Not all audiences are created equal, and some social followers are more enthusiastic about sharing videos than others.

In business, they say 20 percent of your customers are responsible for 80 percent of your revenue. It’s not always the case, but the 80/20 rule lines up nicely with data from Unruly, which found 82.4 percent of video shares are performed by only 17.9 percent of web users.

The video marketing figures are also broken down by share frequency, further illustrating that an elite group of web users are doing the most video sharing across social media platforms. While only 8.6 percent of people share videos daily, 9.3 percent share multiple times a week. About 60 percent of people share less than once a month or never at all.

This is why you need to analyze engagement metrics in full before they start to dictate your marketing policy. Videos that reach a wide range of customers are valuable, but accessing frequent sharers may be better than casting too wide a net. The idea is to find brand advocates, whether they’re former customers or just fans of your content in general. That way, great content can get legs on the internet and ultimately reach more prospects.

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Draw in viewers with great video headlines

One way to guarantee videos are actually watched and shared (or at least shared) is to give them the headlines they deserve. As Brafton reported, a headline can be as important as the content of a video, especially when it comes to getting people to repost it on social media.

One of our clients was looking to get more out of its video strategy, and we suggested making headlines more descriptive. Creative headlines are great for generating buzz and making regular readers interested, but to stand out in SERPs and on social feeds, it’s essential to tell readers exactly what they’re going to get out of the content.

By creating custom video headlines and targeting them at the client’s unique audience, we were able to help them double their monthly views, increase the time on site and boost the number of pages viewed by the average visitor by three. Not only did traffic swell, but so too did the shareability of each video.

To tap into your most-engaged audience and widen your reach, you need to find out what viewers respond to and tie those threads throughout your video strategy. Whether it’s a topical focus, a headline approach or a tone shift, it’s crucial to create videos that will motivate your audience to watch and share.

Alex Butzbach is a Marketing Writer at Brafton. He studied Communications at Boston College, and after a brief stint teaching English in Japan, he entered the world of content marketing. When he isn't writing and researching, he can be found on a bike somewhere in Metro Boston.