Sometimes, the best videos go unwatched. That’s because creating a quality, compelling video with a cinematography team isn’t enough—your content must be viewed. But distributing it takes strategy. In this guide, we’ll talk about how to land your content in front of your intended audience.
What Is Multi-Platform Distribution and Why It Matters:
Multi-platform distribution simply means you’re posting your video across different platforms, such as television and social media. You’ll want to share your video on a variety of platforms for optimal exposure. This will help with:
Visibility: Sharing your video across different channels exponentially increases the likelihood of reaching your target audience.
Brand awareness: Consistent exposure reinforces your brand identity and builds recognition.
Audience Engagement: Engaging with your audience on multiple platforms fosters deeper connections and encourages interaction.
Data-Driven Insights: Tracking performance across different platforms provides valuable data for refining your strategy and optimizing future campaigns.
Building a Successful Video Distribution Strategy:
Before we dive into different distribution options, ask yourself:
Who are you trying to reach with your video? This is your target audience.
What do you want to achieve with your video (e.g., increase brand awareness, drive website traffic, generate leads)?
What platform is your target audience most active on?
Is your video engaging, informative, and visually appealing?
Once you’ve determined the answer to these questions, it’s time to look at platforms.
Key Distribution Channels:
Traditional & Digital Television:
For many businesses, a commercial means a high-impact campaign that yields a high return for name recognition, indirect sales, and visibility.
But commercials can also come with high costs, limited targeting, and strict regulations. Before choosing television, consider your target audience and if a TV ad will reach them. If it’s a yes, then TV is a very effective tool to help your video succeed.
Over-the-Top (OTT)
When your movie or show on Netflix, Hulu, or another streaming device, is interrupted by a commercial break, this is OTT marketing. It’s a cost-effective route with targeted advertising, and data-driven insights.
But there’s a downside to OTT marketing. Have you ever felt frustrated when your show is interrupted for the advertisements?
“This is taking forever! I want to get back to my show!"
Or,
“Why do they have so many ads?”
You’re not alone.
OTT marketing can create viewer fatigue or animosity, which isn’t a good thing for your marketing campaign. The better news is that there are many OTT platforms to choose from, so it’s possible to strategically select one that aligns with your target audience.
Online Advertising:
With online advertising, you can allot a budget and test out different content, allowing you to achieve precise targeting with budget flexibility. Since consumers can’t skip an ad until a certain amount of time’s passed, it’s a highly effective way to generate viewers.
Online ads do require ongoing monitoring and optimization and, again, have the potential for ad fatigue, but, overall, they are a great, budget-friendly option that allows you to track results (views, engagement, conversions).
Your Website
Videos on your website are a powerful way to engage your target audience. They do rely on existing website traffic, though they can also generate traffic too with SEO (search engine optimization). There are many ways to use videos, such as:
Embed videos in relevant blog posts and articles.
Create a dedicated video page.
Utilize video for customer service, testimonials, and FAQs.
Showcase behind-the-scenes content to build authenticity.
Social Media
Social media is another cost-effective option with high engagement and organic growth potential. Of course, you’ll have to contend with the algorithm, competition, and short attention spans, but it’s still an effective outlet for many businesses. Here are some tips to get the most out of social media:
Optimize videos for each platform (e.g., short-form content for TikTok, longer-form content for YouTube).
Utilize relevant hashtags and engage with your audience.
Run targeted ad campaigns to boost visibility.
Always prioritize mobile viewing (captions are crucial).
Email Marketing
Email marketing is a highly targeted approach offering direct communication and rapport-building with your audience. It does require an engaged email list, meaning your audience wants to receive emails from you! Be careful not to spam them, though. Here are some thoughts to make your email list a success:
Segment your email list to deliver relevant content.
Include compelling video previews in your emails.
Track email open and click-through rates to measure engagement.
Other Channels:
DVD/Portable Media: Ideal for trade shows, conferences, and in-person events.
Photo Galleries: Leverage visually appealing stills from your video on platforms such as Pinterest and Instagram.
With the advice in this guide, you can leverage your videos to get the most out of your marketing goals!
Hire a Reputable Cinematographer
If you're looking to hire a cinematographer in the Phoenix metropolitan area who understands the different distribution channels, the team behind Myers Media is ready to assist. With over a decade in the industry, we are always honing our craft and staying up-to-date on trends, so we know how to help your content reach its potential.
We are proud to serve Phoenix and the surrounding metropolitan.
Contact Us
Give us a call today: 623-694-5997
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