As a brand, you know you need to be creating video content, but what is the best way to distribute this video to reach your target audience? Samantha Merlivat, Forrester Researcher and author of Branded Video Marketing Success Starts with Customer-Centric Distribution explains, “Producing content before having a clear distribution strategy makes campaign distribution highly inefficient.” Different people are on different platforms for different reasons and Forrester argues that your content must align with this.
Relying on organic traffic is not a smart strategy. Most marketers will need to pay to get preliminary traffic. But that preliminary traffic will spark more organic engagement and growth, in turn so it’s not like you have to pay for 100% of your video exposure. So how do you go about alloacting resources in your distribution strategy?
Facebook gets many views quicker than any other platform. Tubular labs reported in June that newly uploaded videos reach 1 Million views quicker than on any other platform. On the other hand YouTube provides long tail views providing extended view growth over a longer time frame.
Facebook also owns the stats for Day-1 views with 50% of total views coming in day 1, while on average, only 20% of YouTube views occur on day 1. When you did deeper into the types of content that garner the views on each platform, Face book is 50 UGC and YouTube receives the most branded content views (17%) compared to only 1% of Facebook views.
Given that the large distribution channels show now signs of slowing down in terns of viewership and engagement, marketers need a well-thought out strategy that utilizes the strengths of each platform to obtain the best results.
Tips For Multi-Platform Video Distribution
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