CASE STUDY: Lake Oconee Academy Capital Campaign
Once the video was produced and finalized, we promoted the video via social media. It is known that 92% of all mobile video consumers will share that video with a friend (source)so it is vital to promote the videos you produce on social media. Also, according to HubSpot, audiences are 10 times more likely to engage with video on a social media network. It is because of these statistics and more that we believe in the power of video and video promotion. We take the time to plan and produce detailed videos that are aimed at intriguing viewers and potential consumers.
Below, we lay out and analyze our social promotion strategy for the LOA Capital Campaign video, and discuss the alternative options for video promotion. We believe our strategy (Strategy No. 3) to be the most effective in engaging viewers and expanding reach. Strategy No. 1 is considered an ineffective way of promoting a video. Strategy No. 2 is still a good option, but it is not as effective as the posting strategy implemented.
PROLIFIK STRATEGY: Direct Upload To Client’s Facebook Page
Used URL in the caption
This is crucial. When posting a piece of content in hopes that it is shared, the link must be included. When the video is shared with the caption, you receive “link juice” that is phenomenal for SEO purposes.
Boosted by $100 over the course of three days
Audience Reach: 15.4K unique users
Total Engagements: 4,054
Total Shares: 64
Total Video Views: 8K
STRATEGY NO. 1 (LESS EFFECTIVE): Upload To Vimeo And Post Vimeo Link
Upload video to Vimeo
Post Vimeo link on Facebook WITHOUT boosting
This basically guarantees terrible reach
Post Vimeo link to Facebook WITH boosting
This will get you a bit more reach, but only gives you “Vimeo juice” not “link juice” to your website
STRATEGY NO. 2: Keep High Video Resolution & Decent Reach
Upload video to Vimeo
Embed Vimeo video into your website
Post link to the website and boost
While this option does allow you to keep the high-resolution video quality, you lose the auto-play ability on Facebook.
STRATEGY NO. 3 (PROLIFIK STRATEGY): Optimum Reach But Less Quality
Upload video to Facebook
Post link in the caption
Strategy No. 3 is the strategy we implemented with the LOA Capital Campaign video. According to our client, since our team created and promoted the Capital Campaign video, donations have increased by over $400,000.