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Five Tips for Marketing Your Video

- April 1, 2010 - 0 Comments

In this final article of the Channels blog’s Creating Compelling Videos series, we’ll cover publishing and marketing your video. After all, what good is creating your viral video if doesn’t ever go viral? OK, truth be told, only a small percentage of videos actually do go viral and garner millions of views, but if you’ve followed all the steps laid in the previous articles, you’re well on your way to creating a compelling video that reaches your audience.

(Read the previous articles for general video tips, plus tips on writing a script, what to have in your video toolkit, creating a set, filming, and editing.)

Who knows, you may just create the next Internet phenomena.

Now, let’s get started…

Here are some tips, tricks, and words of advice for marketing and sharing your videos online.

1. Use the Right Format and File Size

Some sites work well with movies in high definition (HD), while others cap the file size at 100MB. The rule of thumb is generally: the longer video, the higher resolution, the larger the file size. For example, a three-minute movie in HD will be anywhere from 100-300MB in size. This will take you longer to upload and your viewers, especially those with slower connections, will have to wait longer to view them. But in some cases, higher quality is more important.

The “file size vs. video quality” debate is ongoing and you may decide you want to compromise a bit of image quality to ensure that your viewers can see your video. Or perhaps if you’re doing a demo or have a more detailed video, the quality is the most important. (You Tube offers tips for creating the right file size for your videos.)

Video sharing sites take files in MP4, MOV, FLV, and WMV (and some other formats as well), and these encompass file formats you’ll most often output from most major video editing packages. Most editing packages also let you adjust file size when you export your video. (See below for an example from iMovie.)

export imovie

2. Upload Your Video Masterpiece

Whether you opt for ubiquitous You Tube, Vimeo, or lessor-known sites like Blip.tv or Viddler, know that there are literally hundreds of video hosting sites. Most offer a free version and a paid version that gives you more features. Others are for personal use only. So check out the site’s terms of service before creating an account. Wikipedia has a comprehensive list of video hosting sites and features.

3. Write A Crafty Headline

If you were looking for a video on golf and were presented with two videos of equal length, one titled, “Golf Swing Explained” the other titled, “5 Tips to Improve Your Golf Swing Right Now,” which one would you watch?

It may not seem that important, but the title of your video is just as important as the video itself. Take a moment to write up a snappy headline and teaser that will get people to watch your video. Copyblogger’s tips for writing blog headlines come in handy for writing video headlines as well.

4. Tag It

Most video sharing sites will ask you to create keywords or tags. Tags, in short, are keywords or key phrases that describe your content or video. Think of tags as the words others would type into a search engine to find your video. It’s important to use consistent tags from video to video, like your company name, name of the product, or other information that makes your video easy to find.

Video sharing sites also use tags to suggest other videos in the same category or genre. So if I were to upload a video about kittens and tagged it as such, other videos would appear in the suggested list of videos I might also be interested in as a viewer of kitten videos.

5. Embed, Tweet, and Repeat

Many video sharing sites, once you’ve uploaded a video, provide “embed” codes. These codes let you put videos on your blog or Facebook page by embedding a player on your site. The embedded You Tube videos you see on this blog let viewers like yourself watch videos here without having to click through to You Tube.

When embedding your video, simply write a blog post to provide more context around your video or transcribe the text if you so choose. (To get your embed code from You Tube, you can click “embed” and copy the code in the box, paste it into your blog. See screenshot below.)

Once your video is embedded on your blog, you can then send out a link via Twitter promoting it. Just like your video headline, make your tweet snappy. (More Twitter tips here.) You can also post a link to your blog on Facebook or LinkedIn (or link these to your Twitter account so these are updated when you post a video or blog). The possibilities are endless, really. The only limit is your own imagination.

Were these articles helpful? Did I leave anything out? Let me know. And, if you’ve been doing video marketing, what tips can you share on promoting your videos? Leave your comments and questions below.

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