Finding the Right Video Channel: A Guide to Distribution Platforms for Businesses
As more and more businesses turn to video to connect with their audience, it's crucial to choose the right channel to distribute your content. There are several important factors to consider when choosing a video distribution platform
First and foremost, consider where your audience is already active. When selecting a platform, think about factors such as audience size, demographic. Also consider what platform you’re most familiar with and lends to your skill set. Here’s a quick rundown of the strengths and weaknesses of four of the most popular platforms.
Understanding the strengths and weaknesses of each platform can help your business determine the best platform to produce video content on based on their goals and target audience.
YouTube:
Strengths: largest video-sharing platform, offers analytics and advertising tools, ability to create long-form content.
Weaknesses: high competition, unpredictable algorithm, longer form video perform better but can cost more to produce.
Instagram:
Strengths: 1 billion active users, features like Stories and Reels, strong visual component.
Weaknesses: limited video length, visually-driven content strategy, unpredictable algorithm.
TikTok:
Strengths: fastest-growing platform, unique opportunity for short-form video content, powerful editing tools.
Weaknesses: may not be the best for older audiences, highly competitive, limited analytics and advertising options, follows matter less than other platforms.
LinkedIn:
Strengths: professional networking platform with over 700 million users, great for B2B businesses, powerful advertising tools and analytics.
Weaknesses: may not be the best for the youngest audiences, less popular (but growing) for video content, requires a professional business-focused content strategy.
Once you've selected a platform, it's important to create content that's tailored to that platform. Make sure your videos are engaging, consistent, and on-brand. This will help you connect with your audience and keep them coming back for more.
When it comes to distributing your video content, you have several options. Social media, email marketing, and paid advertising are all effective ways to promote your videos. Keep in mind that it's important to track engagement and conversion rates to measure the success of your distribution efforts. Key metrics to focus on include:
Views
Clickthrough rate (for YouTube)
Like to shares ratio
Views to shares ratio
Finally, finding the right balance between engaging and sales-driven content is critical. You want your videos to capture your audience's attention and keep them engaged, but you also want to drive sales and achieve your business goals.
