So you’re a small business owner, an entrepreneur or maybe someone just interested in online growth, and EVERYONE seems to be talking about social media and video marketing. Well, it’s time for a wake-up call. Your competitors are creating videos. Everyone is doing it and if you don’t want to get left behind or leave a HUGE amount of potential clients and/or money on the table you should be too. Here’s the best part, it’s easier than you think! Over the last few years, video marketing has not just been work or a fun hobby for me, but become an OBSESSION! Below are the absolute best social media video marketing strategies that I have found and tested to not only make you come across as the expert you are and highlight what you do/sell, but to have your videos actually show up and rank on Google and YouTube. I’m going to break it down for you step by step so you too can achieve video marketing success and outrank your competitors. Let’s jump in!
Social Media Video Marketing Statistics
Video is impacting the social media and digital world more and more every day! And for very simple reasons. Video is more convenient, can trigger emotional responses in people, and the fact that we have constant access attached to our hips. Think about it, you can instantly create a level of transparency and trust for your business or product through creating and marketing your videos in the right ways. Have you ever looked at a video review of a product before buying it or a Facebook video from Thrillist of a ridiculous new food item that while extremely unhealthy, YOU NEED TO TRY IT!? Look at these 2017 video statistics.
Online Video Statistics Taken from Wordstream.com:
- YouTube has over a billion users, almost one-third of total internet users.
- 45 percent of people watch more than an hour of Facebook or YouTube videos a week.
- More than 500 million hours of videos are watched on YouTube each day.
- More video content is uploaded in 30 days than the major U.S. television networks have created in 30 years.
- 87 percent of online marketers use video content.
Video Marketing Strategy #1 - Planning and Development
This is arguably one of the most important steps. You could think to yourself, “Hey, I’ll just give it a go, and start recording my product or service and just see what happens.” Well, you may get lucky or have a natural knack for video marketing, but why not plan and execute a strategy that will ensure you reach the most amount of searchers possible consistently? Have you heard of the term “long-tailed keywords” before? These are going to be your best friends if not.
VIDEO KEYWORD RESEARCH - Long-tailed keywords, are what someone types into Google, YouTube, or any search engine that has three or more words in it. For instance, “prescription drug abuse facts” or “who is most likely to get a mental illness.” While these terms get less searches on average than say, “prescription drugs” or “mental illness,” it is far less competitive to show up first for these terms. And besides that, it’s even more specific to what that person is actually looking for, causing them to want to watch your video longer and more likely to buy. (I’ll break down the importance of watch time in a paragraph below.) “But how oh how do I find the perfect long-tailed keywords to create videos around?!” Worry not young grasshopper. There’s several magical, and EASY ways to do this! My favorite by far is the free Chrome extension “VidIQ.” This extension is just ridiculous. Since I started using it all of my Youtube stats have skyrocketed. You can get keyword suggestions, spy on your competitors, see your ranking for specific keywords, and a ton of other cool features. Another easy solution, if you don’t want to install anything, is to just start typing different terms in YouTube or Google search. It will automatically give you long-tailed keyword suggestions! Google is especially great with this, because if you look at the bottom of the page, after searching for something, IT GIVES YOU EVEN MORE SUGGESTIONS. Magic.
How to create your social media video - Now that you’ve done your research, it’s time for LIGHTS, CAMERA, ACTION! But I want you to remember a hard lesson I had to learn. In the industry, they call it the K.I.S.S method. Keep It Simple Stupid! You don’t need an entire studio or production set to create expert videos and have them show up where your new clients are looking. The few things you do need to focus on are:
Lighting - Having a light set is a nice touch but not always necessary. A well-lit room without heavy shadows will do just fine.
Tripod - You don’t need an expensive tripod. As you’re just getting started, a cheap tripod that holds your phone LIKE THIS (affiliate link) is a great solution.
Camera - This may surprise you, but you don’t need a $10,000 camera to create marketing videos about your service or product! In fact, your Smartphone is probably perfect! (Though, I would suggest that you record in at least 1080p.)
Sound - Again, having an external microphone and syncing up audio and video in post-production is an awesome touch, but not entirely necessary to start. Make sure you are in a quiet location with not a lot of background noise if possible.
BONUS: A nice background or surrounding can add that extra personal touch to your videos. If your business is a pizza place for instance, filming yourself making a pizza next to a giant oven would probably reflect better with your audience than in front of a blank white wall, right?
BAM! Now you’re on the right track to creating or perfecting your social media video marketing strategy for yourself! You have the idea, the long-tail keyword topics, the right equipment and the toughness to make it all work! Now let’s keep digging further into the next strategy, video SEO (search engine optimization).
