Are Your Video Distribution Channels Finding The Right Audience?

The decision to make digital video content is a no-brainer. The bigger question is knowing which distribution channels will reach your audience.

Yep, knowing your audience is only one piece of the puzzle. Knowing where they hang out in the digital arena is an entirely new guessing game altogether.

Accessing critical analytical data is a good place to start. Then you need a video-sharing partner or tool that helps you target the types of people that are really interested in seeing your ads.

Here’s what you’ve got!

YouTube

The Don of video hosting platforms does not need any introductions. But is the Google-owned leader worth the time and expense for brands anymore?

Some marketers argue that YouTube doesn’t work for them as much as they would like. Furthermore, the company recently announced its intention to host exclusive content. Brands that post videos on duplicate channels risk having having their YouTube account suspended or cancelled.

That may sound harsh, but the purpose behind the initiative is to encourage content creators to publish original content. Because that’s what viewers want.

The challenge for brands is to create video content that targets a specific audience and builds a community of followers on YouTube.

What’s more, YouTube’s power to deliver video-on-demand to 1.8 billion monthly users presents brands with ample opportunity to reach targeted audiences through in-stream video ads.

YouTube recently announced deals that will reinforce the platform as a powerhouse for video makers. And with the likes of Disney, FOX and AMC signed up, except more viewers to make the switch from traditional TV channels.

Thanks to Google’s search engine and marine learning prowess, YouTube also boasts some of the most advanced ad capabilities. Brands that are adept at video storytelling can expect more success driving short-term campaigns. 

Yet despite all YouTube has to offer brands, it is not the right fit for everyone.

Instagram

Instagram has emerged as one of the most important video marketing tools for brands. The social network is geared towards content marketing and has the capacity to drive engagement, and better-than-average return on investments.

2018 saw the Facebook-owned social platform significantly expand its tool set with a view to helping brands connect with customers. And more is expected in 2019.

The most notable video tool from Instagram was the launch of IGTV earlier this year. In terms of targeting mobile customers, the dedicated video tool ticks all the right boxes.

Capitalising on the fact that most videos are watched on smartphones, IGTV cater towards vertical screens. They also allow videos to run for up to an hour so if you want to throw long-form video into the mix, the option is there.

Since IGTV was launched in June, there has been a 60 percent increase in the amount of video views on the platform. With one billion active users, Instagram has the attributes that could see it outperform its sister company - especially if Facebook don’t overcome their recent privacy scandals.

However, using Instagram is not all plain-sailing. Instagram Stories can be a tough nut to crack for brands. If your content does not align with your audience, or the influencers they follow, they will simply swipe your video away or mute you out all-together.

Before embarking on the Instagram Stories voyage, get to grips with the type of video content their users engage with. Content on INstagram has to be INformative, INspirational, INsightful, INstructional. You get the picture.

Snapchat

You sometimes have to feel sorry for Snapchat. No matter what they try, they can’t do right for doing wrong. First there was the celebrity slap in the Snap, and now their loyal users are complaining about the redesign.

Yet the redesign serves a significant purpose - and it leverages the ability of content creators to make the Discovery page an interesting place for users to hang out.

Snapchat recently rolled out three new tools. Yes, they got some flak for replacing the old Stories page with a new Discovery page, but users will soon see the benefits.

Snaps from creators, Snap Map and Our Story have also been added to offer more value to brands and consumers.

The idea behind the redesign is to separate social from media. A insights tool has also been installed so users can explore new content and hone in on shopable ads.

Snapchat is also providing brands with better data about the interests of their audience which will help marketers create customer-centric content and make the Discovery page a must-go-to-place on the app.

Utilising Video Distribution Channels

It’s impossible to cover every video-sharing platform, but Twitter’s In-stream Video Ads, Twitch’s unique gaming audience and Vimeo’s dedicated community of viewers looking for elite content are worthy of a mention. 

There are other off-shoots that may present brands to break into new markets. Disney has recently launched the #DreamBigPrincess video series which airs digital shorts across the company’s global social media networks. The initiative is likely to present annual opportunities.

Then, of course, there is Amazon Prime. The company already has a massive audience and since venturing into the digital video space is expected to break into the major providers of online video.

But digital video is not restricted to video-sharing platforms and social media. Email still offers a direct route for brands that have built a sizeable contacts list.

Think With Google also suggest marketers should consider using digital video to leverage lead generation alongside brand awareness goals.

Google has also launched a set of custom metrics in Display & Video 360 to help marketers assess view-ability. The new controls allow advertisers to select bespoke criteria across multiple devices.

There are no shortage of powerful video hosting platforms but finding the right fit for you can get a bit messy. If you need pointing in the right direction, why not get in touch with the experts at F&C. We’re a friendly bunch…our video ads are user-friendly too!!

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