From planning through to production, creating video 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 depend on its intention. Some videos are designed specifically for social media and these should be tailored in accordance to that. Other videos should 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. It’s full to the brim with daily users who are searching organically and clicking through from other sites. There’s no real upload limits either – YouTube allows consumers to discover your video in all its glory and you should take advantage of that. However, bear in mind that there are a few points to look out for when uploading to YouTube.
Next, but no less important for distribution, is your website. Using video content on your website 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% – 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.
Email signatures can be augmented with hyperlinks to your content. It’s a simple and easy way of ramping up your distribution efforts.
SlideShare is in a primarily B2B arena, and therefore it makes for an interesting platform for content sharing. You can embed YouTube videos to your SlideShare post easily in the ‘My Uploads’ section. Hit ‘Edit’ and then ‘Add Video’.
It’s a good idea to take advantage of the many social networks billions use throughout the week, and exploring the uses of each one when distributing your video.
So which social media platforms are we talking about? Facebook is the biggest and most obvious, followed closely by Twitter and LinkedIn. Google Plus is on the fringes but it’s still worthwhile to use. Pinterest and Instagram can yield potent results if worked cleverly.
Instagram can be used to display a concise version of your longer form video. Use this as a gateway towards your site or longer video. Always use visually appealing and fun posts to stand out on Instagram, and tag, tag, tag!
Pinterest can be used to pin both your video and still images from it to repurpose your content. Pinterest’s board system allows you to collate similar content on one searchable board.
Create a more personal feel when distributing your video and share it using video brochures.
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’s even options to personalise the video brochure to make it extra special and memorable for those receiving it.
Video brochures can 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 around work spaces.
Distributing your video for maximum coverage is worth doing. There are many ways of increasing your video’s mileage once you’ve created it. With better distribution practices, you can really circulate your video to squeeze out every ounce of its potential!