Video distribution is a crucial yet often neglected part of the video marketing process.
After all, once you are done developing that awesome piece you’ve been pouring all your creativity into, you’ll invariably arrive at the same pivotal question: How to distribute video content effectively? – even if you phrase it a bit differently every time.
But fret not; we are here to help.
In this piece, we are going to go over some of the most effective channels you can use to bring that fantastic new piece to your audience!
From the more traditional free channels like your blog to the most effective social video distribution channels, you’ll hopefully find the perfect corner of the internet for your piece here.
One of the great things about digital marketing and online platforms is the ability to benefit from excellent services for free. One it comes to video distribution, the first thing you should know is that there are plenty of channels online that can deliver just what you need, for the low price of free.
Using email and mailing lists as part of a business’ marketing has become standard operating procedure by now. And yet, a lot of people get caught unaware when they find just how great video and email work together!
Adding videos to your marketing emails can boost click-through rates by a staggering amount! All while reducing opt-outs and improving conversions.
Even though using these video distribution channels might seem like a no-brainier, we aren’t talking so much about whether or not you should upload your pieces to your company’s website or blog – the fact is that you should.
However, it’s important for you to do it effectively.
Time and time again, we find company websites with a lot of awesome video content, but all of it hidden behind four or five layers of clicks, or worse, behind paywalls. Those are big no-noes.
For your videos to work, they need to be seen, and the harder you make for people to do just so, the harder it will be for you to benefit from them!
Take advantage of the full control you have on platforms like your company website. Optimize your video positioning and exposure to not only reinforce your other content but to have them readily accessible to most visitors.
The key to using forums and online groups, like Reddit, as video distribution channels lie on specificity and coherence. The better your content matches the group’s or forum specific intent, the more benefits you’ll gain from distributing it there.
Consider that these groups are composed of people highly invested or interested in the subject matter upon which their community is built. So, take your time and find the right match for your content instead of just going for a “shotgun” approach, trying to get them all.
Depending on your niche, type of product, and marketing objectives, press releases can be an excellent video distribution platform!
News outlets – whether local or otherwise – already have a built-in motivation to cover any newsworthy happening relating to the type of content they cover. The key here is to know what doors to knock on and tailor your pitch!
Find publications that would be interested in your video’s content – extra points if you focus on publications you know your audience will consume – and reach out to them. More often than not, you’ll find some that will be interesting in covering and redirecting their audience to your piece.
Social media has changed the way we do marketing over the past decade, and video has transformed most social media channels as well! The thing to keep in mind to get the most out of social video distribution, though, is that each network has its own quirks in terms of the type of videos their audiences’ favor.
Let’s take a quick look at some of the most prominent ones:
Facebook’s users seem to respond very well to awareness and consideration stages of a buyer’s journey, and short, native pieces tend to outperform their counterparts. So, this platform can can be ideal for your animated ads, explainer videos, and tutorials of all sorts, as long as they fit the type of audience you’ve built there.
Instagram is the perfect spot for your short tutorials, How-tos, and more “visually pleasing” pieces. Given the nature of the platform, its users tend to engage better with videos that have attractive visuals and are short in length.
Another video style that performs well here is informal or “behind-the-scenes” type pieces, but you might want to distribute those as Instagram Stories.
The biggest video hosting platform globally, which also doubles as the second biggest search engine on the planet. YouTube is a must-mention in any social video distribution conversation.
The great thing about YT, is that with such a massive audience pool, you are rather free to distribute most types of video marketing content. And unlike other social media networks, you don’t have to concern yourself so much with video length, as YouTube viewers don’t mind longer-form pieces.
From commercials to explainers and everything in between, you’ll find a spot for your video here.
This platform is all about the “now,” moving the current conversation surrounding recent events and releases. Have the video content you distribute through this platform reflect that!
Twitter is ideal for commercial or ads announcing new products or developments surrounding your niche, but it can be as useful as a distribution channel for pieces like company stories and even testimonials with the right spin!
Last, but definitively not least, we have to mention LinkedIn – which is of particular relevance in the b2b arena.
While you’ve been able to upload video content on the platform for a long time now, recent algorithm changes have made uploading native videos on LinkedIn much more appealing.
As for the types of videos you want to prioritize here, just remember that LinkedIn revolves around professional networking. So, videos that revolve around your company’s area of expertise and deliver valuable information will tend to outperform others.
While free distribution channels can be effective and are accessible to all, sometimes your strategy calls for a bit more reliability and consistency. And that’s what paid distribution channels are all about!
In general, ad campaigns across platforms – including some of the social media channels we already covered – can be a powerful distribution channel. If you approach them correctly, that is.
