Video Publishing and Distribution Cheat Sheet
Youtube
Think of Youtube as your catalogue. There are those that will stumble upon your Youtube videos through the site. However, competition is extremely high and I would initially not expect much in that regard. Youtube’s biggest strength is that it is a great place for people to follow up once they have initially found your videos elsewhere.
PRO TIPS
Strong Thumbnail - Include words and images.
Eye Catching Title - Does not need to align fully with the actual video content. Don’t clickbait, but highlight the most exciting and/or interesting part of the content.
Add links - In the uploading process you can add links at the end of a video.
Facebook is where you’ll find the most diverse audience but also the most casual. Videos that appeal to a more general, rather than a specifically targeted audience, will tend to gain traction on this platform. You’ll reach people on Facebook that would never otherwise find your videos.
PRO TIPS
Captions - Effective because many videos are viewed without sound at first.
Longer Titles and Copy - This will make the video more optimized for search.
Share the Video - Facebook groups that the content relates to can be a valuable audience. Additionally, if you posted the video on a business profile share it on your personal profile.
The scope of your LinkedIn audience is more limited and the site is not optimized for presenting people with video content. HOWEVER, your LinkedIn audience may end up being your most powerful. If you provide value to people on LinkedIn it’s very likely you will get value back in the form of information, network, partnerships and more.
PRO TIPS
Direct and Informative Description - On LinkedIn people are more willing to engage intimately with the content and you want to give it to them straight.
Use Direct Message - Send your video to colleagues that would find the content valuable. Encourage them to share, and comment on posts to start conversation.
Instagram is the place for more bite size and visually oriented videos. People on Instagram are usually not there for the dive deep on your content. They will easily scroll past your video and it can be difficult to reach a more specific audience unless you have invested lots of time on the platform. Instagram’s value lies in its reach to a younger audience and as a reminder of your presence.
PRO TIPS
Videos Under 1 Minute - Although it is now possible to post longer content, watch times on Instagram tend to be low. Post the best part of your full video and make sure that viewers can find you if they want more.
Post to Story and Feed - It's OK to post the same video to both because the more eyes the better. People will often miss your video if it’s included in only one of the two.