Gone are the days of simply throwing video content up on YouTube and a few social networks—in order to effectively reach your target market, you must diversify your video placement strategy. Of course, utilizing YouTube and other major social networks is important, but to maximize earned media it’s imperative to optimize distribution across several channels for targeted views, shares and conversations.
Though your campaign may not require the use of every placement option below, you should be well aware of each channel and how it pertains to your overall marketing strategy.
1. Mobile App/Site
People are fast adopting mobile and tablet video viewing. According to Ooyala’s Q4 2013 Global Video Index, the share of time spent watching videos on tablets and mobile devices has increased 719% since Q4 2011, and 160% year-over-year since Q4 2012.
Video advertising on a mobile site doesn’t necessarily mean that you need to invest in paid media. Feature your own videos on your brand’s site and optimize it for mobile users. On the other hand, seeding your content through mobile apps will allow you to reach targeted mobile users on their preferred platform.
Nielsen found that 144.3 million people spend time using apps or the Web every month on smartphones. The average monthly time spent doing so was 34 hours, three minutes, up from 27 hours, 22 minutes in Q4 2012. App ad company MediaBrix also found that in-app ads can yield 20% engagement and a 2,000% higher click-through rate.
Video advertising through blogs is all about targeted exposure. Large publications that boast a loyal following are ideal for video seeding, especially if the content is relevant to the audience. People are on the site ready to consume content and are more likely to spend time on pages with video. According to SEOmoz, posts with videos attract three times more inbound links than plain text posts and MarketingSherpa asserts that viewers spend 100% more time on pages with videos on them.
You also have the opportunity to increase earned media if the site promotes your post across its own social networks.
3. Social Games
By placing your videos in social games, played on either desktop computers or mobile devices, you’re increasing your potential for engagement. In-game reward ads (instant rewards, tailored to a game, aligned to current needs, helpful to achieve success at a player’s current level) are especially effective in this regard. MediaBrix found that in-game value exchange ads generated a 91.4% engagement rate, while the same ads on desktops generate a 102.2% engagement rate.
Additionally, Jun Group found a 98% completion rate for incentivized ads, vs. 67% for pre-roll, along with 3x higher sharing rate. Being a part of a user’s gaming experience through these kinds of ads can also boost positive sentiment around your brand, as you’re helping someone achieve goals within the game.
Influencer marketing for online video is extremely effective at driving targeted views, shares and conversations. Because people listen to and trust peers and community leaders, the videos they publish generate the most engagement for brands. Take into consideration that 90% of consumers trust a recommendation from their own network.
Not only do influencer posts fall on a trusting audience, but they also positively affect social sharing. In fact, ViralGains research suggests that a video distributed by influencers is 70% more likely, than a video placed with any other type of publisher, to prompt a social behavior from a follower. This, in turn, increases valuable word-of-mouth advertising and earned media.
This one is pretty obvious. One billion unique users visit YouTube on a monthly basis and watch over six billion hours of video. It is also the second largest search engine behind…you guessed it, Google. YouTube is the number one destination for online video, so having a presence on the site is essential. Create an engaging channel, upload videos on a consistent basis and interact with your subscribers. But remember, this should only be a small piece of your distribution pie.
6. Social Media
According to BI Intelligence, social media is the second most popular way people find videos online (behind word-of-mouth). A 2013 Harris Interactive survey reported similar findings:
“78 million mobile device owners in the U.S.—or 35% of mobile audiences—are watching video on their devices. Of the 52 million mobile video watchers who use social recommendations of some kind, most (35 million) are getting the recommendations from their social network connections,” stated a related MediaPost article.
Seven out of 10 millennial social users are at least somewhat likely to make a purchase after seeing a friend’s post, which means that for you, content quality should be a top priority when it comes to social video marketing. It should inspire your fans/followers to share it across their own networks, boosting earned media and overall exposure. Whether it’s through sponsored posts or free updates on Twitter, Facebook, etc., utilizing social media for video marketing is a great way to jumpstart engagement with your content.
If you would like to see how your videos would appear on each of these channels, check out this resource.