Video content presents a tremendous opportunity for companies of any size to engage their audience creatively. As a business coach who develops comprehensive marketing plans for entrepreneurs, I connected with digital video expert Levi Manley of F.A.M.E. to get his top tips for distribution success.
Know Your Target and Where They Congregate
Before you even pick up a camera, get clear on who you want to reach and where they consume content online. This understanding allows you to shape video messaging and place it on the platforms and channels where it will resonate most. Conduct user interviews and consume niche content yourself to deeply understand your audience’s challenges, interests, and behaviors.
Diversify Distribution for Maximum Impact
Tap into the unique strengths of major platforms like YouTube, Facebook, Instagram, Twitter, and LinkedIn to hit different niches across your audience. Embrace variety in video length, style, and objectives. Email marketing also sees engagement lift from well-placed video elements. Represent your brand voice consistently while customizing videos to align with the vibe of each channel. Meet viewers where they are. Consider creating a video series tailored to different platforms and audiences. For example, a LinkedIn series on leadership, Instagram reels on company culture, and YouTube tutorials solving customer pain points. Get creative!
Look Beyond the Big Names
While social media offers built-in audiences, don’t limit yourself. Industry websites, video-first platforms like Vimeo, and targeted paid ads also provide opportunities to extend your reach. The more exposure channels, the better. Consider syndicating videos via media partnerships and influencer collaborations as well. Widen the net. Guest posting relevant videos builds awareness—Repurpose testimonials from happy customers, too—trade content-sharing partnerships with non-competing brands to expand reach. Outbrain and Taboola also increase video visibility. Upload subtitles and translations to unlock global audiences. The internet has endless potential for propagation.
Optimize for Mobile and Embrace Experiments
Today’s on-the-go viewers’ habits mean vertical video orientation and compact messaging are fundamental. Constantly refine based on performance data, and don’t shy away from trying new formats that arise. Having the agility to pivot will serve you well. Pay attention to consumption patterns and lean into what works while responsibly innovating. Interactive elements like polls and quizzes boost involvement. Experiment with emergent social platforms like BeReal and Lapse, which offer new video creative canvas. Augmented reality and artificial intelligence integrations also allow for immersive experiences. Stay on the pulse of what is next while optimizing content for the platforms where your audiences currently are.
Consistency Breeds Loyalty
Regularly posting fresh video content builds authority and keeps fans coming back. Maintain a consistent schedule that works for your production capacity and resources. Map out themes and topics in advance so you always have a content pipeline to pull from. Promote new videos across your other channels to maximize viewership. Spotlight your video strategy on your website.
Video opens storytelling possibilities beyond static ads to grab attention and drive action. It empowers businesses of any scope to boost brand awareness and value. Ready to discuss how video can amplify your marketing mix? Let’s connect to craft a high-impact strategy tailored to your business growth goals.
