How to maximise the distribution of video content marketing

So you have made your first video. What next?

The original motives behind making a video will ultimately determine where you should distribute it. Was the goal:

  • To increase brand awareness?
  • Establish yourself as an expert in your field?
  • To build brand trust through testimonial

Whatever the motivation, there is some video platforms that will make more suitable destinations than others.

Brand Awareness

Platforms like Facebook, Instagram, LinkedIn and Twitter are the Social Media channels best suited to improving (and increasing) brand awareness. Depending on your demographic, some more so than others.

Twitter is for those brands that want to boost their conversation with a tech-savvy crowd, while LinkedIn is great for B2B companies that are looking for new influencers, business partners, or employees. If you have a knack for photography or you’re planning to share DIY tips, you should turn to Pinterest and Instagram and pair them with your Facebook account. (Colman)

Many social media marketing experts will also advise business owners to set aside a paid advertising budget for use on platforms such as Facebook and Instagram. You can boost the social reach of your video by setting up a paid ads account, a good move if the ultimate goal is to increase brand awareness.

Taking advantage of any call to action features made available through paid advertising on social pages is an essential step to capitalising on such an investment. ‘Call to Action’ features like ‘swipe up to shop’, contact us now, book now etc. need to be utilised effectively to maximise the impact of your advertising campaign and direct traffic to your website through links.

To discover more about Instagram ads click here.

Expertise and ‘How To’ Videos

For videos where your audience is likely to be seeking knowledge and expertise, YouTube is the go-to platform for your video. Users will be entering keyword search terms to find your video (and thus are mostly your target market).

As YouTube is a search engine driven platform, it is essential to use SEO (Search Engine Optimisation) in any descriptions and titles attached to your video to ensure that it will rank well in search results. Brief descriptions using keywords (words that customers are likely to enter into a google search) will do just that.  

Discover more about SEO here.

Testimonials

A website landing page is the most suitable destination for a video designed to increase brand trust like a series of testimonials or reviews. Featuring these in video format rather than written text on your landing page can increase conversion rates by up to 80%. (Bogacki)

If a potential customer has already made it to your landing page, then they have some awareness of your brand or at least the products you are selling, building trust and telling them the value of your product is the next necessary step in making the sale.

When one destination just isn’t enough

While there are some destinations more suited to particular marketing objectives, video is a highly agile piece of content that can be edited, turned into video vines and repurposed for use across multiple platforms. This is what makes video content such a valuable marketing tool and investment.

An evergreen piece of video content does not have just one marketing objective. It can be edited and distributed across multiple platforms, for numerous campaigns and purposes. Think about how you could utilise each of these video platforms successfully for your business.

Discover more about whether your business should have a YouTube channel.

Video Production Checklist

 

References

Bogacki, Maddy. Equinet. ‘How to distribute your video marketing content’. December 2017. https://www.equinetmedia.com/blog/how-to-distribute-your-video-marketing-content.

Colman, Michael. Digital Suite. ‘Social Media Marketing: Your key to boosting brand awareness’. https://www.digitalthing.com.au/brand-awareness-on-social-media/ (online source).