Video is one of the most effective marketing tools. However, simply creating a stunning video is only one part of the process. If the video is not effectively distributed to your target audience, the money expended on its production will be largely wasted. To achieve the aim behind the creation of your video you will need to find a distribution channel that enables it to reach the people that you want to view it – but how do you find the one that is right for you? The first things that you will need to consider are how to target your audience and budgeting.


It is crucial that you know your target audience and how to reach it. This involves an analysis of how they spend their online time, whether on a computer, a tablet or a smart phone, what social media platforms they are accessing, whether they are likely to engage with your website content, where they look for their daily content and how they engage with product brands. Only once these issues have been clarified will you be in a position to define your distribution plan and proceed to identify your preferred distribution channel.


You should always build your distribution costs into your video production budget. The size of the budget will depend on the size of your intended audience and whether you already have an engagement with them. If you intend to publish your video through a social media platform you are likely to reach more potential customers through a paid promotion, which can add to the overall budget.

Social Media

One potential distribution channel is via a social media platform such as YouTube, Facebook, Twitter, LinkedIn or Instagram. This can be achieved without involving a paid distributor. However, it is unlikely that this type of distribution campaign will be successful without engaging in a paid media campaign. YouTube ads and Facebook boosts are among the most commonly employed social media distribution methods, which enable you to target a specific audience that is likely to be interested in your video production.

Choosing Your Publishing Channel

There are various factors to take into account before deciding on a specific publisher to distribute your video. These include:

  • Deciding on whether one publisher is sufficient for your product or whether you require more than one.
  • Analysing the publications that attract your target audience.
  • Auditing the extent of the publisher’s reach with a view to determining the amount of traffic that you can expect to view your video.
  • Matching the publisher’s demographics with those of your intended audience.
  • Ascertaining the publisher’s social media presence.

However you choose to distribute your video, the key to it achieving the results that you want is in ensuring that it is a production of high quality that attracts your targeted audience, keeps the viewers interested in its content and, hopefully, persuades them to invest in your products. TallBoy have been creating videos and then working to get them seen by the right audience for many years so contact us today to start the discussion on getting your message out there.