Video Distribution – Step 5


Identify which channels your audience are using

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The importance of video that lives on your website, is of the highest regard, where you can completely control the viewer’s experience. As each social channel evolves to better accommodate video, your content alone isn’t enough to stand out when competing for your audiences attention.

For most businesses we want to use video to tease people to go back to your website.

Once you’ve made your video for your website, it doesn’t require much extra work to repurpose it across all your social channels and its better than not publishing anything on social either.

That said, best practise is to make content for your audience specific to each channel. Remind yourself, what are the goals for each channel and then consider how video might be made for each channel to help achieve those goals.

Think of video as the starting point of your conversation. You can afford to be loose or risky on social so try experimenting, especially if it makes your audiences really happy.

Unless your viewer clicks on your video, it will autoplay in silence and loop. So its important to make sure the visuals are rich enough to communicate the message alone, a creative challenge in a noisy space.

Back in June 2015, Facebook announced, as well as likes, comments and shares, they were to consider time sent viewing a story in their algorithm for displaying posts. Which is great news for those of us who are already creating video for Facebook, as you will defiantly stand out next to the majority of static stories.

If your goal is to drive visitors to your website, whether its to watch more video, to read a blog post or to shop then a video in your post will increase the chance of them taking that next action, to click through.

Always think about your goal. Do you want the viewer to consume all the information here on Twitter or back on your website? This is where a short 5-10 sec video snippet can work a treat, with a CTA taking the viewer to the website to consume the longer version, giving you complete control of the viewing experience.

Like Facebook, Instagram video plays automatically in silence till clicked to activate the audio, so again ensure it communicates with and without sound. A lot of Instagram content seems to be highly polished work, though those rules aren’t set in stone, more businesses are showing behind the scenes to showcase their team.

Known to everyone as the second biggest search engine after Google. YouTube is another social channel in its own right. Think of it more as a cinematic library, where you have a mix of entertainment and education. This is great for top of the funnel awareness, perfect for a series of how-to videos, content which is useful for people who aren’t yet familiar with your brand.

YouTube have their own breakdown of three types of content:

– Hero content – Expensive glossy adverts like TV adverts, live-streamed events, “viral” content, and other significant one-off efforts
– Hub content – Regularly scheduled content that drives subscriptions, and
– Help content – Content that answers popular queries in your subject area

All of these types of videos give people a reason to subscribe to your channel, but don’t expect much return in terms of visits to your website.

Here are 5 questions to answer when considering to have a YouTube presence

1 Is your target audience on YouTube?
2 What is your target audience watching on YouTube?
3 Can you make relevant content they’re looking for and will find interesting to watch?
4 How effectively can you use YouTube advertising?
5 Do you need your target audience to reach your website?

Again, what is the goal of the channel? If brand awareness is the goal, YouTube could be the right choice. If your trying to offer a product or service, conversion-driving content this may not be the right choice.

Final Thoughts
Video can add a human touch and draw more attention to your posts. Use a video to show off how a new feature or product works, or to demonstrate some use cases. User-generated content works great for this, too!

People who’ve opted to follow you on social media are usually already excited about the products and services you’re offering, so consider posting the latest updates, tips, and tricks.


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Video Strategy Framework.


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