You’ve spent a lot of time planning, organizing, shooting, editing, and optimizing your video content. Now comes the final—and most important—step in your video marketing journey: distributing your video. Once you put it out there, your video can attract a large audience and bring in a stream of leads for your business.
There are many options for video distribution, and it’s important to know every single one. Just like how you can get creative and experiment with different video types and backgrounds, you can also use different distribution techniques to get a variety of results.
Today we’re going to talk about all the different ways you can use the video content you’ve created.
The good news is that you can share your video content in many different channels at once. This will help you maximize the reach of every single video.
But keep in mind that your method of distribution should be based on your goals for that particular video. There’s no point in sharing your video somewhere it’s just going to be ignored. There’s a lot of strategy involved, so let’s get started.
Place it on Your Website
This is one of the most common places for videos online. Brand videos, product demos, testimonials, and company culture videos can thrive in your website. This is a good place to put your video content because we all know consumers do a ton of research before buying anything online. Your website can give them all the information they need about the products that they are interested in.
Videos are eye-catching and informative—they can definitely attract the attention of your website visitors. In fact, they will probably spend the most time watching your videos than reading the text on your website. So use that to your advantage and place videos where people are likely to see them.
Even just having videos can significantly increase the time they spend on your website. And as a marketer, you want them to stay as long as possible. This boosts your chances of converting them, the more they engage with your website and video content. Not to mention that convincing people to stay in your site also improves your ranking in search engines like Google.
Placing videos on your website allows you to guide your visitors throughout their customer journey. Start embedding relevant videos on your webpages like your ‘About’ section, product pages, pricing section, and especially your home page.
Add it to Your Landing Pages
If you’re running marketing campaigns of any kind, then you probably have a number of landing pages. Whether they are part of your website or hosted on a separate platform, you can improve your landing pages with the use of video content.
Just like with your websites, having videos in your landing pages can help increase your conversion. Just make sure that the video is relevant to the landing page you are embedding it on.
Treat the video like the main attraction—don’t clutter it with text or graphics when you already have a video in there. The goal is to ensure that people follow through on your calls to action.
Distribute it on Social Media
Everyone is spending time online. And when they’re not busy doing research on brands and businesses, people are on social media. In fact, social media is one of the reasons why video marketing has grown so much. People love watching videos. They spend more of their time online watching videos than looking at images and reading text. Social media happens to be full of video content.
So don’t get left behind by your competition. Figure out where your target audience is hanging out online and publish your videos there. It’s important to focus on one or two social media platforms because you want to build your own following. That’s hard to accomplish if you’re sending people all over the internet.
Choose the ideal social networking platform for your video marketing and then focus on distributing your content there. Don’t forget to tailor your videos for each social network. That goes for both content length and the production quality.
Upload it on YouTube
YouTube is both a social network and a search engine. This is the best place to put your videos online because it is solely focused on promoting video content. It is the biggest video sharing platform online with over 2 billion users and counting. That’s a compelling reason to build up your brand’s YouTube channel.
Make it one of your top priorities when it comes to video distribution. YouTube should be one of the first places you upload your content. The potential audience here is hard to ignore.
That said, the overwhelming amount of videos on YouTube can easily distract your viewers away from your brand. You need to find a way to keep their focus on you, even after watching your video. That’s why YouTube should be used to drive viewers to your website. That’s the best way to increase your conversions using this massive platform.
Share it on Facebook
Even though Facebook is not known as a video sharing platform, it can actually rival YouTube in terms of numbers. Facebook also has over 2 billion users, and nearly all of them watch videos. Granted, video marketing isn’t its main function, but it’s a fantastic channel for this type of content.
Content on Facebook varies: some are text-based, while some are images. That’s why videos can stand out effortlessly.
When distributing your video content on Facebook, remember that 85 percent of videos here are viewed without audio. You have to use captions if your video has dialogue.
Post it on LinkedIn
LinkedIn is the largest network for professionals online—so it’s definitely suitable for content marketing, especially video marketing. LinkedIn has always embraced video content. But over the past few years, the social network has made it easier to record and share videos. Whether you’re using mobile or your computer, distributing video content on LinkedIn is very easy.
LinkedIn users share videos 20 times more than other content types. It’s safe to say they appreciate this type of content.
