It’s finished! All the hard work, crafting the idea, shooting, editing and amends to produce your bouncing bundle of video joy! Now just the simple task of uploading it and watching the views roll in… or is it a bit more complicated?
The key to success…is not only to produce great, relevant videos, but also to make sure your target audience sees them.
~ YouTube Creator Playbook for Brands
Video marketing strategy is constantly changing. Unfortunately, we can’t assume that our video will get out to our audience organically. The sheer size and speed at which the internet operates make this a considerable task. Marketing professionals using video need to aim for the largest audience they can. When brands don’t have millions of subscribers or followers, they must seed their content when it launches.
Who, What, When, Why?
How do you get your video into the hands of your target audience? When you might not have them already engaged? Enter Paid Media for Video, you can create your audience of choice with advanced targeting and speak directly to them. With paid social for video, you can get your content to new users in the networks they check every day. By using promoted posts, integrated within their feeds, keeping the user experience intact, and your interaction unobtrusive.
The key to all this is; right audience, right message, right time. Want your video to only be seen by professionals in the IT industry? You could target systems engineers, developers, CTOs, IT managers and the like. Do you want university age real ale drinkers, who go to school in specific parts of the country, to only watch your videos on mobile? No problem. Have an email list you want to reach on a social media? Send it to your ad platform provider, done.
Best of both worlds: Integrating Paid and Organic Social
But there are ways you can combine paid and organic to great effect in your strategy.
If you’re promoting a feature demo of your product, during the organic piece of your social video strategy you would upload a short (~30sec) teaser onto YouTube and Linkedin that takes them to the full video wherever you’ve hosted it. Importantly allowing customers on the engagement part of their journey to find the video. Also, the paid part of your strategy would target individual audience segments. It’s important to remember, different audiences can be found on different social platforms. Take your demo teaser and cut this into even shorter, more specific, 10-30 second social videos. These can be customised to each social network audience in different segments. These videos would be promoted on Twitter, Linkedin, and YouTube pre-roll ads.
The possibilities with paid media can be highly customisable and allow for precise measurement of the video strategy’s effectiveness.
Thankfully it’s not just about views anymore, more and more brands are looking closely at metrics which measure ‘engagement’ (e.g. dwell time, completed views and interactions).
With social platforms’ algorithms are now prioritizing video content, an integrated social video campaign can reach audiences wherever they are at in the customer journey. In other words, customising your content to match the knowledge level of your audience and their understanding of your brand is key.