The Best Video Distribution Platforms and Channels in 2020

Hosting video content on your site is important.

But let’s face it. That’s not where most of your customer’s hangout.

Which is why your online video distribution strategy matters so much.

And the good news, you’ve already done the hard part! You have taken your video idea to execution, masterfully captured your video concept, played with your shots, and finally, edited your video to perfection.

After having put all this effort into make your video as well done as you possibly could, you have to take care of the final step involved — your video distribution strategy.

Without planning a proper distribution strategy for your video, you will be wasting all the hard work you have put into producing your valuable video content. And, for that you need the right platform to channel your content to your viewers.

In this post, we will walk you through all video distribution tips and channels to provide your video with the best virtual stage.

Here are the best video sharing platforms online to bring your work to the limelight.

Best Video Distribution Platform for Business

Generally, you have these channels in online video marketing.

  • Website
  • Email
  • Blogs
  • Social media
  • Video hosting services/video players

Because of how important social media has become in our lives, let’s take a look at some of the important social media platforms you can use for your business.

  • Facebook
  • LinkedIn
  • Instagram
  • Twitter
  • Pinterest

And, the most popular video hosting service sites include

  • YouTube
  • Wistia
  • Vimeo
  • Brightcove
  • Dailymotion

Now, let’s go through each and every one of these platforms and see if you can find what will work best for you.

Website

video on website - visit New Zealand

Owning a website is one of the best ways of promoting your small business and reaching more customers. When people land on your website, you need to present them with the information people you want them to see.

As we’ve already discussed in this post, embedding videos on your website helps improve your site’s ranking on search engine result pages.

Plus, it also increases the amount of time people spend on your webpage (known as dwell time), which is an important factor in search engine optimization (SEO).

To do this, you can embed videos on relevant pages like your homepage, About sections, product pages, pricing section, and support channels. You can use video hosting services, discussed later in this post, to make embedding videos to your website easy.

Your site is a particularly good destination for evergreen content that will remain accurate, informative, and interesting over time. Which means less frequent updates and changes for you overtime.

Related: Tips for Creating a Successful Video Landing Page

Emails

Email marketing is one of the most cost-effective marketing tools for small businesses. According to the Direct Marketing Association, email marketing on average sees a 4300 percent return on investment (ROI) for businesses in the United States.

This is because email marketing is easy to manage, gives you full control, and allows you to establish direct contact with your customers.

Furthermore, video email marketing has been increasing in popularity as an effective way to engage potential customers and drive clicks.

Video and email go together like ketchup and eggs. Some people love it, while others are a bit confused by the concept. Adding a little acidity from the tomato-based ketchup to a nice scramble hits the spot every time.

If you’re looking to get out of your everyday marketing routine and spice things up, exploring the use of videos outside of your YouTube channel and social media platforms may be just the way to do that.

Best Practices for Using Videos in Emails

Here we have pulled a few of our top favorite tips for email video marketing.

  • Embed a thumbnail in your email
  • Aim for video between 30 and 90 seconds for top-of-funnel (ToFu) campaigns.
  • Leverage calls to action (CTAs) in your videos to encourage action. This can be viewing additional content, sharing the video on social media, or filling out a form, etc.
  • Using a marketing automation platform (MAP) to track and measure your video marketing email campaigns.

 

Blogs

Another platform where you can use videos to promote your business is your blog. Video can offer help to your business on your blog the same way it can on your website.

One thing to keep in mind is that search engines like Google do not investigate the contents of your video. So, you need to add a small description to your video to help Google identify your video content and then show it up in search results.

To help you market videos on your blog, here are some helpful tips.

  • Make sure that you add appropriate keywords that best describe your videos.
  • Embed videos from hosting services like YouTube or Vimeo in your blog posts instead of adding video files directly.
  • Share your posts with relevant, high-ranked businesses so that your video gets promoted.
  • In addition, you can also incorporate your videos in press releases, partner blogs, sales assets, etc.

Social Media Video Distribution

Social networks are incredibly popular channels for video distribution.

And while YouTube might be the first thing that crosses your mind when you think of videos, other social media channels, such as Facebook, LinkedIn, Instagram, Twitter, and Pinterest can also prove to be great for marketing your business videos.

Facebook

Facebook remains the best social network for distributing your business video and growing your audience.

You can do so by either sharing videos natively on your company’s page, or by running video ads.

Video ads on Facebook are hugely powerful and extremely effective.

The best part is the Facebook retargeting feature that allows you to build retargeting lists of people that have watched your video for a certain period of time. This is what makes it powerful.

Because if they’ve watched at least a part of your video, it just gives you an indicator that they’re interested in the content. And also that the content is relevant to them.

This will eventually to win you the engagement, following, growth, and conversion.

LinkedIn

While it’s always been feasible to post and share video links on LinkedIn, the platform’s algorithm has made it even more beneficial to share video content.

You can upload videos to LinkedIn natively or share video links from other sites. Uploading natively tends to get more exposure on the platform though.

Here’s an example from Wired’s Editor in Chief:

LinkedIn focuses on professional networking, so it is ideal to focus on your area of expertise when shooting and sharing your video.

On the platform, if you write long content on LinkedIn, consider inserting a video to keep readers hooked.

Depending on your objectives, you can also consider using LinkedIn video ads. Here’s how you can do so effectively.

If you have an interviewee in your video, be sure to tag them in your post.

And be certain to add topic hashtags, which will help your video content reach greater audience.

