Video distribution and channels
You’ve got a strategy, you’ve made some videos, now what?
It’s time to share your creations with the world.
If you’re not releasing your video content where your market already exists, or you don’t make it easy for them to find, they’re not going to see it.
In general, the more places you share your video, the better. However, there’s no point in distributing video in locations your target prospect would never visit. You’ll want to be strategic and selective, and always measure your results.
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Video distribution channels
Video distribution is much easier if you get organized first. Drop all of your team’s videos into a video library and organize them around topics that matter to your business, such as vertical, use case, or persona. This way, you’ll be able to find a relevant video to launch on each video channel.
Here are some of the best places to let your video content live.
It’s an established fact that buyers go through nearly 70% of the buying process on their own before ever talking to sales. That makes it more important than ever to offer the information people want to see, such as guided product tours, on your website. You have to lead visitors, even if they think they’re leading themselves.
Embedding videos in your website helps improve your site’s ranking on search engine results pages (SERPs) just by virtue of there being videos. But it also increases the amount of time people spend on a page (known as dwell time), an important factor in SEO.
This means that if your viewers click and watch a two-minute video, those two minutes will end up making your site content more sticky, and thereby more likely to appear in Google search results. Cha-ching!
You can embed videos on relevant pages, like your homepage, about section, product pages, and support channel. Your own site is a particularly good destination for evergreen content that will remain accurate, informative, and interesting over time (meaning less frequent updates and changes for you).
Depending on the volume of video content your team produces (and its purpose) you can also consider creating a video hub .
Video hubs allow you to keep all of your branded online video content in one place and provide a destination where visitors can explore your videos without getting lost in a cat video-filled vortex, the way they do on YouTube.
A dedicated video hub can do wonders for your brand’s search strategy too. You can have each of the videos appear to search engines as individual web pages and, if you properly optimize each asset (by adding things like detailed descriptions and tags), you can increase your likelihood of appearing in search results for the topics of the videos in your hub.
If you run campaigns of any kind, then you likely already have landing pages. And whether they’re part of your own website or hosted on a separate platform, video content can improve them.
In addition to engaging visitors, embedding videos on your landing pages can help increase conversion by 80%, according to Unbounce .
But how do you do it? First off, make sure the video is relevant. In many cases, you’ll want to create a video specifically for this page, as nothing hurts click-through rates like a specific link to a generic video. Next, make sure it’s the main attraction, and isn’t surrounded with excessive text or graphics.
Using the word “video” in an email subject line increases open rates by 19%, click-through rates by 65%, and reduces unsubscribes by 26%, according to Syndacast . And that’s just the subject line.
Including a video in the actual email can increase click-through rates by 96%, according to a survey by GetResponse . And senders of automated emails decreased subscriber opt-outs by 75% when they incorporated videos into their emails, according to Eloqua .
Need we say more? This staggering increase in engagement makes including video in an email a no-brainer. And your email marketing campaigns aren’t the only place where video has that effect.
Multiply that by the number of employees at your organization and… just think about the valuable real estate that exists in your team’s email signatures!
At Vidyard, we offer employees a few different email signatures to choose from, ranging from a standard demo video signature (in the screenshot below) to ones promoting special events.
Videos help blogs for all the reasons they help websites: They’re exciting, they’re easier to consume than pages upon pages of text, and if your videos are helpful, people look forward to them. At Vidyard, we frequently fill our own blog with all sorts of videos: Chalk Talks, video news roundups, testimonials, customer interviews, and tips from experts.
If you use your blog for generating leads, prospects may even go there expecting videos. A whopping 96% of viewers seek out videos while making purchase decisions, reports Animoto ; plus, people who watch videos are more likely to buy, according to Internet Retailer .
Just remember, search engines like Google can’t understand what happens within your video. So if you want your posts to show up in searches, you have to add descriptions. You might also consider repeating your video’s key phrases in the text to make sure it gets indexed. (We’ll dive deeper into video SEO—and what you can do to improve yours—later.)
Other video channels
You’ll want to consider distributing your videos in these locations as well:
- Sales assets—reuse relevant content where appropriate
- Press releases—for a chance of having them included in online articles
- Partner blogs—contact your industry partners and ask if they’ll feature your video content on their blogs
- Video advertising—whether it’s paid social, video ads in Google Ads, or promoted content
Social video distribution
Social networks are incredibly popular channels for video distribution. And while YouTube is probably the first thing that comes to mind, don’t underestimate the power of other video channels like Facebook, LinkedIn, Instagram, and Twitter.
Remember to tailor your content to each social network. While it appears that overall, people on social media prefer videos that are entertaining, funny, informative, or educational according to Hubspot , each one has its own quirks, and viewers on each platform are there for slightly different reasons.
One of the first spots you’ll want to upload your video content is YouTube. The video sharing website has nearly 2 billion users —a potential audience so large it’s impossible to ignore.
