CHAPTER 5: Distribution Of Video Through Proper Channels
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Now that you have the video strategy and you have also created your videos by using suitable styles and formats, your next step is to share that video with your audience. Remember that you need to release your video where your target audience already exists and make it easy for them to find it, otherwise, you will not see much results.
Generally, mass marketing is considered a good approach where you distribute your video everywhere but keep in mind that this type of approach is most suitable for big brands that have an audience everywhere and a BIG budget to distribute that video like Apple.
For small to medium businesses, you need to be very careful about where you share your video because you need to reach as many potential buyers as you can while making sure that your locations of distribution are highly selective. So for that, you will need to know the suitable channels for your content and we have some that can deliver the best results, have a look at them below:
Video Distribution Channels:
As mentioned by Forbes; buyers go through 70% of the buying process on their own before they make contact with the sales team. This means that it is imperative for you to offer as much information as you can to the buyers such as explainer videos about the products on your website. You need to make sure that buyer is getting everything at one page through a single video which will help you lead them to the sales team faster before they change their mind due to confusion and abandon the purchase.
Furthermore, if you upload videos to your website, you will get help with ranking in the search results because videos are preferred by search engines. Also, as mentioned previously in the guide, the use of video will increase the dwell time, which is the amount of time people spend on a website and that will further help you increase your rank.
You can add videos to the relevant pages like a welcome or testimonials video to the homepage, introductory video to the about page, product explainer video to the product page and FAQ video to the support page. The gist is that if you upload videos to your own website then it will help buyers quickly contact your sales team without facing any distractions and will also help you rank better in search results.
Adding Videos on Landing Pages:
If you are running a marketing campaign then you will have to have a landing page where your targeted audience will visit and get all the information it needs before making a purchase. So for that, you can create a video relevant to your product and upload it on the landing page where your visitors can easily find it.
Furthermore, according to Unbounce; adding videos to your landing pages can boost your conversion rate by a whopping 80%. This means if you add an explainer video that is helping visitors understand everything about the product from A to Z, your chances of getting a sale will obviously increase.
Now keep in mind that the video should be highly relevant to the landing page because if it is not, it can significantly hurt the click-through rate of your page. Also, make sure that the video is the main attraction on the page and not surrounded by unnecessary text and graphics. So if you are wondering how to add videos to the landing page then don’t fret, we have got you covered as well. Here are a few tips to help you:
- Keep your video as concise as possible
- Choose an attractive thumbnail (you can experiment with GIFs)
- Include a CTA (call to action) in your video
- Make sure to only include highly relevant content
- Place it where people can easily see it when they come to the page
Make sure that your video is not all about asking people to make the purchase; it should offer value to the readers because today’s consumer is clever, you can only sell to them by not selling.
Running an Email Campaign:
As stated by Walkaround Videos; if you just add the word ‘video’ in the subject line of your video, the open rate will increase by 19% and the CTR (click-through-rate) will increase by a staggering 65%. This is huge for businesses doing video marketing as they will have a better chance of getting seen and heard by the audience through the use of videos.
Furthermore, Merchant Advisor outlines that including a video in your email can increase the click-through-rate by a whopping 96% which means once your potential buyers open the video and watch what you have to say, there is a good chance they will click on the link you have provided to the product page.
This incredible increase in the engagement through the use of video in your emails make it a perfect channel to share your videos to your targeted audience. If you want to know the best way to use video in emails then have a look at some practical tips below:
- To spark the interest of the recipient, add a thumbnail in the video, you can try out GIF thumbnail as well.
- Consider using autoplay for the video that you are embedding in the email if you are directing your audience to a landing page to reduce the clicks needed
- Use call to action in the video to encourage the viewer to take action
- Track your email campaigns using a marketing automation platform
- Add the word ‘video’ in the subject line of the email
Make sure to use less text and only write what is relevant and leave the rest on the video. This will save the time of the viewer and increase the chances of them landing on your page.
Share Videos on Blogs:
Just like videos help websites for ranking and increasing audience engagement, they help the blogs in the same way as well. Videos make it easier to consume content than reading tons of pages of text and if the videos you are making are helpful, people will definitely watch them till the end.
Remember, around 96% of people coming to a website for a product or service seek videos when making purchase decisions (Animoto). And according to Internet Retailer; people who watch videos are more likely to make a purchase. This makes the sharing of videos on your blogs more important than ever when it comes to increasing your conversions.
Just keep in mind that search engines don’t know what is inside the video so they will not be able to understand how and where to rank it. Therefore, make sure to add a description of the video and repeat the key phrases of the video in the text so that it is added to the database of the search engine.
There are some more distribution channels that can be pretty useful in your whole video marketing effort, have a look at them below:
- You can embed your video in a press release talking about your brand or your product and get it distributed to different news networks
- You can contact blogs in your industry and ask them to feature your video in their blogs
- You can run advertisement campaigns with your video on Google, Social Media and different websites.
Now that you know different modes of distributing your video on the internet, let’s talk about social media networks for the distribution.
Distribution of Video through Social Media:
Social networks are very popular for the distribution of videos and if your content is out of the box, it can get viral as well. There are different social media platforms that you can use to share your video. Now you may be thinking of using YouTube only but remember, other social media platforms like LinkedIn, Instagram, Facebook, and Twitter can be very powerful as well.
Keep in mind that you need to design your video content according to the audience of each platform because people who hang out at one platform may have different preferences than the users of the other.
