How to generate interest in the launch of your video on demand?

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How to generate interest in the launch of your video on demand?

You've put a lot of effort into your video on demand website and now you're ready to launch - it's time for your website to get the attention it deserves!

In this article, I'll show you how you can generate interest before the launch of your video on demand platform so you can start promoting it!

Here are 7 practical strategies you can use to generate attention 5 to 10 days before the release:

  1. Set up a pre-launch page.
  2. Promote the launch on social media.
  3. Offer a discount for early booking.
  4. Create video marketing campaigns.
  5. Use influencer marketing.
  6. Use email lists.
  7. Design a paid ad campaign.

Let's start ...

1Set up a pre-launch page

Setting up a pre-launch page is the basis for all the other strategies in this post.

Since your website is not yet launched, you will need a page to drive all the traffic you will get from your marketing efforts.

The pre-launch page is created for the sole purpose of getting visitors to sign up for your mailing list! It is designed to give potential customers all the information they need to know about your video on demand website and bring them one step closer to becoming a paying subscriber.

I recommend that this page includes:

  • The launch date.
  • Video teasers or images in which you announce that they can subscribe to receive notification of the launch.
  • The benefits of subscribing to your website.
  • Subscription rates for different plans and what is included in each plan.
  • A clear call to action (CTA) to capture emails.
  • A discount for people who leave their emails.

2Promote the launch on social media

Raise awareness about the launch of your video-on-demand website by posting a countdown on your stories or social media feeds - this will delight your followers as the launch date approaches!

Your social media followers are what are known as potential customers. They are aware of your content and are interested in it. This makes it easy to convert some of them into paying subscribers.

If you are looking for inspiration, this could be a 5-day promotional countdown before the launch of your video-on-demand website:

  • Day 5: reminder of the launch.
  • Day 4: ask your followers to ask you something about your product and what they expect from it, e.g. you can use the question box on Instagram.
  • Day 3: a giveaway of your choice for a "winner". This could be a free consultation, an e-book, a subscription discount or anything you can give away in exchange for someone sharing your post and tagging some friends. The goal here is to get people to share your post in the hope of being the winner.
  • Day 2: a tour of your website on social media stories like Instagram and/or TikTok.
  • Day 1: reminder of the launch by urging your followers to make use of the pre-order option.
  • Day 0: reminder of the launch, you can also show a preview of the content in a video.

Remember to add a link to your pre-launch page in each update.

3Offer a discount for early booking

This often causes users to feel a strong attraction due to the limited time frame of the offer. 

Take Black Friday, Cyber Monday or Boxing Day, possibly the biggest shopping events of the year - people know that these discounts only last for one day and they want to take advantage of them!

You can use this occasion to launch your video on demand website with discounts that last 3 to 5 days. This will give your website visitors a special discounted price to subscribe to your product. For example, you can offer a 15% discount on an annual subscription to people who send in their emails before the official launch of your video on demand website.

Make it clear on your pre-launch page that people who leave their emails will receive a discount code via email to use on the day of your website's launch. Then promote this early bird offer on your social media accounts.

Once you have checked who is on your pre-booking (launch day) email list, you should set a limit on the number of people who can redeem the code, that way you will ensure that only people on your list can use the promotional code.

4Create video marketing campaigns

Creating a video marketing campaign can help you reach a wider audience for your launch.

In fact, social media platforms like TikTok, Instagram and YouTube are prioritising users who use their short-form video features, making it easier for you to be seen.

Better yet, design short-format videos as ...

  • Previews of your video-on-demand content: a great way to repurpose your premium videos as previews that you can post on social media.
  • Behind-the-scenes content: this helps people engage with your brand by showing the process behind the creation of your videos.
  • Vlogging: another way to humanise your brand, this can be done live or on video on demand.… 

This requires little effort and no extra investment!

For example, if you are a yoga professional launching a video-on-demand website, you can post short guides on your social media channels as a preview of what they can expect with a paid subscription.

The more value your followers get from the free content, the more likely they are to reciprocate the value you give them and subscribe to your channel.

You can also use TikTok and Instagram stories to make live vlogs or show behind-the-scenes content. This requires little effort to generate the content and will help make your brand more easily identifiable to your audience.

Remember to direct people to your pre-launch page in your videos, that way they can move along your sales funnel.

