Checklist For A Successful Video Propagation

Successful video propagation on Facebook is tough. But fret not, the good people of MEC have come up with a checklist to increase the reach of these videos. 

Here are the 7 essential steps we take to ensure the acceleration of sharing on each channel. 

Step 1. Upload the video on as many Owned platforms as possible, with YouTube and Facebook being the most important ones, as it will allow for  different ad units specific to each platform

• YouTube : Videos uploaded on YouTube will allow for paid seeding through YouTube TrueView and YouTube Reservation Buys like the Masthead and 15-sec Pre-roll 
• Facebook: Highly recommend that videos be uploaded on Facebook itself, instead of just leveraging off YouTube links. Videos uploaded on Facebook will allow for Page Post Video Ads.
• Video Page Post ads give an enhanced user experience when viewing our ad, as the ad real estate is much larger.

Step 2. Make your video more visible on YouTube and Facebook without Paid drivers

• YouTube : Make the video the "Featured" video in your channel page                         
• Facebook : Pin the page post of the video at the top of your Facebook timeline                                            

Step 3. Use High-Reach, High-Impact Premium buys on YouTube & Facebook at launch for an optimal boost in video propagation        

• YouTube Masthead, which is a  1-day 100% SOV buy on the user's YouTube homepage.
• Facebook Homepage Reach Block (1-day, reach 100% of all targeted
• Facebook users in a day, guaranteed to be the first impression of the day).
• Facebook Target Block (3-days,  reach 100% of all targeted Facebook users). 

Step 4. After the initial big bang Premium launch, sustenance campaign on YouTube and Facebook  is needed via performance-driven ad units

• YouTube: TrueView Cost-Per-View Ads (In-Search, In-Stream, In-Display). Priority on In-Stream as it is the most cost-effective.
•  Facebook: Self-serve Page Post Video ads, which typically have even lower Cost-per-view than YouTube TrueView.

Read on to find out the 3 final steps!

Step 5. When sharing video links via Twitter, use a YouTube link and not a Facebook link

• This allows a smoother transition experience from Twitter to watch the video, as Facebook requires a sign-in.

Step 6. Running paid video seeding on ad-networks (via pre-roll or video banners) is good for getting more eyeballs on your video - but the drawback is that the sharing element is not there.

Step 7. Leverage on all your social influencers 

• Paid Influencers: From vendors like NomNom & Gushcloud, or through special partnerships with media vendors with large stable of influencers like SPH and Mediacorp.
• Brand advocates: Bloggers engaged by the brand, PR seeding, your friends and family.