Finding the Right Video Channel: A Guide to Distribution Platforms for Businesses

As more and more businesses turn to video to connect with their audience, it's crucial to choose the right channel to distribute your content. There are several important factors to consider when choosing a video distribution platform


First and foremost, consider where your audience is already active. When selecting a platform, think about factors such as audience size, demographic. Also consider what platform you’re most familiar with and lends to your skill set. Here’s a quick rundown of the strengths and weaknesses of four of the most popular platforms.


Understanding the strengths and weaknesses of each platform can help your business determine the best platform to produce video content on based on their goals and target audience.

YouTube:

  • Strengths: largest video-sharing platform, offers analytics and advertising tools, ability to create long-form content.

  • Weaknesses: high competition, unpredictable algorithm, longer form video perform better but can cost more to produce.

Instagram:

  • Strengths: 1 billion active users, features like Stories and Reels, strong visual component.

  • Weaknesses: limited video length, visually-driven content strategy, unpredictable algorithm.

TikTok:

  • Strengths: fastest-growing platform, unique opportunity for short-form video content, powerful editing tools.

  • Weaknesses: may not be the best for older audiences, highly competitive, limited analytics and advertising options, follows matter less than other platforms.

LinkedIn:

  • Strengths: professional networking platform with over 700 million users, great for B2B businesses, powerful advertising tools and analytics.

  • Weaknesses: may not be the best for the youngest audiences, less popular (but growing) for video content, requires a professional business-focused content strategy.


Once you've selected a platform, it's important to create content that's tailored to that platform. Make sure your videos are engaging, consistent, and on-brand. This will help you connect with your audience and keep them coming back for more.


When it comes to distributing your video content, you have several options. Social media, email marketing, and paid advertising are all effective ways to promote your videos. Keep in mind that it's important to track engagement and conversion rates to measure the success of your distribution efforts. Key metrics to focus on include:

  • Views

  • Clickthrough rate (for YouTube)

  • Like to shares ratio

  • Views to shares ratio


Finally, finding the right balance between engaging and sales-driven content is critical. You want your videos to capture your audience's attention and keep them engaged, but you also want to drive sales and achieve your business goals.


Lorenzo Fernandez-Kopec

Lorenzo is the co-founder of Peakbound Studio (formerly LFK Media). Peakbound is a full-service documentary style video production company that serves businesses and non-profit organizations. They’re based in Oakland, CA and serve the San Francisco Bay Area

Peakbound aims to build a story with substance, they take time to understand your project from a high level to the granular making sure every aspect is bound to connect with your audience.

With 100,000+ video views and a 5 star rating from our clients Peakbound plans for peak performance with every project.

https://Peakbound.Studio
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