Content MarketingFood for thought

Video distribution strategy as key element in realizing your strategy & ensuring return on investment

By 21/02/2019 February 27th, 2019 No Comments

An effective distribution strategy will not only put your video in front of your target audience. It’ll also help you build a relationship with them, and eventually lead them to take a desired action – watching your video, subscribe for your newsletter, signing up for your event, reading an article, or downloading your brochure.

For starters; have you already answered these questions?

1. Why do you want people to view your content? Identify your goal.
brand awareness, product information, user engagement,…

2. Who is your audience? Define who you’re trying to reach.
prospective and/or existing consumers

3. Where does your audience consume content?

Follow the audience!

Identify how, when, and where your audience engages with content. Inject those insights into your strategy. Please keep in mind: there’s no prefab formula for video distribution. There’s only the best formula for your brand. To be tailor-made, for you. We can help 😉

Our Quick Pitch on Video Distribution Strategy

1. no plan, no existence
put it up front in your content plan
on your website
with strong, no excellent, seo
(if you don’t know how to do it, stop making video)

2. brag about it everywhere your audience is

3. even better, make others brag about it (therefor, make it very shareable)

4. views are not enough
ROI -> make it serve a company goal: subscribe to newsletter/shop this now, leave your data, go to the event

5. reverse your thinking and start at the end
-> what is the call to action
-> is this video right for that goal & my (desired) audience

6. be ruthless in your choices but flexible in execution
(test & pivot until you reach your goal)

Some insights to take into consideration, while developing that distribution strategy

YOUTUBE: ideal for community building, longer-tail viewing (upload today & get views for months, and high engagement
YouTube best practices:

  • Longer lengths work well
  • Speak directly to camera
  • Target evergreen topics and optimize for search
  • Excellent thumbnail images are key: bright, slightly over-saturated, text/graphic elements are very effective

FACEBOOK: ideal for quick, viral growth opportunities & high engagement potential.
Facebook best practices:

  • 30-60 seconds max
  • Grab attention within the first 3 seconds
  • Consider videos that don’t require sound
  • Try out humor and lower production quality
  • Paid promotion may be necessary to get initial traction
  • Try out humor and lower production quality
  • Paid promotion may be necessary to get initial traction

-> Use subtitles if there is talking (because 80% watches your videos without sound)

INSTAGRAM: encourage your fans to create content FOR you on instagram in addition to your own video strategy.
success factors:

  • celebrities/influencers, polished looks/high quality,
  • stories need to capture attention in 15 secs
  • Use the IGTV tool for longer videos.
  • Trigger by using a 15 second long story with a swipe up.

YOUR WEBSITE IS VERY IMPORTANT:
This is where you can monetize your video, but you’ll have to lead your audience towards it.
When you insert you video on your site, Put it in context, on strong SEO-pages, build articles around it, build it up & make it yours. Grab the eyeballs from the start, have a great tumbnail, catchy copy, interesting format, great quality…

& Don’t forget Google
Therefore, the title, tags and description used for a video are very important, as search engines rely on that information to identify what the video is about.

Mie Van der Auwera

Mie Van der Auwera

Mie has over 20 years of content creation background, creating content for Belgian's finest lovebrands; Libelle, Libelle Lekker, Libelle Mama, Femmes d'Aujourd'hui, Délices de Femmes d'Aujourd'hui, Flair, Feeling en Glam*it. So she knows how to get the message through, how to connect, how to engage, how to follow & slightly precede a vast target group. Her believe "You have to create value, if you want to capture it" And she believes that great content & state of the art communication are very powerful & influential tools in creating value for brands & their customers.