How to Promote Your Marketing Video Clips on YouTube

By Shiv Singh, Stephanie Diamond

Knowing how to publish and promote your social media marketing video clips is essential to getting them the attention they deserve. The following are some recommendations for promoting your video clips on YouTube.

Always create a customized channel

Having a YouTube channel dedicated to your company or brand is important because it allows you to showcase all the related video clips in one place. A YouTube channel is your brand’s account home, where clips that you have published can appear. Setting up a channel is very easy, so don’t hesitate to do so.

A channel also allows you to create a profile for yourself and have a place to link your website. Make sure that you customize the channel to match your company’s or your brand’s visual identity. You do not need to manually create a YouTube channel. As soon as you sign up for an account and upload a video clip, a channel is created for you. To reach your YouTube channel, just click your username.

Don’t forget to provide a link to and from your website to your custom channel. Also, make sure that your other channels, such as your Facebook page and blogs, also have links to your YouTube channel. Reciprocal links are very important to a cohesive SMM campaign.

Create custom content for YouTube

It is not good enough to simply add your TV advertising spots to YouTube. Create custom content that matches the style and format of YouTube. Keep the running time to five minutes or fewer, and stay within the 100MB limit on file sizes.

The average length of a video on YouTube is four minutes and 20 seconds, though some videos that are considerably longer or shorter do very well. Group the video clips into themed playlists for increased viewing.

Often, a clip that lasts a minute or two can have great impact. You are trying to get your audience to share your video with others. Don’t expect viewers to devote a lot of time to one video. As you know, the site has millions of users and tons of clips to watch. The worst thing you can do is bore your audience.

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Tag and categorize all your clips

Choose the category for your video clip carefully. Start by looking at how popular video clips in your category have been tagged, and consider using some of the same tags. Those tags have probably worked for the popular clips, and they’ll work for you, too.

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Your content may not fit into a category neatly. Choose your category based on the number of similar video clips that reside in it.

Use tags to make up for the limits of categorization. YouTube does not limit the number of tags that you can add. These tags also make unsearchable data (such as photos and video) searchable by adding metadata to them. Video titles and descriptions can also help with this.

Promote your video with YouTube Email and Bulletins

Reach out to other users through YouTube Email and tell them about your content and why it is of interest to them. On a similar note, leverage bulletins, which let you post short messages to your channel or on other user pages. You can manage all your YouTube emails, bulletins, subscribers, and friends through your channel page on YouTube.

Be careful not to spam other users. If someone hasn’t asked for email from you, don’t send it.

Leave video responses

Don’t forget that you can build good will with other users by leaving video responses to their clips. This matters, especially with the extremely popular clips in your category. Don’t hesitate to create YouTube video responses. When you do, make sure that your responses are civil and relevant.

Procter & Gamble used this technique to great effect with its very popular Old Spice guy campaign with Isaiah Mustafa. First, the company created a funny video promoting the product. Then it followed up by creating video responses by Mustafa to the comments made online. This captured even more attention and doubled the company’s sales.

The great news about this technique is that although it’s inexpensive, it can pack a punch. Imagine the surprise of your viewers when you respond to their comments with a video personalized for them.

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Include a call to action

In every good commercial you’ve ever seen on TV, you are asked to buy or do something after watching. That’s called a call to action. Promotional videos are no different. Just lose the hard sell.

If you create a how-to video, it should include a link back to your site for more how-tos. If you discuss a customer problem, give an email address that customers can contact for the solution. Make these videos pay off by engaging your customers. When they’re gone, they’re gone. Don’t miss an opportunity to generate a lead or a sale.

When considering calls to action for YouTube, don’t feel that you have to wait till the end for the call to action, especially for longer videos. You can use clickable annotations that appear in the first few seconds of the video to drive people to where you want them to go.

Have some fun, too

Your customers are typically looking to be entertained when they’re on YouTube. Have some fun with the videos that you post. Even if they’re educational in nature, don’t shy away from injecting a bit of humor into them (as Procter & Gamble did with Old Spice). Keep in mind that the clips should be engaging enough that they encourage the user to share the clip with others.

When you’re producing your videos, remember that the first few seconds are the most critical. You want to start off energized; otherwise, you run the risk of losing your viewers as the video progresses. On average, you should expect to lose 20–30 percent of your viewers over the length of your video.