Distribution is a crucial element of an effective video strategy. It involves getting the content out on the right platforms in the right way. As a video strategist, it is important to understand the native nuances of different platforms where videos can be distributed, including social media platforms, web platforms, e-commerce platforms, and the entire digital landscape. By understanding the distribution platforms and how they work together, video strategists can guide their clients in investing their time, effort, attention, and money in the right places.
A strategic distribution plan is essential for maximizing the value of a video. It is not simply about taking a video created for one platform and sticking it everywhere. Instead, it is about being strategic and utilizing the same video in different native formats, re-edited or repurposed in ways that maximize engagement and success on the primary platform. This can involve a tiered distribution strategy, where the video is strategically distributed across different platforms to reach the target audience effectively.
Distribution also involves understanding the interplay between organic and paid amplification. Sometimes, the value can come from boosting or amplifying successful organic content as paid content. This requires a deep understanding of the platforms, their algorithms, and the target audience to ensure that the right people see and engage with the content. Overall, distribution can be complex, but with the guidance of a video strategist, clients can navigate the landscape of video distribution and make the most of their video content.
In the next episode, we will focus on optimization, which is about ensuring that the right people see the content on the platforms where it is distributed. This is a critical aspect of video strategy because simply creating content is not enough; it is important to make sure that the content reaches the intended audience and engages with them. Optimization involves understanding the nuances of different platforms and tailoring the content to fit those platforms. By optimizing the distribution of the content, video strategists can maximize its visibility and impact.