As a professional platform, LinkedIn is the best place to share educational and informative videos. Establish thought leadership and industry expertise using webinars, explainer videos, tutorials, and how-to videos.
But you can also share your brand videos and company culture videos here to develop stronger relationships with your network. Another tip is to use videos to break long-form articles into smaller segments. This will help you keep your readers’ attention longer.
Just like Facebook, LinkedIn users prefer to watch without audio, so make sure you add captions if your video has dialogue.
Add it to Your Instagram Account
Out of all the social networking platforms, Instagram is by far the most visual. Although it is more commonly known as a photo-sharing site, Instagram has become a great channel for sharing videos as well. Instagram should not be ignored by marketers, especially since it has around 1 billion active users every month.
What you need to know about distributing content on Instagram is that it has a 60-second maximum length for videos. While this may seem like a strict limitation, you can actually take it as an opportunity to flex your creative muscles and produce short but impactful content.
If you really want to post longer videos on Instagram, there’s now a dedicated feature for it called IGTV. It is the home for long-form vertical videos, and it allows hour-long video content.
Include them in Your Emails
Videos are now playing an important role in email marketing. As we’ve already established, people respond to videos more than text. And that’s why videos are also revolutionizing the way we communicate via email. Some marketers and entrepreneurs are now sending personalized video messages in their email to get more responses.
Video email marketing is quickly becoming more popular because of the way it allows marketers to engage with recipients and drive clicks. Even if it’s not a personalized video message, you can distribute your video content through email and still get a ton of engagement. Using the word “video” in your subject line increases its open rate by 19 percent. It also increases click-through rates by 65 percent.
It doesn’t end there. Adding a video in the actual body of your email can actually increase your click-through rate by 96 percent.
If you’re looking for other ways to distribute your videos, this is one good way to do it.
How to Redistribute Your Video and Bring it Back to Life
After sharing your video everywhere, the initial hype will eventually subside. Even if your video made a huge splash initially, the view count will eventually start to slow down. But don’t worry. There are many ways to reuse and repurpose your video so you can squeeze out more value from it.
If you post your video on YouTube and it gets a ton of views, then it will be recommended to even more people. That’s how YouTube works. They identify valuable content based on engagement and recommend it to other users.
But on other social platforms videos eventually die. Thankfully, you can still bring your content back to life so don’t retire it just yet.
The first tip is to break your video down into smaller sections. If you’ve been using strategies to optimize your content, then your video should be under 2 minutes long. That’s the optimal video length for most social media because that’s about as long as people are willing to watch.
So this means you should break down your video into shorter snippets and clips. You can then repost those clips on social media and then link it back to your website. This gives people who didn’t catch your video the first time the chance to watch a shorter version. Hopefully, the snippet would capture their interest and motivate them to watch the longer, original version.
When it comes to video marketing, shorter is better. The only exception is when you’re really giving them valuable information every minute and the viewers don’t mind the length because of how useful or entertaining the video is. But most of the time, you’re better off making the most out of those 2 minutes by including everything your viewers need to know.
Use It in a Webinar or Podcast
Educating your target audience is a great way to earn their trust and establish yourself as a thought leader. Hosting webinars is a good way to do that. And to make your webinars more engaging, you should use existing videos from your video marketing campaign.
Use your videos to explain complicated and difficult concepts. The visual nature of videos will help your audience absorb more information.
On a similar note, you can extract the audio from your video and turn it into a podcast. A lot of people are starting podcasts these days, and the format is only becoming more popular each year.
Grab Images and Make GIFs
Yes, people like watching videos more than looking at pictures—but that doesn’t mean you shouldn’t add some variety to your marketing strategy. A picture paints a thousand words after all. So grab the most interesting frames from your video and make images or GIFs. Then you can repost them on social media with an interesting caption and a call to action. That’s how you make the most out of your video content even when the views have slowed down.
Distributing your video content is definitely the most important aspect of video marketing because it’s the part where all your hard work pays off. So make sure you make the biggest impact by choosing the right channel or platform and sharing your video at the right time.
Take note of optimal posting times for social media. Find out when people are most likely to see and react to your video, and then stick to that schedule. It’s a simple way to boost your engagement every single time you post a new video.