Video content is the new gold standard. Most companies now use video content in marketing strategies, noting the considerable success it brings over other methods. In fact, 74% of said companies attest to a higher ROI when compared to images and other static content. With such a strong benefit, and many more beyond this single statistic, it’s no surprise that video content is seeing increased use.
Although video content is a tried and tested marketing tool, success isn’t as simple as creating a video and releasing it to the wild. To make the most of video and its benefits, the stage must be set. Your videos should be optimized for search engines, geared toward your target audience, and a plan for video distribution must be clear. While the first two points are important, and there are many other ways to gain more from video content, our focus in this article will be on the final point – video distribution.
What is video distribution?
Unsurprisingly, video distribution broadly refers to the process of getting your content in front of people. Traditionally, this would be a physical distribution, with media being stored in reels, cassettes, or DVDs. These storage mediums would then be sent to stores where they would be sold.
Thankfully, the process of distribution is much easier and cheaper today. Rather than investing in physical methods of storage and distribution, most companies make use of the internet. Both companies and individuals can create their own websites on which they host video content. In addition to this, there are plenty of other sites, including social media platforms, that are excellent places for video content to find an audience. Viewers can access content from the comfort of their homes, as opposed to taking a trip to a store. This makes the new method of video distribution convenient for both businesses and customers. As such, it’s no wonder this new form of video distribution is predominantly used.
Why is video distribution important?
Video content has become incredibly popular in recent years, and its growth shows no signs of slowing down. In fact, it is expected that video content will be responsible for over 82% of all traffic online during this year. People already spend almost two hours on average watching video content. With so much video being online, for both entertainment and commercial purposes, that average is likely to increase. Given the sheer volume of content, viewers, and watchtime, it has never been more important for businesses to adopt video marketing. Businesses that don’t will deprive themselves of a potential audience, which could be enamored with a brand after viewing an animated explainer video.
To ensure you get the most out of your video content, you need to consider how you distribute your videos. Uploading your content to the internet, specifically to social media platforms, can open you up to a much wider audience. Billions of people globally use social media; marketing to even a fraction can greatly benefit your business. In addition to uploading to the internet, businesses can make use of online ads to get their brand in the spotlight. Anyone can do this, and it costs much less than a spot in the newspaper or on the T.V. By uploading your content to various platforms and channels, alongside making use of online ads, you can expose your brand to a wide audience. Naturally, this can greatly affect your brand visibility, growth, and ultimately, revenue.
Methods of video distribution
The benefits of video content are clear to see, but what are the best strategies for distributing your video content?
There are a lot of approaches to video distribution, with the best methods utilizing the internet and existing platforms found online. Some are more self-sufficient, involving investment into your own hosting and distribution methods. Others involve the use of platforms with an existing user base, social media platforms and forums being two examples. The best video distribution strategies take a mixture of both. Let’s take a look at a few options.
Having a company website is practically a requirement, regardless of your industry or how you intend to market your business. Potential customers like to visit a company website for more information about a product or service. Company websites are viewed as an accessible representative of a company, making it a priority destination for a prospective customer. A website can also be used to host your video content, which could make all the difference in convincing a potential customer to make a purchase.
A blog can serve a similar purpose to a company website. Though with more of an emphasis on long-form content and written posts. A company website can be mostly used to host video content, while a blog can host longer articles, with video interspersed throughout. As such, company websites and blogs can go hand in hand.
In addition to hosting long-form written content, a blog can provide several other benefits. It can serve to diversify the content hosted on the company website, provide users with more information, and boost results in search engines.
In addition to building your own infrastructure to hosting and distributing content, social media platforms offer an excellent existing tool to use in parallel. Social media platforms are available to anyone, free to use, and provide access to an enormous potential audience. YouTube, for example, has over 2 billion users a month, and has rocketed individuals and businesses alike into stardom.
Each social media platform has its quirks and unique benefits. Meaning any business can find a platform that suits their brand well. YouTube focuses on video content of all stripes. Twitter for brief promotions and interaction with a community, and Instagram is excellent for images. If these three don’t fit your brand, then one of the many more surely will.
Video marketing is undeniably the future of marketing. It is one of the most engaging methods of marketing, allowing for unparalleled amounts of creativity and interaction. Though video content can provide excellent benefits to a business, a concrete strategy for distribution is required to realize its potential. There are myriad approaches to video distribution, enough for any business to find a suitable strategy. Due to this, not only is video marketing the best method of marketing without question, it is also the most accessible and suitable for businesses to make use of.