Marketing to expand and reach the right audience for your business or brand requires a lot of upfront work and effort put into creating posts and blogs across social media platforms, websites, and of course, video channels. Therefore, video distribution is one of the more vital aspects of marketing for your business and should play an integral part in your strategy.
Videos can present more content in a shorter amount of time than words, and the content is much easier to remember than text as well, which is why people tend to gravitate towards them more. In fact, more than half (50%) of consumers want to see videos from brands more than any other type of content. So, if you aren’t already utilizing videos as part of your marketing strategy, now is the time to jump in and start creating them.
Paid video distribution is the next logical step when you have utilized your own resources for promotion, like through your brand’s website and social channels, but you still need to push your videos out to a new audience.
So, why is it necessary for brands to use paid video distribution? First, distributing your content on a paid advertising channel or online platform will broaden your outreach and allow your business to be seen and heard by more prospective clients.
PAID VIDEO DISTRIBUTION BREAKDOWN
Paid video distribution is a way to use video across another platform or service. They will find your target demographic to promote your video or simply allow your brand to reach more people on a larger scale. For example, a commercial in a national television spot during a finale of a popular show or game is a type of paid video distribution. Boosting a post on Facebook or purchasing an Instagram ad is another form of paid advertising.
Many websites utilize a form of paid distribution so that consumers can access their content for free. Paid advertising also generates substantial revenue, which is why many of those websites will also put up ad blocks on their pages.
WHY YOUR BRAND NEEDS PAID ADVERTISING
If you know your demographic, the best way to attract a new audience within that target audience is through video content advertising. Using a digital platform to distribute your video content can help you optimize your productivity by promoting your specific audience, which will attract those consumers who are more likely to purchase your product or service.
To use paid distribution properly, you need to be organized and intentional with your content. It is tempting in marketing to try and jump in with investing in resources, but you don’t want your video strategy to flop. Instead, develop areas for feedback from your audience consistently so that you can quickly determine what it is that your target demographic wants to see. This method of getting feedback from your audience goes for brands of all kinds: B2B, agencies, digital marketing, and everything in between. By having deep knowledge and understanding of what your audience cares about and desires, you can engage them genuinely with your video content.
Another aspect of staying organized with your strategy is by implementing analytics and tracking. Implementation of video marketing metrics should include monitoring:
- Social shares and view counts
- Play rates of your videos
- Percentage of the video watched to measure quantity and relevance
- Sign-ups, click-throughs, and purchases for conversion
FIND WHAT PLATFORMS WORK BEST
Choosing the right platforms for your paid video distribution is a process that should be determined ahead of time. You should ensure you’ve selected a video host to support the opportunities your brand is most associated with and reach the audience you want. Marketers sometimes believe they need to create multiple videos for each channel. However, the focus should just be on one distribution opportunity.
For instance, if your main video distribution is through your YouTube channel, your business should obtain an easy YouTube link shortener so that you can share monetized links with affiliations. A whopping 60% of video views is through YouTube, so it is a solid place to upload video. In addition, cross-channel distribution allows you to apply the same video content over multiple networks while measuring the viewer experience.
Some paid distribution sources may include:
- Social Media Ads – each platform has its own best practices and unique features to choose from, so you can experiment with more than one platform.
- Sponsored Content – you can get featured on a blog or website that has a lot of traffic flow, and you can use a highlight video about how you helped a specific customer.
- Search Advertisements – searching is all about keywords and hashtags, so SEO is essential to help your brand stand out. Google’s Adwords program uses specific words to show text-based search ads to anyone who types in a particular phrase. When promoting your video, using a YouTube video ad would be ideal.
- Influencers – you would work directly with a social media influencer with a large following to promote your product or service by paying or partnering with them. They can broadcast your video across their channels which taps into their specific audience if it coincides with your own.
HOW TO USE PAID VIDEO DISTRIBUTION
If you have gotten to the point of choosing your goal, creating your video, and selecting the proper channel for your paid distribution, now you have to go directly to the source to make sure to adhere to their best practices and learn how to use it.
Some tips to keep in mind when you are going to start in on distribution:
- Keep the content short, no more than 60 seconds maximum
- Focus the videos on specific segments and optimize based on your goals using audience feedback
- Grab the attention of your viewing right from the start in those first few seconds with some “shocking” or “alerting” information
- Test your ads before you push them out to ensure proper audio/video
- Ensure that you put keywords within your copy to entice your viewer further since they read the titles, headers, footers, and even captions of videos while viewing.
- Only focus on one aspect of your business per ad – you don’t want to overwhelm or overload your video with too many concepts
Paid video distribution requires testing and monitoring so that you can adjust. Sometimes these processes require some trial and error, and it can be challenging if you don’t have much to invest in your budget, so start with smaller test groups, such as some people who already have purchased and believe in your product, to help you work your way up.
When you land on a cost-effective video that will bring you conversions and sales, then you know you can invest in paid distribution to reach a larger audience and start seeing the sales roll in. Adding more video content to your business’s marketing strategy will increase the potential for success.