July 19


The Power of Video Distribution Strategies in Marketing

By Hanson Cheng

July 19, 2023

  • minute read
  • Last Updated on July 19, 2023 by Hanson Cheng

    Video distribution strategies refer to the various methods businesses use to deliver their video content to their target audience. Videos have become an integral part of marketing and communication efforts in today’s digital age, as they provide a powerful tool for engaging and informing consumers.

    However, a video’s impact is only as good as its distribution, and businesses must develop effective strategies to ensure their videos reach the right people through the right channels. In this article, we’ll explore some of the different video distribution strategies businesses can use to maximize the reach and impact of their video content.

    What are Video Distribution Strategies?

    Video distribution strategy refers to the approach used to disseminate video content to the intended audience. It involves deciding on the delivery method, platform, and format that aligns with the content’s objective and target audience. Video distribution strategy is a critical aspect of video marketing that enables brands to reach wider audiences and generate higher engagement rates at a lower cost.

    Effective video distribution strategy involves leveraging various channels, such as social media, email, websites, and paid advertising, to ensure the video reaches the target audience in the right context and at the right time. The success of a video content marketing campaign heavily relies on the effectiveness of the distribution strategy since it determines how many views, shares, and conversions the video generates.

    A successful video distribution strategy effectively leverages available channels, creates engaging content that resonates with the target audience, and measures the campaign’s effectiveness using relevant metrics.

    The Importance of Video Distribution Strategies

    Video distribution strategies play a critical role in the success of any video marketing campaign. With a well-defined distribution strategy, businesses can ensure that their videos reach their intended audience, generate leads, and drive sales. One of the biggest advantages of having a good video distribution strategy is that it can help you stand out in an increasingly crowded digital marketplace.

    With the explosion of online video content, it can be challenging to get your videos noticed unless you have a solid distribution plan. A good video distribution strategy can also help you build brand awareness, establish yourself as a thought leader in your industry, and create an emotional connection with your audience.

    Additionally, having a diversified distribution strategy that includes multiple channels can help protect your business from changes in algorithms or other unexpected disruptions. Video distribution strategies are critical in today’s digitally driven world and are integral to any successful video marketing campaign.

    Trends in Video Distribution

    Video distribution strategies have become increasingly important for modern businesses as consumers continue shifting towards digital entertainment and information channels. One of the major trends in this space is the rise of personalized and targeted video content. With the help of advanced analytics tools, businesses can now analyze customer data to deliver personalized content that caters to individual preferences, behaviors, and needs.

    This allows businesses to stay ahead of the competition by providing a more engaging and relevant content experience for their customers. Another important trend is the growth of video on social media platforms. Social media has become one of the most important channels for video content distribution, with platforms like Instagram, TikTok, and YouTube being used by both individuals and businesses as a form of communication, promotion, and entertainment.

    As a result, it’s becoming increasingly important for businesses to tailor their video content to fit each platform’s unique requirements and features to reach the widest audience possible. Finally, there is a growing trend toward using live video streaming to engage with audiences in real-time. Live streaming allows businesses to hold virtual events, provide product demonstrations and answer customer questions in an authentic and immediate way.

    Different Types of Video Distribution Strategies

    Owned Media

    Owned media refers to any content and platform that a brand has complete control over. This includes a company’s website, social media accounts, blogs, and any other digital property owned by the brand. One benefit of owned media is that the brand has full control over the messaging and distribution of its content. Brands can use this medium to create a consistent brand voice across multiple channels daily.

    Another benefit of owned media is that it can help generate leads and drive traffic to a brand’s website. Brands can achieve this through proper optimization of content, user experience, and search engine rankings. One downside to owned media is that it can be costly to maintain and takes time to build a capable digital property.

    Brands that build or acquire owned media must continually invest resources to maintain, optimize and grow the digital property. Despite the cost and effort required for owned media, it is an essential tool that can boost a brand’s authority, relevance, and trust by publishing high-quality and valuable content.

    Earned Media

    The term Earned Media refers to an approach in which customers, advocates, or other third-party individuals promote a brand or product on a company’s behalf. This type of media is earned because the organization does not control it but is generated by external parties. Earned Media can take many forms, including social media posts, influencer mentions, product reviews, and word-of-mouth recommendations.

    A successful Earned Media strategy can significantly impact brand awareness and reputation, as well as drive traffic and conversions. One effective way to generate Earned Media is by creating content that resonates with the target audience, such as informative blog posts, viral videos, or engaging social media campaigns. Another approach is to collaborate with influencers who can help spread the word about a product or service to their followers.