5Use influencer marketing

Influencers have created an audience that cares about their opinions and recommendations. Their followers want to know their advice when making product-related decisions.

In fact, studies say that influencers can increase sales, trust and advocacy. Therefore, to raise awareness of your video-on-demand launch, partnering with an influencer can be very useful!

You should look for influencers that match your target audience to increase your chances of getting leads. Choosing the right influencer is key. Once you have done so, invite them to use a private beta version of your video on demand website. This way, you can have tested opinions to promote your product at launch.

Set measurable objectives to ensure that your influencer marketing campaign works. These objectives can relate to:

  • Engagement: how many likes, comments, brand mentions and shared posts you get.
  • Impressions: how many people it reaches.
  • Traffic and conversions: how many people visit your pre-launch page and leave their emails.

There are many social media monitoring tools available to track social media metrics such as engagement and impressions.

6Send email marketing campaigns

Email marketing is an effective way to generate awareness, build anticipation and increase sales of your video-on-demand product.

There are two types of people you should send emails to:

  • Existing leads: they come from an email list you already have. These are people who have not heard about your upcoming launch or who have not directly asked to be reminded of your launch.
  • New leads: these are people who visited your pre-launch page and left their emails to be reminded of your launch.

Existing potential customers:

Current potential customers know about your brand, but they may not know about your upcoming launch. Therefore, you will need to convince them to become paying subscribers. That's why I recommend sending 3 emails the week before the launch.

1. Send the first email seven days before the launch, just enough time to pique people's interest without boring them. This email should include:

    • Your logo.
    • An attractive subject line that highlights the key points of your email.
    • An explanation of what your new product is all about.
    • The benefit of signing up to your video-on-demand website.
    • The launch date.

2. Then send your second email 3 days before the launch date. Here you can include:

    • Your logo.
    • A preview or video preview of what your product looks like.
    • The launch date.
    • A call to action (CTA) button for your pre-launch page.
    • An early booking offer for people who sign up on your pre-launch page.  **

3. Your last email should be sent on the day of the launch, this can include:

    • Your logo
    • An attractive subject line showing that it was launched today.
    • The special early booking promotion code. **
    • A clear call-to-action button for your video-on-demand site.

** You should take note of the people who appear on both email lists, existing and new leads. That way, you will know who you can select for the early booking offer.

This brings us to our second group of people...

New Leads

Your new leads are the ones you have generated by driving traffic to your pre-launch page. They have explicitly asked to be reminded of your upcoming launch and are just waiting for you to give them the go-ahead to sign up for your paid video-on-demand website.

This means you can send them only 2 emails to remind them of your launch, both emails should convey excitement. 

1. Send the first email the day before the launch, this should include:

    • Your logo.
    • A catchy subject line that highlights that the launch is tomorrow.
    • A video teaser from your video-on-demand website.

2. You can then send the second email on the day of the launch, which will include:

    • Your logo
    • An attractive subject line showing that it was launched today.
    • The special early booking discount code.
    • A clear call-to-action button for your video-on-demand website.

And that's it!

7Digital advertising campaign

Your potential customers are looking to engage with your ads on platforms such as Facebook, Instagram, Tiktok or YouTube; chances are they are already using one or two of these platforms.

Find out where your potential customers are before you launch your paid ad campaign. After all, you want to make sure your ads are being seen and your money is well spent.

Once you've figured out where your potential customers are, you have several options:

  • Use keywords: promote your ads by targeting certain keywords that are aligned with your video on demand brand. These keywords should have a connection to your product and preferably a significant search volume.
  • Audience affinity targeting: target your audience based on Google tracking and recognition of what they are interested in. This could be what they browse, read or search for.

The goal is to promote the launch of your video-on-demand website and convey that your product is exactly what your viewers need.

One way to do this is by repurposing video marketing content that shows what your product is about and how it can help your target audience achieve their goals.

Another effective way to do this is by creating interactive ads.

In summary .... we have provided you with 7 ways to generate interest before the launch of your video on demand website ...

  1. Set up a pre-launch page.
  2. Promote the launch on social media.
  3. Offer a discount for early booking.
  4. Create video marketing campaigns.
  5. Use influencer marketing.
  6. Use email lists.
  7. Design a paid ad campaign.

.... which will help you drive traffic on launch day and increase conversions.

You can choose which strategies work for you or use them all. Either way, they are guaranteed to help make your launch a success.

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