Producing a great video is only half the battle. The target audience must find that video. Some obvious ways to promote the video include linking to it in newsletters, websites, and printed materials. An email signature could include a short enticing title and link to the video. But this kind or promotion will only go so far.
The lines are blurring between the different skill sets of video production and marketing. A video producer also needs to become good at online marketing. Imagine how much this increases your value to the client.
Some of the most powerful marketing tools for videos are the titles, tags and descriptions of the video. These are all text-based information called metadata. This is data about data and is especially important for videos because video, unlike a text document, does not include keywords as text. It is the keywords that computers and search engines use to search for content in videos. Keywords represent the content to search engines. So using the right keywords is crucial when it comes to being found by search engines.
Metadata is attached to the file or video and can also include copyright information, author, keywords, file size, media format, people, place, closed captioning and subtitling information, and lots more. Clever producers use keywords in the name of their video files for promoting videos…
Excerpted from Marketing With Digital Video.