How to drive traffic to your video-on-demand website from social media?


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How to drive traffic to your video-on-demand website from social media?

Think of social media as the Serrano ham on your morning toast. You can eat your toast with extra virgin olive oil and salt, a very healthy breakfast indeed, OR you can make it better by adding some Serrano ham. There will be nothing better for that toast!

That's what social media is all about.

You need to use social media to enhance your project's marketing strategy to drive traffic to your video on demand platform.

For example, when using email marketing to send out newsletters about upcoming events, discounts or updates on your video-on-demand website, using social media could enhance your message to ensure that it spreads and is always seen in your users' feeds. 

In other words...

Social media is free in the beginning and can start sending traffic to your video on demand website very quickly, without the need to post something every moment of the day!

In this blog post, I'll tell you how to start generating traffic to your video on demand platform in 5 easy steps:

  1. Choose the right social media platform.
  2. Set up (or optimise) your profiles.
  3. Create valuable content.
  4. Write engaging captions.
  5. Keep your audience engaged.

Ready? Let's go...

1Choose the right social media platform

The first step is to choose the right social media platform for your marketing strategy. You need to make sure you post where your potential customers are.

If you are a small or medium-sized business, you might think it's good to have profiles on every social media platform out there because if the big brands are doing it, why shouldn't you?

Having too many profiles can be counterproductive and a huge waste of time. If you are hyper-segmenting an audience, you should also be hyper-segmenting your profiles to maximise reach and engagement.

Your audience may not be on all social networks, which means your content won't be seen. That's why I recommend you choose only 1 or 2 platforms to be on, where your ideal audience likes to interact the most.

In this section, I will show you 2 simple strategies you can use to find out which platform is the most suitable for your project.

Conduct a competitive analysis of social networks

The first step is to take a look at the foundation on which you are going to build your social media strategy before the fun begins.

We'll start by creating a competitive social media analysis at the top of your to-do list. Why?

Because it's a simple way to:

  • Identify who your competitors are on your chosen social media platforms.
  • Understand the online behaviour of your audience.
  • Exploit your competitors' weaknesses.
  • Identify quality content.
  • Find gaps in your own social media strategy.

All of these tips can help you to strategically position yourself ahead of the rest and give you a better idea of what you could implement in your own strategy.

Put yourself in your audience's shoes.

One of the main advantages of using social media is that you can target your audience with a micro-target. But first, you need to understand who they are.

A good place to start is with your existing customers. You can't assume that their general demographics will match your social media target audience, but it can help you understand who is already buying from you and who is likely to be interested in your social channels.

There are 6 demographics you should be aware of:

  1. Location: where your customers are located in the world.
  2. Age: the most common age ranges of your target customer.
  3. Language: the native language your customers speak.
  4. Gender: the gender (if any) your audience identifies with.
  5. Interests: content that people like and engage with from fashion, business and even entertainment brands.
  6. Engagement: your customer's digital activities, such as past purchases and device usage.

But to find this data, you will need to do some research first.

That's where monitoring tools could be your salvation. These programs are a great way to collect and analyse data so you can get the demographics of your audience. By monitoring relevant keywords and hashtags, you can reveal what people are saying about your brand or your competition. Once you have this in your possession, you can concentrate on determining your online actions and the type of content to focus on.

This information can help you identify where your audience is spending their time, rather than using less successful strategies!  

For example:

If you're looking for members of Generation Z, then your gut might be telling you to avoid Facebook altogether and go straight to Instagram and TikTok. But according to a report by Hootsuite, almost a quarter of Facebook users are between the ages of 18 and 24. It may sound like a lie, but it's true!

If you want to save yourself valuable time and avoid posting content on a platform that simply isn't the best fit for your brand, then you should do a competitor and audience analysis.

And remember: different platforms can help you with different things. You can save yourself a lot of headache by using different channels for different purposes, such as:

  • Spread a different message.
  • Connect with multiple audiences.
  • Offer value in different media.
  • Reach a wider target audience.

Facebook could be the key to generating leads, while TikTok could be used to interact on a more personal level.

