Advertise and publicize it
Drive traffic to your video—and website—by buying relevant Google AdWords and
getting the media’s attention on it.
Create a friends and family campaign
Ask your family and friends, via whatever media is most likely to reach them, to share your microdocs and give them the tools they need to do it—an email they can forward; a “widget” they can post on Facebook, their website, or within their email signature; posters, wild postings—whatever will appeal to them and promote you and your video appropriately.
Ask partners to share your video too
Ask relevant partners to post your micro-documentary to their social media channels, web sites, newsletters, etc. Provide them with your search-optimized title, video description, embed codes, and URLs to make it easy for them to share your documentary.
Buy Google AdWords (or get them for free if you’re a nonprofit)
With Google Adwords, you are buying first page placements of small ads that appear next to search results on Google search results pages. Google Adwords are a great way to ensure more first page search results than natural search provides. Words are priced by Google according to popularity—more popular words being more expensive. It’s key to buy keywords that will serve your ad to the most qualified audience without paying too much for the specific words. Qualifying nonprofits can get Google AdWords for free through the Google Grants program.
Build a community around your cause by connecting with the right target audience within Facebook’s 800 million population. Leverage Facebook’s “like” button to increase your ad’s influence, and keep your budget at a level you’re comfortable with. Learn more.
In your blog
When posting a video to your website, write a brief blog that introduces the video—What’s it about? Why did you create it? Why is the issue it covers important? Make sure to leverage key words that relate to you and the subject matter but that will also make your blog SEO-friendly, driving more traffic to your website and views of your video.
Use your microdoc as a centerpiece of a
Include your video in a pre-planned press release if your video content is relevant to an announcement, or center a press release on the video itself. In addition, actively reach out to members of the press and bloggers who write about your area of focus. Media are always on the lookout for good content—particularly content that includes rich media. Study each writer to find the most optimal ways to position your work/area of focus. Then create a tailored email that serves up a potential storyline for them that includes your organization as a key component. Embed/attach the Micro-Doc and official press release, and include links to your website, video landing page (if one exists), blog, etc. As these relationships are cultivated, writers may start coming to you for new interesting content or story updates over time.