Right video. Wrong channel. It’s a problem plaguing plenty of brands that don’t take the time to think about or map out their video distribution strategies upfront.
Let’s say you produce an educational video that’s just in-depth enough to whet viewers’ appetites. That’s terrific, but you can’t just push it out on every social media platform and expect it to do well. After all, it probably belongs on Facebook or YouTube, where viewers are looking for longer-form edutainment. But on TikTok? It’ll likely stand out — and for all the wrong reasons.
This is why you have to plan in order to achieve video marketing success. The best path to tapping into any corporate video’s inherent magic is to make sure it’s seen at the right time by the right people on the right channel. Being strategic about your video marketing distribution is likely to yield a greater return on investment and generate greater popularity with consumers. Otherwise, you’re tossing money, labor efforts, and imagination down the drain.
Where should you begin your efforts to maximize the distribution of all your corporate videos, though? Take these steps to ensure effective, dependable results.
1. Explore and Evaluate All Your Available Owned, Paid, and Earned Distribution Methods
You have three basic types of distribution channels to choose from. Owned channels are those you can control, like your website, your social pages, or email marketing. Paid channels include pay-per-click ads and any other “buyable” options. Earned channels are those that come to you from outside your control.
Your job is to lay out your owned, paid, and (to the extent you can) earned distribution channels. Then, choose which ones you intend to use. Keep in mind that every channel possesses unique benefits and pitfalls. For example, owned distribution channels offer creator freedom but not always exposure. Paid channels require an investment, but can help you attract wider audiences if optimized correctly. So pick and choose channels thoughtfully and incorporate a mix into your strategy.
2. Tailor Your Video Content to Channel-specific Audience Expectations
To be certain you’re designing consumable content for each channel you select, think about what each channel’s users expect. For instance, do viewers want short, snackable videos infused with wit, or would they prefer an inspirational deep dive? Your answers will assist you in building out strong video storyboards that are more likely to make sense and drive engagement.
How does this work? Let’s say you’re thinking about popping a video onto an owned media channel like your LinkedIn page. In that case, aim for content that’s professional and polished. You can still infuse it with personality, but not as much informality and lightheartedness as you would for TikTok.
3. Set SMART Goals for All Your Videos
Once you’ve nailed down your preferred channels and audience-pleasing video types, you want to set goals. Ideally, your goals will follow the SMART credo — specific, measurable, achievable, relevant, and time-bound. Of those traits, you’ll want to home in on measurability. That way, you can track your video’s results with hard, tangible data.
Being able to target and track your video performance in real time can make all the difference. You’ll know right away if your impressions or conversions are meeting expectations. You’ll also be able to establish baseline standards for future videos that you upload to your paid, earned, and owned channels. Yes, video creation is a creative field, but it’s only enhanced by the science of data collection and reporting.
4. Avoid Common Video Creation and Distribution Pitfalls
From the moment you’re ready to create your video until the time it drops, work to sidestep the most common mistakes. Avoid not having a strategy in place or only using your video once. A single video can be repurposed countless times. If your internal team isn’t sure how to make that happen, partner with a video marketing company to learn how to maximize your existing shots or revamp your messaging.
Believe it or not, many high-quality branded videos end up underperforming because of a huge oversight: forgetting to add a call to action. Don’t be shy about telling your viewers what you want them to do after watching your videos. Being clear helps you lead consumers through your sales funnel.
Video is one of the best ways to grab more attention, leads, and sales. The trick is to apply the right techniques to ensure that your video appears intuitive for the channels where it exists.
