So your YouTube channel is finally up and running, but after several months the average viewership is distressingly low.
As we say at at 34 South Media, any movie without a distribution strategy will crash and burn, so it’s no different online. It’s obvious that simply uploading content to your brand’s YouTube channel is not enough. Overlooking a YouTube distribution strategy clouds the brand message outreach and loses itself amongst the hours of video uploaded every minute. Neglecting marketing strategy issues such as distribution reduces the effectiveness of social media campaigns and diminishes what would otherwise be a great opportunity to connect with your market.
As advanced video opportunities continue to grow across mobile and device-oriented experiences, maximising this channel is vital for a brand’s success. YouTube is too important to treat merely as an add-on to television advertising and to upload your commercials to.
Promoting your video across social media channels can seem a very daunting task, but it need not be, if you formulate a simple strategy.
1. Prepare a plan for social media promotion of your video across all major social networks.
2. Contact bloggers who are influential and target the same demographic, and make your videos available to them.
3. Optimise your video for search, as video play a crucial role in search in terms of content discovery and engagement.
4 You can have exciting, relevant and well-produced content, but if nobody knows about it, you’re wasting time and money.
Jerome Mouton is creative director at 34 South Media.