How to Reach your Audience
- Part Two
Distribution Strategies
As the volume and demographic profile of the people who access online video changes, content owners, producers, and Web publishers are experimenting with a variety of online distribution strategies. These can be broadly categorized into two main strategies: 1) Viral distribution; and 2) Managed Syndication.
Viral Distribution
Through YouTube and other online video groups, viral distribution has become a mainstream marketing channel for any online video producer.
It is the most open form of distribution. You can allow viewers to share content anywhere on the internet by sharing via email, or posting directly to a blog or social network. It is a great way to encourage your viewers to engage in viral distribution by offering them the ability to post directly to their favourite social network.
The key benefit is to increase the velocity at which your content is shared and discovered online by viewers, who can then be easily drawn back to your own website.
Managed Syndication
Under this alternative model, you create your own audience network by selecting a set of trusted affiliates who publish your content within their site or application. You can negotiate how much control you will retain over your content and brand as well as how much of that control will be ceded to your distribution partners or affiliates. You can build an effective audience network by concentrating resources on a small set of partners that you’ve determined are capable of producing significant traffic for your content.
An interesting statistic to keep in mind is that 50% of all online video views occur within the first two weeks of publication (TubeMogul). It is important to keep this pattern in mind when making distribution decisions. Your content should be refreshed regularly to keep consumers coming back.
CONTACT US To learn more about how we can help you implement your online video strategy through our In-The-Cloud Video Distribution Service.
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