An amazing video isn’t enough – you need to distribute it effectively. Why go to the effort of producing amazing branded video content if no one watches it? This leaves us with a critical question. How do you choose the right distribution channel for your video?
Know Your Audience
Video content should of course be made with a strong understanding of who your audience are. Of equal importance, is knowing ‘where they are’. This is the key to your distribution strategy. Ask yourself a few questions:
- Where does your audience head to online and on mobile?
- How do they get there?
- What are they looking for when they get there?
- What do they share?
- Who are their go-to sources of daily content?
- When do they spend time online and on mobile
- How do they like to engage with brands?
- Where do your social media channels fit in to your audience marketing mix?
- What type of social content do your audience make the most of?
- What’s your email open rate?
- Where does your website fit into your audience engagement?
Identifying these audience traits is the first step to successful video content distribution.
Calculate Your Budget
As a rule of thumb, we’d advise your distribution budget is at least, equal to your content budget. If you already have a large social footprint, this needn’t be the case as you have a ready-made audience. But, if you are going to partner with a publisher or spend on social, then you’ll need this in the mix at the very beginning.
If you create a bullet-proof strategy, you’ll see huge results that justify every penny spent.
You may also like: What Video Should I Make?
For some brands, social media is a valid central focus for content distribution. This will usually depend on the size of your community/following. Don’t bank on your video going viral on its own, it’s an extremely rare phenomenon.
You can also run paid promotion on social media but that’s an additional strategy we’ll discuss later. Create content specifically for different social media channels and in different variations.
The age of social media users is also something to consider; what age range is your target audience and what social channels are they most active on?
Run a Campaign with an Online Publisher
This is an effective option to consider for views, click-throughs, further editorial and rich media use. This type of partnership campaign is one of the best ways of guaranteeing content views by your audience.
Depending on the size of the publisher, you’ll have to pay to get your content on their site. This means, you need to be sure you’ll see a return, here’s how…
List Relevant Publications
Start by creating a list of relevant publications appropriate to your brand. Decide if one publisher is enough or if you’ll need a mix.
List the Publications Your Audience Reads
Follow the same process as above but for publications your target audience reads. Compare the list and see whether there are any overlaps. These are the publishers to research more thoroughly.
Find Out the Publications’ Reach
What are the readership figures like? How much traffic can you expect to your video? Find these figures for all publications you’re considering working with.
Find Out the Publications’ Demographics
How do their audience demographics match yours? Is there a strong proportion of their overall audience that matches your customers, who you can then have the publisher target?
Niche Vs Mass-Market Publishers
Niche publishers are likely to see lower traffic than their mass-market counterparts – having said this, the quality of traffic may be higher.
Your decision between niche or mass-market should come down to the desired outcome of your branded video content. Here are two examples to illustrate this point:
If your video is intended to raise awareness of your brand, you may care mainly for the number of views – a mass-market publisher is the better option.
If your video is intended to boost conversions or reaffirm your position as leaders in your sector, a niche publisher may be more appropriate.
Using influencers in your video and distribution strategy is a hugely effective approach that’s increasing in popularity. Aligning your brand with the right influencer allows you to tap into a captive fan base of potential customers.
It’s important to think long and hard about influencer marketing. It costs money and it doesn’t guarantee a return. You need to be sure you’re using the right type of influencer in your video and distribution. This all comes down to matching your demographic with that of the influencer.
If you do get this right, you can expect a huge return. We’re going to cover this in depth in another article, be sure to keep an eye out. Check out our show-reel for examples of videos featuring influencers.
Partnership marketing is a great way of making a huge impact in an industry. Teaming up with a brand which shares your mindset offers numerous benefits:
- It opens the door to a wider audience
- It adds validity to your proposition
- It adds value to customers
- It lets you tap into the values/message/reputation of the other brand
- It cuts the promotion costs
A perfect example of partnership marketing in action is GoPro & RedBull’s decision to team up. Both are hugely popular in extreme sports but are not in competition. The brands joined forces for production of content, distribution, cross-promotion and even product innovation. This is an extreme example (sorry, we had to) but it does illustrate how successful partnerships can be.
When you start distributing your video, a paid media campaign is a great way to guarantee instant results without waiting for organic traffic to grow. There are a few routes you can take with this:
Social media – Facebook, Twitter & LinkedIn
YouTube ads are effective because they find users who are actively searching for content like yours. You can select the gender and age of the people who see your ads while targeting highly relevant keywords and search terms.
Social Media Ads & Boosted Posts
The main social platforms offer paid media options. Depending on your brand and audience, these will deliver varying return. Often Facebook is one of the most effective platforms for paid media. This is because you can choose a very specific audience to view your ads – ensuring all clicks are highly relevant.
Social media platforms like LinkedIn and Facebook offer boosted posts in addition to their ads. This means you can spend a small amount of money highlighting your post/video on the timeline of relevant users.
Analyse the Results
Once you’ve kicked off your distribution efforts, keep track of the analytics. Look for trends, see what’s working and take corrective action if necessary. Analytics are vital in ensuring you’re not wasting any precious time, money or resources in any areas that won’t deliver a return.
What’s your metric for success?
What does success look like for your brand? This has a huge impact on what data you analyse. For instance, if your video is intended for brand awareness, you should be scrutinising video views as well as the number new users visiting your website. Analytics is not a ‘one size fits all’ scenario. Find what you care about and measure it.
Create Amazing Content
Before you can have a killer distribution plan, you need fantastic content. The quality of your video is crucial to the success of your strategy. Thankfully, this is something we care about too. We can help you deliver high quality branded video content which delivers results. Find out more about the branded video content we create here.