By now, you should have a better idea of where they spend their time on social media and who you are trying to connect with - this will form the backbone of your strategy!

In the next section, we will look at how to set up (or optimise) your profiles.

2Configure (or optimise) your social media profiles

Your social profiles are on the same level as your video-on-demand website. It's a homepage that stores content and it's where your potential customers can connect and interact with your brand.

Think about your own social media experience - what is the first thing that strikes you and what is your impression when you browse a company's website?

Did you see that it only took you a few seconds to form your own impression and think that you like the brand or that it is not even worth giving it a second chance?

Your potential customers are on exactly the same plane. This "homepage" is possibly the first encounter someone will have with your brand, and you want that first impression to make the visitor interested in learning more about your video-on-demand website.

Your visitors will see the following:

  • Display name (or identifier): the name of your business that potential customers will use to search for it.
  • Profile image and cover image: your brand logo that is easily recognisable.
  • Bio: a short description that explains who your business is and what it is about.
  • Links: external links that send them to more resources or your video-on-demand website.
  • Quality of content: content that resonates with your audience and has clear messages.

Each platform has its own set of rules to follow, from the number of characters for the description to the size of the profile image, so focus on optimising each profile to ensure that the same branding and messaging is consistently shared.

Make sure your profile clearly states what your business is about and what practical steps they can take if they want more information. Potential customers want to come to stay and know immediately what your business sells or stands for.

An effective profile has some, or almost all, of these elements:

  1. A clear message about what your brand is about.
  2. A strong call to action (including a link to your video-on-demand website).
  3. Profile image.

When you create a profile on multiple platforms, the best option is to keep your profile image consistent at all times. You want your audience to immediately recognise your brand.

If you've already tried these steps, then it's a good time to analyse what you've set up - are there ways to improve what you already have online, is the profile picture you uploaded two years ago still relevant, are your links working and is your biography up to date with your current message?

Tip: As much as you are promoting your business through social media, you should link your social profiles on your video-on-demand platform. Why? Because it creates awareness of your online presence and potential customers are always eager to visit your profiles and connect even more.

3Create valuable content

Now that you know who is following you and why you want to reach them, you're ready to take it a step further.

Now it's time to make your content look vibrant. You need to select valuable content that is relevant to your video-on-demand business, but is engaging enough to make a classy omelette.

Difficult, but not impossible. That's why one of my favourite strategies is:

  • Ask a question: Ask a question that sparks their interest, gets them thinking and, above all, gets them talking.

"What do you think?", "What do you think is most effective?" or "Share your advice" are just some of the questions you can ask to generate interaction. People want to feel that their opinion is important and they also love to hear from other people. Not only will this spark conversations among your audience, which generates engagement, but it is also a good time to put yourself on the same level as your customers and participate in the discussion or understand how their content is perceived.  

  • Encourage expression: Look for ways in which you can encourage your audience to express themselves in your feeds (or in their own feeds, and tag you!). The better the reaction, the better the emotional connection.

There are many ways to get your audience to express themselves, and one of the easiest ways to get them to participate is to create a series of sorts. Let's say you're in the fashion industry and every week you create a different look. You could ask your followers to join in and recreate their own look, using a unique hashtag and tag your website. 

Filters, emojis, stories, hashtags and the share button are easily accessible ways for followers to interact with brands and express their love (or hate). Encourage your users to create content with your brand.

  • Incentivise: Interactive content, such as competitions, could become your new best friend. But how does that relate to prizes?

People like to play and compete, but most of all, they like to win. Especially on social media. Nothing satisfies a competitive hunger like an unexpected "sign up now" post. Big prizes offer a bigger impact, but you might be surprised how even smaller prizes are just as effective.

  • Launch offers: Let's go back to an old-fashioned way of encouraging the audience: offers.

Incredible offers that are too good to resist are a sure way to attract potential customers. You can use:

    • Coupons.
    • Discounted promotions.
    • Gift cards.
    • Free subscription for a limited time.
    • Free access promotion for subscriptions.
  • Offer something useful

I can't put it any other way: valuable content is the key to success on social media!

