Having the right video distribution strategy can increase your landing page conversions by up to eighty-six percent

Whether you’re a social media marketer or a content marketer, you need to know how to use video distribution channels if you want to see remarkable results. 

In this article, you’ll learn the different distribution channels you can use and the best practices for each one.

What is video distribution?

The term video distribution is, to a large extent, self-explanatory. Video distribution refers to how your video content reaches your target audience.

A video distribution strategy is essential because even after you have crafted the best video, you still need to get it in front of the right viewers.

Although your audience can stumble on your video content coincidentally, do you want to leave something that important to chance? Certainly not.

The Best Video Distribution Channels for Your Content

Here are some of the best video distribution channels for your content.

Your Website

Charity begins at home, and when it comes to a video distribution strategy, your website is one of the best places for your video content to live.

There are numerous benefits to having your website as part of your distribution strategy. For example, embedded videos on your website make your website visitors stay longer. With increased dwell time from most of your visitors, you might discover that you have a higher SEO ranking.

And what’s more, embedding videos on your website costs you next to nothing.

Excited already? Great! Now where on your website can you embed videos?

Some of the best places to embed videos include the homepage, the FAQ section, product pages, and customer support pages.

Best Video Distribution Practices for Your Website

  • Use the right sizing
  • Keep the video short
  • Use an engaging thumbnail
  • Include a Call To Action in every video
  • Customize GIF thumbnails to get the most engagement

Social Media Channels

Let’s consider some of these best social media platforms your video content can live and their best practices.  

Facebook

Facebook remains one of the best channels to publish your videos to. Why? More than 4 billion views take place on Facebook daily. Furthermore, unlike other video platforms, Facebook not only allows you to upload a video, but you can also add images and text. 

Best Practices for a Facebook Video Distribution Strategy

  • Most people that visit Facebook visit on their mobile phones, so make sure that your videos are responsive and can adapt to different screen sizes and orientations
  • Users view 85% of Facebook videos without sound, so if your video has dialogue, ensure that there are subtitles or captions
  • Pay attention to your visual branding – make your brand easily identifiable
  • Keep testing until you reach optimization

Instagram

Instagram is an absolute gold mine when used correctly. Although it doesn’t have the same number of users as Facebook or YouTube, the 1 billion active monthly users is a big deal. People love it and literally spend hours browsing content daily.

Best Practices For Instagram Video

  • Don’t expect users to tap for sound on your videos. Therefore, don’t put critical information at the start of your video
  • Use attractive visuals to encourage videos to tap for sound
  • Post teaser videos that drive people back to your website
  • Use interesting teaser videos
  • Get intimate with your potential customers by going live

Twitter

Twitter remains one of the leading social networks around the world, with over 320 million users worldwide

News content and trends are not the only content types that catch fire on Twitter – videos work too, and it’s high time you started sharing them on Twitter! 

Best Practices for Twitter Video

  • Tag people in your tweet that accompanies any video uploaded.
  • Place your most important information at the beginning of your video
  • Since internet users, including Twitter users, have lower attention spans, do not upload long videos – it only discourages people from watching them
  • Repost/retweet your content often
  • Optimize for mobile since over 93% of Twitter interactions are over mobile

LinkedIn

LinkedIn has changed over the years, and one of the changes is the improved support for video content. With the new changes, it is easier than ever to share and record video content on the platform.

And users love video content – people are 20 times more likely to share video content on LinkedIn than any other type of content.

Best Practices For LinkedIn Video

  • With its focus on professional networking, you must tailor your content to the target audience
  • Keep your videos informative yet straightforward
  • Engage viewers in the first ten seconds of your video
  • Include subtitles or captions since most people watch videos on silent
  • Use long videos for demand generation
  • Use plenty of graphics, people, and text in your videos

Email Lists

Email is arguably the most effective of all the video content distribution channels that are available to you.

The following statistics show just how effective email can be for your strategy:

  • Using “Video” in your subject line can increase the open rate by up to 19% and click-through rates by up to 69%, according to Syndacast
  • Emails that contain videos increase the click-through rate by up to 96%
  • Incorporating videos into emails can decrease subscriber opt-outs by 75%

Best Practices for Email Lists

  • Embed a looping GIF thumbnail in your email to capture attention
  • Strategically use CTAs to encourage action in your prospective clients
  • Track your metrics and KPIs using a marketing automation platform
  • Improve user experience by using auto-play on embedded videos

Video Hosting Platforms

Video hosting platforms are essential for video distribution. While YouTube might be the most well known, our very own video hosting solutions here at Vimeo are also an excellent way of enhancing your distribution.

