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May 4, 2021

Maximizing Your Return: 6 Proven Strategies for Video Distribution Success

Video Marketing

"Reel-y" Insightful Key Points

Here are a few key takeaways to keep in mind when planning your video distribution strategy:

  1. The key to getting the most results from your video is a strategic distribution plan.

  2. Monitoring metrics such as views, engagement, and conversions will help you understand which distribution methods were most effective and what changes you can make for future videos.

  3. Use analytics to identify patterns and see what resonates with your target audience, which will help optimize your video content, distribution strategy, and overall marketing plan to make sure you're getting the most out of your video investment.

So the video production company just sent you the final version of your video, and you love it! It's everything you wanted it to be - professional, polished, and perfect. You download it onto your computer, email it to your boss and your colleagues, and upload it to the company server for safekeeping. Maybe you even upload it to the corporate YouTube channel or About You page on the website.

But then what?

Just like the tree in the forest, we have to ask - if nobody sees your video, did you even make one? 

Whether your goal for the video is engagement, brand awareness, or educating your viewers, the key to getting the most results from your corporate video is strategic distribution. We've found that you can get a surprising amount of content from just one video. Bookmark this handy list for the next time you're ready to get the most out of your video investment!

Before we start, one quick caveat - there's so many types of video. When it comes to distribution, make sure you're doing what makes sense for your video and your marketing strategy.

1. Put it on your website

First things first - find a permanent home for your video on your company website. Use your brand video on the homepage to capture attention, or include a company culture video on the careers page. This is great for engaging people who can't or don't want to read long web copy. A captivating video will keep people on your site longer - which is what you want! 

Having said that, best practice is to provide a little bit of written context for the video to help boost the page's SEO; a video placed alone on a page won't rank very high. Make sure that the rest of the content on the page is just as good as the video, or visitors won't stay much longer.

According to Wyzowl, when learning about a product or service, 69% of online consumers prefer to watch a short video (compared to just 18% who prefer text-based content). 

2. Share it with your sales team

Even if your video isn't specifically a sales video, it's still a good idea to send it to your sales and business development teams. You never know when it'll come in handy. Video is a great way to grab interest during any stage of the sales process, from direct sales to emails to trade show presentations.

Is your sales team asking for more video assets? Ask us about personalized videos!

3. Share it on Social Media

Here's where we can start to get creative with the video. According to Vidyard, the average length of all business-related videos is over 6 minutes; much too long for the average social media attention span. We recommend pulling out shorter segments of your video to release over a period of time, integrated with your existing social media strategy. Stick with one main message per cut, and be sure to tailor them to each social platform and to your online engagement strategy.

Ideas include:

  • Instagram stories, posts, Instagram Video, and reels

  • LinkedIn videos

  • Facebook videos

  • Twitter videos

  • TikTok videos

  • And so much more...

Remember to encourage your entire team to watch, like, and share the video on social media. We bet it'll come in handy for those employees whose family keep asking them "What does your company do again?" no matter how many times they explain it. And you never know where your next client, customer, or employee is going to come from!

PS: If relevant, consider also folding parts of your new video into your digital advertising strategy.

4. Blog

Add to your arsenal of written content & boost your on-page SEO while you're at it! Just don't forget to include backlinks to other content you've created.

Blog types related to your video could include:

  • A transcript

  • A follow-up blog with extra resources or next steps

  • Background information or context

  • Related case studies

  • Extended written interviews

5. Podcasts and Webinars

Do you have a dedicated audience looking for more content? Treat them to a longer format as a follow-up to the video. For a podcast, bring in some relevant experts for an in-depth chat about your industry or interview the founder for some extra company history and context. Or, if your video is more educational, consider creating a webinar or live workshop to provide additional resources.

6. Email Marketing

Did you know that an email with a subject line that contains the word “video” is 8x more likely to be opened? That simple fact is a perfect reason to feature your new video in your next e-newsletter. 

Tracking & Optimization

Once you've distributed your video on all the platforms, it's important to keep track of how it's performing. By paying attention to metrics such as views, engagement, and conversions, you'll have a better understanding of which distribution methods worked best for you. You can then take this information and make changes to your next video launch to improve performance. Don't forget to also analyze patterns and see what resonates with your target audience to optimize your video content, distribution strategy, and overall marketing plan. This way, you'll be sure to get the most bang for your buck with your video investment.

Think of something we didn't include? Want help distributing a video? Want someone to commiserate with you about how social media platforms are always changing their algorithms? Get in touch!

Author: Brandon Hardy

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