[ Mar­ket­ing your video ]

Know your au­di­ence and make sure your pro­mo­tional ef­forts match it

Mac Format - - BROADCAST YOURSELF -

Pro­mo­tional videos need to be snappy, to the point, pro­fes­sion­ally pro­duced, and to strongly con­vey their mes­sage

Your fin­ished video will ideally have been recorded and edited at 720p HD as a min­i­mum, or prefer­ably 1080p. When it comes time to ex­port it from your soft­ware, it’s a good idea to ex­port a full-qual­ity ver­sion as well as a high-qual­ity MP4 file. When you up­load to a site like YouTube or Vimeo, the site will au­to­mat­i­cally cre­ate dif­fer­ent qual­ity ver­sions for stream­ing over lower band­width con­nec­tions, but it can’t boost the res­o­lu­tion of your video any higher than the orig­i­nal up­load.

Your choice of des­ti­na­tion for a video will de­pend very much on its con­tent and what you hope it will achieve. Sites like YouTube and Vimeo are the best-known video host­ing sites, and Vimeo’s paid tier al­lows you lots of op­tions for how your video is tagged, shared and streamed. YouTube also of­fers a fair few ways to cus­tomise your con­tent, and it’s free, which is prob­a­bly why it’s the go-to video host­ing site for most peo­ple.

Pro­mo­tional videos need to be snappy, to the point, pro­fes­sion­ally pro­duced, and to strongly con­vey their mes­sage. Re­mem­ber that at­ten­tion spans are very short, so get to the point quickly. More creative projects like films ob­vi­ously have a dif­fer­ent au­di­ence, and are more con­cerned with telling a story over time than sell­ing you some­thing. If you’re pro­mot­ing a video, pick places where it’ll likely get the largest au­di­ence: Face­book, YouTube, and maybe Linkedin, if the pro­ject is busi­ness-re­lated.

Vimeo has a wealth of op­tions for or­gan­is­ing, down­load­ing and even re­plac­ing videos you’ve up­loaded.

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