Best Practices for LinkedIn Video

  • Ensure engagement of your audience in the first 10 seconds
  • Focus on visual storytelling
  • Optimize video for silent viewing
  • Include subtitles or captions
  • More viewers are interested in watching content with a humorous vide, so don’t be afraid to be funny

Instagram

Perhaps the most outstanding of all social networks, Instagram has long been a popular place for video. Now, with over 1 billion active monthly users, it has 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. Video marketing on Instagram is growing faster than any other type of content. Instagram has also released different video patterns and options.

This a cool promo ad by Montblanc has us mesmerized:

 

View this post on Instagram

 

A post shared by Montblanc (@montblanc) on

When you scroll through your Instagram feed, video plays automatically in silent mode. Once a user turns on the sound, it remains on until they either turn it off again or leave the app. Because of these settings we recommend not including any audio key at the beginning of your video. Use enticing visuals to encourage users to tap for sound, but don’t expect it.

Read more: How to Get More Instagram Video Views

Twitter

Facebook definitely has its advantages for video distribution but don’t forget Twitter.

Twitter only allows you to publish tweets of 280 characters only. So, it can be tricky to convey your marketing message. This is why uploading video tweets can be a very effective alternative. You have a limitation with video, too. You can’t upload videos on Twitter that are longer than 140 seconds.

It can still be a good idea to try out, though, because not many brands share video on the platform and so there’s less competition in the arena.

Twitter video campaigns also generally perform better because of this reason.  Plus, they’re cheaper. And there’s a lot more audience to target as it is widely used by academics, students, policymakers, politicians, and general public.

Pinterest

Pinterest is a social network that allows users to visually share, and discover new interests by posting, known as “pinning”, on Pinterest. Though it’s popular as an image sharing platform, you can also share videos on it from other sites, such as YouTube.

If you take a closer look at this fast-growing social media site and try to understand how it works, you’ll see what all it can do for your business, regardless of the niche you may be operating in. Imagine, what if you could

  • Give your customers the real feel of your product/services online
  • Paint a picture of the solution you’re providing and generate visual news
  • Regularly deliver new ideas to your audience

When you get to know just how Pinterest will help your business grow, a whole new world opens before you.

 

Video Hosting Service Platforms

YouTube

YouTube is one of the most powerful video entertainment websites. You can easily upload videos in different categories.

As this video-sharing website has over 2 billion users, it is a sure-fire way to find your potential audience.

One thing you need to consider is to you use the right keywords for naming and describing your video, as people tend to get lost while going through other people’s recommended videos.

Do’s and Don’ts of YouTube Advertising

YouTube advertising works wonders, if you keep the following best practices in mind.

Do: Choose the most powerful ad format for your target audience

You need to choose the most impressive ad format for your targeted audience to improve your reach and engagement across the board.

Don’t: Trap your viewers with an excessively long video ad

Lengthy YouTube ads can make your targeted audience lose interest or even annoyed, which can harm your brand support in the long run.

Do: Blend ad pattern to improve retaining audience’s attention

By blending ad formats, you can comprehensively extend the reach of your marketing power.

Vimeo

If you want to keep the quality of your videos really high, go for Vimeo.

Vimeo offers plenty of features that are ideal for businesses. Also, it has more customizable embed options.

And the cherry on top of the cake is that there are no advertisements on the site!

Plus, you can update and replace videos without breaking links.

To top it all off, Vimeo has better privacy controls.

Now, in order to get all that, there is a catch.

Vimeo is mostly free, but a lot of its great features are behind a paywall. Vimeo costs around $7 a month for their cheapest plan, and up to $75 a month for their enterprise solutions.

For businesses, it’s best to go with Vimeo Pro or higher. The features we mention here are related to aforementioned paid plans.

Because Vimeo delivers videos at a higher bit rate and compresses them less, you’ll have a better visual appeal of your content with Vimeo.

Also, with Vimeo, you can basically change any visual aspect of the player. You can change the styling, put a logo, remove parts, and also set up pre-sets.

If you want to dive in deeper into the ‘YouTube vs Vimeo’ debate for your business, then head over to Brighton West Video: YouTube or Vimeo for business.

Wistia

Wistia has a bunch of good features that make it a great contender among video hosting giants.

Its paid plan for businesses starts at $99, and includes all of the advanced features.

Also, Wistia’s lead generation comes with every plan, including their free plan.

One of the things that makes Wistia stands out is its advanced video analytics. Wistia beats other video hosting services, such as Vimeo, in this category, as it comes with these appealing heat maps that show exactly which parts of your videos are watched, and re-watched.

Read more: Vimeo Vs Wistia for Professionals

Brightcove

With Brightcove, you can track everything about your video from a single online location. You can run your campaign, optimize your work across all screens and devices, and actualize social media distribution.

Now, it may seem that that’s what every other video hosting service here allows you to do when it comes to your business video distribution.

But this is where Brightcove adds in its own unique flavor to it.

And that is Brightcove’s live streaming interface which is very user-friendly. Plus, to catapult your video distribution and marketing campaign, it also allows you to schedule your videos so your customers get bite-sized chunks of your message periodically.

Also, when viewers watch your video, you can drive them back to your video portal, aka your video gallery, which you can customize to your hearts’ content as there are a lot of options available for that.

Dailymotion

Dailymotion is rated as the second-largest platform for watching videos and video sharing online. The maximum file size can be 4GB, whereas maximum video run time duration is restricted to 60 minutes. With over 300 million users, you can benefit from the reach of this powerful video sharing website as a great alternative to YouTube.

Distributing your videos through digital and social channels is a great way to ensure that your customers get to see your content.

You can pick and choose an assortment of what works best for you and start spreading your videos to the right audience.

If you’d like to have a video made and want help with its marketing and distribution strategy, give us a call. We’d be happy to help.

Posted by Fatima Ali
05.29.2020

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