Optimizing Your Social Media Campaign with Videos- Part Two

By on May 18, 2009

In part one of this series, we covered some basic production tips for businesses and executives who want to incorporate videos into their social media campaign.  Today, we’re going to cover how to optimize those videos once you put them online.

When posting their video online, most people will hope for the viral hit – the video that generates hundreds of thousands, if not millions of views online and is passed around so much that blogs and TV shows alike are buzzing with coverage.

But the truth of the matter is that your video doesn’t have to garner these kinds of numbers in order to be effective for your business.

Rather than aiming for your video to be an instant hit, shoot for making a video that garners a few hundred or thousand views.  The most important thing is that your target customers see it, and if a few others see it in the process, then all-the better.

How to Generate Exposure for Your Video(s)

First of all, it really helps to build up your social network.  The larger your fan base on Facebook, Twitter, and Myspace, or the higher the number of connections in your group on LinkedIn, the more likely it is that your video will be viewed by your target audience in higher numbers.  Start by focusing in on who your target customers are.  Narrow this down as much as you can so that the connections you build are the highest quality.  Then, go out and find ’em!

Secondly, you’ll need to do some…

Optimizing

  • Use a catchy title for your video.
  • Add a short description of the piece using as many as your keywords as possible, while still sounding normal.  Your description is also a good place to type in your web-address.
  • If the majority of your target audience uses Twitter frequently, make it mobile-friendly. (This is because most Twitter users access the site from a phone or other mobile device.)
  • When choosing a thumbnail picture, try to use a still that looks intriguing.  Not every site will allow you to choose your own still, however.  In this case, try to make your first or last picture an interesting one.

Now What?

Lastly, go for the big push during the first twenty-four hours.  If you load your video onto YouTube, for example, there’s an option to have your video shared on Facebook and Twitter as well.  From there, embed a copy on your blog, and post a link in a group discussion on one of your other networks. If you have an email blast you send out, include a link in there too.  Without sounding overly spammy, make sure that your networks know you’ve got some new material to share.

About John Souza

John Souza is founder and chief strategist of SMMU and Social Media Impact, and is a bestselling business author. He won the 2011 Tech Marketing Awards ‘Social Media Marketer of the Year’ and most recently the About.com Reader’s Choice Award for Best Online Education Site. John has appeared on The Michael Gerber Show, and his business has been honored at the Mashable Awards, Forbes Business Awards and The Stevie Awards.
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