Category Archives: Distribution

What You Need to Know About Social Media Distribution When Planning Your Videos

Video Marketing Life-Cycle

Video marketing strategy really starts with the end of the video marketing cycle: Figuring out where you will distribute your videos. 

If your videos live in Social Media that strategy might change rapidly as social media usage, rules, and are constantly in flux.

To learn about the current top trends and tips, view the video below.

Video Distribution – An Ever Changing Game

In Video Marketing, distribution is part hands-on technical stuff and part strategy.

The technical part deals with the mechanics of getting the finished video out into the world, which is video hosting. It also deals with SEO (search engine optimization) and with analytics.

[Read the pervious blog post: Hosting Video for Small Business – What I Learned the Hard Way for in-depth knowledge on the technical aspects of distribution].

As you can see below, video marketing is a circular affair: Strategy starts with being clear on distribution channels.

The first question when you start with video marketing, is: “For which [social] media channel am I producing my videos?” – or at least it should be the first question, once you get over the fact that “Which camera shall I shoot with” is NOT the first question to ask.

The challenge is that the social media distribution channels change constantly. The blogs I wrote on this topic (less than 6 months ago) are big-picture still relevant, but the details, such as video length and format, are already helplessly outdated (see links below).

For instance, for SEO the former all-important key words no longer hold the weight they did only a few months ago and Twitter now allows for videos 140 seconds long, where before they capped it at 60 seconds.

This means, you will find yourself – most likely – re-doing, finessing, re-shooting, and re-editing the same content repeatedly. Reacting not only to channel changes, but also to overall trends, and consumer behavior. And you, as a small business owner, will need to pivot much more often with your content and offerings as well.

You might find in your analytics that your viewers jump ship at a certain spot in one of your videos and moving things around, or supplementing your video’s content with text, or a graphic is needed so the viewer doesn’t miss the most essential information.

Whatever the data may show you, the one thing that is certain is that video is no longer that one big investment asset that stays the same for a long time.

Video today is either built for a very short consumption time frame, or in constant flux.  And this is especially true for small business, and even more so, for content produced for social media.

So, what has changed since last fall? Well, first it’s all about Facebook and secondly, it’s all about mobile.

This means that small businesses (and big ones too) look for their clients on Facebook over Google ad words and over any other social media platform. And, video is the highest ranking asset on Facebook. Meaning, if you reach out with Facebook ads to prospects, you better have video.

Here the key take-aways:

  • The Facebook algorithm delivers relevant over recent content, prioritizes friends’ over page content, and prioritizes heavily shared posts over recent posts
  • Video should be posted natively (i.e. directly to Facebook, and not linked from YouTube or any other hosting service so it gets preferred treatment from Facebook (YouTube is Facebooks’ nemesis)
  • 90% of all FB users sign in on mobile, and 85% of those are watching videos on mute!
  • The video advertising platform default is for video to auto-play, on mute
  • This means: Use text overlay, captions, logos layered over footage
  • Show your brand or product within the first 8 seconds of video (this gives you 3x more engagement)
  • Keep your videos super short and “snackable”
  • Use hashtags as you would on Instagram, but don’t overdo it – it allows for easy search of your content by a few keywords as it does on other social media

For more in-depth reading about video for social media, video hosting and SEO check out these links:

Curated Link Pack – Strategizing for Social Media

  1. It’s 2017: Social networking isn’t just for millennials anymore and Facebook is angling for a total mobile experience. One thing remains crystal clear: Video is on everyone’s agenda.
    https://contently.com/strategist/2017/04/19/social-media-trends-2017/
  2. As major social platforms evolve to better accommodate audience demand for video, it’s even more necessary for video content to be built to succeed on each platform. This Wistia strategy guide with start you off right.
    https://wistia.com/library/social-video-strategy
  3. Video content on social media is not just about metrics, it’s also an essential part of your customer journey. Focus on posting on the social media that is best suited to your target audience.
    https://www.impactbnd.com/blog/which-social-media-post-your-videos
  4. Are you just beginning to incorporate video into your social strategy? These 10 steps are a simple start…
    https://simplymeasured.com/blog/10-actionable-video-basics-for-social-media-marketing/#sm.0006cgze119wper8vkq2h9f4lur55

 

Hosting Video for Small Business – What I Learned the Hard Way

A few weeks ago I was at a two-day conference about all things business video, hosted by Wistia (a video hosting platform). I got home with a notebook and head filled with new ideas.

