27-Jun-2011
Publishing videos on Facebook and Twitter
Any company
producing online videos cannot ignore the power of social media platforms to
help gain exposure. The rewards can be huge and there are some very convincing
stats to prove this.
More people
share videos via email currently, however the click through rate is not as
good. Links posted using the
‘tell-a-friend’ widget on Facebook generated on average 2.87 clicks each, and
the Like buttons generates the same click through rate. Twitter generates an
extraordinary 19 clicks per video.
So, ignore
at your peril. We’ve been reading various whitepapers that suggest search
engines are going to find it far easier to find online videos by way of new
software and technology that will allow for each frame on the video to be
described using meta data. At present, video publishers only have the
opportunity to add a title and a sentence or two in the description field. This
will change very soon.
Anyhow, back
to Facebook and Twitter. We conducted an experiment recently in using a far
more humanistic approach. Instead
of sending a direct message and asking our friends to ‘Like’ the video we
published, we called them, had a good old fashioned conversation, had a catch
up, then we hit them with the request to ‘Like’ our video. The response was
far better than we anticipated and all of the conversations converted to likes.
I can also say that there was no bribery involved at any stage, in case you
were wondering.
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