Distribution.

Often, marketing teams spend weeks planning what they want to film, how it should look, and who should be in it, only to consider where it will go as an afterthought. Distribution is the difference between a video that achieves results and a video that wastes resources.

Here's how to plan your video distribution strategy and get the results you expect:

1. Distribution starts with the intended audience.

Before you choose a platform, aspect ratio, frame rate, or style, you need to know the audience.

Ask:

• Who is this video for?
• Where do they spend time?
• How do they consume content?
• What do they care about?
• what do you want to communicate to them?

Once you know who the video needs to reach and what you want them to think, the platform (or platforms) you need it to play on become obvious. Audience determines the platform. Platform determines everything else.

2. Distribution determines the style of storytelling.

A homepage hero video needs emotion. A social media reel needs energy. A paid ad needs to establish the ethos of your brand and drive conversions. A YouTube video needs depth and retention to build your brand.

If you don't know where the video will live, the story and style will be broad and ineffective.

3. Distribution determines what success looks like.

Different channels have different goals, for example:

TV ads → website visits + brand name searches

LinkedIn → retention + reach

Website Homepage → conversion rates

You can't measure ROI without defining the goal first. The distribution platform you select will impact the likelihood of achieving your goals.

Plan distribution before you roll the camera.

Distribution strategy shapes the story, informs the visuals, and affects the results. Video marketing isn't just about making something beautiful; it's about making something that drives results. If you have questions about how to improve your video distribution strategy or want to explore our services, check out Pollen Productions. Our experienced team is happy to answer your questions and help you achieve the results you are looking for.

What's your biggest distribution challenge with video content?