Secrets of Social Video: How to Supercharge Your Visibility with the Power of Video and Social Media


Video marketing has become an incredibly powerful tool for increasing visibility, credibility and profitability.  But when you combine the impact of video with the reach of social media, you create a killer combo that can supercharge your results.

If you really want to leverage the power of video and social media, you must first change the way you think about video.  Stop thinking about online video as “technology,” and start looking at it as a simple and effective way to communicate and connect!

Combining video with social media allows you to make meaningful connections, improve engagement with your audience and develop a more personal relationship with your clients and colleagues.

Another perception you may have to shift is that “video” does not necessarily mean a talking head.  Video comes in many forms, from slide shows and photo montages to webcasts and video email.  Think of your videos (and your social media posts) as “digital assets.”  Open yourself up to the possibilities and expand your frame of reference when it comes to video.

The good news is that virtually any of these video formats can be “socialized” to give you a bigger “pop” for your post.  Here’s a social media roadmap to follow for more reach and greater distribution:

1.  Start with YouTube

If you’re going to leverage video and social media, you’ve got to start with the site that does both.  Obviously, YouTube is the Big Kahuna when it comes to video, but I’d argue that it’s the perfect social network, as well.  YouTube is the ideal platform for making connections and expanding your social presence.

Aside from the fact that YouTube is a traffic juggernaut (with 2 Billion views a day), the number one video site and number two search engine, it’s is also a very social medium.  Not only can you share your videos with one click to Facebook and Twitter, but YouTube also allows you to like, vote, subscribe, friend, share, email, embed, comment, post a video response and even start a Google+ hangout.  If that’s not social interaction, I don’t know what is!

Take advantage of YouTube’s dominance by posting your videos there first, and using it as a hub to share and spread your video.  Use the easy, one-click sharing options to send your video from YouTube to Facebook, Twitter, Google+, and even LinkedIn.  Just connect the accounts once and one-click sharing is enabled. You can continue to share your video by emailing the link, or by using the embed code that YouTube provides to add the video to your website or blog.  YouTube is the ultimate “upload once-share everywhere” platform.

Use YouTube as a “hub” for your videos and take advantage of the easy sharing options.

2.     Pick a Player

If you’re using YouTube to host your videos, that’s fine (and free!)  However, at some point you may want more control over the video environment.  That’s when it may make sense to look into your own video hosting, using a service such as AmazonS3, and invest in a paid video “player” option, such as Wistia, Easy Video Player or Easy Web Video.

These (paid) services allow you to customize and control where and how your video plays.  Each service has its own unique feature set, but all provide the ability to add social share buttons (a must), control what happens at the end of the video, or even add pop-up “buy” buttons at a given time.  If you’re doing video on any kind of regular basis, you’ll love the control and customization these sites provide.

EasyWebVideo allows you to create a stand-alone web page for your video, choose a template to email your video, add delayed events like pop up buttons or distribute your video to other video sites.

3.  Fast Forward to Facebook

You might be surprised to learn that Facebook is the third largest site for video viewing online.  Facebook is not only where many people are discovering videos, it’s also a great place to post video for audience engagement, and the perfect platform for generating comments and starting conversations.

Facebook is very video-friendly, and it’s ideal for posting video montages featuring your clients or colleagues.  Create video montages for birthdays, holidays or just as a shout-out to folks you want to highlight.  Of course, the added benefit here is that you can tag people who appear in your video, so the video appears on their Facebook page, as well!  As you can imagine, these video montages generate a great deal of buzz, since the people you tag will often comment and share.  It’s another great way to give some viral power to your videos.

You can use an easy video creation site such as, or to assemble your photo montage.  These services each have a free version, which offer more than enough features to produce a professional-looking video.  Best of all, you can create these videos without appearing on camera! (I reveal several other tools and tricks for “off-camera” videos here!)

Photo montage videos posted to Facebook generate tons of engagement.

4.   Talk It Up on Twitter

Twitter drives video viewing, so don’t forget to promote your video via Twitter.  In fact, one auto-shared tweet results in six new YouTube sessions!  Remember to shorten your video links to make sharing easier.  Also, when sharing your video from YouTube to Twitter, viewers can pull up and watch the video directly in Twitter.

When you share a video from YouTube to Twitter, viewers can watch your video right from Twitter, without ever leaving the platform.

5.     Pin Your Video to Pinterest

Pinterest represents yet another opportunity to make your video more visible.  Just take a screenshot of your video, “pin” it to Pinterest, and link the photo back to your video.  When people click the image, they’ll be taken back to your video.  Even better, if you pin your video from YouTube to Pinterest, the video will play within Pinterest!  Pretty cool!

Pinterest is not just for images. You can upload Videos to Pinterest, as well!

6.     Lastly, Show LinkedIn Some Love

Folks often forget that you can get even more social exposure by adding video to LinkedIn.  The trick is just knowing how to do it!  The easiest way to add some visual appeal to LinkedIn is to add the app to your LinkedIn account (LinkedIn recently purchased Slideshare), then use Slideshare to add your presentations – and videos – to your LinkedIn profile.  Adding video to LinkedIn via Slideshare makes your profile pop and gives you get another platform to share and spread your videos.

Adding the Slideshare app to LinkedIn allows you to upload PowerPoint presentations and videos to your LinkedIn profile.

Combining video and social media is all about leverage.  Save yourself tons of time and give your videos a better chance of being seen by sharing your video to as many platforms as possible.  With so many “cross-sharing” opportunities, it’s never been easier to spread the love.  And the more places your video is seen and shared, the more visibility, credibility and profitability you’ll enjoy!


Lou Bortone
Lou Bortone is a Video Marketing expert and online branding consultant who helps entrepreneurs and service professionals build breakthrough brands on the Internet. He is a former television executive who worked for E! Entertainment Television and Fox in Los Angeles. Lou is also an author and ghostwriter of six business books, a Certified Guerrilla Marketing Coach and a Book Yourself Solid Certified Coach.
Lou Bortone
Lou Bortone
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What do you think about this post?


  1. Hello,
    The social media marketing is the great way for the success of the video marketing. There are many platforms like Facebook, Google+, You Tube that can be helpful to promote the videos in a short period of time but it is the fact that people love only those videos which are based on good concepts. So, it is necessary that the video must be very creative.

  2. These are some great outlets to get started promoting your videos on social networks. Another thing that’s important to remember is to optimize all videos for search. Because sites like Google can’t “read” your video, you have to give them textual clues–in the form of keywords–to pull your video into search results. Videos are more likely to be pulled to the top of search results than text pages, so make sure to create a compelling title and add specific keywords to your description, tags, and category listings for search engine optimization.

    • Thanks, Andrew – Excellent point regarding optimizing your video for search. A lot of folks miss opportunities here, so it’s good to be reminded that we have to consider SEO.

  3. Love the post Lou! You are spot on and I always learn so much cool and innovative stuff from you! Thanks for sharing your expertise.

  4. As usual, great tips from the expert Lou. I always find some little something I can go change or try for the first time. Thanks, Lou!

  5. Lou,

    That list is so awesome, I’m going to send it to my Virtual Assistant to add to our procedures. “This is how we do video.”

    You rock, my friend!

  6. Lou, I love your step-by-step method to make online videos go social…each one of these steps is so deceptively simple, but used together, they provide a way to give videos a powerful reach. Thanks so much and I’m delighted to have you as one of our contributing experts at The Future of Ink!

    • Thanks, Ellen! I like that it’s easier than ever to share and leverage your videos using social media. These tools are “low-hanging fruit” and available to anyone – so why not use them? Happy sharing!