Producing a video without a distribution strategy is like placing a billboard in the forest. It may be the greatest, most relevant billboard ever designed, but only a handful of hikers, raccoons and woodpeckers will appreciate its grandeur. A comprehensive distribution strategy ensures your message won’t be lost in the woods.
ALL MEDIA IS SOCIAL AND
SOCIAL MEDIA IS ALWAYS ON
At LEAP Frame we are excited to introduce our distribution partner, LEAP Amp. We share their philosophy “all media is social and social media is always on.”
We strongly recommend every production have a distribution strategy. It doesn’t matter how good your video is if nobody watches. To better explain, we listed two ways to think about distribution.
Post and Hope
A lot of companies adhere to the “Post and Hope” strategy. They invest tens of thousands on branded content or a commercial, post it to their homepage, and hope people watch. This may increase the engagement rate of existing traffic on your website, but it’s probably not going to increase viewers or awareness.
A first step toward distribution is shifting from “Post and Hope” to “Post and Promote.” Launching a new video for your company is a touch point. You can promote it through a press release, email campaign or newsletter. This is a proactive way to encourage people to visit or re-visit your website. If you can’t find budget for paid media, this is better than nothing.
Pay and Promote
Major brands, like Adidas, are cutting the cord on broadcast media. In a recent CNBC interview, the brand’s chief executive officer, Kasper Rorsted, said, "It's clear that the younger consumer engages with us predominantly over the mobile device. Digital engagement is key for us — you don't see any TV advertising any more.”
IT DOESN'T MATTER HOW GOOD
YOUR VIDEO IS IF NOBODY WATCHES IT
More brands shifting their marketing investments to online channels and social media, so it’s clear the tide has turned. Paid social distribution is the perfect outlet for most companies to promote their video content. Social platforms have the following benefits:
- Easily shareable (repost, share, text, email)
- Highly targeted audience (age, gender, location, interests, job titles)
- Keyword targeting (industry terms, positions, events)
- Increased engagement (ability to engage stakeholders in comments)
- Call to action (visit website, sign up for newsletter, etc)
With a smart strategy, you can get your video in front of the right people, at the right time, with the right message. This is what LEAP Amp refers to as “always on.” They’ve focused their years of social behavioral insights into a methodology that ensures you get the views and engagement your video investment deserves.