The thing is, it’s not that hard to do ad campaigns wrong and end up sacrificing a lot of your marketing budget with little to no return! More often than not, due to a lack of foresight in selecting your piece and setting up the targeting parameters.
So, whenever you choose ad campaigns as your primary distribution video, take your time choosing and/or designing the right piece to go with it. And then make sure to set up realistic expectations and the campaign configurations that go along with them!
Even though we already talked about ad campaigns in a general sense, Google Display deserves an entry on its own due to its flexibility and potential reach.
The Google Display Network is built to help companies reach out to people with targeted Display ads while they’re browsing their favorite websites, showing a friend a YouTube video, checking their Gmail account, or using mobile devices and apps. In other words, it makes your video content ubiquitous.
Done right, GD will help you find the right audience with a wide array of targeting options that connect your video content with customers at the right place and the right time. So, take your time to explore the length and breadth of the tool to be ready when you jump with both feet into it!
Sponsored content can be a boon when you are looking for immediate exposure to your video content. Just remember that not everything that shines is gold!
The key to benefiting from sponsored content lies in carefully vetting and selecting the platform you choose. A lot of websites and publications like to use big numbers and solid stats to convince you of their value, but capturing the attention of 100% of an audience that has little to no interest in your content will be hardly worth it.
Focus on quality before quantity. Make sure the sites you go for are receiving not just views but also engagement. Reach out to others that have used their services and see how they fared. This way, you can ensure you will be reaching not only a lot of people but a lot of the right people with your videos.
So far, we’ve discussed a lot of where and how to distribute video content online, and you are probably eager to try many of those channels out. That’s great! But…
Before you do, it’s important to remember that as awesome as your chosen video distribution channel can be, it will do little with a piece that doesn’t fit, is not optimized, or simply lacks quality/doesn’t work.
So, let’s go over a few tips and things that will make your videos instantly more appealing.
And no, we don’t mean in the traditional “classroom” sense. Educational content tends to outperform most other types of videos online; care to guess why?
Simple, because they deliver immediate value to the viewers. Maybe we are talking about an explainer that responds to your potential customer’s questions before they become an issue; maybe it’s a tutorial that tells them how to get the most out of your product. The result is the same.
Look for opportunities to build your video with an educative mindset around the immediate value they deliver to a viewer, and you’ll be on the right track. Like this!
The single most important element video has over other forms of content is its ability to emotionally resonate with the viewers. It makes it instantly more engaging and compelling.
Maybe that means you adopt a serious, knowledgeable air to your content to convey a sense of security and reliability. Maybe it means taking a bit more informal approach to attract the right type of audience. Maybe you develop a charming piece full of humor to associate your brand with pleasant experiences. It makes little difference.
As long as you are resonating with your audience’s emotional core, your video will tend to perform better!
As varied as the different distribution platforms we’ve discussed here today are, there is an aspect shared by all of them: each has specific video lengths their audiences tend to respond best to.
Most videos on your own platforms can usually last longer – as visitors there are probably familiar with you already and are looking for your content. Social media videos tend to perform better the shorter they are because a lot of people will be engaging with your content for the first time.
Always try to match and optimize your piece’s length to your chosen distribution channel! It can make a dramatic difference in terms of performance.
You can spend a lot of time fretting over which platform will be a better fit for your video. And that’s ok, it is an important decision, and one you want to get right from the start.
However, the best fit here will make little difference if you are trying to distribute low-quality videos that aren’t compelling and attract no-one. If you want audiences to engage with your content and share it, you need videos that deserve that love!
How you go about making such videos will vary from project to project and company to company, but here are Yum Yum Videos, we do it by paying close attention to our clients’ needs from the get-go.
We understand that, for a video to be compelling, you need to craft it around the company’s unique identity, and that’s only possible by keeping an eye on the project details at every stage of the production process.
And it is those details that help us reveal a company’s voice in our fully customized videos – something you have to capture to engage and nurture a loyal customer base. Which is why we are constantly listening to and incorporate our client’s feedback into the piece.
These are broad production guidelines or philosophies you can implement into your own pieces, ensuring that the distribution process goes smoothly later on. But in case you want to learn more about the professional production process, here’s a cool video we made to explain it!
Choosing the right video distribution channel can be a bit daunting initially, with so many alternatives to choose from and each offering its own set of advantages and challenges. But the key is understanding them, your content, and your audience!
Once you know these things, you can choose the right tool for each job, making it easier to get the most out of every possible combination.
Hopefully, the information we covered here will guide you on making the right choice for a distribution channel that works for your content and delivers the best results.