Audio and video content is immediate, engaging and web users love to share it.

 

Often, audio and video can present messages faster and more engagingly than text can. Integrating audiovisual  content into your online presence can increase your ability to capture and connect with your audience.

Here, we will take a look at two different approaches to using audio and video to promote your organisation:

Video sharing sites like YouTube

There are a number of video sharing websites online, including Vimeo, but the most popular is YouTube. YouTube has grown to become the world’s second largest search engine.

Benefits of using YouTube

There are a number of possible benefits of using a video sharing site like YouTube to promote your organisation:

YouTube can be an influential tool for your business

As one of the most popular websites on the Internet YouTube can potentially share your videos with a huge, global audience.

Video can be highly visible on search engine results pages

On a search engine results page, videos may appear as thumbnail images. This makes them stand out amongst all the other text-based entries on the page.

People generally like video

As a general rule, people tend to prefer watching something in video form to reading it in text form.

A YouTube account doesn’t need to cost you anything

Unless you find that you need a more advanced set of features (like the ability to upload long videos), you will generally not need to pay for a YouTube account.

You can track the progress of your promotions

YouTube comes with free  analytics tools that you can use to see how many people are watching your videos and which ones they are watching.

Videos could make your organisation stand out online and engage new customers.

Some ideas for creating videos

If you are not sure where to start in video production, you might like to consider these ideas:

Make a how-to video

Is there something that you know how to do that you could teach others? For example, Australian plumbing product supplier Fix-A-Tap have shared a number of how-to videos on plumbing issues like:

 

People often actively seek out useful content like this, which means it could be an effective promotional tool for you.

Test a product

This is an opportunity to demonstrate the capabilities of your products. This kind of video is likely to be most effective if you can think of a creative and fun way to do this.

A well-known user of this approach is American company Blendtec, who have received a great deal of attention for their ‘Will it Blend?’  series of videos.

Bear in mind that you do not necessarily need to create what is known as a ‘viral video’—a video that becomes famous through word of mouth promotion. If you have an impact in your immediate industry or community then you might consider your video a success.

Go on a tour of your shop or office

No matter how big or small your organisation is, it can be beneficial to put a human face on it. Shooting a video that gives people an idea of what your organisation is like and how you work can help to make you seem more approachable and caring.

For example, this:

and this

have shared videos that invite you into their workplaces.

DigitalIQ tips

YouTube has resources that may help you promote yourself

YouTube offers some tipslink on how businesses can make the most of their service, by using brand channels, contests and ads that appear during videos. Their YouTube Means Businesslink page may also a good start to learn the basics about advertising via YouTube.

 

Podcasts

Another common method of sharing audio and video content is via podcasts. Generally speaking, podcasting is the technology that allows you to distribute audio or video files automatically over the internet.

Podcasts have become a popular way for the general public to share their content, but are also used by organisations and media sites as a cost-effective supplement or alternative to text content, or more formal video production and broadcasting.

To create a podcast, you need to record your content, upload it to your website or blog or a third-party hosting platform such as  iTunes and then create an RSS feed that points to the content. When you publish more podcasts, the  RSS feed should then point to and distribute the new content to those who have subscribed.