For instance, you will find most of the people on Instagram to be young while people on Facebook include middle-aged and elderly as well. Similarly, people at LinkedIn prefer the content to be formal because of the nature of the platform. So with that said, let’s talk about each popular social media platform:
Due to obvious reasons, the first place where you will upload your video is going to be YouTube. According to Business Insider; YouTube now has over 1.8 billion monthly users making it a platform where you can find all types of audiences.
While YouTube has a massive audience, the platform alone will not be enough for your video strategy because it is designed to continuously suggest similar videos to people so they can go from your video to another video quickly.
Therefore, you should use YouTube to get people’s attention and then ask them to visit your website. This way, they will consume more content from your brand in a distraction-free environment.
Tip: When you are uploading your videos on YouTube, make sure to change their titles and descriptions slightly so that they are not the same as the videos on your website. This is because similar content will have plagiarism that can harm your SEO efforts.
According to Statista; Facebook had 2.38 billion monthly active users in the first quarter of 2019. This means it can be a direct competitor to YouTube when it comes videos because virtually all of the users of Facebook watch videos on this platform as well.
As mentioned by Sprout Social, Facebook videos have an average of 8 billion views on a daily basis making it a very powerful platform for video sharing next to YouTube. And the best part is that unlike YouTube, you can add text and images in your Facebook posts helping you take a different marketing approach from YouTube.
Furthermore, users can encounter videos as they scroll through their feed so using formats like vertical video can also help you increase your engagements. Now when it comes to sharing videos on Facebook, keep the following things in mind:
- Use distinctive colors, images, and themes in your videos and on your brand’s page to make it easy to identify for the audience.
- Plan your videos for silent mode because most of the people on Facebook watch videos with sound off.
- Make sure that your video is optimized to work well on a small screen as people usually don’t watch Facebook videos on a big screen
- If someone appears in your video, it is crucial that you tag them to give proper credit
- Make sure to continuously experiment with different videos and do split testing to see which one gets the most engagement
Big brands like Airbnb share their videos on Facebook that highlight their top properties, hosts and the unique experiences offered to their guests. They use captions and other forms of the text so that people who are watching videos without sound can easily understand what is happening in them.
With continuous advancements in the LinkedIn interface, you can now upload your own videos which is something that was not possible a few years back. You can also record videos through the app and directly share it on LinkedIn. The best part is that the audience of LinkedIn loves videos and they share those videos 20x more than any form type of content (Marketing Land).
Seeing that LinkedIn prefers professional networking, it is ideal if you focus on the area you are expert in when making a video to be shared on this platform. If you are writing long content, consider accompanying it with a video to keep your readers engaged and save the time of those who don’t want to go through it all.
Also, if you are doing videos where there are people other than you, make sure to tag them in the post and add a hashtag of the topic to get greater reach. If you are interested in getting some more tips on sharing videos on LinkedIn, have a look at them below:
- Make sure to come up with content that engages your audience in the first 9 seconds.
- Use graphics to tell a visual story.
- Just like Facebook, a majority of people on LinkedIn watch videos with the sound off, so make sure to design your videos in a way that can be watchable for people who are not listening to it. (You can add subtitles and captions)
- Make sure to use a headline that is relevant to your targeted audience because a majority of LinkedIn users watch a video that is related to their job.
Make sure to create a video with a length of under 30 seconds if it is for brand awareness but if you are going for demand generation then test out longer videos.
This platform is unequivocally the most visual one among all other social media platforms and now with over 1 billion monthly users (Sprout Social), Instagram has become impossible to be ignored by marketers especially for video sharing purposes.
Though it only allows a maximum of 60 seconds video, you can get creative with just 60 seconds if you try hard enough and on the bright side, all of your competitors will have the same 60 seconds as well so it is an equal opportunity for all.
What you can do with it is post small introductory or teaser videos to derive people to your website or landing page where they can watch a full-length version. The reason why videos will work for your brand on Instagram is that the video is getting more growth than any other type of content on Instagram with around 80% growth rate per year. (Hootsuite)
The best part of sharing videos on Instagram is that it is constantly working on improving its video sharing with continuous new upgrades like IGTV that allows the length of an hour for videos. So if you also want to leverage the power of Instagram video sharing, then make sure to not include any audio at the beginning of the video that is necessary for the user to listen.
This is because the video plays without sound at first and then it cannot be rewind because it auto-plays. So if the viewer turns on the sound after a few seconds, they will miss important points. Therefore, make sure to use compelling visuals or even text to encourage the viewer to turn on the sound.
According to Zephoria; Twitter has around 330 million monthly active users but that doesn’t mean that it is not powerful enough for your video marketing strategy. Twitter has its own audience that engages with tweets from other relevant sources very well and is also very active with around 5 posts per day by one user on an average.
The best thing you can do on Twitter is to create videos that appeal to the users on mobile phones and can easily be watched on a small screen because around 93% of the users of this platform use it from mobile. Now if you are wondering whether we have got some tips for you on Twitter video sharing or not then don’t fret, we have something for you this time as well. Let’s have a look:
- Though you cannot tag people in your videos, you are allowed to tag other users in your tweets so take full advantage of it and also use hashtags to reach the followers of the people you are tagging.
- Try to grab the attention of the viewers in the first two to three seconds because people on Twitter move on to other things fast.
- Divide your videos into small parts and then keep posting them because the attention span of people on twitter is lower than other platforms.
- You can also go live on Twitter with their Periscope feature.
There are many brands that leverage Twitter to keep their audience updated about their products and educate their followers about how they work. You can do the same to stay in touch with your followers. Now that you know what distribution methods to use and the social media channels to go for, it’s time to learn how to use video to generate demand and also target individual accounts.