Video content is no longer an option, it’s a must for any marketer that wants to succeed in this competitive world, in which people are constantly bombarded with tons of information. If you’re reading this, you’ve probably developed a stunning marketing video or are thinking about crafting a video marketing strategy, but now the question is; how do you put your video in front of the right audience? In this blog post we’re going to share with you some of the most effective channels you can use in your video distribution strategy, as well as some additional tips that will help you enhance your promotional efforts. Join us!
Which Videos Are Easier To Distribute?
Video content is a fantastic alternative for you to gain more online visibility, enhance brand awareness, and boost your site’s SEO, among many other benefits. As a consequence you will increase conversions and sales. It’s one of the most engaging, fun, persuasive and memorable formats you can resort to. And it’s growing at an amazingly fast pace – not just because, video marketing will account for 80% of all internet traffic by 2019.
Among the wide range of marketing videos, there are some specific types that are easier to distribute or to promote, due to their essence and their usefulness. Let me give you some examples:
Educational videos inform and educate your target audience about a specific problem they have, and that you can solve. They stand out as a great way to position your brand as an expert in your niche, by providing them with useful content. Keep in mind that in today’s digital era, people just go to the Internet to look for answers to their questions. If they find your content valuable and useful they will certainly share it with their peers. This helps a lot for your distribution strategy, in a natural way.
This is a good example of what an educational video is like:
Videos that have a dose of humor
Video per se has a strong power, but if you also make it highly entertaining and fun you will make it even more engaging and memorable. People love being entertained and having fun, and including a dose of humor in your marketing video can be a great resource. If they had a good time watching it they will certainly spread the word about it! Check out this example:
How to videos
How to videos present a problem and offer the viewer a specific solution. Just like educational videos, they are a great way to gain a special place in your target audience‘s minds by offering them the answer they are looking for. By showing them a specific process, explanation or “training” about how to do something (related to your niche/product, of course) you can gain more exposure, as they will feel encouraged to share that helpful content with others.
Animated marketing videos are one of the most appealing, engaging, informative, and also educative types of video content. The mix of custom characters, attractive imagery, a compelling voice-over, stunning animations and other interesting resources make of them a highly shareable and easy-to-distribute format.
This does not mean that any other type of marketing video will just become a headache to distribute on the web. Not at all! With this simple checklist of some of the most popular and effective distribution channels, you will certainly be able to make the right mix for your specific needs. See below!
7 Channels For a Killer Video Distribution Strategy
To maximize the results of your video distribution strategy, consider promoting your marketing videos in as many channels as possible, to widen your reach. Just make sure you pick out the ones that best fit your marketing goals, product/service, niche, and specific buyer persona. Here we go!
To start, you have to know that you can resort to organic channels, or to paid channels (or make a mix of both, of course!).
Your own network
This might sound obvious but despite this, many marketers don’t consider it. You can start by promoting your marketing video in your own network: send it by email to those subscribers that are already in your database. That’s a good start!
Social media platforms
Social media networks stand out as a great alternative to distribute your videos as this type of content perfectly fits with the “social” logic. By creating an attractive and catchy video you can instantly get likes, comments, and shares and naturally spread the word about it. Alternatives? You have a bunch out there: Facebook, Twitter, Instagram, YouTube, Snapchat, Periscope, and many others. The most important thing is to pick out the one that -again- best fits your marketing goals, type of product and target audience.
Among social media platforms, YouTube gets a special place, undoubtedly – because it’s the 2nd largest search engine in the world, besides being the 3rd largest social network. In this sense, setting up a wise video SEO distribution strategy can make a big difference. We suggest that you download our free eBook on How to rank #1 on YouTube to get some valuable tips on how to get the most out of this platform, to the point that you get to the first positions in its ranking.
Social groups and forums
Take some time to do some research and find some groups on social media channels that gather the target audience you are aiming for. This works great as -ideally, if you do things right- they are potential customers that are interested in what you have to say, so this increases the chances of your video being liked, commented on, or shared. You can also look for forums that are related to your niche. In this case, make sure that they are active, relevant and updated.
