Without video activation, your engaging, compelling video simply exists in the depths of the internet and you didn’t create a video just to publish it on YouTube, share it once on social media, and then forget all about it.
Thinking about video activation (or video seeding) from the beginning of your project could have huge benefits for your campaign:
- You could be using and reusing your content across digital platforms
- It will look great wherever you publish it
- The lifespan of the video could be much longer
- The social media algorithms will do some of the work for you – be strategic and let them direct highly targeted traffic to your content
It doesn’t have to be difficult and a little effort goes a long way.
Here are five simple things you can do to get more out of your video.
Start planning video activation early on
During the planning stage, have a conversation with your video production company about how you want to use this content, how it fits in with the overall marketing strategy, and what you want to achieve.
Think about your video and how you can use it long-term. Can it form part of repeat campaigns? Which platforms will you share it across? How long is the campaign running for? Can the video be split into smaller standalone videos to increase content longevity?
If your video production partner knows what you want to do, then they can consider this throughout the storyboarding, shooting, and editing process. You can save heaps of time and they’ll be able to add creative ideas too.
Choose how you share your video strategically
When it comes to sharing your video, throwing it up onto YouTube and hoping for the best simply won’t cut it. Visibility is not a game of luck.
You need to have a solid understanding of your audience – who they are, what content they’re looking for, and where they ‘hang out’ online.
Once you know this you can put your video in front of the people who need it the most.
On top of that, if you know where you want to share the video, your video production team will know how to edit it, so that it works across multiple digital platforms.
Let’s not upload a landscape 16:9 YouTube video onto a 4:5 Instagram feed. You’re going to lose so much video and sacrifice quality and no one wants to watch that.
Optimise content surrounding the video
It doesn’t matter how good your video is if people can’t find it.
Sharing a video on YouTube is a no-brainer, it’s the second-largest search engine on the web. Like any search engine, YouTube relies on search terms.
Your video descriptions should be keyword-rich and intent-based keywords should be considered.
Research exactly what your audience is searching for in the same way you would for your blogs and go into granular detail. Find out how many times keywords are searched for, consider the intent behind the search and optimize content and descriptions.
Of course, you can always ask us for a hand if optimisation and researching keywords are leaving you a little confused.
Get in touch to talk to us about creating your own custom interactive open day that uniquely reflects your institution and the needs of your students.
+44 (0) 1952 357 271
Create shareable content
If people want to share your content, then there’s only one possible outcome – more people are going to see it.
If you’ve got excellent connections with large online followings, it’s even better!
Our client, Wellocks at Home received over 105,000 views on their 2-minute video and it was shared by notable and influential people in their industry, like TV presenters and well-known chefs.
This online hype helped them to launch a new B2B business in 2 days!
Encourage followers to share your content and reach out to your connections.
Use captions & transcriptions
With the increase of mobile devices, people are watching videos on-the-go. They’re using public transport, sharing the living room with family, watching in bed next to a sleeping partner, or taking a sneaky peek at work. By adding captions or video transcriptions audiences can get value from your video with or without sound.
Video activation – a summary
Video activation is one of your greatest assets when it comes to getting the most out of your video. If you’re going to invest in video then you might aswell take steps to make sure that the video works as hard as possible for your brand.
Ultimately, with video activation, your one video could be working for your business for years across several digital platforms.
Need a hand?
Video activation is one of the most powerful, yet overlooked strategies. If you’re not sure where to start, or simply don’t have the time – let us help you.
We can work with your teams to tailor a video activation plan that works for your business. We can find out who your target audience is, where they’re ‘hanging out’ online and what exactly they are looking for.
Get in touch…
+44 (0) 1952 357 271