Corporate Video Production Melbourne | Dream Engine | Australia
The corporate video production company for communication and marketing departments in Melbourne.
Video Distribution
Let’s get people’s attention…
An effective video distribution plan is as important as planning the video itself. After all, no point in making a video if no one can find it.
Marketing Strategy
During the pre-production stage of making your video, it’s essential to consider how and where people will see the final product. Before the shoot, develop a clear marketing strategy. This means thinking about your audience. Who’s your audience? How do they like to find information? Do they prefer specific online platforms more than others? This will give you an idea of where your content should be shared. Also, think about the purpose of your video. Is it an instructional or educational video? Are you launching a new product? Do you want people to complete a specific action after watching? Your video’s key message(s) and goal will affect how it should be made and where it should be shared.
Past experience
If you have created and launched promotional videos in the past, look at the results of that campaign. This is called your campaign analytics. Before doing anything new, you need to find out what worked and, most importantly, what didn’t work from past campaigns. Find out information like number of plays, the % of the video that was watched, social media engagement, etc. By referring to your past data and analytics, you are less likely to repeat any mistakes made in the past. Depending on the data results, you may also be able to better define your target audience. Look at who paid more attention to your campaign. Were the majority of your views and clicks from a specific demographic or gender? This information will help you narrow down your audience and make your marketing more targeted and potentially more effective.
Check out this article for information on marketing analytics.
Website
Your website is one of the most common places to post video content. But you might wonder where your video should be shown on the site. If the film talks about your staff and how the business started, this could be great for your ‘About us’ page. Or maybe you have created a website video to feature a new product on offer. You want to ensure that the video is shown somewhere that makes sense and is relevant. Doing this will ensure your customers can find the specific information they seek.
Another positive effect of having videos on your site is the effect on SEO. Often, people will stay on a site longer if there are videos. This indicates to search engines like Google that your webpage has useful content, improving your ranking on search engines.
Landing Pages
Videos can significantly improve your landing pages. They provide instant information to your customer in an easy-to-digest format. There are a few things to consider when using videos as part of your landing page. The first is relevance. Make sure the video is topical to that specific page. Displaying a video that is not directly related will deter customers. Secondly, make sure the video is the page’s primary focus. Creating an engaging and interesting thumbnail can help grab the customer’s attention. Lastly, think about your call to action. What do you want the viewer to do after watching the video or landing on that page? Do you want them to visit your website or sign up for an email newsletter? This call to action needs to be the key message of the video.
Email marketing is a great way to connect with people who are already familiar with your brand. Use a video to make your emails more engaging and interesting for customers. Here are a few tips to help with your email marketing campaign:
- Embed the video thumbnail into your email
- Keep your videos short and engaging
- Include a ‘call to action’ in your video
- Monitor your campaign results (analytics) and adjust as necessary
Blogs
Videos are great for blog posts. They offer variety and often make a post more interesting than if it only had text. These videos could be an educational ‘How-To’ featuring a product, a launch video for a new service, or even just a summary of the blog post content.
Social Media
When it comes to sharing video content online, consider how social media video could help your business. There is so much to know and think about with social media so let’s just cover the basics. When choosing which platforms to use, think about your customers. Is this a platform that your customers use regularly? Once you have chosen your site, think about the best way to utilise that platform’s features.
Youtube
- Platform to keeps views on the site
- Best used to get users attention then direct them to your website
- Easy to share on other platforms
- Mainly used for how-to videos or purely for entertainment purposes
- Videos stand out in news feeds
- Utilise tag feature to get maximum reach
- Opportunity for users to share
- Used for people already interested in your brand
- Light-hearted content
- Considered more professional and business focused
- Ideal networking tool
- Utilise tag feature to get maximum reach
- Short 60 second videos as posts, longer content on IGTV, or share on story
- Utilise tag feature to get maximum reach
- Opportunity for users to share
- Focused on impressive visuals
Next Steps
It’s important to have a clear and detailed distribution plan for your video long before it gets made. This will make sure that not only will people find it, but your target audience will see it. Keep reading for information about TVC Submission and approval. And click here to return to the Video Production Process main menu.
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