This is the last post in a 5-part series on how to create good online video. Read the entire series — image, sound, editing, distribution and promotion.
After distribution, promotion is the largest stumbling block for most content creators. While distribution spreads your content to dozens of sites, the chances of your show succeeding are extremely limited without promotion — paid or otherwise. Creating promotion programs for online media is no different than promoting a product. The largest difference is personality. Your show should have a personality, even if you’re working behind the scenes.
Paid vs. Unpaid promotion
Many content creators invest significantly in creating content. However, they don’t engage in paid promotion. Paid promotion doesn’t necessarily mean buying TV/radio/newspaper ads. It can be as simple as creating and distributing posters. Anything that helps offline and online audiences connect with your show is called promotion. Some of this is paid; the rest is unpaid and earned. If you have a promotion budget, I’d highly recommend investing a small portion of that in Google AdWords to attract an audience.
Social Media promotion
Social media has grown in size and audience considerably over the past few years. As a content creator, ensure that your show has a Facebook fan page. Since it is important to have a personality driven show, make sure that everyone involved on the show is also on Twitter.
Giveaways
Giveaways are easy to do and engage the audience in multiple ways. Do frequent giveaways. These don’t have to be big items. Products like show memorabilia and merchandising are fine.
Email marketing
Despite its abuse, email marketing, when used correctly is still a great form of promotion. To learn more about how you can use email marketing, you can watch my NBC segment here.
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