How Digital Marketing Can Boost Your Videos


Introduction


Making great videos is just the first step. Getting people to actually watch them—and watch all the way through—is the real challenge.


I’ve spent years working across branded content, editorial, and digital campaigns, and I’ve seen first-hand how powerful digital marketing strategies can be in amplifying video content. Whether I’m executive producing branded series like Sustainable GOAT—distributed on ReachTV to millions across airports and hotels—or leading the YouTube strategy behind Advertising Week 360, I’ve learned that success comes from more than just great visuals. It’s about how you position, optimize, and promote your video content to the right audience.


In this article, I’ll break down the most effective digital marketing tactics I use to make video content stand out—from SEO to paid media to performance analytics. If you're serious about maximizing the reach and impact of your videos, this is your roadmap.


Optimizing Videos for Search Engines


Using SEO Best Practices


Search Engine Optimization (SEO) is essential if you want your videos to show up where people are actually searching. I always start by crafting a keyword-rich title that’s clear, clickable, and gives the viewer a reason to watch.


Your description should function like a mini blog post—well-written, informative, and filled with relevant keywords. Don’t forget to add custom thumbnails and closed captions. Thumbnails drive click-through, and captions improve accessibility and search engine crawlability. It’s all connected.


Selecting Effective Keywords


Keyword research isn’t just for blogs—it's central to video discovery. I use tools like Google Keyword Planner, TubeBuddy, and YouTube’s autocomplete feature to identify high-volume, low-competition long-tail phrases that align with the content.


For example, when optimizing educational content for Advertising Week’s YouTube channel, we used terms like “CMO insights” or “brand storytelling trends” rather than vague phrases like “marketing tips.” The more specific, the more valuable.


Leveraging Social Media Platforms


Choosing the Right Platforms for Your Audience


Every video doesn’t belong on every platform. I always start by identifying where the target audience actually is and what kind of video resonates on that platform.

* YouTube: Best for long-form, evergreen content.
* Instagram & TikTok: Perfect for short, high-engagement, personality-driven clips.
* LinkedIn: Ideal for B2B, thought leadership, and behind-the-scenes content.
* Facebook: Great for repurposing mid-form content with broad reach.


For Sustainable GOAT, we used teaser clips on Instagram Stories and LinkedIn to drive full views on ReachTV and YouTube.


Engaging with Your Audience


Engagement isn’t optional—it’s algorithm fuel. I encourage likes, comments, and shares by including CTAs in both video and captions. When someone comments, I reply. When content sparks conversation, I join it.


Live sessions also add tremendous value. Hosting Q&As or behind-the-scenes livestreams on platforms like Instagram or YouTube brings your audience closer and gives you valuable real-time feedback.


Paid Advertising Strategies


Utilizing PPC and Social Media Ads


Sometimes, organic just isn’t enough—especially when launching new content or targeting niche audiences. I regularly run paid campaigns across YouTube (pre-roll), Meta (Facebook/Instagram), and LinkedIn to amplify reach.


The key is to customize creative per platform. A 2-minute sizzle might work on YouTube, but you’ll want a 15-second cutdown with subtitles for Instagram. I always test variations to see what performs best, then double down.


Targeting Specific Demographics


Using detailed targeting, I can get hyper-specific: interest groups, job titles, behavior-based segments, or retargeting audiences who’ve already interacted with prior content.


If the video is a case study about sustainable innovation, I might target eco-conscious professionals between 25–45 in urban markets. For Advertising Week, I’ll narrow by industry (marketing, tech, media), seniority, and company size depending on the campaign goal.


Measuring Success and Adjusting Strategies


Using Analytics Tools


You can’t optimize what you don’t measure. I rely heavily on:

* YouTube Analytics for watch time, retention, and traffic sources
* Google Analytics for tracking site traffic driven by embedded video
* Meta Insights and LinkedIn Analytics for ad performance and audience breakdowns


This data shows what’s working, where drop-offs occur, and which platforms or formats are over- or under-performing.


Making Data-Driven Decisions


Once I have the data, I review and adjust—titles, thumbnails, descriptions, cutdowns, even publishing times.


On the Advertising Week 360 channel, we found that videos under 8 minutes had significantly better retention and were more likely to be shared. So, we restructured the content calendar to favor tighter edits, which helped improve overall CTR and watch time.


Analytics aren't just about the past—they’re about shaping future success.


Conclusion


Digital marketing is what gives your video content wings. With a thoughtful blend of SEO, audience engagement, targeted advertising, and smart analytics, your videos can become powerful tools—not just pretty clips.


It’s a strategy I use every day—whether I’m producing branded content for national distribution or building out content ecosystems for companies and creators. The tools are there. The key is knowing how to use them effectively.


If you’re looking to make sure your next video doesn’t just exist but performs, I’d be happy to collaborate.


Let’s build a plan that gets your content seen, shared, and remembered.