An often overlooked aspect of marketing with video is the distribution of the video content. Many businesses spend thousands of dollars creating really good marketing videos, and then simply upload them to YouTube, then forget about them. In a few months they’ll check how many views the video has and be disheartened to discover that it’s not even close to what they had hoped.
What you should realize is that a marketing video is a tool that you can use to drive top line sales of your product or service. A marketing video’s primary goal is to generate revenue for your business. It’s not something that is “nice to have” or something to keep your marketing team busy. Your video is the most powerful means by which your company can communicate your message with an audience of consumers. That said, those consumers aren’t sitting at their computers just waiting for you to upload your next video. The onus is on you to get that video in front of the people who you want to see it.
In this blog post, I’ll dive into some of the basics of how you might get your video in front of your target audience. Of course some of these options will be better than others for certain videos. Here are some things to consider before developing a distribution plan for your video content.
- Who is your target audience for this video, and where are they most likely to spend their time? (See “Who is My Target Audience?”)
- What kinds of content is your target audience consuming daily?
- How much money are you willing to spend to acquire new customers?
Now, at last, lets get to some of the distribution options available to you.
Ah yes. Good old TV advertisements! Advertising on television has been around for decades, and admittedly it’s effects have declined in recent years. That doesn’t mean that it can’t work well for you. Again, it really comes down to your target audience. Do they watch a lot of TV? Do they go to the kitchen during commercials? Also, what is your goal? Television ads can work well for general brand awareness, but are lacking in other areas. Which brings me to…
SOCIAL MEDIA ADVERTISING
Social Media has been, and will continue to be a powerhouse of video (media) distribution. There are so many benefits to distributing your video via social media; not the least of which is the ability to track, to a degree, your return on investment. That’s right. I said track.
All that said, it’s not enough to post your video on Facebook, and wait for it to go viral. Facebook, for example, actually limits your ability to reach to your own followers. They do this to entice you to pay for advertising. Luckily, it’s still fairly economical to promote your video on Facebook. Even a small budget of $100 can put your video in the timelines of thousands of qualified targeted potential customers. As an added benefit, social video advertisements are super sharable as they are already integrated with your audience’s preferred social networking platform.
The same is largely true for other social media outlets. Instagram, LinkedIn, Twitter, Snapchat and others all offer businesses opportunities to advertise to targeted prospects.
Learn more about advertising on social media by clicking these links!
IN-STREAM VIDEO ADVERTISING
You know those ads that pop up right before the YouTube video you want to watch? Yeah, you can do that to. YouTube provides a lot of tools to help you target the right audience by interests, demographic, and location. The best part is, with YouTube, you only pay when someone watches at least 30 seconds of your video!
There are other in-stream advertising platforms that offer the ability to reach targeted demographics including Pandora Internet Radio and Hulu.
PROGRAMMATIC TV ADERTISING
The new frontier of television advertising! If you haven’t heard of programmatic TV advertising, you’re not alone, but nevertheless, it’s a great way to more effectively target specific demographics on television. Essentially, programmatic advertising works differently than traditional TV ads because rather than scheduling your ad during a program that you think your ideal customer might be watching, it allows you to position your ad in front of your targeted viewer no matter what they are watching. There are limitations to this form of advertising, however. For example, viewers must be watching on an internet connected television. That said, these are becoming more and more popular, and I am of the humble opinion that Programmatic TV ads are the wave of the future.
There are a lot of options available to you when building a video marketing campaign. My point is, with all these options, what’s stopping you from getting your message out into the world?