Videos are an amazing way to connect with an audience. For followers who have trouble reading because of vision or other issues, your video can help them learn and enjoy content without the issues of looking at text letters.
If you’re an author, you absolutely you absolutely should be making videos on a weekly basis if possible. They can be short, done with your cellphone. A reading of your book can be an amazing way to engage new followers. You can talk about the struggles of writing. You can provide background information about your world or characters. You can talk about research projects. People simply love to be involved – and that translates into sales.
For some situations like music or multi-dimensional artwork, a video can be far better than still images to convey the details. Can you really adequately describe a Brahms sonata with mere words? Can you show the subtle texture of a painting?
But once you’ve finished the video file, where is the best place to post it? YouTube? Facebook? Somewhere else?
I know you’re going to be grumpy with me. But you really need to post it EVERYWHERE.
Benefits of a Video on Facebook
Facebook is key for a video because the people who see it are already connected with you. They are your family, friends, and followers. Whether you’re using a personal page or a business (fan) page, those people have actively shown an interest in you. They are going to watch the video. They’re likely to comment and share! So your video will be seen.
A Facebook personal page has a maximum of 5,000 friends. But those friends can share out your video to THEIR friends. You also have emotional leverage there. You can ask them to please share and they’ll perhaps do it.
So in the short term, you’ll tend to get more views of your video on Facebook, because of that built-in emotional connection.
Benefits of a Video on YouTube
YouTube is about the long game. YouTube is primarily about strangers. Sure, you can ask family and friends to follow you on YouTube, but the real power there is with massive volumes of strangers finding you and liking your works. And while in the beginning your YouTube following might be small, over time it can build up to be massive. You have to be patient while you do that building.
There are millions upon millions of people who hate Facebook but who live in YouTube all day long. They aren’t looking for a “friend” (necessarily). They are looking for interesting content. So the more of those people you lure in, the bigger your follower base gets. You need more videos and more followers to then get higher in the search rankings. It doesn’t tend to happen overnight – but when it does build its momentum it’s pretty staggering. You can get views in the hundreds of thousands or millions.
Here’s an origami flower how-to video I made, which now has over a million views.
It’s not that it was that hard to make. It’s just that I marketed it well and was an early entry into this genre.
Now, if I had posted that only on Facebook? Sure I’d get 100 or 200 friends and family watching it. But then it would fade. Facebook is always showing people new and interesting things. I wouldn’t really reach a wider audience. With YouTube, it builds over time. That then helps those new followers see your newer content.
Facebook and YouTube Videos are Just the Start
Remember MySpace? I do. It used to be the bee’s knees :). Now it’s all but dead. Social media systems come and go. It’s the way of things. Your aim should be to avidly use what works well now and also be positioned to be present on what is to come. Different groups of people use different systems. That is healthy. Your aim as a marketer is to use every system to its best ability.
It doesn’t help to be angry or upset at a particular system. They are just systems. Use them as tools. Use them and move on.
So, for example, at the time I’m writing this, Instagram and TikTok are both enormously popular. Both specialize in the short 60-second video. Sure, you can find ways to post longer videos, but the point of these platforms is that users do not WANT longer videos. They prize quick-and-to-the-point.
So find ways to cut a version of your video which is short. If you’re doing an art slideshow, make the full 10-minute version for YouTube/Facebook. Then make 10 one-minute versions, one per artwork, for Instagram and TikTok. Not only does it perfectly suit their expectations but it gives you more posts to build your library. It doesn’t take that much extra time. Point your short version to the longer YouTube version for those who are interested.
If you’re doing an art how-to, post the full long version on Facebook and YouTube. Then post the time-lapse 60-second version on Instagram and TikTok.
For places like LinkedIn and such which aren’t known for video, post a link to YouTube from there. That way it’s a non-logon-necessary link for them.
Always have your own website with your own personal URL as well. Don’t go for a XXXX.wordpress.com or XXXX.godaddy.com which will be dependent on an external site. Always have a www.LisaShea.com type of URL which is owned by you. That way you can point it at whatever hosting company you are currently using. The website URL stays the same no matter where you go.
Promoting Videos – Summary
Videos are enormously useful in our modern era. I admit that I personally hate videos. I actively avoid watching videos. But that doesn’t change my marketing plan. I know that millions of people adore videos, and I need to take advantage of that. I need to use each system to its very best ability.
Make a long version of the video. Make the production as clean and engaging as you can. There’s a lot of competition out there. Post that on YouTube and Facebook. Then make a 60-second version and post it in the quick-video sites like Instagram and TikTok. Post links to this video on Twitter, LinkedIn, your website, and other places where video isn’t their main focus.
You’ll see your overall web presence lift and shine!
Which do you prefer? Let me know in the comments. Ask with any questions. Good luck!