Although being underestimated, this technique can also bring out some good results. You can write a press release or some other type of corporate marketing material, include your video, and distribute it among journalists, editors, producers, and reporters. By working on a solid relationship with them you can get free media coverage and widen your reach.
Posting your marketing video in your own blog is a must. By doing so, you will make people stay longer on your site and this will enhance your SEO efforts (people love video content, they feel attracted by it, spend more time on your site, the bounce rate reduces, and all this helps to improve how Google “perceives” your site. Result? You raise your position in Google’s ranking). Additionally, you can distribute your videos in other people’s blogs (key bloggers and influencers, high-rated blogs, same target audience blogs, etc.). You can also do some guest posts (featuring your video) and promote it in third-party blogs. This will drive more visitors to your website while you provide them with valuable content for their audience. It’s a win-win!
Tools like AdWords and AdSense can help you get positive results pretty quickly (at least, in less time than driving traffic organically). Of course, there is no magic here, and it all depends on the key performance indicators you have predefined. But one thing’s for sure: paid ads let you focus on specific target audiences, track results in a fast and simple way, and make the necessary adjustments to your campaign.
Paid content promotion
Paying for content promotion is another good tactic. You have many alternatives in this sense, such as using platforms like StumbleUpon to buy clicks at very low prices, Reddit Ads, Outbrain, and much more. You can also promote your tweets/videos on Twitter, or run a Facebook ad campaign, or a YouTube ad campaign just to give you some ideas.
Is that all? Of course not! This is just a compilation of some of the promotional channels you can use to distribute your marketing videos, but there are many other alternatives too! (websites, landing pages, newsletters, and more – we’ll take about them in upcoming posts).
6 Key Tips To Get The Most Out Of Your Video Marketing Campaign
Great! So far you have your marketing video finished and you have a clear idea on which channels you can use to promote it on, but… how about reviewing some key tips to optimize the effectiveness of your video marketing campaign? It’s great to distribute your video on as many platforms and channels as possible, but if you don’t follow these tips, all efforts will be in vain, believe me.
Pick out an attractive thumbnail: this can make a huge difference in terms of clicks. The thumbnail has to represent the content that the viewer will find in the video, while also be inviting and catchy. Review these tips on how to leverage the power of video marketing thumbnails!
Choose the right video hosting platform according to your needs: you can find many alternatives in the market: YouTube, Vimeo, Wistia, Vidyard, and more. You have to evaluate, for instance, which branding options you need, which type of analytic tools you want, and other factors before making your choice. We suggest that you check out these top 5 best video hosting sites for businesses.
Include a compelling Call To Action: remember that it’s vital that you include a strong and compelling call to action at the end of your video, so as to guide your viewers to take the next step you want them to. Don’t forget about this when producing your video! It has to be in line with the goal of your video. This will help you measure the effectiveness of your distribution strategy!
Define an attractive title: make sure you pick out a compelling, enticing and descriptive title for your marketing video. Keep it short and avoid making it tricky (it should represent the content of the video).
Do thorough research on keywords: analyze which keywords or long tail keywords come up frequently in your niche and include them in the title and tags. That´s how your potential customers will find you on Google and YouTube.
Focus on the channels where your target audience is: as we mentioned previously, keep in mind that not every channel will work for your specific business and that’s ok. Choose the ones that work for your case.
At Yum Yum Videos we’ve been developing marketing videos for many years and can help you to develop yours too. One thing’s for sure: we know exactly what a marketing video requires to get amazing marketing results (we focus on making it 100% customized to your needs, give it the best quality and keep an eye on every single detail of the video production process). Just drop us a line to tell us about your specific needs!
It’s not just about creating a stunning marketing video. After developing it, you have to look for the best platforms and channels to promote it on and use your time, energy and money invested in the process. In today’s blog post we have shared with you a simple checklist with some of the most popular and effective channels to include in your video distribution strategy. Hope you’ve found it useful!
Are there any other promotional channels that you would add to this list? Share your thoughts with us!
Finally, don’t forget to surf our Resources section for more tips and tricks on video marketing. Enjoy it!