So, now after being told that videos account for more traffic than any other single factor on the Internet, you have decided to join the bandwagon and give yourself that much-desired visibility with a promotional video. But hey, don’t jump to conclusions yet. Think! Is this all that meets the eye?
Getting a video is one thing and getting it to rub shoulders with other, already-existing, better-optimized, smart videos is another ball-game altogether. You may be compelled to ask how, and why? The simple answer is, “That, which is not in conformity with current trends is not worth its weight in gold.”
Here are 7 steps that can make animated product videos show up on search engine results and go viral on social media networks:
Step 1. Create a compelling video and test it
The rule of thumb, irrespective of everything (even if put together), is to create compelling video content—that which is made from users’ point of view (as simple as that), to help, engage and entertain them visually and intellectually.
For example, if you sell tea-leaves that have a unique aroma and flavor, you need to focus on that aroma and flavor in your video rather than on explaining how to prepare tea, as those attributes set you apart from other tea sellers.
Your product video should be such that makes the audience use adjectives to describe it. If they are compelled to say, “cool!”, “awesome!” or “wow!” then you can consider your job done well, but if a cold, dead-fish response is all that your video can elicit, then of course you must start scratching the surface once again. So, before launching your video with a bang, run a beta test involving real visitors from your website, and invite comments.
Step 2. Choose your audience
The whole process of video optimization starts with choosing your audience. Videos have great advantage over any other medium when it comes to targeting a niche audience. You must exploit this to the fullest.
You need to don the cap of your audience and ask, “What can draw my attention in this video?” The answer would give you the indication to make the video comply with the needs of your audience. Remember, a well-targeted, niche audience can make huge traffic flow to your video.
Step 3. Give relevant titles and descriptions
Coming to titles and descriptions, they must be as relevant as possible. In fact it’s the title that lets your audience find you. Your title should contain the primary keywords that are likely to be searched on search engines.
A meta description gives a short description of your video; it’s a way to tell what you are offering in your video. Make sure it’s also relevant to the video and contains both primary and secondary keywords. Meta titles and descriptions are used by search engines to generate snippets of pages that are listed in search results. A well-written meta title and description is clicked more often by searchers, thus generating more traffic to your video.
Step 4. Use the right thumbnails
Typically thumbnails, being auto-generated, are the most neglected and easily forgotten ingredient of a video. Thumbnails make as much sense as any other element that needs optimization. After all, it’s the short image that gives the first impression of a video. It should be relevant and compelling enough to make your audience click the all-important‘play’ button on your video.
Step 5. Exploit existing communication channels
When it comes to increasing the visibility of your video, nothing works better than sharing it to get it shared more and more. How would you do that? Simply start sharing it in your communication. Channels such as blog, newsletter, etc. can be made more interactive by making them accompany a click-able video thumbnail with a play button.This should be hyper-linked to your video. Typically, the play button on a video thumbnail gets clicked more than a text link or image ad, resulting in more traffic to your video. This will also give your communication an edge over other such communication that your audience might be receiving from umpteen other sources.
Step 6. Share on social media and video networks
Again, sharing your video on social networks such as Facebook, Twitter,etc.makes absolute sense. Not only will this make your video get noticed more but also increase the propensity of re-tweets, re-shares and ‘likes’ of your video, which all add up to the right mix to make it go viral. And yes, don’t forget to share it on video sharing sites like YouTube and Vimeo (YouTube gets the maximum traffic after Google!). You can look to multiply the views of your video by yourself liking others’ videos, as this fits the bill of help-and-get-helped.
Step 7. Use on relevant web pages
A site with videos typically ranks higher than plain, text-based websites because videos increase the time spent on web pages, which is factored into search engine ranking algorithms. The first relevant site to share your video is your own site. Uploading it on your webpage means making your site search engine friendly. Sharing your video on pages where it’s most relevant is better than on irrelevant or abstract pages. A financial planning video will make more sense if shared on blogs and communities built around financial topics than, say, around cooking.
So that sums it up. With so many benefits associated with an optimized video, no business can overlook the value of optimizing promotional or marketing videos, a process that can be made smoother, simpler and easier with careful approach.
Do you know more ways to promote videos? Let’s discuss in the comments below.