Who is watching your corporate video?
It was good to see a piece of promotional activity around a corporate video
this week. You know the thing, a social media pointer - in this case a tweet - saying 'Have you seen our video' followed by the URL. Often social media is used for signposting and it is good to draw your network's attention to your own content, whilst not perpetually broadcasting.
Unfortunately that was the end of the good news for this example of video marketing. I followed the hyperlink and a video player box popped up with 'Video not found'. Undeterred, and seeing that the Play button looked like it was a YouTube embed, I went onto YouTube and searched for the business' name. (Did you know that searching directly on YouTube is a huge slice of the search market, further underlining why video is so important to your business).
Anyway my search revealed nothing. Granted, most users won't be searching for a business name, rather a keyword or phrase, but even so it is rather a damning indictment if your video won't even appear on page 1 of YouTube for the relatively unique name of your business.
So I checked on Google directly. No video on page 1. None on page 2.
I then searched Google using a generic search term which would be a key phrase for this or any competing business. Same result.
This is very much a 'good news bad news' story for this business, and by extension, it's competitors. Like many corporate videos, little or no effort has been made to actually get the content in front of the eyes of the target market. Yes, tweeting about your video is a good idea, but the audience you are hitting - unless your Twitter
following has been carefully and brilliantly compiled - is by and large not your target market. Whereas the actual target market i.e. people who are actively
searching online for the services you offer can't find your video because it isn't optimised. It is essentially flushing the sunk cost of producing the video down the toilet.
That's the bad news. The good news is that with just a little effort, you can rank on page 1, the holy grail of SEO. It's apparent from my search that no competing businesses are doing video, or doing it sufficiently well, so the door of opportunity is wide open.
But this is pie in the sky isn't it? Getting a video to rank on page 1 is hard and expensive and time-consuming? Well, as an example, we have a video online for one of our clients that ranks higher than their own website.
If you already have video in your content mix, how well does it perform? Have you really got ROI if you outsourced the work? Was it a good investment of your own time if you went DIY? How many potential customers are not
finding the content that you specifically
created to better communicate and inform them? Who is watching your corporate video?
Is the answer to 'Have you seen our video?' probably 'No'?