How to build a video distribution strategy that works
Producing a video is an exciting and challenging endeavour. The problem is that many marketers get completely caught up in making the video and don’t give enough thought to what comes afterwards. It’s a bit like a wedding; so much time and money are poured into creating the perfect day with little thought given to the ensuing marriage. Your video, like our metaphorical newly-weds, needs a strategy to get the best results.
As an experienced video strategy company, our production team understands the importance of a good video distribution strategy and knows which tactics work best. So, as you embark on your video production process, pay attention to the quality of the content you create – as well as how you plan to distribute the video to deliver on your business objectives.
To help you get you video distribution strategy off the ground, here are 10 tactics you need to carefully consider and weave into your go-to-market plans.
We love advertising on Facebook. It’s a really great channel to target a specific audience – as well as enjoy a wide reach of new viewers. With over 2 billion daily active users on Facebook it would be silly not to distribute your video here. It does not matter if you offer B2B or B2C products and services – Facebook caters to everyone. But remember to subtitle your video as Facebook videos are mostly played with no sound!
In a world where everyone is obsessed with how things look it makes sense to showcase your video on the platform where everyone gathers to procrastinate and look at pretty things. Of course, it’s important you make your video look professional and sleek as there is a lot of competition on Instagram. To give yourself a head start use the advertising platform, which is run through Facebook advertising – this means you get the excellent targeting function too!
Organic social media sharing
An obvious way to showcase your video is to share it on your social media platforms – this of course means only your current followers will see the video but it’s always good to keep them interested in your product or service. If your video is good enough it may even get some engagement, and we all know that engagement = wider reach!
YouTube (organic / SEO)
YouTube is the second largest search engine in the world. With the right SEO strategy, traffic will be guided to your video in no time. Hosting your video content on YouTube makes it easy to share on other channels. Don’t forget to customise your channel – you want it to represent your brand and look professional from the get-go.
The great thing about YouTube advertising is that it’s done through Google Ads. If you want relevant people to watch your video this is the advertising platform to use! With YouTube advertising you can target based on keywords, and if you don’t fancy that you can target based on demographics and interests. This means your ad has the potential to only land in front of people who have a genuine interest / are really talking about your product or service.
If you want to go for something different why not try an outbound tactic to attract new interest? Video cards are a clever way to add a personalised touch to your marketing strategy and grab your audience’s attention. What’s more, your desired customer gets to keep something tangible and interactive – a good way to stay top-of-mind. Bear in mind that video cards, while they can deliver a fantastic return on investment, do take time and money to do well.
If you have a company blog, use it to showcase your video. Don’t expect too much organic traffic. Rather, guide people to the blog post from your website and other channels. This way you can gauge real interest from accidental visitors – only those truly interested in your offering will click through.
If you post your video on other blogs, your reach could be huge – just make sure the blogs you choose are relevant to your offer! Researching the right place to request to post your video can take a long time, but the results can be amazing.
Showcasing your video at events relevant to your industry is a good way to get recognition and make more people aware of your product or service.
With GDPR now in place, email marketing is not as easy as it once was. Nonetheless, email video campaigns can work a treat if you need to build awareness around your product or service. Embedding your video into the email is key, nobody wants to open an unsolicited email with a link in it. And don’t forget your audience must have opted-in before you hit send!
There’s no need to struggle with video distribution strategy alone. If you’d like to discuss your video production with an expert team, then give our head of production, Jamie, a shout.