The best part (other than the awesome parties), was to meet so many fellow video marketers and like-minded people, and to realize that I’m not the only nut running around teaching and coaching small businesses on how to create video marketing fitted for their needs!

But: Back on topic.

One big take-away from the conference also fed right into a pain point of mine: Replacing videos, but keeping the same URL/link intact.

The day before I left for the conference, I had to take down two videos from YouTube – where I host all my videos. A client asked me to take them down, despite having a signed agreement (and he had a good reason), and I felt obliged to do so. He had switched job and the videos caused turmoil with his new bosses.

The ramifications were awkward to say the least. Broken links mean SEO penalties and – far worse – potential clients with “oops – this video no longer exists” links.

Not good.

You see, YouTube doesn’t allow for a video replacement under the same URL, or embed-code.

And, this wasn’t a new problem.

I had faced this issue before in a different scenario: A few weeks after writing a guest blog, I created better versions of the explainer videos that I had originally, quickly thrown together.

But, it turns out the host of the guest blog didn’t have the manpower to embed the newer versions.

Had I used a full-featured hosting-service like Vimeo or Wistia, I could have switched out the videos in both scenarios, without having to inconvenience anybody, or creating broken links.

I host my videos on YouTube because it’s such a powerful search engine – and it’s free and easy to use. Turns out these are not good enough reasons if you are using your videos for business.

I will continue to host videos on YouTube, but solely as a social media platform.

For hosting my business’ videos that get embedded on my website or get sent to clients, I will start using a “proper” hosting platform. Vimeo and Wistia are the two most relevant choices:

What I’m looking for is:

  1. The option to exchange video while keeping the URL and embed-code
  2. Awesome analytics
  3. Serious privacy settings
  4. Great integration features into third-party platforms
  5. A growing, active and customer-support centric culture

My choice is Wistia.

Some might prefer Vimeo which is less expensive, but I have had issues with Vimeo videos not playing on my website, especially on mobile phones.

Here is a good article that looks at pros and cons of using YouTube vs. Vimeo vs. Wista if you want to dig deeper.

And, herewith a few links to other blog posts I wrote on the topic of “Hosting Video for Small Business”:

Video Content Within Context, or Why Sleeping with A Helmet Doesn’t Make Sense

We all understand the words on the page, but sometimes SHOWING drives a message home. Here a modest example:

For more words on Video Content and Context read our previous blog: Why It is Completely Irrelevant Which is More Important: Content or Context [updated with Curated Link Pack]

I’m also — for the first time — adding production facts: What I shot with, how long it took me, what it cost me…

Video Production Facts for Above Video:

  • Total Investment Summary: 4 hours, plus a few hours “content think” time, and $0
  • Camera: Shot on an iPhone 6 in selfie mode (lesser quality lens)
  • Audio: “Chair lift” scene: in-phone microphone. “Indoor” scene: Sennheiser mic (~ $200 Amazon)
  • Mount: “Chair lift” = handheld. “Indoor”: Joby mini tripod
  • Total shoot time: ~ 30 mins: Chair lift scene 3 mins (fingers froze ;-)). Indoor scene about 30 mins with prep and shoot.
  • Edit Software: Adobe Premiere CC
  • Graphics: Adobe Photoshop CC (templates I created beforehand)
  • Total edit & finishing time: 2 hours
  • Total upload & distribution time: 1.5 hours upload to YouTube, tagging, transcription, captioning, posting, distributing

Why It Is Completely Irrelevant Which is More Important: Content or Context [updated with Curated Link Pack]

Bill Gates famously quoted “Content is King” in 1996. Since, the quote has been altered so many times it’s hard to keep up: “Content is King and Context is God”, or “Content is King, and Context is Queen”, etc. The world has changed. In what relationship are content and context today?