YouTube

Distributing your video content on YouTube is a no-brainer.  With over 2 billion users, you simply cannot ignore the enormous market opportunity that YouTube gives you.

YouTube is also suitable for reaching people of all ages.  However, since there is a lot of distraction on YouTube, it will be best to use it simply to attract potential customers and direct them to your website.

Best Practices For YouTube

  • Don’t use the same title and descriptions for the same video if it exists on YouTube and your website
  • Manually upload a transcript to your videos
  • Include a Call To Action
  • Test out different ad formats to know the best one for your distribution strategy
  • Direct viewers back to your website by including links in your video description

Vimeo

Vimeo’s video marketing solutions make it super easy for you to connect with your audience no matter where they are watching from.

With Vimeo, you can embed videos and live streams anywhere on the internet. Easily share your content across social media platforms with the click of a button, as seen below:

Considering how effective videos are in email campaigns, it’s excellent that Vimeo also allows you to embed GIFs of your videos directly in your campaigns. Find out more about Vimeo’s GIF creation tool.

Best Practices for Vimeo

  • Use Vimeo if you want your videos to have a crisp, high quality resolution
  • Carefully control privacy settings to ensure you’re capturing exactly the right crowd
  • Customize the embed options to draw the most attention to your website
  • Take advantage of the ability to set up embed presets to increase engagement

How To Distribute Video Content in 9 Easy Steps

  1. Have a simple Video Content SEO strategy
  2. Study your audience and what they want
  3. Ensure that your video is clear to your audience
  4. Use social proof to build trust and credibility between your brand and the audience
  5. Optimize the video content for conversions and include a clear Call To Action
  6. Choose the best distribution channels for your video content
  7. Make your videos shareable
  8. Track the success of distribution channels
  9.  Always aim for optimization by experimenting and testing

Crafting an Effective Social Video Distribution Plan

Crafting an effective social video distribution plan is very similar to how you’d plan a typical content distribution strategy.  It follows nearly the same steps, and when done right, a social video distribution plan will do wonders for your brand. Once you have the perfect social video content, get started with these steps to building the right strategy.

  1. Set Your Goals and your KPIs

Social video distribution is an extension of your content strategy. To that end, you need to know why you are creating each video and what you want to achieve.

Knowing your goals will affect how you craft your strategy.

There are several KPIs associated with your video distribution. Some of these include:

  • The view count that tells you how your content reaches the audience
  • The play rate of each video
  • Social engagement of your videos
  • Conversions and purchases

When you keep your KPIs in mind, you can improve the distribution of video content.

  1. Know Your Audience

You must know who you are trying to reach. Have a persona in mind when creating video content, and this will help you to better tailor your distribution strategy to have a wider reach.

  1. Determine Your Budget

After you’ve determined the metrics you need to measure, your goals, audience, and the story you want to tell them with your videos, you should think about how much you’re going to set aside for the strategy.

Large brands can set aside huge sums for their content strategy, but you’re likely a smaller brand that has a small budget. By using the proper distribution channels, especially social media, you can compete with more prominent brands.  

  1. Know the Right Channels for the Job

Apart from knowing your ideal customer, it’s vital to know where you can reach them. So think about where your audience hangs out online. Are they on social media? Your email list? Or regular blog readers?

  1. Always Seek Optimization

No video distribution strategy is set in stone. No matter how good it is, there’s always room for improvement. Metrics will play a significant role in helping you to refine and optimize your strategy. 

Ensure you’re tracking the right KPIs. It’s not out of place to review your metrics every six months. Checking your metrics will help you optimize your ROI and know the adjustments needed to get the results you want.

Use different channels and try new ways to reach people. Although some paths will lead you nowhere, fortune favors the bold, and you might strike gold.

Video Distribution Platforms: How to Know Which is Right for You

Which of the channels we have reviewed is the best for your brand? Well, that depends on what you want to achieve and the audience you want to reach.

Analytics is the primary tool that will help you know where to publish your business. There are video distribution platforms that can track your video’s activity across platforms. Reviewing the results will help you narrow down your focus to the best channels for reaching your audience.

With the right analytical tool, you can know the content that appeals to most people and modify the rest of your strategy to take advantage of that insight. Vimeo’s video analytics offers you a powerful tool that will help you know the right distribution channel for your brand.

Concluding thoughts

Getting your video content out there is not easy. But with the information we have provided here, paired with some further reading, you will know the options you have for your video distribution strategy. Take advantage of email lists, your website, and social media channels to get your video content to your audience and reap the rewards.

Level up your video distribution with Vimeo