Quality online video creation requires a lot of dedication, talent, effort and time. Producing branded videos can be such an exhausting experience that distribution is often the last thing on our minds. But for small companies, finishing a video is only the beginning. Figuring out where a video needs to go is a whole other journey that can be equally as confusing and time-consuming. So where do place our videos so new followers and consumers can find them?
Naturally, Facebook, Twitter and YouTube are the obvious and necessary channels, but they’re also incredibly crowded. Simply sticking your company’s video content online on YouTube is sort of like placing one box of homemade cereal in a giant warehouse stocked with a billion boxes of cereal and expecting people to find it. Video platforms are stocked daily with brilliant videos. In order for your efforts not go to waste, you have to think outside the usual channels.
Interactive media strategist Tessa Wegert suggests asking your brand’s biggest fans for help.
“Identify your most enthusiastic fans on Facebook and Twitter, and give them a sneak preview to share with their network of equally enthusiastic friends,” Wegert writes. “Do the same with bloggers and reporters who have generated positive interest in your product in the past. These are the people who will give your content the push it needs to go mainstream.”
Shares and likes are great, but previews help give the video a boost before the rest of the world sees it. Also, bumping up your social media followings before you post your latest video is a great way to help your video get seen by more folks. Another option to consider is a video-uploading dashboard like OnLoad or StarCut. These services do have a cost, but they push videos out instantly to a variety of social media channels and platforms.
Lastly, word-of-mouth doesn’t end once your video gets posted. Video virility often takes time. Some of the most popular videos didn’t go viral for months. For a video to be successful, brands need to continue to push videos on social media and to bloggers long after the filming has stopped.