Mastering the art of video content distribution

So you’ve made a video, now what? 

If you’ve invested time and resources into creating a compelling video but are unsure of where or when to post it online, you’re not alone…

In today’s digital landscape, where content reigns, video is a powerful medium for captivating audiences and is key to driving engagement.  If you’ve invested time and resources into creating a compelling video, it’s just an initial step on your content marketing journey. The real challenge lies in making sure the video reaches the right audience at the right time, on the platforms they frequently visit.

Understanding Your Target Audience

Before diving into distribution strategies, it’s crucial to have a clear understanding of your target audience. Where do they spend their time online? What platforms do they prefer? What type of content do they engage with? You can leverage insights from metrics like traffic sources, popular pages/posts, audience, demographics, monitor social media conversations, audience insights from social platforms, and testing and feedback. This qualitative data will help to gain a comprehensive understanding of your audience’s platform preferences and content consumption. Answering these questions will help you tailor the distribution and increase the chances of your video being seen, by the right people, at the right time.

Many marketing teams and content creators struggle with navigating the vast landscape of online platforms and optimising their video content for maximum impact. Fortunately, with a strategic approach to distribution, you can unlock the full potential of your video and reach your target audience effectively.

Where are we going?

It’s always good to have a destination in mind before you set off on a journey and video publishing is the same. The most common places to publish videos are on company websites and social media – but each platform needs consideration. For example, Facebook recommends vertical 5:4 videos whilst LinkedIn prefers landscape 16:9 videos.

You may have a video that was created in widescreen that you want to turn into a TikTok. Why not consider changing up your content for each platform? Shooting content that can be used in either orientation is something we always seek to ensure, allowing maximum flexibility in the edit.

A Guide to Effective Distribution

Distribution is an ongoing process, and it’s essential to continuously analyse your video’s performance and refine your strategies accordingly. Monitor metrics such as views, engagement rates, and audience retention to identify what’s working and what needs improvement. Effective distribution is not a one-size-fits-all approach, by using the insights you can optimise your video content so that it continues to resonate with your target audience. Refining your strategy and re-purposing the content will unlock the full potential of your video content.

Consider accessibility with subtitles

When subtitles are added to a video, it’s best practice to upload these as a separate SRT file, (a SubRip Subtitle file which is just a plain-text file you use alongside video or audio). There are several benefits to this, the main advantage is that SRT Subtitles are supported by screen readers, increasing the accessibility of videos for users with disabilities.

Additionally, YouTube and other video platforms will use the content of subtitles for SEO and pair it with other relevant content. By contrast, if a video has ‘burnt-on’ subtitles where the text is a graphic on the video itself, screen readers will not work and your video may not be as appealing to search engines.

When is the grand unveiling?

Research from Hootsuite and Wistia suggests that Monday is the best day of the week to share posts on Instagram, Facebook, and LinkedIn in order to ensure maximum engagement. By contrast, Saturday evening is more effective for YouTube.

Key Factors to  Consider When and How to Post

The decision of which platforms to use and when to post should be based on a strategic understanding of where your target audience is most active and engaged.

Social media algorithms are constantly evolving, but the core principle remains the same: deliver relevant content to the right audience at the optimal time.

Here are some key considerations:

Audience Analysis is critical, monitoring the performance of your video content across different platforms will help you make data led decisions based on audience behaviour to tailor your distribution strategy.  Are there events or Hashtags that might increase exposure at certain times?

Looking back on videos that have performed well in the past will give a good indication of future success.  The lifespan of content can be extended through cross-promotion by sharing a teaser on one platform and drive the audience to where the full video is hosted such as your website or Vimeo.  Consistency is the key driver to learn what creates the most impact over time.

Stay in touch

Videos should always have a clear ‘So what?’ for the viewer, even if the goal is just brand awareness or introducing something about your company to a client.

Based on research by Wistia, for videos under a minute Call to Actions (CTAs) perform best at the beginning or in the first quarter of the video. In 2023, the highest conversion rate for CTAs (41%) went to those that were placed in the first quarter of a video. For longer videos, CTAs tend to have higher conversion rates when placed at the end or somewhere after the halfway point.

 

If you’ve got other questions about video distribution, publishing, or creation, get in touch. We’re a friendly bunch and are more than happy to advise where we can!

 

Sources: https://wistia.com/learn/marketing/video-marketing-statistics

https://www.facebook.com/business/help/103816146375741?id=271710926837064

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