But while it’s great for search, YouTube alone is not a comprehensive video strategy, as the whole platform is designed for people to get lost watching other people’s recommended videos (the cat video vortex is real).
Your goal should be to use your YouTube channel to gain attention and drive viewers back to your website. There, they can consume more of your brand content free from distraction. As a bonus, once they’re back on your website, you’ll be able to track their behavior with video engagement data.
By the numbers alone, Facebook could be considered a video network to rival YouTube. Of its 2 billion users, nearly all watch video, for a total of 8 billion average daily views, reports TechCrunch .
Unlike YouTube, where every post is a video, videos on Facebook compete with posts that are text and images, and so stand in great contrast. Users also encounter videos as they scroll down through their feeds, so playing with different formats such as vertical video can help increase your performance.
If anyone appears in your video, remember to tag them.
Also, a word of caution: 85% of videos viewed on Facebook are viewed without sound. So if your video has dialogue, make sure it has captions.
While it’s always been possible to share video links on LinkedIn, the platform has really embraced video in the past few years, and made it easier to record and share. You can upload videos from your browser, or you can record videos through LinkedIn’s mobile app .
LinkedIn users love video. They share it 20x more than any other content type, according to LinkedIn’s Video Product Manager .
Given LinkedIn’s focus on professional networking, it’s ideal to focus on your area of expertise when shooting and sharing video on the platform. If you write longer-form content on LinkedIn, consider embedding a video to keep readers engaged. Depending on your goals, you may also want to considered LinkedIn video ads.
If people appear in your video, such as an interviewee, be sure to tag them in your post. And be sure to add topic hashtags , a recent LinkedIn addition, that can give you greater reach.
Perhaps the most visual of all social networks, Instagram has long been a popular place for video. Now, with 1 billion active monthly users, it’s become nearly impossible for marketers to ignore.
Though there’s a 60-second maximum length for videos posted in feeds, users and brands alike have gotten creative with the medium, often posting teaser videos that drive people back to their site to finish watching. And, video on Instagram is growing faster than any other type of content—at 80% year-over-year, according to the network .
Instagram has also released different video formats and options. Users can post videos to disappearing Stories, and now there’s IGTV, a new home for long-form vertical video, which allows hour-long videos.
Don’t let Twitter’s lower-than-most user count (330 million) throw you off: It’s a thriving social network and a critical place to be if that’s where your audience is. Within some niche business circles, people post upwards of 5x per day.
With 93 percent of Twitter interactions happening on mobile, it’s a great place to reach people wherever they are, on the go.
There are several options for getting your videos on Twitter: Record them from the app, upload them, or “go live” with a Twitter featured called Periscope, where a lack of polish is expected.
“In fact, genuine personality, impromptu ad-libbing, and a bit of scrappy creativity are what make Periscope streams so interesting,” says the Twitter team .
Video SEO guide
Let’s talk about YouTube again. It’s considered the world’s second largest search engine, second only to Google. And because it’s owned by Google, Google increasingly features YouTube videos in regular search results. So, you might think that by uploading videos to YouTube, you’d be done. But that’d be a mistake.
Video content on YouTube helps YouTube’s SEO, not yours. It’s only with a video hosting platform to place your videos on your site that all that juicy video metadata counts toward your search rankings. And, be careful: If you upload the same video to two places, it’ll hurt your SEO in both. If you do repost a video somewhere new, change the metadata even if it’s only slightly.
With all that said, video has some amazing SEO benefits. Find out how to get the most out of yours.
Video can help you improve:
- Video SEO
- Website SEO
- Domain authority
How to optimize your videos
As we’ve mentioned, search engine crawlers don’t understand what’s happening within videos per-se. They rely on the text data surrounding your videos, known as metadata, to make sense of them, as well as user interaction data, such as whether people clicked and how long they watched for.
Despite its reputation as a something of a dark art, “optimizing” for search engines really does come down to whether audiences enjoy your video. If you review a history of Google’s algorithm changes over the past 20 years, you’ll see that, more and more, it’s gone from relying on keywords, which anyone can fake, to watching users.
So while it’s critical to optimize your video’s metadata, it’s equally important to produce things people like to watch.
Be sure to fill out the following metadata on any web page where you place your video:
Video titles are immensely important to explaining what’s going on in your video. Use keywords where appropriate (but don’t overuse them), and front-load them so that the most important words appear first, if possible.
The description of your video should, similarly, use keywords when relevant, and explain what’s happening within the video, including the names of people, companies, and products.
If you’re uploading your video to a distribution channel that allows you to add tags, they can increase its discoverability.
To go the extra mile, add H1 and H2 headers throughout the page text so Google knows what’s going on, and to make it more readable.
Once you’ve filled out all of your video metadata, make sure Google knows. Visit the Google Search Console and re-upload your site’s .xml sitemap so Google has all the information it needs to start listing your videos in searches and giving you your well-earned credit.
Feeling great about getting your videos seen? Now it’s time to put them to work, driving pipeline and revenue in your ABM and demand gen strategies.
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