Architecture is an inherently visual medium, so it’s natural that practices should not just consider photographing their projects, but actually looking to the moving image as a medium to explore and show off their wares. But filming your projects and practice is just the start…
One of the biggest mistakes I see people make when producing video content is thinking that the job is done once the video is uploaded to their website. In actuality, that is only the beginning of your video asset generating some return on your investment. And, like all assets, you should make it sweat. Here are some top tips on how to increase the exposure of your video:
Placement – aim high!
If you have taken the time, and put in the effort and cost of producing a video, then invest a bit more time and talk to your developers to have it visible within your site. The better positioned your video, the higher play rate it’s going to have, and the better results you’re going to get from it. I recommend positioning it on a splash page, landing page or high up on your website. There’s irrefutable scientific evidence from our customers that tell us that the more hours a video is watched, the more traction it will get. Get your video high up on your website and it will generate more responses for you. Simples.
Be strategic with your thumbnail
A great thumbnail is paramount if you want people clicking on your video. A big no-no is to let your YouTube or Vimeo randomly select a thumbnail for you. Make sure you select one that will get people’s attention. Smiley happy faces are scientifically proven to increase play rates. It also ensures you can get consistency in the branding and imagery. This helps people develop an association with your videos, and when they revisit your pages they will know what to expect from them. This will make them more likely to watch.
Focus on the quality of the story
It sounds obvious, but you have to start putting quality content out there – and I don’t mean in terms of production values. Make sure you have a good story to tell – one that will connect with people. Over half of your exposure is going to come organically if your content is good. Audiences engage more with content that is honest and thought out, rather than something that is hashed together, so invest some time in telling your story well. Asking people to tune in next time (whether literally or implied) will ensure they are hooked on your content and will share through their own channels.
Give it a monetary nudge
Unfortunately, due to Facebook’s algorithms, it’s now quite hard for a video to organically grow without a little bit of money behind it. I’m not saying it’s impossible, just harder, no matter the quality of the content. So if you’re thinking of sharing this content on Facebook, put a little bit of money behind it and, if the quality is good enough, watch the organic views explode. Even starting off with a small budget and targeting a specific audience can have super impressive results. Don’t feel the pressure to pay above what your budget allows. Smart targeting can be way more effective, and fully engaged audiences will do more to boost the organic value than lots of short few-second views.
Post to forums
Link your video on forums. You’ll be surprised at how much traffic a website like reddit can generate for your video. Specialised forums are great to give your video legs. For example, if your video is about a new architectural technology, then put it in a tech forum. That will get it running and receiving lots of traction. The same can be true for getting influencers to promote your video through their blogs, pages or forums. If it’s relevant to them and their audience, it’s a win/win for everyone.
Whichever tactic to employ to get your videos exposure, the main thing to remember is that you’re not done as soon as your video is published. The real work starts in getting it some exposure.
Sydney-based Michael Langdon is the founder of Serious Levity, an eCommerce video strategy house and he is also the author of Welcome to the Age of Emotion: How to attract and connect with customers using video.
This article first appeared in AR162.