only internet marketing. I wouldn’t go that far, but I can see the introduction of simple apps for small businesses becoming more popular, especially as we consuming so much of our digital information via mobile devices and apps work so well on them … definitely one to keep an eye on and even if it doesn’t happen in 2017 it is going to happen in the next few years.
In summary, it will be interesting to revisit this post regularly during 2017 to see which, if any, of these predictions comes true.
Finally, I would just like to take this opportunity to wish you all a Very Merry Christmas and a prosperous New Year, where digital marketing plays a big part in your success.
Helping you with your digital marketing
If you would like help with your Facebook marketing or any other aspects of your digital marketing, call Red Knight Solutions on 02392 265725 or e-mail us at firstname.lastname@example.org to find out more about how we can help your business thrive online.