– Part Seven-
So you have a video. It looks awesome, and you want people to see it. So what’s the best way to do that?
The options for distributing your video are nearly endless, so I’ll highlight them very generically just to give you a few ideas and then describe a few options that Other Vision can handle for you. The big idea behind distribution is to make sure that video you spent thousands of dollars on doesn’t sit on your server where you and a few others can look at it every few months or so with fond memories like a memento of the time you experimented with video marketing.
TV Ads – There was a time when this was pretty much your only option for displaying video. It’s an expensive, outdated and arguably ineffective way to reach your target audience, but it might be the best option for you in some cases. In order to get your ad on tv you’ll need to buy air space with your chosen station the price of which will vary based on how many times you want it to air, and when. If your video is mean to be seen by a lot of people, and it doesn’t matter exactly who sees it then this would be a good option for you. Specifically if you’re a store advertising your wares to a local audience, or a restaurant or you’re promoting an event, this might be the best option for you. If you go this route, we need to discuss that early in the process as we’ll want to make sure we shoot in a way that meets broadcast standards so we don’t have to convert the video after everything is said and done. Just as a side note, I rarely recommend this option, in most cases there are better options for your money that will help you target your audience a bit better, but on occasion this is the right choice.
Your Website – Well the question here is why not. There’s more than enough platforms that will host your video if you can’t do that on your own server (more on those latter), and even if you don’t want it to live on a specific page of your site then it would still make a good blog post and you could recount your experience (and feel free to give a shout out to Other Vision when you do). If you need the video in a specific format for your website, just send us your requirements and we’ll send you the video in that format.
Social Media – Every social media platform these days supports video in one format or another. You can upload it to Facebook directly, and in my experience video performs very well there. Likewise you can share a link on twitter, or LinkedIn or even a portion of the video on other platforms like Instagram or vine. This way you’re marketing directly to your existing online audience, providing them with new high value content and giving them the opportunity to share your content and effectively do your marketing for you. If you’d like us to help you manage your social media content, we are available to do that.
E-mail and Newsletters – It’s like direct mail for digital content, except more effective. Obviously you can put a link to the video in an e-mail and send it to people you’d like to watch it, but there are better, less obvious ways to use e-mail to distribute your video. For example, the video can be embedded in your signature. Or (my personal favorite) is to send a newsletter with the video linked to an image in the body of the e-mail so that when they click the image the video will play.
Video Hosting Platforms – You’ll likely use one of these in addition to one of the other strategies. There’s aren’t too many good reasons to host a video on your own server, given the size of video in terms of data and the other readily available options. Platforms like YouTube, Wistia, and Vimeo all have options with various strengths. I don’t have a particular favorite, though I will say that YouTube is probably the first one you want to look at. However other platforms offer things that YouTube can’t so you might want to do some research to determine which one will work best for your particular needs.
YouTube – I’ve pulled this one out of the list to talk a little more about it. YouTube is basically a hybrid between a social media platform and a video hosting platform. You can use it for one or the other, but ideally you’ll leverage both. We’ve got a YouTube channel that we use for some of our more creative content, and another one we use to provide links for clients who don’t have capabilities of hosting the video themselves. However we also manage some YouTube channels for clients for a monthly fee and we help them optimize their videos, manage their content and develop their audience. If you’re interested in doing regular videos then I highly recommend YouTube as a platform and suggest that you look to leverage the social features of YouTube to build your audience and promote your content, and we can help you do that.
And that ends our discussion of the production process. I hope you’ve found this interesting, and entertaining, and that you’ll give us the opportunity to craft a production to your needs. Other Vision thrives on telling stories with video and we’re always looking for new stories to tell, so if you’d like a video, just contact us and we’ll get the ball rolling on your next video production!