How to Launch a Video Campaign and Get the Biggest Bang for Your Buck
Erin's a producer, writer and content lover. She's worked with MediaBoss since 2008. In 2010, she quit her marketing and freelance writing jobs and came on to lead MediaBoss full-time.
Great! You’ve committed to producing video. But now that you’ve got the production piece squared away, what should you do?
Many of our clients know they need video and have a strong idea of what kind of video they need. Significant time and budget goes into the ideation, shooting and post production of these videos.
But often not as much thought gets put into what happens after the screening of the finished piece. Most clients will have a single purpose in mind, like a landing page or a resource page, but many haven’t thought about the video in campaign terms.
We want to make sure your video delivers real business results. Here are some helpful things to consider before launching your video campaign.
1) Where else can I use this video?
Brainstorm alternative places to use the video. If your primary use for the video is a landing page, think about adding it to vendor listing pages as well. Could the video help answer questions on your product page? Upload your video to your social channels, like Facebook, Instagram, Twitter and YouTube.
Now, think outside the Internet-Box. Could the video play at your booth at the upcoming trade show? Remember that speaking engagement you committed to a while back? Well, this video could be perfect to warm up the audience before you start your presentation.
2) How often can I share this video?
A significant amount of your marketing budget went into production this video. Do you think it deserves as much play as the blog your CEO wrote a while back? Yes, it does.
Sit down and write at least ten different ways to frame your video. This is the fun part! Now write a different tag line for each. One, two short sentences, max. Mix sharing your video in with the cadence of other campaigns/content.
The benefit of this exercise is two fold. First, you are getting more use out of your shiny new video. Second, you’ll be able to test subtle differences in your messaging. This will allow you to see which one best resonates with your target audience.
3) How can I make sure more people see my video?
Piggybacking off the previous point, let’s talk hashtags for your social promotion. Take some time and research popular hashtags used in your industry and by your target audience. Is there a strong enough theme in your messaging to warrant finding a hashtag you can brand with this campaign?
If you’re not sure where to start in this research, check out RiteTag. They offer some free options for hashtag research.
Next, take a look at the title of your video. Make sure it’s SEO optimized. Now look at the SEO for the video’s landing page.
Finally, don’t be shy! If you want something, you have to ask for it. Ask for shares and mentions in your social promotions.
4) How can I create momentum for the launch of a new video?
There are many ways to drum up momentum for the launch of a new video.
Write a press release announcing your new video. Tie in your messaging and make sure to embed the video in your press release. Take a look at how to pitch relevant industry magazines (there are resources everywhere for this) and send your release with your note.
If you have the budget, you could produce a behind the scenes video to go with its release. That’s what New England Baptist Hospital did for their recent commercial campaign featuring Avery Bradley. [The commercial filmed at our client, NE Studios, studio.]
Release the BTS video either shortly before or shortly after the primary video’s launch. Make sure to create a link within each video to direct viewers to the other. Most video hosting platforms allow you to do this.
Communicate your launch goals and logistics with your partners and employees. Ask them to take part in sharing the video to their networks.
If you have the budget, ask your production company to include a :15 or :30 version of the video for a teaser campaign leading up to the video’s release. Share the teaser across your social platforms and your website. You could even include a countdown clock for the primary video’s launch.
If you don’t have the budget for a shorter version of your video, take hi res screen grabs from your video’s most compelling frames and share those instead.
Do you have a go-to strategy for launching a video? Did we miss something you feel is important? Leave us a comment!
And if you’re looking for more inspiration, download our 7 Dos and Don’ts of Video Marketing!
Ready to start planning your next production? Check out our current Social Video promotion here.