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Marketing with Video in Social Media: A Checklist for Best Practices and Optimization

Video and Social Media are best buds. Throw in the epic growth of the mobile and tablet market and it becomes clear we’re watching one jumbo tidal wave of ‘social video’ content starting to swell.

Video can be effectively used for marketing at every stage of the sales cycle and…

There’s great reasons to be using both premium and more casual types of video content in your marketing mix. No matter which type of content you’re planning, once you have it, you’ll almost certainly want to share it with your prospects, customers, friends and whomever else you’re connected to in your extensive social network.

To help you get the most mileage out of your social media video content posts, I’ve compiled a checklist of best practices to help you squeeze the most juice out of your succulent social grapevine. Here’s the good stuff:

  1. I always recommend posting on You Tube, Vimeo as well as your own custom hosted player (if that’s part of your plan).
  2. Once you have the video, you can embed in your blog posts and especially share with other relevant bloggers/influencers.
  3. Allways use keywords in title, description …but this is usually a surprise: the video file too! Keywords count here even more.
  4. Pick a catchy thumbnail image, the automatic generation of one by You Tube isn’t always the best choice.
  5. Post out to your network as a blast all at one time to maximize visibility and buzz.
  6. To maintain prime visibility, you can also pin the post to the top of your Facebook page.
  7. You might want to use some budget on “Sponsored Posts” on Facebook to improve visibility in your existing network.
  8. Make sure you are using video-topic specific hashtags in your video link tweets (eg: #RelevantKeywords).
  9. Push cross-promotion within your network with retweets.
  10. Send to friends in your tweets with the inclusion of the “@” in front of their twitter name.
  11. As with any social media, don’t spam: Foster a genuine conversation about your content: ask questions, request feedback, etc.
  12. Pinterest has seen amazing growth but I believe remains underutilized for video. Did you know you can post your video content on Pinterest -to a gigantic audience that has small amounts of video available?!

OK, on to ‘the tube': Here’s my You Tube-specific ‘pro-tips':

  • Create Playlists and Brand Channel to increase visibility. These also help with SEO.
  • Add transcription file to your video for hearing impaired, ESL folks as well as for web crawlers to identify content in the video.
  • Always optimize meta tags in You Tube! This is the easiest and best way to boost SEO relevance so if you do nothing else, do this.

So there they are, the keys to the kingdom. Seems pretty easy, hmm?  Well, the real trick in making content that doesn’t suck! I’m kidding, wait…I’m not. With a sea of content out there and a bazillion digital distractions, the pressure is on to make relevant and engaging content that your audience wants to watch.

For many companies, it still seems to be a challenge to think like their audience and stop with the ‘spammy’ push marketing. I know because I’m guilty as well. The best advice I have when actually creating the content is never stop asking yourself: “Why do they really care?” If you can’t answer that one with a straight face, your content may just end up lost at sea.

If you found this helpful please share, ‘like’, and follow below. Really, please do!

Dane Frederiksen
Digital Accomplice

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