Are all of your videos on brand, relevant and easy to find? Take time to declutter and organise.
Okay. I've finally cracked.
This happens so often that I have to write this.
The number one mistake businesses make when embedding YouTube videos to their website.
Take a look below.
That's what I see after watching the key explainer video on a major tech brand's website.
Instead of looking at their Call To Action.
Instead of typing my details in... or buying product... or exploring the site more...
I'm being tempted to watch another YouTube video, THAT MOST LIKELY HAS NOTHING TO DO WITH THEM AT ALL...
I'm about to be sucked into the YouTube rabbit hole.
Once I'm there I may never come up for air again.
They've lost me.
I'm going to get lost in 'The Office' clips, or watching kids react to old computer games or a cat who hiccups... whatever it is, it isn't learning more about their product.
THIS IS CRAZY and it HAS TO STOP NOW.
It looks unprofessional and crucially it takes people away from your site and your business.
I'm not over-reacting: you go to a lot of trouble to get people to buy from you; you've spent a lot of time, energy and money in making that video; even more in building your website, tweaking each bit of copy; perhaps you've even paid to get people to your site... and then you willingly let them be enticed away?!
Hey, don't feel bad if you're doing this. SO many companies do it. So many of my clients have done it which is why I then have to follow up with a message a bit like this one. Now I can just send them this link (Hi there if that's you! We should catch up for cake soon!)
How to embed properly from YouTube tutorial coming up. Watch this (silent) video.
Ironically for the company who committed this sin, it's all about paying attention to a box.
Yep. When you go to select the embed code click the sneaky 'show more' and you'll see the option to untick 'Show suggested videos when the video finishes'.
I also like to untick 'Show video title' because it'll look nicer on your site.
And the great thing is, to their credit, YouTube remembers your preference so going forward it'll know how you like to embed.
Don't forget to make sure the thumbnail looks good too, you can choose thumbnails in the settings of the video and even create a custom one.
There are other ways to embed that don't involve YouTube at all, check out Vimeo (the paid version ditches the 'suggested' slides) and Wistia for example. But if you really want to use YouTube, do it properly.
Click 'show more' and start showing more of your business, not someone else's.
Making your video is just part of the job.
Now you need to make it work for you. You need to get it seen.
Twitter's a great way of getting your video content out there in front of people.
Here are my favourite free and paid methods to do just that...
1. Post your YouTube content
This feels like the 'old' traditional way of sharing your videos on Twitter. It still works well.
Simply post the url and Twitter embeds it to play (when clicked) within your tweet. A bit like this handsome devil did:
AND - it's not just about YouTube - you can post your Vimeo of course and Vines as well.
You might think: 'why wouldn't I just post all of my videos like this and be done with it?'
Well, if you drive people to your site/YouTube channel/Facebook page instead - here they will encounter more content and maybe purchase from you, or hit 'subcribe' to your channel or e-news letter etc.
So that's why another option is to post a thumbnail of your video and a link to the page you'd rather they visit, like this:
2. Upload direct to Twitter
You can upload video 'native' to Twitter. The benefit? It will play automatically in people's feeds (just like Facebook native video does on FB). You can even capture video directly from the app.
Keep in mind that tweets soon drop down feeds so if you've created something specifically for Twitter, it's worth paying to promote your tweet.
Short form video works best and Twitter limits you to 30 seconds.*
(*although big brands partnering with Twitter can upload longer)
So, either make nice snappy content:
Or, if you have longer form content, try making a Twitter trailer.
I love this example by Wistia. When they made their longer video tutorial, they took time to create this Twitter specific promo and then paid to promote it.
Here's another example from GoPro. Notice how they've specifically made a short form video for Twitter but in the text direct us to the full video on YouTube.
Plus, this from Stella Artois during The Open, is a standalone trailer... but rollover the video and you see a YouTube link that takes you through to the full length 90 second edit.
And here's General Electric promoting their live Periscope video streaming event (on Twitter) by using a native Twitter promo. Yep, they're all over it. And not being remotely 'general' about it.
Which leads us nicely into...
3. Live Stream 'Behind The Scenes'
Using Periscope or Meerkat apps you can share live video via your twitter feed.
Why not share the process of your normal video content being made? Draw in the audience, make them aware of what you make; people love 'behind the scenes' sneaky views. It doesn't just have to the 'filming', you could chat through your post-production process too.
Gary Vaynerchuk streams the filming of his YouTube/Facebook/Podcast show '#AskGaryVee' for example.
Meanwhile Landrover used Periscope to show live filming of a video for their rugby social content.
AND - remember, these apps also allow the live audience to interact with you, so take time out from your shoot to chat to them, that engagement strengthens the relationship with you/your brand and ultimately will bring them back to your core content: they'll want to see how the video they watched being made actually turned out and will discover your other videos too.
4. Get other people to share your content
It may seem obvious, but it's easy to overlook: Twitter is SOCIAL - you want people to share your content right?
But as well as making something cool/emotive and hoping people will share it, you can also be deliberate about this.
Take this example of a Red Bull tweet containing video being shared by Absolute Radio.
Above - the original tweet from Red Bull UK
Notice how the original tweet by Red Bull includes the twitter handles of presenters @OC and @RichieFirth along with @AbsoluteRadio and also @GoProUK (it was shot on GoPro) - ALL of whom could share that video.
So if you make a video that includes someone else, include them in the tweet - get them sharing!
You might even go out of your way to include other people/businesses in your videos for this very purpose. If you've filmed someone at your business/event get their Twitter details there and then to make this easy!
5. Twitter Cards
'Cards' are one of the way Twitter ads put your content in front of people. The crucial difference between a Card and a promoted tweet is the Call To Action Button.
Button text can be whatever you like: 'Install Now', 'Buy Now', of course you want to say 'Watch Now' or 'View Now'. Don't forget 'Now' - it makes a difference.
Here's what they look like in action:
Pay attention to your thumbnail image and sub-headlines as well - powerful tools you don't get in a normal Tweet.
Cards also have the advantage of taking people away from Twitter and on to your own site. So instead of watching your video on Twitter and then getting distracted by something else, the viewer stays engaged with your site/content/brand.
Yes, you have to pay... but if you have the budget to do so, cards are a great technique to try out.
Video marketing, social marketing - it's all very much experimental right now. So try things out and see what works for your brand and your audience. Even changing the wording of your tweets, or the time you post can dramatically alter your success rate.
Don't just make a video, make it work for you.
Get on Twitter.
Get it seen.
I'd love to hear how it works for you. Get in touch!