Maybe it’s the Swiss in me (we love consensus so much so we have seven ministers run the country), but I think there is no need for a “one over the other” in terms of importance. Neither content nor context survives without the other. Content and context are equally as important.

Think of video marketing as a strategic board game where context drives content, and content excels within proper context.

The most amazing content goes “poof” within the wrong context, and all the context in the world can’t save bad content. Period.

Continue reading

Video SEO Roundup: Curated Link Pack

SEO, or Search Engine Optimization is essential for any small business owner who has an online presence. SEO is a powerful tool in targeting, attracting, and properly routing web visitors, and it can also be a rabbit hole of information overload.

Solid video-specific SEO in particular is hard to come by, so herewith a curated link list to some pretty rad Video SEO resources:

  1. Love this guide by Hubspot, because it gives you 10 great resources to start your learning.
  1. My two favorites resources from above article are: The Beginners Guide to SEO with its beautiful infographics from Moz.com, …
  1. … and the very well documented and linked Google’s SEO Starter Guide.
  1. Google Analytics is the king of SEO and monitoring web traffic and chances are your website is hooked up. Here a few aspects to consider: 9 Awesome Things You Can Do With Google Analytics 5.
  1. Hands down (also) a favorite, is this great guide to tactics:24 Simple and Free SEO Tools to Instantly Improve Your Marketing. I got lost immediately in SEO-land and I to be reeled (sp?) in a few hours later!
  1. This SEO Site Checkup tool got me super excited. I compared Clock Wise to a competitor and could see where there was room for improvement and how I stacked up against my friend Paige.
  2. If you haven’t yet done some research on your all-important key words, Google’s Keyword Planner is a must. This link gives you a head’s up how to start.

Video SEO Basics for the Uninitiated

SEO 1Search Engine Optimization (SEO) helps rank and find your video. And with 300 hours of video uploaded to YouTube every MINUTE, that comes in handy.

A higher ranking also gives you more street cred – or in this case – cyber credibility.

SEO and analytics are the math side of all things and although it might be a bit intimidating especially to the more creative types out there, it’s actually a blessing, because finally we CAN make the point that there is an actual Return on Investment (ROI) when it comes to spending money and time on video marketing! Yay. Continue reading

Video Hosting Roundup: A Curated Link Pack

Web Hosting Links:

I wrote a blog post about pros and cons when shopping for a video hosting platform in How to Decide Where to Host Your Videos. In it I focus mostly on YouTube, Vimeo, and Wistia.

Most blogs I’ve come across, back me up on that. There two examples from reputable resources: GoDaddy: Video hosting shootout and Digital Brew: Choose The Best Video Hosting Sites for Your Business.

There are certainly many other hosting solutions, but I wouldn’t play around with trying out the ‘new kid’ on the block, until that ‘kid’ isn’t at least of legal age. The following players might be worth your attention if you feel you need customization beyond what YouTube, Vimeo, and Wistia have to offer:

Social Media Hosting Links:

Since Facebook Live has taken over the conversation in 2016, Periscope is looking to keep up. Check out: You can now embed Periscope broadcasts anywhere on the web.

Remember when you host your videos natively on a social media site, you have to play by their rules. Just a few months ago, Facebook scrapped in-video links to third-party sites.

InterestedCurated Links in which video hosting platforms might be best for your business’ needs? Contact us at 212-343-3099 or info@clockwiseproductions.com, so we can see how we can guide you to video marketing success for your business.