How to Maximize Video Marketing Efforts, Reach, and Impact

So, you’ve got some great video marketing content to share…

No? Start here first, with our helpful introductory primer on video marketing tips and more.

If you’re new to creating video for marketing purposes, you’ve probably got some questions.

You asked, we answer:

How can I maximize my marketing impact?
Where do I share my video?
How do I know which platform(s) to choose?
Can I repurpose my video content?

Before you dive in, take this golden nugget of marketing wisdom: make sure you’ve got a plan. We’re not saying this because we love planning. It just makes sense given that you’re investing your time and money, right?

Maximize Your Video Marketing Impact

Creating a plan BEFORE you start recording is essential to ensuring you maximize your potential use and reach of each video.

Here are some examples that highlight the importance of planning ahead:

A consultant eager to attract new clients spends the entire budget to create a single video for their website’s home page…without thinking about how they’ll market it (or create future videos to engage followers).

An up-and-coming coach whips together a whole bunch of videos for social. However, she doesn’t bother to discover what her unique audience wants to see, instead copying trends and fads. When her videos don’t engage her followers, she wonders what went wrong.

A prominent thought leader looking to expand his reach creates a short video answering some popular FAQs he hears often. He doesn’t have a specific video marketing plan, so he posts it to his personal FB page and hopes for the best. He doesn’t achieve any ROI…

Don’t make these mistakes. With some strategic planning, you can create great video content AND share them appropriately to maximize your reach and achieve a positive ROI.

How?

Consider the following questions before you hit record:

Who is this video speaking to? What are their needs or pain points?
What is the purpose of this video? What action or reaction is expected?
When will the content be released or shared? Is there a production schedule and is the content time sensitive?
Where will this video be used and/or shared? What is the distribution and promotion strategy?
How can this video be repurposed? What other uses does it have?

After answering these questions, you should be better prepared to craft your objectives, message, marketing strategy, and outline your editing needs.

Now, let’s review your options for video sharing…

Video Sharing Platforms

Most of our coaching clients focus on the following platforms. Note that this list is not all-inclusive by any means. If you’re looking for other ideas, try this list of 20 Places to Post Your Video for Maximum Reach.

YouTube: the platform everyone recognizes instantly. For good reason: 83% of US adults use it. YouTube is one of the top visited websites in the entire world (#2 as of this writing). And it’s also the top social media platform in the US – yes, beating out even Facebook and Instagram.

YouTube shorts: it’s all about 60 seconds or less here – Shorts is where you can shoot & share quick videos on YouTube. Millions of YouTube viewers watch Shorts every day – meaning, your potential audience is practically unlimited.

LinkedIn: boasting over 900 million members in 200 countries and regions, LI is the perfect platform to showcase your professional expertise and reach your ideal audience. Plus it’s easy to use on desktop or mobile. Get some great tips in this helpful Hootsuite article.

Instagram reels: with about 2 billion monthly active users (and growing), Instagram is well, HUGE. While it’s true that video-based platforms like YouTube are super popular among social media users, don’t overlook IG. Reels are an easy way to create quick, engaging videos (think: 15-secs).

Instagram stories: vanish after 24 hours, and they’re a great way to share everyday moments to connect to your audience. Stories can be shared with all your followers, or just your Close Friends list. Here are some tips & tricks to try 😉

Facebook reels: some 20 years after it was born, FB remains a titan in the social media world with 3+ billion monthly active users & 2+ billion DAILY active users. Imagine the reach you could potentially have. Try Reels to reach your audience with engaging content – here’s a comprehensive guide, straight from Facebook.

Facebook stories: As with IG, Facebook Stories disappear after 24 hours, making them a simple, easy way to share those everyday moments with followers. You can share photos, videos and posts, and revisit the Stories you’ve shared in your Story Archive. Here’s a helpful link from Facebook.

TikTok: And then there was…TikTok. Since it’s come onto the scene, this popular platform is changing the entire social media landscape. It still trails behind the other big names in social with 1.5 billion monthly active users, but it’s rapidly rising (it was already the highest grossing app of 2023). If you haven’t tried it, maybe you should reconsider…

Choosing Where to Share Your Video Content

How do you find the perfect social media match to share your video masterpiece? It’s super important to do your research and select the right platform.

That’s because the various social media platforms appeal to different audiences – and content types – so choose wisely: it can make or break the success of your video.

Here’s a quick rundown to help you match your video to the right social platform (and audience):

YouTube:

A favorite option for longer, high-quality videos. Perfect for tutorials, vlogs, sharing event footage, and in-depth content.

YouTube Demographics:

Age: Widely used across all age groups, with the highest usage among adults aged 18-34.
Gender: Slightly more male users (55%) than female users (45%).
Location: Popular globally, with strong user bases in the United States, India, and Brazil.
Income: Attracts users from a wide range of income levels.
Education: High usage among individuals with diverse educational backgrounds.

LinkedIn:

A top choice for professional videos that showcase your expertise and/or promote you as a thought leader. Also great for sharing industry news.

LinkedIn Demographics:

Age: Primarily used by professionals aged 25-54, with significant usage among users aged 35-54.
Gender: Slightly more male users (51%) than female users (49%).
Location: Popular in the United States, India, and China.
Income: Attracts users with higher income levels, particularly those in professional and managerial roles.
Education: High usage among individuals with a college education or higher.

Instagram:

Terrific for visually appealing, short videos. A popular platform to showcase your unique brand and connect with younger followers.

Instagram Demographics:

Age: Most popular among younger adults aged 18-34, with a significant portion of users under 30.
Gender: Slightly more female users (57%) than male users (43%).
Location: High usage in urban areas, particularly in the United States, Brazil, and India.
Income: Skews towards users with higher income levels.
Education: Popular among users with some college education or higher.

Facebook:

Tried-and-true social behemoth that can help reach a large audience. Share long or short videos, particularly ones that are informative or tell a story.

Facebook Demographics:

Age: Primarily used by adults aged 25-34, but also has significant usage among users aged 35-54.
Gender: Slightly more female users (54%) than male users (46%).
Location: Widely used globally, with strong user bases in the United States, India, and Indonesia.
Income: Popular among users with a wide range of income levels.
Education: High usage among individuals with some college education or higher.

TikTok:

Have a quick shot of advice to share? Try this fast-growing platform, admired for everything from trends and tutorials to FAQ’s and behind-the-scenes peeks.

TikTok Demographics:

Age: Extremely popular among teenagers and young adults aged 16-24, with growing usage among users aged 25-34.
Gender: More female users (60%) than male users (40%).
Location: High usage in the United States, China (via Douyin), and various countries in Europe and Asia.
Income: Popular across various income levels.
Education: Attracts users with diverse educational backgrounds, including students.

Twitter/X:

Still known for quick videos to share news, company updates, or behind-the-scenes footage.

Twitter Demographics:

Age: Predominantly used by adults aged 18-29 and 30-49.
Gender: More male users (62%) than female users (38%).
Location: Significant usage in the United States, Japan, and the United Kingdom.
Income: Attracts users with a wide range of income levels, but slightly more popular among higher income brackets.
Education: High usage among individuals with a college education.

7 Popular Ways to Repurpose Video Marketing Content

The great news is that you can re-purpose your video content in many ways. Since each social platform has its own specific requirements, you can modify your videos to work on a variety of platforms, which can help reach a wider, more diverse audience more efficiently.

For instance, quick punchy clips work well on Instagram and TikTok, where short video is favored. Have longer, more in-depth videos instead? Consider YouTube (or even your own website), where people are more likely to be looking for detailed info.

Here are 7 popular ideas to repurpose a video: