How to Get More Views on Your Videos

Updated: Nov 4, 2021

[Part 4 of our Video Marketing Toolkit]

If you've been trying to make your business stand out in the crowd, but just don't know the best way to get there, you're not alone. If you're like most businesses, you're probably relying on social media, possibly posting on Facebook once or twice a day, or less likely, Instagram. If you're savvy, you may have even found success with Facebook ads, and even tried advertising on Google or LinkedIn. With so many options out there for marketing your business, it's hard to know where to start. One thing is for sure though, video should be one of the methods you use for reaching your customers.

If you already know that, great, jump to the next section. But if you're still unsure, take a look at some of the stats from HubSpot that we linked to in an earlier blog about different ways to use video in your marketing efforts. Or, for a quick glance, see the charts below:

As you can see, video is a must for brands. For an in-depth look at the possibilities available to promote your business with video, and a Free Planning Guide to get you started and keep you on target--and hopefully make the process a lot easier--read on.

How are your current videos working for you?

Have you published videos on YouTube, Facebook, and Instagram and gotten less than stellar results? Well, that's not unusual. In fact, in a very informal study of some of our market most of the YouTube videos we checked had fewer than 20 views over of the course of a year or more. That's bad news. But like most things, a lot of the reason for that is because most businesses simply don't know of the many ways that video can be used. There's so much more to the story than meets the eye. So let's think about this for a moment.

We've talked about this before, but it's worth mentioning again that videos need to be promoted to get seen. That promotion can be done in multiple ways, but be done it must. To avoid Video Distribution Neglect Syndrome, (yeah, we made that up) here is our "Short List" of ways to promote your videos once they are done:

  • Add your video to a dedicated page on your website, maybe reinforced by a transcript of the video.

  • Embed the video on your homepage with a call-to-action (CTA) to find out more.

  • Add the video to landing pages where the aim is to convert visitors or generate new leads.

  • Email a link to engaged leads to help convert them, or to existing customers who may not have been keeping up with what you have to offer.

  • Use your video on social media as case studies to show how you've helped your clients achieve their goals. (Tag everyone involved!).

  • Send the video to your sales team to help close sales.

  • Use the video in one-on-one presentations as an example of the problems you help your clients solve.

  • Show your video at events your target audience will be attending, such as trade shows, networking events, and open houses.

Now hopefully most of you had at least some idea about what you wanted to accomplish with your video(s) but maybe weren't quite as sure about how to promote them when they were done. Tying what people are looking for to what your company is offering (with video) and getting those videos seen where your customers live is what good Web Video Strategy is all about.

So What ARE Your Goals?

Here are three common goals that companies tend to focus on when deciding to create videos:

  • Brand Awareness—commonly measured by video views.

  • Lead Generation and Conversion—typically measured by lead generation count and impact on conversion rate.

  • Viewer Engagement—typically measured by watch time (the average length of time viewers watched the video)

If you've tried and still didn't get the results you were looking for, chances are you failed in one of these ways:

  • You didn't spend enough time on your audience research

  • You didn't spend enough time on your audience targeting

  • You didn't produce a video that answered a need or a question

  • You didn't have a powerful enough headline or lead image

  • You didn't reuse and repost often enough to get it in front of enough people

  • You didn't spend enough money (or effort) to promote your video once it was done using either paid or organic promotion

  • Or, like most companies, you didn't use Video SEO correctly, if at all

Paid vs Organic Video Promotion

It might seem obvious, but one of the best ways to get immediate views on your videos is through paid advertising. While getting your video on your Landing Page is a priority, getting potential customers to your landing page is the next priority -- because let's face it, your website is probably NOT where most of your customers are hanging out.

And that, really, is the big question when it comes to getting your videos seen. So where ARE your customers hanging out? For many B2C companies, that might be Facebook, Instagram, or even Twitter. And for most B2B businesses, you're probably talking YouTube, Google, and LinkedIn.