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Best Practices for Video Distribution

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

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. 

Best Practices

  • Upload both in your own channel and into a playlist of similar linked videos
  • Change your description and metadata when uploading to YouTube to avoid SEO issues
  • Keep in mind that YouTube content wants to eventually point to your website where users can consume content without distraction
  • Popular YouTube videos can be monetised in their own right

Your Website

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! 

Best Practices

  • Place your video in an effective spot on your website. This depends on what your video is – for example, a product video should be used differently to a welcome video
  • Create a post around your video to enhance the content 

Email

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.

Best Practices

  • Don’t send your video out without giving it some context – it must have a purpose which is immediately noticeable when opened 
  • Make sure your video appears towards the top of the email so it’s easily followed

SlideShare

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’.

Best Practices

  • Slideshare is a primarily B2B site for sharing business related media, so consider tailoring your descriptions and tags to this audience
  • Tag and categorise your video appropriately to ensure it shows up for the right terms

Social Networks

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.

Best practices

  • Always write appealing and relevant captions.
  • Ask enticing questions to draw people in 
  • Share on your page and on relevant pages (e.g. on Facebook you can search for relevant groups)
  • Tag effectively when posting on Instagram and Twitter
  • Keep things visually striking to drum up more interest

Direct Mail

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.

Best practices

  • Pick the right screen size for your video – for example, if there’s lots of text included in your video, a bigger screen makes all the difference in ensuring it’s still easy to read
  • Take the time to create eye catching and well designed artwork for the brochure
  • Think about extras that can add a personal touch, like personalising each video brochure, or adding an inner pocket to pop in a compliment slip handwritten for each client

Other Places to Distribute

  • On your blog – Remember to embed your video in your blog posts. You can write short text posts to accompany it 
  • Press releases – For product releases, use press releases to display product videos alongside text descriptions
  • Partner blogs – Contact industry partners to get them to embed your video on their blog 
  • Forums – Forums include Reddit and Quora which can be great places to post your content
  • Marketing events – Display your video on a screen, or take along some video brochures or video business cards to hand out at the event

Summary

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!

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