You have created that incredible video, uploaded it on your YouTube page and encouraged your internal teams to share it. But why are the views just 76? More importantly, why is there no engagement on the video apart from a comment from Sam, the social media marketing intern?
Event videos can be great for reaching your target market, driving traffic to your website and generating sales. However, to make the videos bring results, it’s important to have a working distribution strategy. Content is king, but distribution is Queen. Without a great distribution strategy from the onset, you will struggle to reach your audience, no matter how compelling your videos may be.
Before starting to create videos, decide on a distribution strategy.
Your videos should fit in your overall content strategy. This means they should be targeted for a specific audience segment and geared towards achieving certain goals. You may want a video to:
The overall goal of your video should guide you in determining the audience segment to target. From there, choose the distribution channels.
The distribution channel you will use can determine the response you will get from your video marketing campaign. Here are some major distribution channels to consider.
Facebook, Instagram and Twitter are great for distributing short videos, usually less than 20 seconds. Users on these platforms have a short attention span. No one has time to watch a documentary on Facebook. Therefore, create content that will captivate and provide the message you want in a few seconds.
YouTube, DailyMotion, Vimeo and other video hosting sites are great for distributing longer videos. Examples of content that work well in these platforms include webinar replays, documentaries, interviews, and other long-form video content.
Set up an account for your business at these sites to make it easy for customers and prospects to get all your content.
Your blog and email newsletter are also important video distribution channels to consider. Tutorials, instructional videos and explainer videos work are best distributed through email and blog. The content may be hosted at a video site. However, getting the word out about them can be done through your email newsletter or blog.
You can accompany the videos with some text content to provide perspective.
Producing video content can drive traffic to your blog and generate leads. Videos can be repurposed for different distribution channels to achieve various goals. For example, if you held a webinar, you can cut out a segment with important information for your audience and post it on Facebook, with a link to the full video on YouTube or your website.