Video captured in 4k is a resolution designed for digital cinema and computer graphics. It’s a standard that thrives in virtually any content platform – e.g., when embedded on your website or blog; shared via social media, distributed by emails, through mobile apps, or on third-party video sites like YouTube; or incorporated into other mediums like cinema, presentations, and display.
But it’s not as simple as creating one piece of content and distributing it impulsively. Let’s consider ways of maximising your video investment by analysing 7 modern-day distribution options, including organic, paid and non-digital options.
Social Media Channels
Facebook, Twitter, Instagram, YouTube and Snapchat are a great place to start distributing video content. They’re as the name suggests ‘social’ platforms and respond well to video content that encourages engagement and conversations.
If your audience does engage with your content, demonstrate you are listening by monitoring digital conversations to understand what customers are saying about your brand and respond to the feedback – positive or negative!
When publishing video on social media, plan for silent playback as most people watch videos without sound. This is remedied by applying subtitles to your video content.
YouTube
YouTube, is not only the 3rd largest social network but the 2nd largest search engine in the world – which means if you are not regularly posting content on YouTube, you are missing out on a lot of search opportunities. Sometimes, marketers can feel frustrated by YouTube, lamenting low views. But the goal should be to drive people back to your website, and as such a powerful search engine, YouTube certainly helps with that.
Blogs
If you’re trying to improve your ranking online, promoting video content on your website’s blog, can boost SEO. A dedicated blog post will allow you to embed YouTube video and elaborate on the content in the body of the blog. Then you can drive traffic to the blog via your social media and newsletter.
Database
This is an opportunity commonly overlooked. Many marketers forget to send their video to their newsletter subscribers. Did you know that using the word “video” in your email subject line alone increases open rates by 19%, click-through rates by 65%, and reduces unsubscribes by 26%, according to Syndacast?
Social Groups, Forums and Industry Bodies
Building relationships with complementary media outlets and industry bodies can be time-consuming, but equally can achieve excellent results and create opportunities for your content to be seen by a wider audience.
Most of these organisations will gratefully distribute high-quality content that is relevant to their audience.
For example, when She Digital produced a video for Adelaide Obstetrics and Fertility showing a caesarean section, the National Association of Specialist Obstetricians and Gynaecologists (NASOG) contacted the client asking if they could re-purpose the content. What a way to quickly position yourself as a leader in your industry!
Paid Channels
Outside of organic reach, you can pay to promote your video, predominantly via sponsored posts and boosted ads on social media, but there are other paid solutions including platforms like Google AdWords that can bring you excellent results and generally it’s faster than driving traffic organically. These video advertising campaigns can focus on a specific audience, measure the results of your campaign and can be easily adjusted if under-performing.
Non-Digital Distribution
Bring your video along to conferences, trade shows, and meetings – anywhere you have an audience willing to watch it. Or cut a version for a cinema ad or play it on the televisions in your office waiting rooms.