    Monitoring and responding to customer feedback is also critical for building trust and loyalty and for addressing any negative sentiment before it has a chance to spread. The primary benefit of Earned Media is that it can have a far-reaching impact beyond what is possible through Owned or Paid Media alone, as it can lead to more organic reach and generate an increased level of trust with the target audience.

    Paid Media

    The Paid Media strategy effectively allows companies to reach their target audience and increase brand awareness. This approach involves paying for advertisements, such as pre-roll video ads and sponsored content on social media platforms, to attract prospects and drive conversions. One significant benefit of Paid Media is the ability to target specific demographics and interests, which can result in higher conversion rates and a better return on investment.

    Paid Media campaigns can be optimized using targeted keywords, audience retargeting, and A/B testing to ensure the message resonates with the intended audience. Companies can also use Paid Media to create buzz around a new product or service launch by using teasers or trailers that entice audiences to learn more.

    Another benefit of Paid Media is the ability to track key performance metrics, such as click-through rates, impressions, and conversions, which can help companies refine their video distribution strategies and allocate budgets effectively.

    Factors to Consider When Choosing a Video Distribution Strategy

    When it comes to budgeting, it is important to determine the key performance indicators (KPIs) that will help measure the success of the video distribution strategy. KPIs can include metrics like clicks, views, engagement rate, and conversion rate. Allocating a budget to each KPI will help marketers track the performance of the video content to ensure that it fulfills the predefined goals.

    Furthermore, marketers need to balance between the advertising costs and the organic distribution of the videos. Investing in advertising can help reach a wider audience but can also lead to higher expenses. As such, investing in organic distribution can help reduce costs, but it may not achieve desirable results.

    Budgeting is a crucial component when designing a video distribution strategy. Allocating a budget to meet different content types, platforms, and KPIs will help ensure that the strategy is cost-effective and efficient. Proper budget allocation can be achieved by understanding the target audience and their content preferences while keeping in mind the company’s goals and financial constraints.


    The goals must align with the target audience’s requirements, making them more likely to engage with the content. Many goals are achievable through video distribution strategies, including increasing brand awareness, educating the target audience about the brand, increasing sales, creating a buzz around a particular product or idea, building and maintaining customer relationships, and engaging the target audience in conversations.

    Budget constraints can also play a significant role in setting goals, as the budget available can dictate the type of content that can be produced and how it is distributed. The budget will also influence how frequently the content is produced, the channels used, and the type of people handling the project. Other factors that need to be considered when setting goals include the content type to be used and the platform to be utilized for delivery.

    These two aspects can significantly impact the message being conveyed and the ability to reach the target audience effectively. In summary, setting goals is a crucial stage of the video distribution strategy, as it provides guidance and purpose for the entire project. Goals must align with the target audience’s requirements, budget, content type, and platform to ensure that the brand message is effective and customers are engaged.

    Choosing the Right Content Type

    Each content type has its own unique benefits and challenges. Explainer videos can be used to simplify complex products or services, but they require careful scripting and voiceover work. How-to videos can showcase the expertise of a brand, but they can be time-consuming to produce. Product videos can be used to highlight the features and benefits of a product, but they require excellent product photography and video editing skills.

    Brand films can be used to tell a compelling brand story, but they require creative direction and a strong narrative. Live streaming can be used to establish a more personal connection with the audience, but it requires a reliable internet connection and skilled moderation of audience interactions.

    Choosing the right content type requires a deep understanding of the target audience’s preferences, interests, and behaviors. Brands need to analyze the data on their past video campaigns and conduct market research to identify the content types that are most likely to engage their audience. Moreover, brands need to allocate their budget wisely to produce high-quality content that meets their criteria. By doing so, they can ensure that their Video Distribution Strategy is optimized for maximum reach, engagement, and ROI.


    Defining clear and measurable goals is the first step toward determining the most suitable platform for distributing video content. Different platforms are suited for various objectives; for instance, if the goal is to increase brand awareness, platforms with a wide reach, such as YouTube and Facebook, would be ideal. Conversely, social platforms, such as Instagram and Twitter, might be the best options if the goal is to generate leads quickly.

    Another crucial element to consider when selecting a platform is the content type. The platform should match the format of the video content being produced. For instance, long-form video content is unsuitable for a platform like TikTok, which is primarily designed for short-form videos. The key is to identify platforms and formats that work together to create a cohesive experience for the target audience.