Video Marketing Strategy #2 - Video SEO and Optimizing EVERYTHING!
So you’ve planned out your video, you’ve found the perfect location and you’ve recorded and finished it! Now what exactly do you do with it, and how do you actually get people to notice it? This is my personal favorite part of a successful video marketing strategy. Remember your best friend, long-tailed keyword? It’s time to really utilize the power behind them and wait for it...OPTIMIZE THE HELL OUT OF EVERYTHING. Sorry for shouting there. I get excited sometimes. But the best way to ensure you start to show up and rank for the keywords you created your video around really is to include them in as many places (ethically) as possible. This does NOT mean if you created a video around “How to groom your cat with your own tongue” to copy and paste that phrase 10,000 times in the description. The best rule of thumb is to just create good quality content that people actually are searching for and want to watch, and then be honest about what the video is about. Let’s jump in.
Video File Name - Here’s a cool trick you may not have thought of. Before even uploading your video onto YouTube, name the video file the same thing as your target keyword. This is very subtle but it just works in helping YouTube index your video. For instance, change the filename of your video to something like “Hot_datenight_tips_video." I've seen counter-arguments over whether this fully works or not, however, my counter to the counter; why not do it anyway?
Video Title Name - Titling your video is a very important step. This is the viewer's first barrier to entry after all. It should reflect your specific keyword(s) that you want to rank for and be descriptive of what the video is about.
Video Thumbnail - The thumbnail displayed for your video is also a very important entry point that can make or break if you even click on the video at all. I would HIGHLY recommend creating your own thumbnail and uploading it instead of choosing a default one from Youtube. Two cool tricks: Add text on your thumbnail including your title and what the video is about. Just like changing the name of the video file, name this image your target keyword before uploading as well!
Video Description - Under your video, there’s a description box where you can add text describing what your video is about. YouTube currently allows up to 5,000 characters. USE THEM!!!! Write as much as you feel comfortable overviewing what the video is about, why you chose to do a video on this topic, and link to other videos you would like to promote.
Insider tip: Include your video title and target keyword in the first sentence in the written description.
Video Tags - Here’s where you add tags for what your video is about. This helps YouTube index your video. I recommend adding your video title and keywords you want to rank for first, and then spread out into other relevant tags. If you’ve already installed the VidIQ Chrome extension (highly recommended) it can help you add relevant tags. You can also browse other competitors and see what tags they used on their videos.
HOORAH! Your video is optimized and ready to start taking over the world! If you’ve done everything up to this point, your videos will start to organically gain views, likes and subscribes. Just keep at it. The following sections will be highlighting free useful tools and extensions that will give you an extra edge on how to find the best keywords to create videos around and how to best optimize them!
Video Marketing Strategy #3 - YouTube Tools You Can Use to Optimize Your Videos
There are some seriously awesome online tools out there that can help you SKYROCKET your performance on YouTube. So naturally, I’m going to share a few of my favorites with you and give a few tips on how to use them!
VidIQ Tool - This is hands down the best tool you can use to benefit and maximize your exposure. It’s a free extension you can add onto Google Chrome. It gives you the ability to see your ranking for a specific video, view the keywords competitor videos are using, keyword trends, suggestions and much more! There’s also a paid version if you’re craving a little more information!
PROTIP: Find a term you want to rank for and search for it in YouTube. Find a few of the top ranking videos and watch them. Create a better video with a better-written description and copy their keywords. VidIq will also show you referring websites that linked to their video. Go to those pages and contact them saying “Hey, I’ve created a video I think you’d like!” equals profit.
MOZBAR - Moz has created simply an amazing toolbar for SEO. Again, it’s a free extension that you can add onto Google Chrome. I use this for my keyword research before creating videos. It shows you the average monthly searches for keyword terms, the domain and page authority of ranking pages and will show you the backlinks coming into those specific pages. (besides being a great resource for video marketing ideas, it’s amazing for everything SEO.)
PROTIP: After installing it, go into Google and start typing in general terms you want to rank for. Scroll to the bottom of the page and Google will show you “searches related to…” and the average monthly search volume for those terms. Go through them and keep doing it. Look in the search results if any videos pop up. If none show up this could be a great keyword to create a video around!
Canva - Canva is basically an online photoshop editor. I personally use it for everything from creating Facebook cover photos, flyers, and other stuff. But it is a great tool to create awesome and fun thumbnails for your YouTube videos. The best part, It’s free! There have a few premium images, but you can use other sites like pexels.com or pixabay.com to grab other royalty free images.
