Before you produce a website video, it is worth thinking carefully about how and where it will be shared.
Video distribution is often treated as an afterthought. But once you have invested in planning, filming, editing, and a professional camera crew, distribution is what determines whether that investment actually delivers value.
This guide outlines a practical web video distribution strategy and explains how different platforms should be used for different purposes.
Video on social media
If you are sharing your video on social media, the general rule is to upload it natively. This means uploading the video directly to the platform rather than posting a link that sends people elsewhere.
Social platforms prioritise content that keeps users on their site. Native video is far more likely to be shown in feeds than a post that links out to your website or a third-party player.
If reach and visibility are the goal, native upload is the right approach for most social channels.
Video on your website
When embedding video on your own website, a professional video hosting platform such as Vimeo or Wistia is usually the best option.
These platforms give you control over branding, playback behaviour, and the overall viewing experience. You can customise colours, remove distractions, and ensure the video supports your brand rather than competing with it.
This matters because your website is your primary sales and credibility tool. The video should reinforce that experience, not pull attention away from it.
YouTube embeds, by contrast, introduce external branding and suggested videos at the end of playback. Those suggestions often lead viewers away from your site at the exact moment you want them focused on your message.
Does YouTube help SEO on your website?
A common belief is that embedding YouTube videos improves search rankings because Google owns YouTube. In practice, this is not how search works.
Google’s priority is delivering relevant, high-quality results. It does not favour pages simply because they contain a YouTube embed. Pages with Vimeo or Wistia videos are indexed and ranked just as effectively when the content itself is strong.
For most businesses, choosing a hosting platform should be about user experience and conversion, not perceived SEO advantages.
Using YouTube as a separate channel
This does not mean YouTube should be ignored. For many organisations, YouTube works well as a standalone distribution channel with its own strategy.
YouTube content typically needs to be planned differently, with a focus on discoverability, subscriptions, and long-term visibility. That approach sits alongside your website rather than replacing it.
The key is understanding that your website and YouTube serve different roles and should be treated accordingly.
Other distribution options
Depending on your audience and objectives, video can also be distributed through other formats such as email campaigns, presentations, internal platforms, video brochures, or USB delivery.
There is no single correct distribution method. The right approach depends on who you are trying to reach and what you want the video to achieve.
Choosing the right approach
An effective web video distribution strategy ensures your video is seen by the right people in the right context.
Social platforms are about reach. Your website is about clarity and conversion. Other channels support specific use cases.
If you would like help planning not just your video, but how it will be distributed and used effectively, get a quote and tell us what you are trying to achieve.
Web Video Distribution – Frequently Asked Questions
What is a web video distribution strategy?
A web video distribution strategy is a plan for where and how your video will be shared online. It considers platforms such as your website, social media channels, and video hosting services, based on the purpose of the video and the audience you want to reach.
Should I upload videos natively to social media?
In most cases, yes. Social media platforms tend to prioritise videos that are uploaded directly to their platform rather than links that send users elsewhere, which can significantly increase reach.
What is the best way to host video on a website?
For most business websites, professional hosting platforms such as Vimeo or Wistia offer the best experience. They provide greater control over branding, playback behaviour, and viewer focus compared to free platforms.
Does embedding YouTube videos help with SEO?
Embedding a YouTube video does not automatically improve search rankings. Google evaluates pages based on relevance and content quality rather than which video platform is used. Hosting choices should be based on user experience and conversion goals.
Should my website and YouTube use the same videos?
They can, but they often serve different purposes. Website videos usually focus on clarity and conversion, while YouTube content works best when designed for discovery and ongoing engagement. Each platform benefits from a tailored approach.
Are there other ways to distribute business videos?
Yes. Depending on your audience, videos can also be shared through email campaigns, presentations, internal platforms, or physical formats such as USB delivery. The right choice depends on how and where your audience consumes content.
Ryan Spanger is the founder and managing director of Dream Engine, a Melbourne-based video production company established in 2002. With more than two decades of experience, Ryan has helped leading Australian businesses, government departments, and non-profits communicate their message with clarity and impact through video. He’s known for his strategic approach, reliable process, and commitment to producing videos that deliver measurable results.