    Cost is another critical factor to consider when selecting a distribution platform. Larger platforms have a wider reach, but they cost more to leverage. As such, it is critical to consider the available budget when choosing a platform. Smaller or niche platforms offer more targeted audiences and cost less to use, making them ideal for smaller budgets.

    Finally, it is important to consider the platform’s analytics capabilities. With good tracking and analytic tools, businesses can monitor the performance of their content and optimize their strategies to achieve their goals. A platform that provides comprehensive analytics of the viewer’s behavior, engagement, and feedback can help businesses make informed decisions and adjust their content accordingly.

    Choosing the right platform for video distribution is essential to video marketing. Focusing on the target audience, content type, budget, and analytics capabilities can help determine the ideal platform for distributing video content. When done correctly, the right platform can increase brand awareness, generate leads, and improve overall ROI.

    Best Practices for Video Distribution

    Optimize for SEO

    One of the most important aspects of successful video distribution strategies is search engine optimization (SEO). To optimize your video content for search engines, start with keyword research to determine the most relevant keywords and phrases for your target audience. Use these keywords strategically in your video titles, descriptions, and tags to increase visibility and improve ranking in search engine results pages (SERPs).

    Additionally, consider embedding your videos on your website and creating video sitemaps to help search engines easily crawl and index your video content. Another effective strategy is to transcribe your videos and add captions or subtitles, providing additional text for search engines to crawl and improving accessibility for viewers. Keep in mind that optimizing for SEO is an ongoing process, and it’s important to regularly monitor and analyze your video performance to make any necessary adjustments.

    Leverage Social Media

    One of the most crucial strategies for video distribution is to leverage social media. Social media platforms are a powerful tool to increase brand awareness and reach a significant audience. People spend an average of 2 hours and 25 minutes per day on social media platforms. For video distribution, social media has a significant role in increasing views and sharing. One of the most effective ways to leverage social media is to create short snippets or highlight videos to promote the full-length video.

    Additionally, using hashtags relevant to the video content can help increase visibility and attract the right audience. Sharing the video on different social media platforms also helps to reach a broader audience. Social media can also help engage with the audience through likes, shares, and comments. This engagement helps not only increase the reach of the video but also helps in building a community around the content.

    Another important aspect of leveraging social media is to optimize the platform to maximize the video’s reach. This includes using SEO tactics to make the video more discoverable and increase its visibility. Sharing videos at the right time and on the right platform is essential to target the right audience. Lastly, measuring the results of social media efforts is important to understand the success of the video distribution strategy. This includes tracking metrics such as views, clicks, shares, and engagement rates to improve future social media strategies.

    Collaborate with Influencers

    Collaborating with influencers can be a powerful way to distribute your video content and reach new audiences. Influencers are individuals with a large following on social media platforms who can help promote your product or service to their followers. When done right, influencer collaborations can increase your video’s visibility and engagement and, ultimately, drive sales.

    To find the right influencer for your video, start by researching the most relevant individuals within your industry. Look for influencers with a large, engaged following whose values align with your brand. Once you identify an influencer to collaborate with, begin building a relationship with them by engaging with their content and reaching out to them with a personalized message. Negotiate the terms of the collaboration, including objectives, timelines, and compensation.

    When working with influencers, giving them creative freedom to create content that resonates with their audience naturally is important. Be sure to track the performance of your video before, during, and after the collaboration to measure the effectiveness of the partnership.

    When it comes to leveraging influencers to distribute your content, there are several types of collaborations to consider. One common approach is having an influencer directly endorse your product or service in their content. Another way is to have them become a brand ambassador who uses and endorses your product over a period of time. Alternatively, an influencer can help you create content for your video or collaborate with you on a video project. Regardless of the method, ensuring the partnership is authentic, ethical, and compliant with the relevant regulations is important.

    To ensure your influencer collaborations are successful, it’s important to have clear goals and strategies in place. You should clearly understand your target audience, distribution channels, and metrics for success. By collaborating with influencers, you can leverage their existing audience to spread your message, increase brand awareness, and drive sales. This method of video distribution can help you reach new audiences and engage with them more authentically.

