Many businesses are already successfully using video for marketing themselves online, but what if video is your business? For screen media professionals it is imperative to understand how to use Internet search and social media to promote your film, television show, transmedia experience and webisode series. But what are the primary differences between search engines and social media, especially considering they are so intertwined these days? And how will these differences help producers of video content market their product online?
Real People vs. Computers
It’s simply a matter of audience; who are you trying to connect with? For Internet search it’s to create a web presence that plugs into the mathematical equations of the search engines most effectively. For social media it’s to create content that will connect with people emotionally and make them want to share it with others. Having awareness of the demands of each should fundamentally shape the context and strategy you have for all your online video content.
Old vs. New
Archie, the first search engine, was created in 1990. SixDegrees, the first recognizable social network, was created in 1997. Both search and social have been around a long time, but when it comes to digital marketing, search engine optimization is seen as the old workhorse while social media optimization is the new kid on the block. Video is the even shinier new object. New(er) equals opportunity because there is not as much competition…yet. Seize that opportunity.
Power of Words vs. Power of Relationships
The language that you choose to describe your film, TV show, web series, is all fodder for the search engines. Understanding how to optimize that is the foundation of everything I do as a search marketer, and it all begins with keyword research. However, you can do the best job in the world of connecting with your potential audience through search by using the right words, but if you are not telling a good story with those words your promotional efforts will soon fall flat. If you are, however, then this will inspire others to tell their friends and share it online. With access to social networks, this can quickly spread the word like never before.
Ranking vs. Influence
Hopefully, you will be taking all my good advice and so your online video is showing up on the first page of search results on Google, postings on Facebook, timelines on Twitter and in YouTube recommendations. But what will most likely drive the people who encounter your film or series to learn more, to want to be a part of your audience and community? If you are creating non-fiction a search, with its high degree of relevancy, will likely be a venue that provides a great return on investment. Search is still very important for fictional works, but the influence of the “curators,” those people who others look to for opinions they can trust, will be critical for web success. Online market research can help you find the right curators for your film, bloggers, reviewers, avid Tweeters, who can be great advocates for your project in social media.
SMO & SEO Top Tips for Online Video
In summary, what are some of the things you can do to leverage the differences between social media optimization and search engine optimization?
- Play to the computers in your search engine audience by applying SEO best practices.
- Play to the human beings in your social media audience by making people think and/or feel big, authentic emotions they want to share.
- Optimize your social and video Internet presence TODAY to take advantage of these opportunities while they are still new.
- Use the right language (keyword research) to tell a great story.
- Find key curators in your potential audience and build relationships with these important online advocates.
At the end of the day, it’s about connecting your story to your audience. Both search and social media marketing offer amazing opportunities to do this directly like never before. Learn as much as you can and apply this to your own screen media projects and you will be ahead of almost everyone else in this industry. Good luck and stay tuned!
(For those who want to start their education right now, check out this great article discussing some of the nuts and bolts of Video SEO vs. Social Video Optimization.)
Or Revisit Last Week: My MoSo Experience in Canada’s Silicon Valley
Submit suggestions, questions or tips of your own via email to annelise(at)veria.ca or on Twitter @veriatweet