You’re through with your production cycle and now you have to make the big decision of how to distribute your video. Distributing it doesn’t mean simply putting it on Facebook or broadcasting it on cable TV. There are a lot of options for distribution channels but you must decide which of those best serves your purpose.
With the growth of marketing, distribution channels got categorized into the heads: Owned Distribution Channel, Earned Distribution Channel, and Paid Distribution Channel.
When you post something on your channel (website, social media, or emails), it is called Owned Distribution.
When you get featured on some other channel because you’ve earned it, it is called Earned Distribution.
And then comes a method where you distribute your content on paid advertising channels, called Paid Advertising. For example, a brand commercial on TV in the breaks between a daily soap is a type of paid advertising.
The majority of websites and platforms use the paid forms of distribution which enables us as consumers to access their content for free. It also provides bread and butter to many websites as they get revenue from paid advertising.
Do I Need Paid Distribution?
Before actually trying paid distribution, determine if your brand needs it. We have plenty of options in Owned and Earned Distribution Channels that might seem enough but you might be losing out on something if you do not consider Paid Distribution for your content.
Before going any further, consider the fact that your options for distribution channels are not mutually exclusive, that is, owned, earned and paid channels can be used together in one distribution strategy. Every channel comes with its pros and cons and using all of them together can provide an extra edge to your marketing endeavors.
Why ToPay To Distribute My Video?
To attract new audiences, there’s nothing better than to use paid advertising as it aids you in reaching the right demographics at the right time. You’re able to promote your video using appropriate demographic tools available online.
However, the cost can be a major factor to determine if you are willing to pay to reach your desired audience. You have the option to set your budget or the frequency of ads, you can easily keep an eye on your budget and match the outcomes with your spending. Therefore, it is correct to say that paid sources ultimately pay off by first increasing the views on your video content and then boosting its reach once your target audience has interacted with it.
Let’s have a look at the most common distribution channels that you have at your disposal.
Paid Distribution Sources
1. Social Media Ads
Ads on different social media platforms like Facebook, LinkedIn, Twitter, Instagram, etc provide a great way of paid distribution. You can take advantage of the different features and options provided by these platforms and promote your video content to particular demographics. You can also divide your budget among different platforms to make use of their unique features to your benefit.
Type of video to use:
Short commercials and promos on Instagram and Facebook can be used to attract new audiences. You can also put customer testimonials or FAQs or Q&A videos to gain the attention of customers.
2. Search Ads
Search ads are displayed on search engines and they function around the targeting of keywords. You can bid on specific keywords and enjoy temporary placement above the companies having the best SEO results on those keywords. While it does not provide an instant boost in ranking, it can improve your page rank over time.
Google’s Adwords program makes use of keywords to show your ads/videos to anyone searching for something using a specific set of keywords. Apart from words, Google can graphics ads or YouTube ads, or others to target keywords.
Type of video to use:
Promotional videos related to common searches or problems, educational/training videos targeting medium or long-tail keywords.
3. Sponsored Content
It might seem like a traditional blog post but is paid by the sponsor to promote their brand. This makes a superb idea to get featured on another popular website or blog and you also get to monitor what is being displayed about you.
Type of video to use:
Videos highlighting customer experience, short video series about a topic that interests your audience.
4. Influencer Marketing
It involves collaborating with a social media influencer who has a huge following to promote your brand or product. This is a sure-shot method of attracting customers because your ads are featured on accounts that receive high traffic and more influencing power because of the huge fan following of those influencers.
Type of video to use:
Videos tailored to suit the personality of the influencer to make it look more authentic and pleasing.
5. Native Advertising
It is a more traditional paid distribution channel that embeds your advertisements on third-party web pages, either as a banner, link, snippet, thumbnail, or a full article.
Types of video to use:
Tips and tricks video to grab the attention of viewers, video promoting your company’s mission and vision statements, industry videos suitable to be put on industry websites.
How To Make Best Use Of Paid Distribution
It is crucial to understand how you can make efficient use of budget and available distribution channels to make the most out of them. Consider the following points:
1. Goal Assessment
Before going ahead with any distribution channel, assess the goals you wish to achieve with the ad and determine if the channel is suitable for that goal.
2. Pick the most appropriate channel according to your goals.
Once you have a clear understanding of your goals and different distribution channels, carefully pick to most suitable one by analyzing its features and other aspects.
3. Don’t focus on a single channel
Do not just focus on only one channel. Instead, employ multiple channels to attain your goals.
Paid Distribution can seem tedious and confusing at first but after testing and adjusting accordingly, you can achieve great results with it.
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Give a call and let us strategize on how we can create the right series of videos that you can utilize with your marketing.
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Mark Wonderlin is the visionary founder of Mosaic Media Films. He is passionate about crafting creative business videos that captivate and convert. Mark and his team stand out by creating visually stunning videos and ensuring they align seamlessly with the client’s broader marketing objectives.