PROTIP: After creating your perfect thumbnail on Canva, download the image and rename the file to whatever your keyword(s) is/are. This is a ranking factor for YouTube and Google images also index YouTube thumbnails if you name them like this!
There are plenty of other tools you can use for your video marketing efforts, but these are just a few of the ones I use and have had a good amount of success with in building channels. I hope they help you find them helpful!
Video Marketing Strategy #4 - How and Where to Promote Your Videos for More Views
We’re getting to the tail end here of this (hopefully awesome) video marketing tutorial! You’ve researched, created and optimized your video(s). You’re done, congrats! Just kidding. While all of the strategies and techniques listed above will set you up for success in the long run, I’m going to show you a few great ways to kickstart the success of your videos and drive lots of views that you probably haven’t thought of! Are you ready to reach people? Buckle in.
Facebook Groups - I want to start here because this is my personal favorite method of distribution. Are you personally a member of any interest groups on Facebook? What type of content within those groups draws your attention? The power of Facebook groups can give you overwhelming success if done correctly. There are countless niche interest groups for pretty much any industry. Whether you’re in the medical field, have a local pizza shop, or just like cat memes, there is an interested collective of people waiting and wanting to see what you have. I would recommend joining as many groups that are relevant to your business/niche as possible and spending a little bit of time researching what types of posts within those groups gather attention and engage in others posts. Then share your video link right in the group with a catchy description! Try to come across as helpful rather than spammy!
Subreddits - Are you using Reddit as a content distribution method? If not, you are missing a massive opportunity to reach huge amounts of highly targeted views. Subreddits are similar to online forums(more about this below) as they are a group of similarly interested people around a certain topic. This can be anything! There are Subreddits for theme parks, drug information, book reviews, woodworking, you name it! Take this example:
While working with an addiction treatment center, we created this video about Benzodiazepine detox and shared it on the drugs subreddit. It received over 30 upvotes and over 1,000 views! This kick-started positive signals for that video which now is high ranking for that term and gets new views every single day. To access and find Subreddits for your interest, go to Reddit and search for your topic in the search bar.
PROTIP - Make sure the Subreddit has a lot of subscribers and active people online to ensure maximum reach. Also, be relevant and helpful! No one wants spam. Add value!
StumbleUpon - Believe it or not, a large amount of people still use StumbleUpon. I couldn’t believe it either. Stumble lets you upload content catered to specific interests. Then, it gets distributed to other people who follow those interests. What’s the best part? You can share YouTube video links! I’ve used this strategy to drive hundreds of views to videos and blogs. Just make sure you actively use Stumble from time to time outside of just sharing your own content or they might flag you as spam!
Online Forums - Industry/interest specific forums are another incredible way to drive views to your videos. Think about it, they signed up to a website to read and see content specifically around a given topic. They’re waiting for you! Once again though, this strategy takes genuine effort. This should not be done in a spammy way. Try to participate in the forums. Answer questions, like comments, and then sporadically share links to your videos (or link to them in your signature). This can be a really effective way to drive long-term views to your videos.
Email Marketing - Do you have a list of emails that you send promotions or content to? If you don’t, you should start building one! Sign up for a free email marketing service like Mailchimp, which allows you to have up to 2,000 emails and send 12,000 per month! Every time you put out a piece of content, promotion, or create a video, you can send it out to your email list to instantly drive lots of views and eyeballs!
Quora - If you haven’t heard of Quora, it’s an amazing website. Tens of thousands of people come here to ask questions and get answers every single day. You can follow and look for questions that are asked in your area of business/interest and answer their questions by providing a link to your video!
PROTIP - You can also use Quora for topic and keyword research to create new videos!
Other Social Media Channels - Do you have other social media pages besides Facebook? Instagram, Twitter, or Linkedin are just a few of the other social media giants that you can and should be taking advantage of! Like Facebook, Linkedin has tons of industry/interest specific groups that you can share your videos and content in. Twitter and Instagram can also be very effective means of driving views if you target the right hashtags! For Instagram, I would recommend either having the link to your YouTube channel in your description, or having a bit.ly link in the image description for viewers to easily access your video(s).
Whether you are just starting your online video marketing strategy or are a savvy pro, just looking for a few tweaks to maximize your success, I hope this article was helpful for you. It’s going to take hard work and dedication. Never give up! If you apply these strategies and stick with them, I know you will find the success online that you want and deserve. I would love to connect with you on LinkedIn and hear about your success! Good luck to you and much success!