WTF Is Channel Diversification?
More than 90% of businesses have secured new customers with their video content, so we don’t need to tell you how important it is. But we are here to talk about channel diversification!
While your audience might all be watching video content, they’re watching different videos on different platforms and devices. To reach more of them, you need to diversify your marketing channels — but what does that mean, and how can you implement it into your video marketing strategy? Let’s dive into it.
What Is Channel Diversification?
Channel diversification involves advertising your products and services on multiple platforms to reach more potential customers. Instead of sticking with just social media videos, over-the-top ads, mixed reality, or performance TV, channel diversification involves utilizing several different channels.
You create various branded videos for each platform, which improves your ability to target users more likely to engage with and take action from your ads.
Why Is Channel Diversification Important?
Simply put, channel diversification lets you cast a wider net in the pool of potential customers. By advertising on different video platforms, you can drive more users to your website, reach new audiences, and secure more conversions.
You’re likely already using channel diversification in your digital marketing strategy, and, now, you can apply the same concept to video marketing.
How to Implement Channel Diversification
You might be tempted to create general videos and repost them on multiple channels, but this strategy won’t net you as many new impressions as you’d like. Instead, you need to plan and create videos to attract the right audience on the right platforms at the right time.
1. Know What Your Audience Wants to See
For example, people watching YouTube might respond differently to branded videos than customers watching performance TV. YouTube users often like long-form content that offers them some sort of value, whereas people watching performance TV expect the ads to look similar to those they would see on linear television. On the other hand, social media users expect video content that looks native to the platform they’re using at the time.
When you start your channel diversification strategy, list all the platforms your audience is potentially using and brainstorm ideas that fit each platform. Once you have this in place, it’s time to start sharing — and testing! — your video content on multiple channels to get a better idea of where your potential customers are gathering online.
As you continue testing and learning more about what’s most effective, you can refine your strategy and create content more efficiently.
2. Take Advantage of Platform-Specific Features
Video advertising isn’t limited to typical commercials. You can also create Reels for Facebook and Instagram, share branded videos for social media, or use in-platform features to stream live videos to your audience. Even if you’re using the same video on multiple channels, specific features can help the video feel native to the platform and attract a broader audience.
For example, if you’re creating videos for YouTube, optimize your descriptions for search engines to drive your views. Going live on Instagram? Promote it to your followers ahead of time so they can prepare questions in advance and know when to expect the notification.
3. Repurpose Your Content
Although reposting the exact same videos on each social media platform may not optimize engagement, you can still repurpose a video for different channels.
When you make long-form videos for YouTube, for example, look for pieces of the video you can pull out and post on Instagram. Or, if you’re creating an ad for performance TV, cut it down and turn it into a teaser video for other platforms. You can also use your existing video content to generate ideas for a video series and new ads.
4. Test Your Content
As we mentioned above, testing is critical to your video marketing strategy. Once you’ve begun sharing your video content on different platforms, test different versions of your content against each other to see what video components drive the most engagement.
In addition to testing your actual video content, you’ll want to test your strategy. For example, when advertising on social media, you might want to create a campaign targeting two different audiences. Once you’ve launched both campaigns, track the results to see which has better results, and use that information to inform your video marketing strategy moving forward.
It’s critical to remember that data isn’t evergreen. In order to keep learning about your audience and which videos work best for each platform, you have to keep testing. Just as the market and world around us change, so do our audience and the social platforms we use. You need to continuously test and optimize your video marketing campaigns to have the best, most recent information available.
5. Don’t Neglect Out-of-Home Advertising
You already know you can reach your potential customers by creating ads for popular video platforms, but people also see ads while they’re out and about in the world.
Out-of-home advertising (OOH) refers to this type of content. You could create ads for elevators, rideshare services, and other places where people see video content while going about their day. You might have even seen a few particularly engaging OOH ads in Times Square this year, like this BMW ad or this Resident Evil promo.
Diversify Your Content Outlets With QuickFrame
You don’t have to know everything about video production or have a huge marketing team to successfully implement a channel diversification strategy.
At QuickFrame, we believe every business should have the opportunity to create effective video content for every objective and format. That’s why we created an end-to-end video production platform to connect businesses like yours with the world’s best video Creators. From TikTok trends to CTV ads (and everything in between), QuickFrame can help you create video content for every platform.
Contact us today to get started!
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