Table of Contents
- 1. Not having a video content distribution strategy
- 2. Making a plan after content production is complete
- 3. Seeing the video as a one-off
- 4. Targeting the wrong audience in your distribution strategy
- 5. Not having the right timing in your distribution strategy
- 6. Inconsistent messaging
- 7. Not targeting the right channels
- 8. Tracking the wrong or no metric data
- 9. Ignoring SEO in your distribution strategy
- 10. Not adding a CTA
- 11. Sharing video links instead of uploading natively
- 12. Using a one-size-fits-all approach in video content distribution
- 13. Failing to provide captions
- 14. Ignoring to build strong relationships in distribution strategy
- 15. Not capitalizing on your video by posting it multiple times
- 16. Not running tests before video content distribution
The video industry used to be intimidating with the hegemony of big studios and corporations. Things have slowly changed as we started to live in the digital world.
You cannot continue chasing down the distribution unicorn. It is time to take matters into your own hands. Video content distribution strategy is a crucial element in the success of your content.
When it comes to distribution, there is a lot you can learn from independent filmmakers and YouTube content creators that have been performing well.
You can also learn from the mistakes of those who have not been working so well when it comes to video distribution.
Consider the indie documentary filmmakers Christopher Ruffo and Keith Aqua as an example. You can also look at Gary Vee as a success story for video distribution.
Good content is not something you can produce just like that. It takes a lot of time, effort, and capital. However, it is the video distribution strategy that can make all the difference.
You cannot just publish your content and pray the ranking Gods to take your click-through rates through the roof.
You have to have a video content distribution plan devoid of any pitfalls that can drive perfectly good content into the ground.
We have rounded up some of the very common mistakes one can make in video content distribution across different platforms.
1. Not having a video content distribution strategy
This one is evidently a biggie. Some video content producers forgo the entire step of coming up with a strategy or plan altogether.
Knowing how you are going to distribute your video is a step that is just as important as video production itself.
You don’t have to have a very elaborate and complex strategy but you do need to have one and make sure it is one that works.
A good place to start would be seeing what has worked for you or others in the past and recreating that.
You cannot just upload the video on YouTube and call it a day. You also have to have a very foolproof SEO strategy.
You need to be mindful of different formats of video content distribution across different social media outlets. Don’t forget to tailor it to the requirements of that particular platform.
We will get into that particular mistake of ignoring the varying formats later.
2. Making a plan after content production is complete
You cannot expect the promotion team to produce good results in placement, impressions, coverage, and engagement if the first time they get to see it is after the production.
Never leave the video content distribution plan as a step that comes after the production. It is a pivotal part of the production process itself.
The feedback of the promotional team, in the making of the video, is valuable input that helps your content perform better after it has been distributed. It is because they understand how the audience will react to certain types of content.
Other than that, understanding how this product will turn out gives them ample time to network, reach out to contacts and publications for promotion, and prepare a launch plan.
3. Seeing the video as a one-off
Making one video doesn’t get you off the hook. Video content is a long-term strategic commitment. A series of videos are known to produce much better results than an isolated video would.
You can extend your video series over a span of time and achieve multiple goals in the process. Every part of this series has a goal to support a different aspect of your business.
If you have multiple videos in a series, there are chances of another one working for you if one fails.
If you are an independent content producer, you need to have concentrated efforts. Don’t stretch out your content for too long.
Compress the distribution windows as tight as possible, simply because you don’t want to spread out the marketing spend over a whole course of multiple years.
It is a good idea to make a list of objectives before launching into production. It will help you in coming up with content that addresses these different types of goals.
These different kinds include brand films, case study videos, product demos, explainer videos, and personalized videos.
They also work together to bump your brand.
4. Targeting the wrong audience in your distribution strategy
Finding your audience is the first step on the very long road of video content distribution strategy. You need to start conducting experiments as early as possible.
Build a persona of your audience. In marketing, a persona is a composite sketch of your key audience segment. Try to build about three to five of these and experiment with each one.
You want to know who the person is, what they value. If you target the wrong audience with your video content, you will end up with little to no engagement and conversions.