    Measure and Analyze Results

    After implementing your video distribution strategy, it is crucial to measure and analyze the results of your efforts. The analysis allows you to understand what is working and what isn’t so that you can make informed adjustments to your strategy. Here are a few key metrics to consider when evaluating your video distribution strategies:

    Firstly, you need to track the number of views your videos receive. This metric gives you an idea of how many people are watching your videos and provides insight into their level of engagement with your content. Additionally, tracking how long viewers watch your videos can help you determine which videos resonate with your audience and which ones are not.

    Secondly, you need to analyze viewer engagement metrics like likes, shares, and comments. This information will indicate how your videos are being perceived by your audience, and their engagement will also indicate whether or not they find your content valuable. Assessing viewer engagement can help you identify areas for improvement in your video distribution strategy.

    Thirdly, assessing which channels are driving the most traffic to your videos will help you understand where to focus your efforts in terms of distribution. For example, if most of your views come from Facebook, you may want to dedicate more resources to that platform to maximize your reach. Alternatively, if your videos receive significant traffic from YouTube, you may want to consider investing more time and effort into optimizing your YouTube channel.

    It is also important to consider your video retention rate to determine whether or not viewers are continuing to watch your content. A high retention rate indicates that viewers are finding your videos engaging and informative, while a low retention rate implies that viewers are losing interest or finding your content uninteresting.

    Finally, tracking the conversion rate of viewers to customers is critical for evaluating the success of your video distribution strategy. You should set conversion goals based on your overall marketing objectives and track how many viewers are taking action after watching your video content. This can include subscribing to your channel, clicking through to your website, or making a purchase.

    Measuring and analyzing the results of your video distribution efforts is essential for optimizing your strategy and achieving your marketing objectives. By regularly tracking and evaluating the above metrics, you can make informed decisions about your video marketing tactics and ultimately drive more engagement, brand recognition, and conversions.

    The Future Outlook of Video Distribution Strategies

    With platforms like Netflix, Hulu, and Amazon Prime leading the way, the convenience and affordability of on-demand entertainment are rapidly becoming the norm. This shift is also leading to a growing emphasis on original content as companies look to differentiate themselves and attract subscribers.

    Another key development to keep an eye on is the increased use of data and analytics. With the ability to gather and analyze vast amounts of information about user behavior and preferences, businesses can tailor their content and delivery strategies to meet the needs of their audience better. This, in turn, can lead to more effective marketing and monetization efforts and improved customer satisfaction.

    Looking further ahead, emerging technologies such as virtual and augmented reality could also significantly impact the video distribution landscape. With the potential to create fully immersive experiences for viewers, these technologies could open up new avenues for storytelling and create exciting new opportunities for content creators and distributors. However, it remains to be seen how quickly and widely these technologies will be adopted by consumers and businesses alike.

    In conclusion, video distribution’s future is exciting and challenging, as companies must navigate a rapidly changing landscape to stay relevant and competitive. By keeping a close eye on emerging trends and technologies and by leveraging data and analytics to guide their strategies, businesses can position themselves for success in the years ahead.

    Video Distribution Strategies – FAQs

    What are some common types of video distribution strategies?

    Some common types of video distribution strategies include free distribution, paid distribution, social media marketing, email marketing, video SEO, and influencer marketing.

    What is free distribution in terms of video content?

    Free distribution involves uploading video content to free platforms such as YouTube and Vimeo, where viewers can watch and share the content without paying any fees.

    What is paid distribution?

    Paid distribution involves promoting video content through paid advertising channels such as sponsored ads on social media platforms, display advertising, and paid search engine advertising.

    How can social media marketing be used as a video distribution strategy?

    Social media marketing involves using social media platforms such as Facebook, Twitter, and Instagram to promote video content to target audiences through targeted ads, organic posts, and influencer partnerships.

    What is video SEO?

    Video SEO involves optimizing video content for search engines by using relevant keywords, tags, and metadata and optimizing the video’s title, description, and thumbnail to improve its search engine rankings.

    What is influencer marketing?

    Influencer marketing involves partnering with influential individuals within a particular niche or community to promote video content to their followers and fans.

    Thanks For Reading!

    You can get more actionable ideas in my newsletter.

     I'll give you info on actionable ideas to grow and cool things that are getting me excited.  Enter your email and join us!

    Hanson Cheng

    About the author

    Living in Portugal with my wife and puppies.
    Scaling online businesses and sharing lessons learned on this website and in our email newsletter.

    Always happy to hear from you, so find me on Instagram if you want to say hi!

    {"email":"Email address invalid","url":"Website address invalid","required":"Required field missing"}