We’ve mused on distribution before and indeed we shall muse again; best practice video distribution and seeding change daily. Had we written this six months ago, we would have encouraged seeding through video distribution specialists. Though expensive, it was the best way to reach your audience in significant numbers. But all has changed as Facebook and Twitter develop their respective video strategies.
If you have followed this series through Planning, Production and Post, your meticulous plan has bought you a series of great films that tell an engaging story which reflect your company as a thought leader or fun or highly professional or whatever your initial objective required. Your next challenge is getting them seen.
As your audience dictates the style, tone and pace of your films, your original plan should have had a distribution strategy inked in.
Here are a few recommendations of tactics that can be employed to offer you distribution satisfaction (there is nothing worse that seeing great content hidden on YouTube with 36 views!)…
– Your company (hopefully) has a whole load of enthusiastic and well connected employees. Make sure they are sharing your content to all of their contacts and encouraging them to re-send. So, like social media concentric circles, the initial ripple will start the excitement.
– Aim at your influencer groups and blogs. Your content is good and unique, they should want to share it with their connections. You are now building momentum.
– Create an attractive space for your video with appealing thumbnails and relevant and interesting content around the video.
– Make them prominent on your website, don’t hide them away. If you enjoy your content, your users will too.
– Facebook and Twitter offer excellent opportunities to reach a target audience reasonably inexpensively. One tactic often used is reaching people who follow your competitors, fiendish but effective,
– YouTube should usually be the base from where you broadcast your content, it is the world’s second biggest search engine and it offers fantastic SEO benefits. The better the content, the better the watch time, the higher you appear in search ranking.
– Social allows you to set the debate by encouraging people to comment, like, subscribe and follow. If people engage they are automatically sharing your content. Disabling engagement is an opportunity lost.
– Media partners can offer audience and an independence that you, as a brand, cannot achieve, being associated allows you to reflect in their trusted status. However, cost can be an issue with traditional media companies. Challengers like Buzzfeed and Vice and publisher partners like Outbrain and Taboola mean can offer more.
– We’re very admiring of video distribution specialist Unruly, it’s cornered video seeding and it’s built a network of sites, so that if you have a video and you want to distribute to an audience, Unruly can crack it. It also offers a lot of science and advice around share-ability and video success. The drawback to to it and other challengers such as AOL On, is cost.
– One of the most unsung attributes of video is its length of life. We are often pleasantly surprised by video that we have produced continuing to get views. If a video is good and the message endures, keep promoting, keep engaging with it and it will work for you for as long as you’d like.
So there you have it. Four parts of a story on how to produce an effective video campaign. If you have any questions, want to add anything or disagree with points send a mail to firstname.lastname@example.org or comment below.