There is no doubt that video has become one the most important components of a successful content marketing strategy. Consumers are demanding more video content as smart phone usage, tablet adoption, and internet download speeds skyrocket. The explosion of social media has enabled people to easily share content and has illustrated that video is often one of the biggest drivers of engagement.

1. Supercharge Your Video
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Marketing & Distribution

2. Room 214 || SuperchargeFOR BRANDS
INSTAGRAM Your Video Marketing & Distribution
A Perfect Time for Video
There is no doubt that video has become one the most important components
of a successful content marketing strategy. Consumers are demanding more
video content as smart phone usage, tablet adoption, and internet download
speeds skyrocket. The explosion of social media has enabled people to easily share content and
has illustrated that video is often one of the biggest drivers of engagement.
“60% of business people said they would rather watch a video explanation than read the
text on a webpage.” [source Forbes.com]
Benefits of video as a content vehicle:
• Higher retention rates
• Lower website bounce rates
• Easy to embed
• Increased engagement and sharing
Random Acts of Kindness Video
What brands are doing with great videos:
• Increase brand awareness and interest
• Entertain with a compelling story
• Complex products/services explained
• Introduce ideas that inspire change
• Drive action
Animated Whiteboard Video
Before You Begin
Outlining a video marketing and distribution strategy is an important step to consider before a video
is produced. Taking this step provides a gut check that your investment will be well spent and also
helps to lay the groundwork for a successful video campaign.
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3. Room 214 || SuperchargeFOR BRANDS
INSTAGRAM Your Video Marketing & Distribution
I’ve Just Made a Video, Now What?
Let’s assume you have a high quality video with a clear message that resonates with your target
audience and contains a strong call to action. How will you get that video in front of the right
eyeballs? Let’s take a look at how paid, owned, shared and earned media can be integrated for
maximum effect.
ADVERTISING
YOUTUBE
VIDEO AD PLATFORMS
PAID
SOCIAL SEEDING
DIGITAL MEDIA
PROPERTIES
WEBSITES
BLOG
MOBILE CONTENT
EMAIL VIDEO CONTENT
PRESS RELEASE
OWNED EARNED
PROPERTIES MEDIA
EMBASSIES
FACEBOOK
TWITTER
YOUTUBE
TUMBLR
LINKEDIN
SHARED
PLATFORMS
INFLUENCER
ENGAGEMENT
EXCLUSIVITY
Paid Media: Owned Media:
Digital advertising, banners, Pay-Per-View, rich Website, blog, emails, social networks, press
media, in-stream or social paid promotions. releases, campaign microsite, mobile web, games,
in-store, displays, employees
Shared Media: Earned Media:
Interactions between participants and brand owned Trusted connections, influencers, brand communities,
social content on platforms such as Facebook, user generated content, word-of-mouth.
Twitter, YouTube.
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4. Room 214 || SuperchargeFOR BRANDS
INSTAGRAM Your Video Marketing & Distribution
Paid Media
Paid advertising is a great way to kick-start activity in these all-important factors in Google’s
search engine ranking algorithm: video views, engagement and sharing. It’s not about trying to
prove the worth of a video by paying money to increase the view count. The goal is to get views
from the right audience that lead to engagement and earned media such as likes, shares,
mentions and embeds.
Some popular paid options include:
• YouTube Pay Per View: Google Adwords for Video is a good
place to start, as set-up is simple and the costs-per-view are
relatively low.
• Video Advertising Platforms: Check out YuMe, spotXchange
and TubeMogul. If your video is on YouTube, it is beneficial
when the ad platform can serve your video in the YouTube
player to increase total views.
• Social Seeding: Target people who are active on social networks.
Facebook offers a Premium Video Unit and you can pay for “Stumbles” of
your video on StumbleUpon. Also, consider the platform sharethrough,
which specializes in distributing brand videos across the social web.
Use caution when choosing video advertising platforms. There are a number of services
that will guarantee very cheap views but it is important to understand exactly where
these views are coming from.
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5. Room 214 || SuperchargeFOR BRANDS
INSTAGRAM Your Video Marketing & Distribution
Owned Media
Perform an audit of your owned channels and determine how they can be utilized to drive visibility
for your video. Here are some of the top owned media channels to leverage:
• Facebook: Post the video on Facebook with copy that asks questions or encourages actions. We
recommend embedding YouTube videos versus uploading videos directly to Facebook.
“Retail site visitors who view video
• Twitter, Linkedin, Tumblr: Post a link to the video
multiple times from other owned social networks. stay 2 minutes longer on average
and are 64% more likely to purchase
than other site visitors.”
• Blog: Create a blog post and embed your video.
[source: comScore]
• Email: Embed or link to the video in an email blast to customers and employees. Include a link to
the video for a set period of time in employee email signatures.
• Optimized Press Release: Consider writing an optimized press release announcing the video or
related campaign activities with the video embedded.
Youtube: Optimize the title, description and Website or Microsite: Embed videos on your
tags with relevant keywords for search website via YouTube or host your own videos
and utilize a custom player, such as
visibility.
Flowplayer.
• The Adwords Keyword Tool and
Tips for improved search visibility:
YouTube Keyword Tool are good
resources for keyword phrase ideas. • Add a keyword optimized title above
video & related content nearby.
• Add annotations to videos encouraging
• Use keywords in the video file name.
viewers to like and/or comment below the
video. • Implement Schema.org video markup.
• Add an annotation encouraging visitors to • Create video sitemaps.
subscribe to your channel.
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6. Room 214 || SuperchargeFOR BRANDS
INSTAGRAM Your Video Marketing & Distribution
Shared Media (Social)
As viewers “like,” comment, and share your video content, these actions become shared media. It is
defined as “shared” media because these actions create visibility within your brand-owned social
profiles and also in the profiles of engaged fans. For example, if someone comments on your
brand’s Facebook status update, that comment lives on your wall and the user’s Timeline.
“It is important to monitor online mentions and respond to them to fuel
further engagement.”
Earned Media
Earned media is the desired outcome from many of the above-mentioned activities. Influencer
engagement is an additional activity to drive earned media.
• Leverage any existing relationships and pitch relevant, influential
bloggers with your new video content.
• Consider providing incentives such as video exclusivity to the
influencer’s audience before releasing to everyone.
“Projection Screen,” John Caserta,
Final Thoughts from The Noun Project
As more brands recognize the benefits of creating video content, the more competitive it will be to
get views in front of the right audience. An integrated video marketing and distribution approach will
ensure well produced videos are easily found by viewers at multiple relevant digital touch points and
ultimately drive intended business goals.
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7. Room 214 || INSTAGRAM FOR BRANDS
Supercharge Your Video
Room 214 |
Marketing & Distribution
Author:
• Ben Castelli
• bcastelli@room214.com
• @BenCastelli
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