Okay – you’ve invested time, effort and maybe a bit of money on creating a video to promote your business. You stick it on your company’s YouTube channel and it gets 15 views – and most of those are from people in your own company. What’s gone wrong?
Most likely it’s because you haven’t done the groundwork. There’s no point releasing a video if no one is primed to look out for it. This is particularly true for investors.
To ensure wider views, you need to be engaging with your target audience on the channels they use. For instance, are you engaging with your LinkedIn network by commenting on other people’s posts and participating in discussions related to your industry?
LinkedIn is a great channel for thought leadership, case studies and explainers but you need to invest some time and effort. Reach out to influencers or industry leaders and ask them to share the video with their followers. Also, collaborate with other businesses or creators to cross-promote each other’s videos.
This is the best way to amplify your video’s reach – assuming you’ve taken the basic steps of optimising the video’s title and description to include relevant keywords that people might search for.
It’s a similar story on other platforms – unless your video is outstanding and has viral qualities, you’ll need to build up your followers on Facebook, Twitter, and Instagram.
If after all that you’re still keen to push the video wider, you should consider paid advertising campaigns on platforms like YouTube, Google AdWords, and Facebook Ads. On LinkedIn use Sponsored Content to promote the video to a targeted audience.
Finally, don’t forget to engage with your viewers by responding to comments and encouraging them to share the video with their own followers.
What is true for video is also true for other content like your blog or thought leadership article. A bit of groundwork will go a long way to ensure your efforts aren’t in vain.