With the challenging work of planning, creating, recording, producing and editing your videos behind you, the next piece of the puzzle revolves around video content distribution.
Now you might be asking yourself:
The internet is a vast place with countless platform options for distributing your video content, and these questions might feel overwhelming if you’re a newcomer and don’t know where to start. Even if you have years of experience, this article should provide you with a refresher as you look to succeed with digital video distribution in 2022 and beyond.
With over a decade of experience in the field, Your Story Agency is recognized among the top video production companies in Canada. We specialize in content production and distribution, and our goal is to help readers and clients to save time, money and energy with video.
Below we’ll share the 19 most essential platforms for video content distribution in 2022. We’ll also include everything you need to know about where to publish your content, the benefits and drawbacks of each platform and which ones are the best for your content distribution needs.
LinkedIn is the world’s largest digital professional network. The website is mostly used for career development, professional networking and job searching. However, maintaining your company’s professional page on the site is another way to make sure you’re using the online service effectively.
Job seekers viewing your business’s page will want to understand the core aspects of your business before applying, and including a short, informational video on this platform is an effective way to share key messages about your company.
Be sure to include subtitles on your video for accessibility purposes. You can also add hashtags to your caption to maximize visibility.
Despite some younger people considering Facebook outdated and a website their parents use, it’s still one of the best platforms for sharing video content with a broad audience.
With nearly 3 billion users globally, Facebook is far from being the old-fashioned social medium Gen Z suggests. It can be a powerful tool to reach a massive audience with your content.
Make sure you include an attention-grabbing caption to your video to let viewers know what it’s about, and don’t forget to alter the video format to meet Facebook’s content specifications if needed.
Twitter is a content-driven social media website that allows users to share short-form written and visual content with their followers in the form of “tweets.” For this reason, people have dubbed Twitter a “micro-blogging” site.
Compared to other social media pages, Twitter has more narrow restrictions for video uploads. According to official Twitter policy, the video must be shorter than 140 seconds, but the file size must also be small enough and in the correct format.
If your video is longer and or composed in an incompatible format, one effective way to use Twitter is by posting a screengrab from your content with a link to a site where the full-length video is supported.
One of the great benefits of Twitter is for the capacity to go “viral,” which is when content spreads quickly through an internet population and connects with people on a much greater scale than the original, intended audience.
Instagram is a social media platform with about 2 billion users worldwide, where accounts can post photos and videos to their personal or business pages for other users to see and interact with.
As with other apps that are primarily accessed on handheld cell phones, we recommend trying to make your video fit the dimensions of a small-screen display. In most cases, this includes a maximum file size of 4 GB and an aspect ratio of 1.91:11.
Pinterest is another social network that allows users to connect with others who share similar interests. Users can post and share “pins,” which can be photos, videos or links, to their personal pinboards.
Pinterest is image-based, rather than content-based, making it an ideal platform for short-form videos or even GIFs that promote your business.
A potential drawback of Pinterest is that it’s geared toward a narrow audience and less likely that a user who isn’t specifically interested in your content will encounter it. Conversely, it’s a perfect platform for engaging with a tight-knit community of users.
WhatsApp is an international instant messaging program on which users can send text, audio and video messages to others for a fraction of the cost of texting.
Most commonly used by individuals to communicate with family and friends living in different countries, people can also utilize the application in a more professional setting. There’s even a dedicated WhatsApp Business application for this purpose.
Many small businesses use this program primarily for customer support. Implementing videos here is a key way to maximize your company’s customer service. If a representative is messaging a customer to troubleshoot a faulty project, the representative could instantly send a video instructing how to repair or fix the problem.
Twitch is a platform where users can livestream content for viewers to watch and interact with in real-time. People primarily use Twitch for gaming, publishing creative content and broadcasting live music. However, the site could also prove useful for sharing videos in the business world.
Twitch isn’t the best space on this list for distributing prerecorded, produced video content. However, we included it because it’s one of the best platforms on the internet for live streaming.
Depending on your business and whether live video content distribution would be beneficial for your marketing strategy, you may want to consider trying out Twitch.
With over 15 million users daily, many consider Twitch an untapped market for marketing content distribution.
TikTok is a viral video-hosing application that has become incredibly popular among Gen Z users.
It works by employing an algorithm that curates personalized content for each user on a “For You Page”. With a funny and engaging video and well-implemented trending hashtags, your content will start to become more popular in the algorithm.
The more engagement (likes, comments and shares) your video receives, the more likely it is to appear on many For You Pages.
Until recently, the time limit for TikTok videos was 60 seconds. Developers first expanded the limit to three minutes and then extended it again to its current maximum of ten minutes in video length.
If part of your marketing strategy is geared toward young people, TikTok is a vital platform for you to distribute video content.
The landing page of your website might be one of the first impressions potential customers have of your business. It’s one of the most crucial assets that every business should strive to optimize. One excellent way to achieve this optimization is to include a short video on your website’s home page.
High-quality video production, which showcases the caliber of your business more than the same information presented in text format, will impress website visitors.
If your video is also uploaded to a site like Vimeo, you can ask a website designer to embed the external link directly in your website. Another tip is to consider converting some of the existing content on your website into video format to encourage viewer engagement and retention of key information.
In addition to or instead of posting a video to the landing page of your website, another option is to have a separate section of your site dedicated to video content.
If you have a large number of long-format videos, curating them together in a playlist can be helpful for viewers navigating your website.
Having all of your video content collected in one place encourages viewers of your website to watch several, thus increasing engagement.
Your website isn’t the only place on the internet users should be able to find your video content, but it’s a significant one nonetheless.
