The Ultimate Video Promotion Checklist
You’ve created a marketing video that perfectly conveys your message. It feels authentic to your brand, includes essential branding elements, and features a call to action that will move viewers to take the next step.
That means your work is done, right?
Not so fast. No matter how close to perfect your video is, it’s not effective until it’s seen. You can’t guarantee that it will become a viral video, but you can get it in front of as many eyes as possible.
To achieve that goal, you’ll need to promote it across multiple channels. With dozens of places to share your content, this video promotion checklist will make sure you show up in the right way for each platform.
Video Promotion Checklist: Preparation
Before you even think about pressing the upload button, you need to make your supporting material. This will help your video stand out and be seen—both by your potential customers and by algorithms. Steps one through six will help you do just that!
1. Choose A Thumbnail
Select a thumbnail image that’s interesting enough to invite people to click and give your video a chance. You might even choose a couple of thumbnails to attract different audiences on different platforms. Think of your thumbnail as a book cover. Will it make people curious enough to invest their time with you?
For example, which of these two images makes a better thumbnail?
The first one draws you in. The emoji ball is confused. What’s he confused about? What are his friends in the background doing? You want to click to find out more. While both images are still, the first is clearly in the middle of a story. The second image needs more context to be effective, which means it’s probably not the best choice for a thumbnail.
Pro Tip: If your thumbnail is going to act as an image link (in an email, for example) you may want to do some quick photo editing to overlay a play button like in our examples above. This will invite people to click through to your video.
2. Create A GIF
This is the only optional element on the video promotion checklist. You don’t absolutely need a GIF to promote your video, but it can be an eye-catching tool. In email and on some social platforms, you can use a GIF in place of a thumbnail to draw attention to your video without autoplaying.
Pro Tip: Choose a section of the video that will work well as a loop and will also give the viewer some idea of what the video is about.
3. Identify Keywords
What keywords or hashtags describe your video? You can use these in your descriptions and social media posts to help people on that platform discover your video. They’re the words someone might search for if they were looking for a video like yours.
Having a ready-made list of these words will increase your visibility across different marketing platforms. Consider words that describe the video or the audience for whom the video is intended. Different keywords may work best on specific platforms, but for now, just put together a list of words or phrases that might be useful.
4. Create a Transcript and Captions
A transcript makes your video more accessible, and not just for people with hearing impairments. Many people watch videos with the sound turned off. Including captions or uploading a transcript with your video helps viewers stay engaged. Transcripts can also make your video more discoverable by search engines.
Pro Tip: Many video sharing platforms, including YouTube and Facebook, offer automatic transcription. Always double-check to make sure the transcript doesn’t include any embarrassing errors.
5. Write A Description
Craft a short description that is keyword rich and also gives some indication of what the video is about. For meta descriptions, stick to between 50 and 160 words. If you’re using the text to accompany your video on social or on your blog, you can expand it a little.
Pro Tip: for some social platforms (Instagram, LinkedIn, Twitter) your keywords may become hashtags. Adjust your hashtags to better reflect what’s trending and relevant on each platform.
6. Choose Metrics
Decide which metrics are most important to you in measuring the success of your video. You might think that the most important metric is views, but that’s not always the case. Think about what you’re really trying to accomplish with this video. Might click-through rate be a better gauge of success? Or event conversions?
Video Promotion Checklist: Sharing
With all of the essential materials ready to go, you can start sharing your video across different marketing platforms. Steps seven through 12 on our video promotion checklist help you get your video in front of as many viewers as possible.
7. Share On Social Media
Share your video across all of your social media channels. This might include Facebook, Twitter, LinkedIn, Instagram, YouTube or other channels you use to communicate with your audience. Don’t forget to make sure your video is optimized for each channel using the correct technical specifications!
Pro Tip: Wherever possible, upload directly to your social media account rather than sharing a link from a hosting platform. Most social media channels prefer native video.
8. Create a Social Media Ad
You don’t have to create a paid social media ad campaign for every video. But if you’re thoughtful about which videos you promote, ads can help you increase awareness, boost viewership, and maximize reach. Before you promote a video ask yourself:
- Who am I targeting with this video?
- What is my budget for an ad campaign?
- What am I hoping to accomplish with this ad?
- How will I measure success?
Pro Tip: Set specific goals for your video ad so you can easily measure whether it’s performing the way you want it too. Clear goals can also help you pick the right paid social channel for your video ad.
9. Create A Blog Post
Blog posts promoting your video can take several forms. The simplest option is to embed the video and include a short description. You could also post the video with a full transcription for those who prefer to read. Or, you might write a post that expands on an idea in your video. Then embed or include a link to the video in your blog post.
Pro Tip: Surrounding your video with relevant text and keywords helps it rank on Google and other search engines
10. Write An Email
If you have an email list, you don’t have to rely on your blog and social media alone to promote your video. Share it with people who actively follow you through email. Use your description and thumbnail or GIF to make the video attractive to your list subscribers.
Pro Tip: Join the IdeaRocket mailing list to get the latest video industry insight, marketing advice, and pro tips.
11. Send To Influencers
Think about the people in your industry who might be interested enough in this video to like and potentially share it with their own followers. This doesn’t have to be a formal influencer arrangement. It can be as simple as sending the person a message with the video included or tagging them on social media.
Pro tip: Don’t overuse this option. Make sure the person you tag really would get value from the video. If it doesn’t feel relevant to them, they’ll ignore you. Worse, they might ignore future messages from you because you’ll gain a reputation as a spammer.
12. Share With Your Team
Make sure everyone on your marketing and sales teams has access to a sharable version of the video. They should be able to easily send it to a potential client or post it to their own social media accounts to help spread the word. You might even want to give the sales team talking points.
- The video answers the following questions…
- This video is aimed at customers interested in these topics….
- The video overcomes the following objections…
By giving your sales team access to your video library, you help them make sales and you get the most out of your video.
Pro Tip: as shown above, LinkedIn gives you a “notify employees” button which will automatically let all of your team members who are on LinkedIn know that a new video has been posted.
When to use this video promotion checklist
Use this video promotion checklist for each video you create to get it seen by your target audience. You can even customize this list to cover the specific social media platforms and other marketing channels you use. To make it easy, we’ve created a downloadable version of the Ultimate Video Promotion Checklist. Grab it and start promoting.
Of course, all of this works best when you start with a high-quality video that engages your potential customers. That’s where IdeaRocket comes in. Contact one of our video creation experts today.