So far in our series about how to create a video for your public library, we’ve discussed how to choose the right spokesperson, hold a successful video shoot and edit your video in post-production. Creating a video news announcement is a serious investment of time and resources, so you want to get the final step right: promotion.
As you create your marketing plan, keep in mind that all the time-honored tactics still apply. So be sure to use both digital and offline methods to get the word out. But there are four tactics that are considered essential for promoting video. Let’s take a look at each.
1. Post It on YouTube.
This social network is the second-largest search engine, and it’s still the powerhouse for video. The most frequently searched topic is “how-to,” which makes YouTube a good choice for videos demonstrating the steps for searching library databases, downloading eBooks, and so much more. You can upload the video to your YouTube channel, and then use the link and embed code to share your video in other social networks and websites, as described below.
2. Feature on Your Website.
One way to ensure your video is seen by as many people as possible is to feature it on your home page. Use the embed code from YouTube and your website visitors can simply click to play.
3. Email It.
Email remains one of the most effective marketing tactics. There are two ways to use it to promote your video: include a link in your newsletter or feature the video in its own email to a specific target audience. When you segment your email list, you can identify the type of subscribers who would be most interested in your announcement.
For example, if your video promotes programs for children, you can create a subset of your list that includes only parents. Write a subject line and email copy that will catch the attention of both moms and dads, and insert a thumbnail image that links to your video. This strategy often produces much higher open and click-through rates.
4. Post on Facebook and Snapchat.
Video on both social networks is extremely popular – and growing. Facebook reportedly gets eight billion video views per day, while Snapchat gets 10 billion. New research by Brightcove shows “consumers are spending an average of six hours per week watching video content on social media networks alone.” And although 50% of social video views are on YouTube, Brightcove’s research proves that just posting your video there isn’t enough. More than a third of views are on Facebook, which means ignoring it – or Snapchat, Instagram or Twitter – means missing out on a sizable audience.
Further, the top two ways viewers discover videos are by scrolling their newsfeed (62%) or because it was shared by someone in their network (49%). Thus, be sure to encourage shares, likes, and comments, which will increase the potential for your video to be seen by more people.
Now that your video is ready, it’s time to get out your bullhorn and let your community, followers and subscribers know all about it!