Video Network Promotion Methodology

According to iResearch mUserTracker data, in 2016, the monthly mobile video users increased by 21.5%, the monthly viewing time increased by 42%, and the monthly APP opening times increased by 45.4%.

This shows that the total number of mobile video users, user viewing stickiness and activity have all been greatly improved. From the perspective of viewing time, mobile devices such as mobile phones and PADs have become the preferred channel for Chinese people to watch videos.

With the development of mobile Internet , the popularity of videos is not just a thing of the past two years. On the one hand, with the vigorous development of short video platforms and live broadcasts , a large number of video creators have tasted the benefits of the trend. On the other hand, text and pictures as conventional content carriers can no longer meet the needs of the public. In the era of information overload, video has become a new hope. A large number of corporate brand promotions choose video as the key communication form, trying to reverse the situation where content production is not easy to imitate and copy.

However, the video was made but not disseminated, which was in vain.

Xiaohan also frequently communicates with the Shenzhen Bohu Film and Television team. Video is an important form of new media content and is now favored by more and more brands. However, the cost of producing a video is relatively high. How to promote a video and make it reach millions of readers? Can it truly play the role of new media brand marketing and communication?

My answer is: video dissemination and full-network marketing promotion are the best!

First, the video platform is released on the entire network

Treat video as product content, and all you have to do is distribute it through video media. Judging from the data performance of major video websites, Tudou, Youku, and Tencent Video are veteran platforms and are rated as five-star must-haves; iQiyi and LeTV should not be ignored either, with obvious growth and advertising revenue-sharing plans.

According to iResearch MUT data, in December 2016, the monthly viewing time of iQiyi APP reached 2.35 billion hours, and that of Tencent Video APP reached 1.63 billion hours, an increase of 67.5% and 123.2% respectively compared with January 2016.

In addition, don't miss out on the entertaining A and B stations with young user tags; and Miaopai , which is the best for short video promotion . Miaopai and Weibo are connected, which completes the basic video platform release.

On video platforms, you can also place interstitial ads . That is, in the film and television content of Tencent Video, you can choose your own user tags and regions, shoot a 15-second interstitial video, upload it to the background, and then it will be displayed in the opening ads of popular film and television dramas on Tencent Video.

When launching video on the entire network, it is necessary to count the data of each platform and prioritize them.

Secondly, the distribution of self-media platforms

For example, Toutiao 's Toutiao account has always provided considerable traffic support for short videos. Tencent Penguin account, because it is connected with Tencent's other social products, will recommend and distribute higher-quality content on Tencent News and Tiantian Kuaibao channels. The huge traffic of Tencent's own social system should not be underestimated. There are also Baidu Baike , Yidian Zixun , Sohu Self-Media , NetEase Self-Media, and Phoenix Self-Media , all of which are worthy of companies to enter self-media and distribute high-quality video content.

The early logical thinking was to use videos to develop a form of self-media. This has high requirements on content, high-quality and unique perspectives, and the need to attract accurate fans. It also has high requirements on the team, and a lot of effort needs to be put in in the early stages to accumulate a large number of seed users .

Furthermore, large-scale advertising on new media platforms

Because new media has a strong social attribute, video content that is too official and serious is not suitable for dissemination here. It requires humane, heartfelt, and entertaining content. This is the basic threshold, otherwise it will be difficult to attract users.

For example, Weibo's Fantong , Weibo big accounts, and WeChat big accounts can also be screened and placed according to bidding and the number of fans, and orders can be received. Reposts can be customized and charged per forwarding. For example, a Weibo big account with 1 million fans has a forwarding price of 3,000 yuan. The price needs to be judged based on the fan activity and user tags. If Weibo wants to spread videos, it is best to insert topics to enhance exposure.

When posting videos on WeChat accounts, it is recommended to use the format of soft text + video, which often has better results. Xiaohan has posted several marketing videos before. For a small account with 100,000 fans, the video reading volume can generally reach 30,000.

Finally, I recommend a Baidu video promotion method.

If we want to promote videos on Baidu search engine, we can directly buy out keywords , fix advertising space in Baidu’s video search column, and display the video position.

The playback volume of this type of video is very high. Xiaohan previously tried to promote it to a point where the video received over 10,000 views within 3 days of being online, and the cost was only the keyword click fee of the bidding account.

The more comprehensive video promotion methods basically include the above methods. I believe that after obtaining a large amount of traffic, everyone will start to think about how to convert the traffic.

The first is to directly add marketing promotion information to the video so that users can see it. This kind of violent increase in fans is suitable for the self-media model. This kind of fans is more accurate and valuable.

The second method is to embed product or brand information into the video, which is more covert but has a lower conversion rate.