Best Practices for Online Video Marketing and Video SEO
Black Enterprise Magazine January-March 2019 Issue

When it comes to mobile phone usage, 27% of African Americans watch video on their phones compared to 20% of all adults and 15% of whites, according to the Pew Internet Technology Use by People of Color Survey. And while only 56% of whites use social media video platforms, 73% of blacks and 84% of Latinos do the same. Yet, anecdotal evidence suggests that black-owned companies are not using online video to promote their small businesses.

Derrick Guest, co-owner and CEO of video marketing company Griot’s Roll Film Production and Services, Inc., advises that the time to use video for marketing and adverting is more important now than ever before because we are now competing in a global economy.”African-American small businesses haven’t utilized online video for the same reasons most small businesses don’t incorporate marketing and advertising,” says Guest. “They are busy running their day-to-day business, and marketing for them is not seen as a necessity to running a business. So if we aren’t clear to our customer why we are the right choice, this could spell trouble for our business.”

 how to make a viral video

Derrick M. Guest (Facebook)

How to Make a Viral Video: 

Don’t fall prey to the common mistakes

“Well let’s start with their shooting techniques. I’ve seen videos with poor lighting and sound. You don’t have to be Spike Lee in order to make a great video that will show off your business brand and your company’s story. I see a lot of videos that are too long. People are very busy these days so you want to get your message across quickly. Three minutes or less  is the rule to live by. Lastly, I see too many videos that don’t give a call to action. In other words, they don’t tell the viewer what they want them to do. For example, a good video will tell the viewer to visit their website, call them, email them, or tweet about them, etc.”

Research and invest in the necessary tools

“Purchase a camera that is user friendly or one that doesn’t need a whole lot of lighting to get a great shot. Also, make sure you have a camera with a great on-broad microphone so it will pick up great audio” advises Guest.  “I would suggest that novice videographers go into a professional camera store and ask the salesperson for their recommendations. You can also download free software like Camstudio, which records screen activity from the Windows desktop into standard AVI movie files. It is an ideal tool for creating software demonstrations and active presentations. If you want something more sophisticated, you can purchase  Camtasia Studio, which is professional editing software priced under $300. It will help you keep your video short.

When posting video online, keep it SEO friendly

“The more exposure you get on the internet the higher your ranking will be on a  search engine. Search engine optimization will increase your chances of ranking higher. That means using the right  keywords, tags,  titles, and descriptions.  When uploading a video online, most video sites like YouTube, Viddler , and will ask you for this information when uploading a video to their site.”

“You want to use keywords that people would use when searching for your product or service,” adds Guest. “The rule of thumb would be to use general terms. For example, if you own a pet grooming business you may want to use terms like ‘pet grooming,’ ‘doggie daycare,’ or ‘animal grooming.’ Also use terms that are a part of current events, and share the video with influencers in your particular industry. Most people will have no problem sharing your content as well.

Additionally, consider this advice from Kevin Allocca, YouTube’s head of culture and trends. In an interview with NPR, Allocca says “reaction videos, remixes, supercuts, pranks, fails,” are all types videos that can garner millions of views—perhaps something to consider with your video business marketing.

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Marcia Wade Talbert

Marcia is a multimedia content producer focusing on technology at Black Enterprise Magazine. In this capacity she writes and assigns stories to educate readers about social media; digital integration; gadgets, apps, and software for business and professional development; minority tech startups; and careers in STEM (Science, Technology, Engineering, and Mathematics). In 2012, she received two Salute to Excellence Awards from the National Association of Black Journalists and was recognized by Blacks in Technology (BiT) as one of the Top 10 Black achievers in the tech arena for 2011 at SXSW in Austin, Texas. She has spoken about technology on panels for New York Social Media Week, at The 2012 Rainbow/PUSH Wall Street Summit, as well as at Black Enterprise’s Entrepreneurs Conference and Women of Power Summit. In 2011, chose her as one of 28 People of Color Impacting the Social Web, and through crowdsourcing she was listed as one of BlackWeb2.0's/HP's 50 Most Notable African American Tastemakers in Social Media and Technology for 2010. Since taking on the role of Tech editor in September 2010, she has conceived and produced five cover stories on Technology and/or STEM and countless articles, videos, and slideshows online. Before joining as an interactive general assignment reporter in 2008, she freelanced with Black Enterprise beginning in 2003 while working as the technical editor at Prepared Foods magazine. There she further honed her writing skills and became an authority on food ingredients, including ingredients used in food fortification and enrichment. Meanwhile, her freelancing with Black Enterprise and helped her stay current on issues pertaining to the financial and business welfare of African Americans. As a general reporter for Black Enterprise she attended and reported on the Democratic and Republican National Conventions, where she interviewed Valerie Jarrett, senior advisor and assistant to President Barack Obama and U.S. Attorney General Eric Holder. Marcia has a Bachelor of Science degree in Agriculture with an emphasis in food science from the University of Minnesota, and a Master of Science degree in journalism from Roosevelt University in Chicago. En route to her secondary degree, she served as the editor-in-chief of the Roosevelt University Torch, a weekly, student-run newspaper. An avid photographer and videographer, Marcia is one of several employees at BLACK ENTERPRISE who interned for the publishing company as a college student. She lives in New Jersey with her husband, a food scientist; her seventeen-month-old daughter; and “The Cat”, but still considers Chicago home.