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How can you use stakeholder analysis to improve video distribution?

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You've spent hours creating a video that showcases your skills, delivers your message, and engages your audience. But how do you make sure it reaches the right people, at the right time, and in the right way? That's where stakeholder analysis comes in. Stakeholder analysis is a process of identifying and understanding the needs, interests, and expectations of the people who have a stake in your video project. By using stakeholder analysis, you can improve your video distribution strategy and increase your chances of achieving your goals. In this article, we'll show you how to use stakeholder analysis to improve video distribution in four steps.

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Mark Woods Chart.PR MCIPR

Director of Communications and Business Change | Incoming Chair of CIPR Cymru for 2025
Murugan A

Senior Consultant | Video Producer | Marketer | Dance Choreographer | Director of Video Production @ Champions Group

1 Identify your stakeholders

The first step is to identify who your stakeholders are. Stakeholders are anyone who can affect or be affected by your video project, such as clients, customers, collaborators, competitors, influencers, media, regulators, or sponsors. You can use various methods to identify your stakeholders, such as brainstorming, research, interviews, surveys, or social media analysis. The key is to be as comprehensive and inclusive as possible, and to avoid overlooking any potential stakeholder groups.

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Mark Woods Chart.PR MCIPR

Director of Communications and Business Change | Incoming Chair of CIPR Cymru for 2025
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Let's start with blasting that phrase, 'Our audience is everyone' - That is never true. Who is already interested in your organisation, who sits on your contact lists or who already engages with your organisation on social media? - This is your primary audience for your video - You can expand on this by auditing your 'position', who are your competitors, who in your industry is a voice of influence, who sits on your board and who provides the finances - This is your secondary audience for your video. You will of course be looking to reach beyond these audiences and this is where the analysis of not only your audience but your topic comes in. Use this analysis to grow your list, adding potential stakeholders to current stakeholders.

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Murugan A

Senior Consultant | Video Producer | Marketer | Dance Choreographer | Director of Video Production @ Champions Group
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Categories your stakeholders in two buckets such as 1. Internal stakeholders: marketing team members, sales teams, executives, subject matter experts, customer service representatives. 2. External stakeholders: Target audience segments, industry influencers, media outlets, collaborators, investors.

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2 Analyze your stakeholders

The next step is to analyze your stakeholders based on their level of interest and influence on your video project. Interest refers to how much they care about your video and its outcomes, while influence refers to how much they can affect your video's success or failure. You can use a simple matrix to plot your stakeholders on four quadrants: high interest and high influence, high interest and low influence, low interest and high influence, and low interest and low influence. This will help you prioritize your stakeholders and tailor your communication and distribution strategies accordingly.

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Murugan A

Senior Consultant | Video Producer | Marketer | Dance Choreographer | Director of Video Production @ Champions Group
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Identify their Interest and How much do they care about your video content and its goals? Influence and analyse How much can they affect your video's reach and success? Tap into their needs, What information or outcomes do they seek from your videos? Identify the Preferred Channels: Where do they consume video content? (e.g., social media, website, email) Preferred Formats: Do they prefer short clips, documentaries, tutorials, etc.?

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3 Engage your stakeholders

The third step is to engage your stakeholders in a way that meets their needs and expectations, and builds trust and rapport with them. Engagement can take various forms, such as feedback, consultation, collaboration, or empowerment. You can use different channels and formats to communicate and distribute your video to your stakeholders, such as email, social media, website, blog, podcast, webinar, or live event. The key is to choose the most appropriate and effective methods for each stakeholder group, and to align your video's content, style, tone, and message with their preferences and values.

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4 Monitor and evaluate your stakeholders

The final step is to monitor and evaluate your stakeholder analysis and engagement throughout your video project. Monitoring and evaluation can help you measure the impact and outcomes of your video distribution, identify any changes or issues that may arise, and adjust your strategies accordingly. You can use various tools and indicators to monitor and evaluate your stakeholder analysis and engagement, such as analytics, feedback, surveys, interviews, or testimonials. The key is to be flexible and responsive to your stakeholders' needs and expectations, and to seek continuous improvement and learning.

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Murugan A

Senior Consultant | Video Producer | Marketer | Dance Choreographer | Director of Video Production @ Champions Group
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Identify potential detractors: Understand their concerns and address them proactively. Leverage stakeholder relationships: Build partnerships to amplify your reach. Stay informed about stakeholder trends: Keep up with changes in their preferences and channels. Maintain ongoing communication: Foster a sense of collaboration and shared ownership.

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How can you use stakeholder analysis to improve video distribution?

1

2

3

4

5

1 Identify your stakeholders

2 Analyze your stakeholders

3 Engage your stakeholders

4 Monitor and evaluate your stakeholders

5 Here’s what else to consider

Video Production

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How can you use stakeholder analysis to improve video distribution?

1

2

3

4

5

1 Identify your stakeholders

2 Analyze your stakeholders

3 Engage your stakeholders

4 Monitor and evaluate your stakeholders

5 Here’s what else to consider

Video Production

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