When you create a video, you don’t just dust your hands off and put the camera away. ‘Ahh, another video finished.’ Don’t even think about it! A video is made to be seen, so create as many ways to see it as possible! In this post, we’re going to run through 10 ways to distribute your video content.
Imagine you’re making lemonade, and your video is the lemon. To achieve maximum flavour, you want to squeeze as much juice out of the lemon as you can. (And the more lemonade you make, the higher the reward you’ll get back.)
This post won’t just tell you the PLACES you can distribute. It will also advise on how you can cut, edit and repurpose your video. Doing this maximises your opportunities for sharing and driving viewers to your video.
There are different levels to how much of your video you can distribute. Obviously, there’s the whole video – you’d probably put this on video sharing websites like YouTube. Then, there are specific clips cut from your video to focus on particular moments. You’re best putting these on social media platforms, because their users expect short-form content. Beyond these options, there are various places you can display your video for different effects.
So, you’ve got your video – now what are the ways you can repurpose it? Here are 10 ways to distribute your video content.
1. Share the full video on video-first platforms.
Firstly, build a solid foundation for your distribution by sharing the full video online. Out of all the ways to distribute your video content, this is the most crucial. On video sharing platforms, people expect the full versions of videos. After all, what’s the point of making it if the complete project isn’t available somewhere?
In addition, you should take advantage of this by linking to the full video on social media posts. This will satisfy users’ curiosity after seeing a short snippet on their feed.
As we’ve mentioned, you’re probably thinking of YouTube first and foremost. YouTube is the second-biggest search engine after Google, so definitely utilise it. Have an enticing title, thumbnail and video description, and you’re good to go.
2. Create micro-edits for social media.
As we’ve pointed out above, you can share small ‘teasers’ of your video on social media. This not only suits the expectation of quick content but also drives people to your full video. Win-win.
As for the length of these clips, we recommend they range from 30 seconds to 3 minutes max. The longer clips can be more in-depth discussions of topics, whereas the shorter ones may be more fun and to-the-point. It’s good to have variety in your clips, so it doesn’t give a false impression of the full video.
Remember to include lower-thirds to tell viewers who is speaking, provide a website address, etcetera. As for intros and outros, make them enticing and appropriate for the video itself.
Overall, social media edits are further opportunities to show your audience your production value and skills. Not only that, but you can use them to extend the ‘shelf life’ of your video. They stand out among the ways to distribute your video content, because you can really make them unique.
Find out more on why video is important on social media here.
3. Display on your website.
Your website is your base. It’s where you’re always trying to draw people to from external sources. Aside from YouTube, it should be up there as one of the most important ways to distribute your video content.
Now, there are a few ways you can use your video on your website. You can use it as a break in between text to demonstrate something more effectively. You can use it in place of, or in addition to, your product photos.
Furthermore, you can use it as your website header, immediately catching visitors’ attention. This one is probably our favourite – just check out our homepage for an example. A video header adds life to a website, making everything suddenly seem more worth looking at!
Learn more about why your website needs video here.
4. Use it in a webinar.
This might be one of the less obvious ways to distribute your video content. Webinars often have ‘breaks’ in between official sections in which the hosts slot videos. This not only maintains the engagement and entertainment of the webinar, but also promotes their work.
For example, if your webinar is about your field in general, you could slot in your own showreel. This brings it back to your company and builds brand awareness within your industry.
Alternatively, if your webinar is about a particular product, you could use your product video. The live parts of the webinar will be demonstrating the product in real-time. Meanwhile, the product video shows a more polished and memorable look at it. The live and recorded techniques combined offer a professional yet authentic experience.
For an example of this in action, check out the webinar we hosted live from our office – Everything You Need To Know About Video For Your Business – here.
5. Take your video’s data and statistics and turn them into infographics.
Statistical information in videos is great because it uses movement and sound to illuminate important data. However, this can also be made into a static image to be looked at in isolation. Although it’s not in video form, it shouldn’t be discounted as a way to distribute.
A popular place for infographics is blog posts, but you should also share them on social media. This encourages interaction and engagement, especially with thought-provoking content. Statistics and facts are also very shareable, especially on Linkedin.
6. Repurpose the audio for a podcast.
On paper, ‘starting a podcast’ might seem like you need to make loads of effort. Lots of planning, investment, setting up and recording comes to mind. However, to set off your podcast you could just take the audio from your video and turn it into an episode. Bingo! You have another way to distribute your video content.
Audio is becoming nearly as popular as video, so kill two birds with one stone and create a podcast. People might be too busy to sit down and watch your original video. However, they can do the dishes and walk the dog while listening to it in audio form!
It goes without saying, but make sure your audio is actually substantial enough to be a podcast. This will probably work best for videos like live streams, talking heads and interviews. Basically, videos where people and talking are the focus.
7. Send your video in email campaigns.
Emails can end up looking indistinguishable from one another when you get enough of them. It’s a common practice nowadays to not open 95% of the emails in your inbox because most of them are from sites you keep putting off unsubscribing from.
However, if you use a video in an email, the click-through rate (CTR) shoots up by up to 300%!
It’s something you don’t usually see, and the interactivity stands out amongst the static.
8. Screenshot images and create GIFs.
Don’t forget, still images make great social media content, too. From a video, you have bountiful opportunities to grab cool images to use on your feed. In addition, you can use these images on your website, your profiles… wherever you see fit.
Likewise, if you’re still hankering for that video element, make GIFs. This snatches even shorter snippets of your video and puts them on a loop. GIFs are ideal for fun, ‘reaction’ type posts or showing a particular moment. They don’t need intros or outros, just the main content itself captured in a smaller frame! Go for the cool or funny moments that might not be long enough for a clip.
What’s more, the looping of a GIF encourages people to watch it again and again, and even go to the full video! A small, but mighty, way to distribute your video content.
9. Present at conferences and trade shows.
You’ve heard of cutting your video into smaller GIFs. Wait until you hear about blowing it up on the big screen for a presentation!
Your video will look amazing surrounded by your products and people gazing up at it. Big events like this are hard to come by in the wake of the coronavirus pandemic. However, once they’re back up and running, video will be more common than ever.
If there’s a chance you might use your video at an event like this in the future, think about this during production. What will look good on the big screen? Will people want to read a lot of text? Will you want audio if the room will be buzzing with lots of other sounds?
Using video at an event can really help attendees remember you. Standing out from the crowd is more important than ever, and a unique and exciting video is the way to do it.
10. Transcribe and translate.
Just as we said in #8, turning text into video isn’t the only way you can make the most of your content. You can flip it upside down and turn your video into text!
However, the difference here is that you should still have the video accompanying the text. In this situation, transcribing your video just means that your viewers can quickly navigate to a certain part. Also, it helps viewers who might need assistance with understanding what is being said.
Furthermore, transcribing your video helps to boost your SEO – Search Engine Optimisation. Google will pick up the keywords in your transcription and boost your webpage for those keywords. In addition, pages which include videos are more likely to rank highly in search results. This is because Google sees video as in demand, a quality source of content, and a quick solution to queries.
To expand your audience further, translating your video is also a very wise idea. This will appeal to international audiences, increasing your chances of sales. If you’ve got an international audience in a particular country, prioritise translating into their language.
As you have learned, there’s a lot of different ways to distribute your video content. Plus, in the future, we predict there’ll be even more. It’s so important to diversify the way you share your video, because you’ll maximise your appeal to audiences.
If you need help with the production of your video itself, you’ve come to the right place. Stada Media can create a video for your business that boosts your traffic and sales to new heights. Let’s talk!
Read more video production tips on the Stada Media blog here.