Posting a video to a blog has a lot in common with posting to your company’s website. The chances of a blog attracting many viewers who aren’t specifically seeking out your content are low, but you still stand to gain from implementing this strategy.
Uploading your company’s video to a blog is free, and by implementing an effective SEO strategy, the video is likely to come up as a result on a Google search, thus improving your video content distribution.
Embedding videos in emails is a great way to distribute your content to current clients and recipients of your marketing messages.
Instead of users coming across your content through an internet search or algorithm, this method delivers your content directly to their inboxes.
Be intentional about what type of video you send to your customer base. Make sure it includes information that they don’t already know or highlights an emotional story that will increase loyalty to your business.
One of the drawbacks to this method is that your videos will only reach current customers and clients. For this reason, it’s best to employ this strategy in conjunction with other distribution approaches.
Like the landing page of your company’s website, your email signature is one of the most high-traffic areas that you’ll want to maximize when it comes to posting video content. Even if readers are skimming the body of an email, they almost always read the signature to see who the message is from.
One of the perks of a video is that it’s not possible to skim — every second counts when it comes to sharing key information.
Shorter, to-the-point videos are the ideal type of content for this application.
Your email signature represents an overlooked way to share videos, and you’ll help your company stand out and be memorable by embedding a short video in this part of the email.
Email with BombBomb is a highly effective strategy you can implement for distributing your video content to your clients.
BombBomb is a software designed specifically for sending videos with email content. The company offers a few different packages you can choose from based on the size of your organization and your budget. Regardless of which package you select, BombBomb provides you with groundbreaking tracking and analytics information to help you determine the effectiveness of your outreach.
Additionally, BombBomb helps you form a deeper, more meaningful connection with your customer base and dramatically increases the open rate of your emails.
Many overlook sharing videos during in-person meetings as a means of improving their video content distribution. While verbal communication is an excellent way to connect and reach other people, a well-produced video can go a long way in conveying an impactful message.
Customers are more likely to recall information when you present it to them in a video, and it can help break up the monotony of an otherwise standard business meeting. Well-used videos help you be more memorable and engaging, and your clients will leave the session feeling more connected to you.
Be selective about the type of videos you choose to share in person. You’ll get the best benefits from sharing a meaningful story or experience through video.
One final tip is to make sure you’re comfortable with the video playback before you arrive at the meeting. A little rehearsal can provide confidence and help you avoid any embarrassment from technical difficulties.
You can also choose to pay to advertise your content on many social media platforms. In this case, you’re compensating the media site to promote your video to its users in the form of a sponsorship or a commercial.
One of the positive aspects of this strategy is that it guarantees an audience for your videos. A 2021 Pew Research study found that more than 50% of the United States adults surveyed used YouTube, Instagram and Facebook daily.
One of the drawbacks is the financial cost to your business. Not every company has the marketing budget to be able to pay for sponsored ads across the web, which is why we encourage you to use the many free distribution methods on this list as well.
One of the most significant advantages of Vimeo is that the paid version is ad-free. Unlike YouTube, when you subscribe to Vimeo, you guarantee that the playback of your content won’t have any advertisements spliced into it.
There is also a basic, free version of Vimeo you can subscribe to. With the free membership, you’re limited to a maximum of 500 MB of storage per week. For just $108 a year, you can unlock the unique features of the Plus version of this video host.
Another perk is that Vimeo offers high-definition videos across all devices, whether you’re watching on a cell phone, computer screen or larger television screen.
It also offers you unique ways to customize the color, video player layout and privacy settings of your content.
Once your video is on Vimeo, you’ll be able to then embed it in any number of other digital applications, making the website a unique gateway into video media distribution.
Wistia is one of the top video hosting websites small businesses use and for a good reason. It offers unmatched data tracking that allows you to check on the progress and advanced data analytics of your video.
Wistia records every action users take in response to your video — you’ll be able to see how long they played each video, how many times they played it and the number of times the viewer clicked on any related content after watching the video.
With this individualized feedback, businesses can better understand which marketing strategies are the most effective in reaching their customer bases and focus their attention on these methods.
It’s free to create an account and begin posting content. After your first three videos, Wistia will charge $99 per month for their advanced data services.
Everyone with internet access has used YouTube at some point. Its popularity among the general population is one of the website’s key benefits. Additionally, it’s easy to use and completely free to make an account and start publishing videos.
One of the drawbacks of YouTube is that it relies on advertising to make a profit, which means people won’t be able to view your video in isolation. Sometimes, users don’t have the attention span or patience to watch the ad and your video to completion.
Nevertheless, we strongly recommend creating a free YouTube account and uploading your videos there, if for no other reason than the SEO benefits.
If you post consistently to YouTube, you can amass subscribers and grow an audience who regularly watches your content.
This roundup of websites and channels for your business’ videos encompasses the most important video content distribution channels in 2022. From huge platforms like YouTube to more niche areas like your own website or blog, these are all a great starting point.
Strategize and choose the best platforms for your needs. Apps like TikTok and Twitch are essential if your marketing is geared toward a younger audience. If your goal audience is current customers, an email or newsletter might be your best bet.
With that said, don’t be afraid to try out more than one or many. All attention is good attention, and the more exposure your video gets, the better it will be for your business. Uploading your videos to more than one platform will increase your SEO, which increases the likelihood that users will find them when searching for your product or business.
Make sure to use attention-grabbing captions, accurate keywords and clear subtitles in your videos to maximize the potential of your videos.
Bookmark this article so that if you have any questions about which sites are best to distribute videos for your business, you’ll be able to refer back to our comprehensive guide!
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