Where to Share: The 5 Places Your PR Video Needs To Be
January 30, 2014
January 30, 2014
1. Social Media: According to Marketing Sherpa, pages with video attract two to three times as many monthly visitors, double time spent on websites, and enable a 157% increase in organic traffic from search engines. We’re talking the usual suspects here: YouTube, Facebook, Twitter, Google Plus and LinkedIn. Just be aware that posting on social media channels isn’t enough. The ever-changing formulas and algorithms on these sites encourage a pay for play model. In other words, you’ll likely need to allocate a certain amount of funds every month if you have a goal in mind for likes, views and overall engagement.
2. Your Mailing List: If you have a great new video to share, why not announce it to your highly-coveted mailing list? This is supposedly your captive audience, so you should expect the click-through rate and the percentage of those who watch the entire length of the video to be high. Encourage these fans to share with their circles of friends, families and co-workers.
3. In a Press Release: If your organization already has a media distribution list, why not send out the video in the form of a press release? There was a time, not so long ago, when television reporters and producers wouldn’t dare used canned footage in the name of Journalism. Well, as newsroom budgets have shrunk and stations have more newscasts to fill, even the networks will no longer turn their noses up at a video news release.
**With an email or press release, you’re better off with a screen-grab of your video in the body of the email or document. Then attach a hyperlink to the video on YouTube. If you embed the video and people are able to play it without ever visiting YouTube, views are no longer counted.
4. Your Website: It’s the natural host for you video, and the first place most in-house Marketing & Communications professionals think of. Just make sure the video isn’t buried on a tab or on a page that’s hard to find. At first, the homepage is ideal. As time passes, it should be placed on a video library page easily navigated to from the homepage. Just remember: our websites aren’t necessarily the destinations we all think they are, so don’t be content to only post here and expect your stakeholders to find it.
5. The Trades: Just as when you’re discussing a concept for your video, you need to ask, “Who is my audience” when planning distribution. If you can get the most popular social publishers such as HuffPo and Mashable to post your corporate video, that’s great…but it’s highly unlikely. You’ll be most successful in getting others post your content when you engage the appropriate audience. If it’s a healthcare video, try Modern Healthcare. If it’s real estate, try National Real Estate Investor or a regional business journal.
SM& Vice President T.J. Winick is a former broadcast journalist who writes regularly on video and leads Solomon McCown’s Creative Content Team. To learn more about our capabilities, click here