Ok. I’ll own up. This blog is not going to tell you where to host your corporate
video. Or any other video content you produce for your business.
What is actually more important is where NOT to host your videos.
I’m a passionate believer that it is not the shooting of the video that leads to more business, it is the viewing of it by the target audience. In fact, it stands to reason. That doesn’t mean that the way a video is shot, its ‘quality’, its message, its running time etc. are not
important. What I mean is that the most well-crafted piece in the world is a marketing cost
until it generates ROI, when it then becomes an investment
Hosting video content on YouTube is the Number 1 solution. Yes, the platform isn’t perfect, it’s crammed full of ‘entertainment’ videos, and arguably the quality of the playback and ‘look and feel’ of the interface are bettered by, for example, Vimeo. It isn’t the only game in town. But the big plus point is the SEO opportunities due to the integration with Google search. (I’ve mentioned this in plenty of other blogs and there are tons of other articles online that say the same).
The point here though is that if you are hosting your video(s) on YouTube and then embedding then onto your own website, it needs to be on your own
Not that of a directory service, an agency, or your video production company.
SEO on YouTube comes from good keywording, both at the level of individual videos, and at the Channel level. It comes from other optimisation tweaks. Brand consistency is important too. When visitors to your website click to view the video on YouTube, or click on the social icon to take them there, what they expect to see is something that is relevant.
I’ve come across plenty of examples of businesses where the video supplier has done what is ‘easiest’ rather than ‘best’ for their client.
Any provider hosting your video on their own channel is very unlikely to be doing their best to promote it.
- They won’t be keywording it as well as you could / should, so you will miss out on potential traffic, sometimes catastrophically so.
- They certainly won’t have the niche specificity that is important and relevant to your business and target audience.
- They probably won’t be monitoring its success.
- Because its hosted on a channel that you don’t have access to log in to, you are not able to monitor its progress either (at a level with any meaningful insight).
- If they do not play fair on YouTube with their other content, their channel could be shut down and your video deleted.
- If they move on or go out of business, you won’t be able to contact them to ask questions about the video’s performance or other relevant matters.
- They are unlikely to “playlist” the video properly, meaning that the “suggested videos” that pop up for your potential customer at the end of the video are likely to be unconnected, random, from competing businesses, or - worse - offensive.
Professional video production companies do
own rights to the content they create. But first and foremost they need to let their clients profit from it to the greatest extent possible – it is after all the reason the content is planned and produced in the first place.