Show – Don’t Tell: Making Your Video Stand Out
When it comes to pop music, video may have killed the radio star — but in the world of marketing and public relations, it is rapidly becoming the lifeline. Currently YouTube estimates its site receives over 4 billion views per day and is projecting gross revenue for 2012 somewhere in the neighborhood of $3.6 billion, placing it as the fourth most-viewed website in the world.
Business owners and marketers see this data and understand the importance of including visual media when attempting to spread a name, product, or message. In fact, 70% of B2B content marketers use video, with this segment growing from 52% in 2011 to 70% in 2012. And 58% of B2B marketers rate video as the most effective content marketing tactic. For the B2C market, the average Internet user in the US watches 19 hours of online video each month, and shoppers who view video are 174% more likely to purchase.
However, as including embedded video/visual media in a press release becomes more common, we now begin the search for ways to ensure that the media we upload doesn’t get drowned out among the billions of other videos that reside in cyberspace. The content of your video may be ground-breaking and absolutely relevant to your target market, but it must be put in a position to be seen by that market.
Here are several tricks that will help your release and video “pop” (be more visible) than others':
1. Direct readers to your video by putting a sentence in the text of the body that describes the video as well as gives a link for where to view it.
EXAMPLE: View the [your name] video on [your subject] here: [www.yourvideourl.youtube.com]
By putting the link and a short description in the body of the release text, not only will it increase the video’s accessibility and visibility for the reader, but it will also increase the chances of search engine crawlers seeing your video and placing it on the first page of related searches.
2. Another great way to enhance your press release and video’s searchability — which naturally will increase the number of eyes that see your video — is through the use of embedded links.
Identify ahead of time what your target market is. Next, pick a phrase in the text of your release that is both related to your video and also seems likely to be used by that market in a related search. Finally, embed the URL of the video within those words.
EXAMPLE: Our research team has put together this extensive video on how to [get more views on YouTube]
It is very important not to over-use this technique as too many embedded links will end up being looked at as spam by sites like Google or Bing. A general guideline is to try to include one embedded link for every 300 words. Of course, this is not an exact science, so if your release calls for a few more or a few less, then so be it! Just use discretion and be conscious that web crawlers do factor these things in when organizing a search query.
3. Finally, as obvious as it may seem, make sure to stay relevant. All videos, along with their descriptions, hyperlinks, embedded text, etc., must be totally relevant to the topic of the press release. Yes, making a video can take a lot of hard work and time, so it is completely understandable that we would want to show it off to all audiences as much as possible. But, while not having visual media in your release won’t help the visibility of your release, putting an unrelated video or video link in your press release can actually have a negative impact on its pick-up.
While the obvious reason is that “tricking” people into going to your website or viewing your video – having a misleading video title or an incorrect description of the video – will eventually only damage your credibility in the eyes of the public, it also will work against all of your other efforts to optimize the video’s searchability. If the keywords, tags, descriptions, embedded links, etc., in your release don’t match those on/in your video, if will confuse search engine crawlers and, in turn, have quite the opposite effect of what you had hoped for (more views).
There is no exact science to getting more publicity, but keep the three aforementioned tips in mind next time when putting together your press release and you may be pleasantly surprised with the response you receive.