But why would someone visit your social media channels? It's the same reason why a customer would sign up for your paid VOD website. People come to your social profiles to be entertained, educated and informed. And to do that, you need to create content with value that can be presented in the form of:

    • Downloadable guides.
    • Infographics or tips.
    • Useful email newsletters.
    • Online broadcasts.
    • Blog posts.
    • Short videos.

If you're short on time and resources, the good news is that your paid VOD platform has all the content you already need for social media stored in a folder.  

Tip: Sharing quality content is essential, but it's equally important to have a plan in place for when to share that content for maximum impact. This is where a content calendar and scheduling tool will be critical.

4Write attractive subtitles

The next key to your content strategy is ... subtitles!

Writing a headline is more than just adding meaningless words so that your post is not empty. Usually, it's the hook that will get you a reaction or a user to interact.

Having an attractive title that is captivating and informative often generates more traffic to your website or more free trial registrations. Not only that, but it is an opportunity to explain more about yourself or the publication you have just made.

Let's say you have a one-minute video you want to share about a yoga pose, but the video doesn't offer any real insight into why that yoga pose is important or why anyone should practice it. The caption is your chance to explain all that and more. You can explain all the benefits of the pose and how they can contact you or subscribe to your service to learn other yoga poses.

But as with anything else, a good legend takes time and often a blank stare at a blank screen. Let's be honest, a busy video business owner like you doesn't have time for that.

This is where the AIDA formula comes in, a simple step-by-step method to spread the message and get the desired result.

  • Attention: This is the bait you need to dangle to grab your reader's attention. You want to write something that is compelling, enticing or even absurd. This is the first sentence they will see that will get them to read more.
  • Interest: Grabbing attention is one thing. Keeping your users' attention is another. For your message to succeed in keeping users interested, you must give them a reason to stay.
  • Desire: The desire stage is where you show your user exactly how your offerings can solve their problems. Explain the features of your product or service and all the related advantages. Make them want it.
  • Action: Once you have succeeded in creating the desire, the next step is to persuade users that they should take action immediately. Where can they go next or how do they contact you?

A word of advice... using hashtags on certain platforms such as Instagram is one of the easiest ways to increase brand awareness and get your post seen by millions of users. Be careful not to use too many or too popular hashtags as it can make it harder for certain users to see your post. Make sure you use relevant and specific hashtags.

5Keep your audience interested

The next step in generating engaging content is to interact with your audience. Some may think of conversation as an art, but in some ways, it's really more of a sport: drawing attention and asking questions back and forth.

In the case of online brands, it's not just about receiving, you must also contribute to your community; you can do this by practising reactive and proactive engagement. When you are reactive, you are being purely progressive and responding to direct messages or replying to comments.

When you're proactive, you're the one initiating the conversation with people who may be talking about you, but haven't necessarily communicated directly. Maybe they mentioned you, but misspelled your brand name or used a strange name. Either way, it's an opportunity to reach out and say hello.

You can participate in this way:

  • Sharing content with your stories and tagging others.
  • Sharing comments from your customers.
  • Doing a question and answer session.
  • Going direct and making an effort to field questions and respond.
  • Responding promptly to comments and tagging the person you are conversing with.
  • Commenting on your customers' content.

But what is the purpose of starting the conversation?

The more interactive you are with your community, the more awareness you are creating, which will make influencers, industry experts or even bloggers want to reach out and collaborate with you.

And the best part? You're increasing your chances of:

  • Someone who visits your profile becomes part of your fan community.
  • A visitor goes to your website and signs up for a free trial.
  • Increase organic traffic to your website.
  • There is more organic engagement with your content.

Wrapping this up

The use of social media can be very useful for your VOD video project. Not only will it enhance your other marketing efforts, but it will also allow you to connect with a wider target audience.

Getting your profiles effective and in the rhythm of regular posting will require some trial and error and a lot of time.

Focus on being consistent and engaging with your community if you want to start seeing real results.

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