When talking about the crowded space of online video the mantra we should be repeating is 'Distribution, Distribution, Distribution'.
It's a fact that more businesses than ever are creating video content and seeing the value that that can bring. Cisco estimates video will command 80% of the world’s internet traffic by 2019! The downside to this is that the competition for video views is fierce. With so many videos vying for viewers attention, it's easy for your videos to get overlooked and unwatched...no matter how engaging you consider them to be. Whilst time and energy should continue to be spent on producing the best videos possible, just as much effort should go into planning your video distribution strategy.
Video Marketing and Video Advertising has seen huge growth in 2015 but still marketers and advertisers are finding it difficult to navigate the unpredictable, fast-paced, and often unrelenting world of online video. With so much choice and multiple online opportunities for people to watch video content, choosing the right video distribution and promotional channels for your brand is essential. It's unlikely you'll get everything right the first time, and as with most digital activities, there will be an element of trial and error and seeing what works for you and what generates the most views and engagement.
With that in mind, here are six top tips for maximising video views and getting the widespread distribution your content deserves.
1. KNOW YOUR TARGET MARKET & SET YOUR KPI's
You'd be surprised how often the most straight-forward targeting and goal-setting is overlooked when it comes to video marketing. You don't have to be a digital marketing expert to ensure your video content gets watched by the people you want it to be seen by. As with anything, pre-planning your video sharing activity will most likely reap rewards and put you on the right path for video distribution success. Get to grips with some of the online video lingo and the different types of video success metrics.
2. UTILISE THE RIGHT SOCIAL MEDIA PLATFORMS
It's no secret that people love to watch videos whilst scrolling through their social media feeds. Twitter recently reported 90% of mobile users watch videos on Twitter! Video viewing has exploded in a big way on Twitter, Facebook and Snapchat so if you want to get your videos seen then make the most of your social channels to push your content out amongst your fans and followers. To make sure your videos are watched beyond those people in your core group of fans/followers then you're going to have to do paid social promotion on these platforms otherwise your videos won't go very far.
3. SHARE YOUR VIDEOS WITH ONLINE PUBLISHERS & BLOGGERS
More and more online publishers are seeing the benefit of sharing video content on their sites – whether that is self-generated content or content from other brands. With a ready-made audience ready to tap into, having your videos appear on different publishers sites can help get your videos seen by a new audience. If you have a group of affiliates you work with then contact them to share your video content. Otherwise, there are networks who allow online publishers to lift new video content and this can be a great go-to tool for businesses who want to reach a large number of publishers at one time without having to do the leg work and publisher engagement themselves.
4. INVEST IN VPAID & DISPLAY ADVERTISING FOR GLOBAL DISTRIBUTION
To really boost your video views on a big scale then direct video advertising is the best option. VPAID and Display video advertising are proving very popular and will allow you to target audiences based on geographic location, behaviours, interests and much more besides. In a study conducted by Brightroll in December 2014, 72% of ad agencies believe that online video advertising is as or more effective than TV spots. Interactive video ads are proving particularly popular when it comes to product-orientated videos – increasing click-through rates and engagement.
5. MAKE YOUR VIDEO CONTENT SHOPPABLE FOR INCREASED SHAREABILITY
There's nothing like a bit of interactive video content to keep people interested in watching and more likely to share a video on. There are video platforms that allow you to add an interactive and shoppable element to your existing videos without actually having to alter the original content. Not only are these videos made clickable (linking to websites, products, social feeds etc) but they are also more fun to watch and therefore more shareable too. We all hope our video content will go viral and the first step is putting out videos that people want to share with their friends, family and followers.
6. HAVE A PERMANENT PLACE FOR YOUR VIDEOS
And I don't mean Youtube! Embed your videos on your own blog or website. Even if you have a Youtube channel, it's always worthwhile showcasing your videos on your own site to help continually boost views. On Youtube, your video content is competing against a never-ending stream of new content and did you know three quarters of video views actually happen outside of Youtube? On your own site, people are visiting for a reason and video content is an excellent way to keep them engaged on your site for longer.