How to Launch a Video Online in 2020.
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Video is the most powerful marketing medium available today. Today, in an ever-growing digital landscape, video content occupies more than 85% of all content posted with projections of that percentage growing over the next 5 years. When you invest in high-quality video production, you need to make sure that your content gets the online debut it deserves.
The goal
Your video’s vibe and message should guide how you decide to publish it. High-quality video production isn’t cheap, so before you hire someone you should make sure you have your launch strategy in place. At the end of the day, your goal should be to get the most eyes on your new video as quickly as possible, have a high level of engagement online, and a strong paid ad strategy behind it (if it’s within your budget). All these factors together will help get your video picked up by the complex and ever-changing algorithms of YouTube, Facebook, Instagram, LinkedIn, and in front of the faces of new potential viewers and customers.
Photo by Nick Keating
Photo by Nick Keating
The what
Is this piece a hilarious spoof? An important PSA? A heartfelt message about your brand? A spicy sneak preview of your new product? Whatever it is, make sure to play that up in your launch. Match the copy around all of your posts align with the video’s core message.
Photo by Nick Keating
Photo by Nick Keating
Photo by Will Mathews
Photo by Nick Keating
The when
Timing is clutch when launching a video. You should always be planning your posting schedule around highly trafficked social media hours, but when you are about to share a new video, timing is especially crucial. Choose an hour when people will already be on social platforms. These tend to be lunchtimes and evening times. Have everything all set and ready to go ahead of time. Emails to your email list already written and scheduled, social media posts queued up, and your internal team of employees or “influencers” behind you ready to help with the launch by sharing, posting, etc.
Don’t forget to build the hype. Prior to actual launch time, share a few lead-up posts announcing the coming video and rallying your follower’s excitement. This way, your audience is primed to receive the goods. Then, when the countdown is over, they are more likely to watch and engage.
The funnel
We saved the most important point for last. Your new video is not just an investment in your company, it’s also a statement piece. Use it accordingly. What action do you want viewers to take? Like, share, comment? Or, will you use your video to drive customers to a new product? Maybe you’ll direct them to sign up for a ride or event? Video launches are excellent times to direct your viewers to specific actions. Think this through and have it dialed well before your video goes live.
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Reconsidering a new video as a launch instead of a regular old post will help you make the most of your content investment. Take your sick new video to as many people as possible with our top tips on how to launch a video online in 2020. If you need help developing a launch plan, don’t hesitate to reach out.