Irrelevance is one of the key reasons why someone would not watch your video all the way through. Typically, it is wise to address the pain points and motivations, and following the buying journey of your audience in the production phase.
However, it is equally important to distribute it to the right segment. You must target the audience based on the data that you have collected while segmenting.
Identify who it is that you want to talk to and which is the best medium possible to be able to reach them. Use the social media channels that they are more likely to use.
Keep your video content distribution strategy precise instead of keeping it broad.
There are tools out there like Marketo and Hootsuite that could help you by automating distribution. However, there is such a problem as too much automation. Steer clear of that.
5. Not having the right timing in your distribution strategy
This is one small mistake that has the potential to botch an entire campaign and pour all of your production and video content distribution efforts down the drain.
If your content does not perform well during the first couple of hours of publishing, there are imminent chances of the numbers dropping even more in the subsequent hours.
How can you keep these numbers healthy by posting at just the right time?
You can use your databases to drive traffic to your most important video assets. Reach your audience in the time of day that there are the most chances of making an impression.
You can see which of your previous content has seen the most engagement and at what time. You can reiterate these results from YouTube Analytics onto your new posting times for your channel.
If you are distributing your video content via email, MailChimp has benchmark data that can help determine what is the time for the highest engagement on email. Typically, it is 10 AM.
It makes sense because this is around the time most people check their mail after getting to work. Avoid sending emails that are farther away from this hour slot or it could end up at the bottom of your audience’s unread mail.
Don’t forget to double-check the engagement statistics from your own database and then reach a conclusion about the effective time to reach your audience.
When do you normally check your social accounts? At the times you are idle or at leisure. Like during your breaks at work, commuting, waiting in lines, or stuck in traffic.
This is the time to strike by distributing video content across Facebook, Twitter, or LinkedIn.
6. Inconsistent messaging
In an effort to populate all of your social media channels there is one thing you absolutely cannot overlook. Consistency and volume are pivotal when it comes to social media distribution.
When it comes to video, going on to producing and distributing content on an ad hoc basis just to increase the volume is one of the most devastating mistakes you could make.
Marketers often make the mistake of putting up too much content all at once with intervals of no posting in between.
It is another common mistake to not post the same thing across all the social media outlets at the same time.
Your video content distribution frequency should be uniform across the same channel. You must also maintain branding consistency in video content across different channels.
Derive social posts from your long-form video that you have made after careful consideration of the trends in the market. Post them all on your social media all at the same time.
It is not just the socials, you can also use your video content in your email marketing, landing pages, and slideshows.
Take a step back and take a moment to strategize and make your distribution more consistent. It is all about the right content at the right time.
7. Not targeting the right channels
The main aspect of good video content distribution is showing it where people will actually see it. That essentially means picking the right distribution channels.
Your buyer persona will suggest that your audience is more likely to choose one medium over the other. Not distributing your content optimally across that channel will make it harder for the audience to connect to the content.
8. Tracking the wrong or no metric data
You would think that once you have uploaded your content, it is time to sit back and chill out. No. It is time to dive into your video metrics and see what works and what doesn’t.
Use that information to improve your video content distribution strategy in the future. The only way to do that is by keeping track of how your video is performing and where you lagged behind.
Once the viewership of your video starts expanding, keep a close eye on the right video metrics because they are pivotal to a distribution strategy.
Moreover, knowing which metrics to track for which video is also very important. Some distributors don’t track at all and some end up tracking all of their matrices. Find your balance and the right indicators.
For example, likes and views are not something you need to be watching to further your sales and conversions.
However, you may need to keep a close eye on the viewership drop, forwarding, and replaying at different mark points of your video. Those are important.
Also, remember to make them an integral part of your video content distribution strategy.
Not having your Key performance indicator linked to your distribution plan is a mistake a lot of marketers tend to make.
9. Ignoring SEO in your distribution strategy
SEO helps increase your organic reach. Yet some content creators make the very basic mistake of not optimizing their content for search engines.
If you don’t optimize your SEO properly, there are great chances that you will not get a very healthy audience.
The bigger the audience, the higher are the chances of conversion. Yet there are some brands that optimize their video content.
Make your content rich and optimized with keywords.
10. Not adding a CTA
No one out there is making content just because. Everyone has a goal or objective behind production and distribution.
