From planning through to production, creating video content is an extensive process that culminates in the final and arguably the most important stage: distribution.
Once you’ve optimised your video for sharing online, provided it with an attractive thumbnail, splash screen, and added an effective call to action (CTA), it’s time to distribute your video onto the various platforms and channels available.
So what are the best practices for distributing your video?
The ways in which you circulate your video will depend on its original intention. Some videos are designed specifically for social media, and these would be tailored in accordance with that. Other videos could be tailored more towards email distribution, or direct mail.
Generally, though it’s worth taking advantage of all the options, and there are more than a few!
YouTube pretty much tops the list as the first place you should look to distribute your video, with around 2 billion logged-in users who are searching organically and clicking through from other sites. There’re no real upload limits either – YouTube allows consumers to discover your video in all its glory so why not take full advantage of that.
These Best Practices include:
Next, but no less important for distribution, is your website. Using video content on your website increases your website traffic, boosts your SEO, decreases click-off rates, and generally enhances user experience on your site. A site which holds engagement for longer is SEO-friendly and will receive organic boosts over time. Also, it’s been shown that video can increase conversion by up to 80% – so it’s positive all round!
We’re getting used to media showing up in our inbox and video displays a 96% higher click through rate when compared to emails without video. Video in email makes them seem more personal, enriching and engaging. With video potentially increasing your open rate by 6% it’ no wonder that over 80% of businesses now use video in email.
There are a number of different ways to incorporate video in your email content or email signatures creating hyperlinks to your video content. It’s a simple and easy way of ramping up your distribution efforts. It’s worth doing your homework to make the most of your video/email combination.
SlideShare is in a primarily B2B arena, it’s basically YouTube, but for slideshows and therefore it makes for an interesting platform for content sharing. You can embed YouTube videos to your SlideShare presentations easily in the ‘My Uploads’ section. Hit ‘Edit’ and then ‘Add Video’. There are a number of ways SlideShare can be used to enhance your marketing efforts.
It’s essential to take advantage of the many social networks that billions use throughout the week and exploring the uses of each one when distributing your video.
Each channel has their own unique requirements and audiences, and whilst time consuming it is worth developing content to suit each channel. Some insights into how to do it right.
Best practices (Vidiyard)
Create a more personal feel when distributing your video and share it using video brochures or video business cards. Taking the time to send a video brochure that showcases your video content can really help boost customer engagement. Plus, their focus is entirely on the video, as opposed to being distracted by other popups and emails coming through on their computer screen. There’re even options to personalise the video brochure to make it extra special and memorable for those receiving it.
Video brochures come in all shapes and sizes, so you can find the best screen size and quantity to fit your needs and budget. They’re a great way to leave a lasting impression with your clients, and ensure your video is being seen and shared.
Video content is valuable content, and so finding ways to distribute this content and engage with your audience is key. The video marketing statistics for 2022 certainly support this (wyzowl). As we have explained there are many ways of increasing your video’s mileage once you’ve created it. With better distribution practices, you can circulate your video to really squeeze out every ounce of its potential!