Passed on 22 May, 2025
4. Sharing and promoting video content
You’ve put in the hard work of planning, filming, and editing your videos—now it’s time to make sure people see them. Sharing and promoting your video content effectively is key to growing your audience and getting the most value out of your work.
✅ Learning objectivesBy the end of this lesson, you’ll be able to:Upload and optimise videos on sharing platforms for better visibility.Embed videos effectively on websites to boost engagement.Promote videos on social media, tailoring content to different platforms.Use email marketing strategies to drive views and engagement for your video content.
Learning objectives
By the end of this lesson, you’ll be able to:
Upload and optimise videos on sharing platforms for better visibility.
Embed videos effectively on websites to boost engagement.
Promote videos on social media, tailoring content to different platforms.
Use email marketing strategies to drive views and engagement for your video content.
Video sharing sites
Uploading your videos to popular sharing platforms is an effective way to reach a wide audience. Let’s explore some popular options for you to consider.
Examples of popular video sharing platforms
You can start by creating an account on these platforms and posting videos to engage with your followers and attract new ones. If you want to reach an even larger audience, each platform also lets you create ads to promote your videos more widely.
YouTube
TikTok
LinkedIn® professional networking services
Simple steps to share your videos
Each platform’s steps may vary, but they generally follow this process:
General steps
Ensure you have an account
Use the platform’s upload feature to start adding your content
Include a title and description for clarity and discoverability
Share your video and start engaging with viewers
Tips for boosting performance
Uploading videos to sharing platforms is just the start. A few tweaks to titles, descriptions, and branding can make a big difference in whether your videos get discovered by your intended audience.
Website integration
Embedding videos on a website is a great way to keep visitors engaged and encourage them to explore more content.
Using videos to captivate visitors
Embedding videos strategically helps improve engagement, keeps visitors on your website longer, and adds valuable context to your pages. Regular updates and thoughtful placement will ensure the best experience for your audience.
Place videos on page
Embed videos on pages where they naturally add value—such as product pages, tutorials, or blog posts. This way, visitors are more likely to watch and engage because the content is relevant to their needs.
Keep content updated
Regularly update your videos to ensure your website content remains fresh and interesting. Archive or remove outdated videos, such as those that include expired promotions or event details, to keep everything current.
Aid exploration
Encourage viewers to explore more by showing previews of other related videos or suggesting new content (e.g., displaying a carousel of videos beneath the current one or linking to similar topics at the end). This helps extend the time users spend on your website and increases the chance they’ll engage further.
Social media
Promoting your videos on your own website can be impactful, but sharing them on social media and video-sharing platforms allows you to engage with a broader audience and reach new viewers.
Get your videos noticed on social media
Promoting your videos effectively on social media means tailoring content to each platform, engaging with your audience, and leveraging hashtags to boost visibility. Consistent, thoughtful promotion will help you reach new viewers and keep your current audience engaged.There are times when the same video can perform well across multiple platforms but trialling versions tailored to each can give you more data to analyse your video’s performance later.
There are times when the same video can perform well across multiple platforms but trialling versions tailored to each can give you more data to analyse your video’s performance later.
There are times when the same video can perform well across multiple platforms but trialling versions tailored to each can give you more data to analyse your video’s performance later.
Upload videos natively
Directly upload your videos to each platform rather than sharing external links. Native uploads often receive higher engagement and visibility, as social media platforms tend to prioritise content hosted directly on their site.
Tailor content for each platform
Different platforms have different audiences and content preferences. Adapt your video’s style, length, and caption to suit each platform. For example, keep videos short and dynamic for platforms that favour quick, engaging content.
Use relevant hashtags
Adding relevant hashtags to your posts helps make your videos more discoverable by users interested in similar topics. Research trending and niche hashtags directly on the platform where you plan to post. You can also use generative AI tools to suggest hashtags tailored to your content for maximum reach.
Encourage interaction
Engage viewers by asking questions, encouraging comments, or inviting shares. Many platforms offer AI-powered features like quizzes, polls, or shoppable links, which you can use to create interactive experiences and boost engagement.
Share strategically
Remember, you want to use a strategic approach as to what social media platforms you use.Use a thoughtful approach when deciding where to post your videos. Refer back to theSocial Mediamodule andThe right social media platforms for youlesson to ensure your platform choices align with your marketing goals.
Use a thoughtful approach when deciding where to post your videos. Refer back to theSocial Mediamodule andThe right social media platforms for youlesson to ensure your platform choices align with your marketing goals.
Use a thoughtful approach when deciding where to post your videos. Refer back to theSocial Mediamodule andThe right social media platforms for youlesson to ensure your platform choices align with your marketing goals.
Email marketing
Email marketing is a powerful way to drive video views and engage with your audience. You can leverage email to promote your videos on social media platforms and other channels, expanding their reach and driving more views.
Get more views with email campaigns
By using clickable thumbnails, writing strong email content, and targeting the right segments, you can effectively promote your video content via email.
Plan your strategy
Put your learning into practice by creating a promotion plan for one of your videos. Follow these steps to apply what you've learned.
✅ ActivityCheck the items off as you go.Define the purpose of your video. Ask yourself: What do I want this video to achieve? (e.g., increase brand awareness, drive traffic, or boost engagement).Identify your audience. Who is this video for, and what platforms are they most active on?Decide where to share your video. Choose channels that align with your audience and your video’s purpose (e.g., YouTube for tutorials, TikTok for trends and challenges).Use generative AI to research best practices for your chosen platforms. Focus on tips that help your video stand out, like adding compelling descriptions or using hashtags.Write down how this plan supports your overall marketing goals. What impact do you expect this video to have?
Activity
Define the purpose of your video. Ask yourself: What do I want this video to achieve? (e.g., increase brand awareness, drive traffic, or boost engagement).
Identify your audience. Who is this video for, and what platforms are they most active on?
Decide where to share your video. Choose channels that align with your audience and your video’s purpose (e.g., YouTube for tutorials, TikTok for trends and challenges).
Use generative AI to research best practices for your chosen platforms. Focus on tips that help your video stand out, like adding compelling descriptions or using hashtags.
Write down how this plan supports your overall marketing goals. What impact do you expect this video to have?
Download PDF
Download PDF
Check your knowledge
It’s time for you to test your own understanding of video promotion strategies.You must complete the knowledge check to move to the next lesson.
You must complete the knowledge check to move to the next lesson.
You must complete the knowledge check to move to the next lesson.
Question 1
Match each video promotion method to the best practice.
Use clickable thumbnails
incorrect
Add detailed descriptions and titles
incorrect
Upload videos natively
incorrect
Place on relevant pages
correct
Show Answer
Show Answer
Almost.Uploading videos natively boosts social media visibility. Clickable thumbnails in emails ensure compatibility. Titles and descriptions help on video platforms while placing videos on relevant website pages increases engagement.
Lesson complete
Great job!Well done on completing this lesson! You now have the tools to effectively share and promote your video content across various platforms.In the next lesson, we’ll dive into how to measure the performance of your videos and understand what's working best.
Well done on completing this lesson! You now have the tools to effectively share and promote your video content across various platforms.In the next lesson, we’ll dive into how to measure the performance of your videos and understand what's working best.
In the next lesson, we’ll dive into how to measure the performance of your videos and understand what's working best.
In the next lesson, we’ll dive into how to measure the performance of your videos and understand what's working best.