There is an action required by the target audience to further this goal or objective. Be it sharing or subscribing. How short-sighted does it seem to not call the audience to that action?
Yet some video content distributors make this mistake of not adding the call-to-action button. This leaves the viewers without the instruction of what to do after they are done watching the video.
You have them right where you want them. Having watched your video, they have taken your message, this is when they are most likely to do something you ask them to do.
Don’t let this go to waste. Be it as simple as like, share, subscribe, leading them to your landing page or an actual conversion, always add a CTA in your video content.
You can also engage the audience by asking them to become a part of the conversation in the CTA for controversial content.
What the action really just depends on where the viewer stands in their buying journey.
User response to the video is subjective to the platform that they are consuming the video content on. So, you will adjust your call-to-action based on the platform.
For example, you would want the viewers to stay for longer on your channel on YouTube. So you will customize your end-screen with related watches from your channel.
A CTA pattern would be a lot different when it comes to 15-second Instagram videos.
In the end, the viewer experience is all that matters.
Even though it seems very tempting to lead your audience to your landing page for video consumption to generate healthy traffic, it may just be inconvenient and annoying for them.
Uploading a video natively means that you are directly uploading them on the platform. The algorithm tends to prefer this.
Sharing the video link (for example on YouTube or LinkedIn) is not as effective.
12. Using a one-size-fits-all approach in video content distribution
A common mistake the distributors make is using the same version of a video across all the social media channels.
You have to be mindful of the fact that different social media platforms have different requirements. They are to be tailored to what the audience is used to watching on that particular platform.
There are also limitations to the length of the video that you can upload on each of these channels. Instagram supports a video post of one minute with multiple size options. IGTV supports different lengths with a 9:16 ratio in the vertical format.
Even though you have a whole minute to exhibit your video content, you don’t necessarily have to use that entire minute. According to HubSpot, the most engaging video on Instagram are 30 seconds in duration.
However, content that is longer in duration has its own virtues in the funnel. For videos that are demos, tutorials, and explainer videos you can always have long-form videos with embedded media.
It is a very common video content distribution mistake to not give captions for mobile users in videos.
On the mobile app, 85% of the users watch the video without audio. There are high chances of them leaving the video unfinished if there are no captions provided.
There are multiple online platforms that can help you generate transcriptions of your video like Rev.
14. Ignoring to build strong relationships in distribution strategy
Some distributors don’t see relationship building with influencers and publications as something important. Not building a relationship can prove to be a problem.
Introduce yourself and your objective before bombarding them with content. Pitch yourself and bear in mind that a bad pitch can set you back.
Always predict what publishers and influencers may need and make your pitch about delivering that. Don’t forget to pitch your video content as a source to cross-promote.
15. Not capitalizing on your video by posting it multiple times
You cannot afford to be a prude with your content. “One and done” is not an approach that works very well when it comes to distributing video content.
Producing video content is hard work. You cannot just post it once and let it sit there. You have to promote it more than once.
Repopulate your social media by new versions, cuts, and formats of the main video. There are multiple ways to repurpose your video content to help you expand the viewership of your video content.
It is all about retaining the long-term value and increasing the mileage of your content
16. Not running tests before video content distribution
No digital marketing strategy is foolproof. It is very wise to acknowledge that early on and assume that your process may have mistakes in it.
Your buttons or landing page links may be faulty without you even realizing it. Some timings or platforms may not be garnering much impressions and engagements.
Always do a test launch before the main one to see if everything is performing optimally and in order. Double-check if everything is working while also figuring out which distribution strategy has worked the best for you.
This is especially true for paid campaigns. It is true that sponsoring your content is a very easy way to get the most traffic. However, you can end up blowing all your budget on an ineffective distribution strategy.
To get around this, test your video. Refine your distribution plan according to the results.
Save some money and make your strategy efficient.
However, you could have the best video content distribution strategy but your content may not perform optimally.
No amount of strategy and planning can help content that is subpar. Make sure that you have content that is unique and well-made. Avoid all the distribution mistakes.
If you wish to get more insight and consultation on video content distribution strategy, reach out to us.
Schedule a free consultation call with our video strategist