4 WAYS TO DISTRIBUTE VIDEO CONTENT EFFECTIVELY

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With so many channels to choose from, it’s vitally important that you choose a distribution method that works for your content. You can put a lot of time and effort into creating great video content, but if you don’t distribute that content correctly, then you run the risk of having spent a lot of time and effort, without the return on investment.

With so many channels to choose from, it’s vitally important that you choose a distribution method that works for your content. You can put a lot of time and effort into creating great video content, but if you don’t distribute that content correctly, then you run the risk of having spent a lot of time and effort, without the return on investment.

In terms of how to best get your content out there, that will all depend on the content. Some videos might be best suited for a certain social media channel, while others might be best suited for your website. Because while you are likely excited about showing off your new video, you could be wasting time by publishing it on every channel. Ideas that should guide your way include what you want to get out of the video and who should ideally see it.

So in order to get the most out of those videos, you spend so much time on, here are some smart ways that could help you get more bang for your buck:

1. DECIDE ON A GOAL, BUT MAKE IT PART OF A MARKETING PLAN

No one creates a video without a goal in mind. As any good videographer would tell you, a video should always have a call to action. And your call to action – or the function you want your video to have in a larger campaign – should guide which channels you choose to distribute on. Whether it is to gain exposure, create engagement, or to attract more followers, your goals should always guide what you do. But a goal is only worth so much if it doesn’t fit into an overall plan. If you’re sharing just for the sake of sharing and getting it out there, then don’t expect too much engagement in return.

2. KNOW YOUR AUDIENCE

You might think this point is redundant – since you created the video with your audience in mind. But not all audiences are created equal. Even though you have gone to the trouble of getting to know who your core audience is – and what they want – something that works on Facebook, for instance, might not work on Instagram. If you regularly check your social media metrics then you know what your audience on each platform you’re on likes to see and what they share the most. Plus this goes without saying, but it’s not a great idea to share a video on a platform that you’re not active on.

3. LOOK AT THE VIDEO YOU’RE SHARING

No, this doesn’t mean you should watch your video again. It simply means that you should give your video and it’s content a closer look in order to determine which platform the video would work best on. If you’re sharing a 3 minute interview that relies on sound, for instance, then Facebook might not be the answer. Since people on that platform generally prefer shorter videos and rarely watch with sound. So you might rather look at Youtube as a distribution channel instead. Another thing you should absolutely consider is how you optimize your video. The aspect ratio, format, and size of a video are very important when it comes to sharing a video on your website or through any social channel.

4. ENCOURAGE EMPLOYEES TO SHARE YOUR CONTENT

It’s been said time and again, and it’s true for video too – employees are our best advocates. Because they provide a solid network base from which to distribute your content. People would rather watch something that’s been shared by someone they know, than something that’s been promoted by a company.

So as with any marketing tactic, planning and forethought are needed in order to create a successful campaign centered around video as well. But if you keep these tips in mind, then you should start to see an increase in interest and engagement with your videos. If you want some quick tips on video metrics, then check out our short guide to video metrics on social media.