A video distribution strategy is just as important as the video production process itself. Going in blind will only result in missed opportunities to impress potential customers who’re actively looking for visual content. And that is the last thing you want as a business owner. That’s why we put together this post with a proven video distribution plan, so you can graduate from getting occasional thumbs up from your best friend to become an industry leader.
Step #1: Get the Foundation Right
In the age of Instagram and Tiktok, you can’t afford to make one introduction video for your landing page, then stop there. You need to publish at least one video or explainer per week to remain relevant. And when you do it, be sure to throw in an exciting intro and lots of insight throughout the video.
Distributing your video on all the socials is also part of the foundation work. And, you’re allowed to post the same video on all your socials, including Facebook, Ticktock, Instagram, and LinkedIn. Combined, these platforms can get millions of eyeballs on your content, resulting in increased visibility, more leads, or both.
LinkedIn happens to be the best platform for B2B marketing because of its professional nature. That means you can post your videos there and get the attention of CEOs and other decision-makers. They also have an advertising program that promises to put you in front of the right eyeballs, but marketers are not too excited about that. Most of them prefer paying for the pro version of LinkedIn to take advantage of the privacy and filtering features. It is also an easy way to find high-quality leads.
By now, you’ve probably realized how important your socials are. From the fast-paced TikTok to serious LinkedIn, there are so many opportunities for you to gain traction with online videos.
Step #2: Repurpose Your Old Content
Remember that video you made and got lots of comments, likes, and shares? Yeah, you can repurpose it on a different platform or make a purposeful Gif from a part of it. However, if you choose to go down the repurposing rabbit hole, be sure to link back to the source to squeeze a bit more traffic juice from it. The beauty of reusing content is that it won’t cost you much. And there are many decent platforms that allow people to make Gifs for free.
The general idea is to maximize your time on set by creating as much content as possible within your budget. That gives you enough raw footage to use in the Gif creation, saving you money in the long run. You can even slap stock footage on some of your videos then post them on your most relevant channels. This gives you the chance to create an infinite amount of halo content on your most successful videos until you’re ready to shoot fresh content.
Still, people will know if you’re over repurposing your content, and they will call you out in the most unforgiving way. That’s why you want to limit the time you post videos on your socials to relieve some of the pressure to make new content. This is especially important for small businesses that might not have the time or money to shoot new videos every other month. Get this part right, and you’ll be releasing awesome videos on a budget.
Step #3: Stay Frosty
Posting great content is not enough to get you traction. You also need to know what your competition is up to. And that includes spying on their video topics, how they arrange their sets, and their favorite platforms for pushing content. The best part is that you don’t have to ask them anything. Most platforms show how many likes, comments, and shares a video has received, and that’s enough to tell you the most successful ideas they’ve had so far.
Once you see a nice idea, add a twist to it, then place it in the to-do section of your content calendar. This strategy will help you keep the idea pipeline full for the future adventures you might have with new or repurposed visual content.
Youtube is by far the best platform to post your videos. It has the best ROI, and Google will reward you for sharing the visuals on social media and your site. The problem is that you don’t always get high-quality traffic, especially when you’re not running ads on the platform. And that is partly because Youtube has millions of users who visit the site for entertainment purposes or to learn something.
Where to Host Your Videos
I’ve mentioned a few places to post your videos for free in exchange for traffic and leads. Now it’s time to discuss some of the lesser-known websites where you can host private or public videos for your business.
Youtube is still the number place to host public and private videos. They allow people to unlist their content and only give access to authorized people. And, the listed videos are broadcasted to millions of potential customers indefinitely.
Vimeo is another great platform that allows limited free uploads, making it perfect for bloggers, marketers, and businesses. However, these guys will charge you for large video uploads ($84 a year), and you get all sorts of features when you sign up for that annual subscription.
Jetpack is a video hosting platform that attracts people looking for premium services. They don’t have a free plan, but they compensate for that by offering an ad-free experience, customer support, and 99.9% uptime.
Wistia is another video hosting platform that allows three free uploads. You will need a subscription to upload more, and they promise to keep their platform ad-free forever.
That said, you might want to check out www.postcreatives.com/ for expert advice on how to run video campaigns. These guys have an award-winning video production studio along with WordPress development and custom photography services.