Corporate videos are essential internal and external communication tools. Whether it is to promote a product or services to prospects and customers, to communicate about corporate culture, about an event or to train employees, video is essential for its ability to capture attention and to transmit a message in a dynamic and effective way. However, producing a quality video is not enough; its distribution must be thoughtful and strategic to achieve its goals. So how can you optimize the distribution of a corporate video to guarantee its impact and visibility?
Adapt to the broadcast medium
The effectiveness of the internal and external distribution of your corporate video is based on adapting content to the specificities of each distribution platform.
Optimization and planning
It is crucial toadjust video formats to the standards of each platform to guarantee an optimal user experience and image quality. The choice of format must be thought out prior to production in order to anticipate the filming and editing phases of the film. Broadcast planning, including the right choice of date and time, is also critical to maximizing the reach of your message.
Promotion and additional supports
Making the video known beyond its initial broadcast is essential. Video advertising, promotion through ambassadors, and the creation of ancillary supports, such as a dedicated landing page, can enrich the user experience and strengthen engagement. The implementation of your communication and dissemination strategy will depend on your goals.
Follow-up and analysis
Post-broadcast performance measurement is just as essential for evaluating the impact of corporate videos and adjusting future strategies. So you can measure the level of engagement and interest aroused by the video, which generally reflects the relevance of its content and the effectiveness of its production. By taking into account key performance indicators such as the number of views, the click rate, the average viewing time, we are in a position to determine whether the communication was effective and achieved the objectives set out in advance. It is also necessary to consider the impact of these measures on the return on investment (ROI). A corporate video represents a certain financial cost, and it is essential to be able to quantify the benefits generated in order to justify this investment.
Facilitate the distribution of your corporate videos
Cenareo is a valuable ally for marketing professionals who need to produce and distribute corporate videos. The tool guides marketers from pre-production to broadcast, including shooting assistance and video editing automation. EasyMovie offers in fine various sharing formats (GIF, HTML link, embed code) adapted to different channels. Monitoring the performance of your videos is easy, allowing a detailed analysis of the audience and the effectiveness of campaigns. Integrating EasyMovie with your CRM tools as well as the security guarantee and RGPD greatly facilitate your daily work.
Expand the number of distribution channels
A successful distribution strategy is also based on the judicious use of multiple channels. More and more companies are tending to increase their distribution channels to adapt to the evolution of their target, stick to their brand image and capture attention. Each of them has specific advantages and should be chosen according to the intended target, the objectives of the communication and the content of the video.
- The company's website
The company's website is often the first vector of communication both internally with employees and externally with customers and partners. It provides permanent visibility to the video and contributes to strengthening the brand image. The video will also enrich the site and attract traffic.
- Social networks
Social networks such as Youtube, Facebook, Instagram, Instagram, Linkedin or even X (Twitter), for their part, allow viral and interactive distribution, adapted to dynamic and engaging content. They will allow you to increase your audience, reach a wider target and develop your reputation.
Emailing remains an effective way to reach a targeted audience directly and to capture your target audience at the right time. An email also makes it possible to provide other elements in addition to the video and to promote a conversion action.
- Digital signage
Display screens in business, in coworking spaces, in stores, in gyms or in public spaces, offer increased visibility in specific contexts. They are ideal for drawing the attention of a wider audience without intervening in an intrusive way. Digital signage also offers ease of use when it is connected to a connected player that allows automated distribution.
Cenareo digital signage software allows screens to be connected to each other via a player to create precise and targeted communication scenarios. You thus have the possibility to broadcast the same content on all your screens, or to create individualized and automatic communication scenarios.
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