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7 Channels for a Killer Video Distribution Strategy

Hosting video content on your site is important, but let’s face it: that’s not where most of your customers hang out. That’s why your online video distribution strategy matters so much; you’ll get the most ROI by creating content your customers will love, and adapting that content for the channels they choose.

So we asked some of the smartest video marketers we know, the savvy marketing team from the beauty box company Birchbox. They shared with us the seven online video distribution channels they use that have made them the best in the biz. But first, a little background.

Birchbox on Online Video Distribution and Video Marketing

Birchbox is a discovery retailer with beauty and grooming subscriptions, an eCommerce shop, and tons of high quality online content. Founded in 2010, the retailer is now active in five countries with over 1MM subscribers.

Their robust video marketing and online video distribution strategy includes producing 20-25 videos per month, and then adapting that content to match key channels. What about ROI?

  • For Birchbox, just having a video on their site increases the odds of purchase by 40%.
  • If a customer watches a video, that increases their likelihood to purchase by an additional 24%.
  • But it’s not just Birchbox – research shows that video increases likelihood to purchase 6x!

Online Video Distribution Tactics to Maximize ROI in 7 Key Channels

Birchbox’s team developed these guidelines after a lengthy process of experimenting and adapting their video content to get the most ROI on each key channel. Here is their advice:

1. Video Distribution on YouTube 

YouTube reaches more 18-49 year olds than any cable network. The number of hours people spend watching videos on YouTube is up 60% year over year. No wonder, then, that Birchbox focuses their video distribution strategy on YouTube. This platform is key for building community, and, hand-in-hand with your SEO keyword strategy, YouTube gives you the opportunity to bring in a lot of organic traffic over a long period of time.

YouTube best practices:

  • Longer lengths work well
  • Speak directly to camera
  • Target evergreen topics and optimize for search
  • Excellent thumbnail images are key: bright, slightly over-saturated, text/graphic element leads to higher clicks

2 & 3. Video Distribution on Facebook & Twitter

On average there are more than 4 billion video views on Facebook every day. Twitter’s a hub for video too: video views on Twitter have increased by 150 times in the last year alone. Birchbox considers both Facebook and Twitter indispensable parts of their online video distribution strategy thanks to their quick “viral” growth potential, and high engagement potential.

Facebook & Twitter best practices:

    • 30-60 seconds max
    • Grab attention within the first 3 seconds with a flashy title screen
    • Consider text-heavy videos that don’t require sound
    • Try out humor and lower production quality
    • Paid promotion may be necessary to get initial traction

4. Video Distribution on Instagram

Instagram has over 300 million users, and the average user spends a whopping 21 minutes per day on the app. Given its growing popularity with younger consumers, it’s clearly a vital part of any video distribution strategy.

Instagram Best Practices:

    • 15 seconds max length
    • High production quality is important
    • Consider celebrity content

5 & 6. Video Distribution on Snapchat & Periscope 

Don’t dismiss newer channels like Snapchat and Periscope in your video distribution strategy. Did you know that there are 6 billion video views per day on Snapchat? There are other benefits besides exposure: Snapchat and Periscope allow you to interact with your most engaged customers, and there are low video production quality expectations.

Snapchat & Periscope Best Practices:

    1. Instant access – be careful what you put out there!
    2. Unproduced BTS (behind-the-scenes) content resonates
    3. Vertical video is ideal

7. Video Distribution with Media Partners

Media partnerships help you widen your video distribution to new audiences. Take AOL as an example: according to comScore, 76.2 million Americans watched videos on AOL sites for an average of 60.4 minutes in December 2013. With media distribution, you’ll get high impressions and new eyeballs on your branded content. 

Best practices for media distribution:

    • Celebrity content
    • Timely tutorials related to touchstone events (award shows, holidays)
    • Range of styles and lengths work well
    • Fill a hole in their lineup that will be valuable to their viewer 

More of a visual learner? In this infographic, the team at Birchbox shares what they’ve learned about adapting their video content on different channels for a video distribution strategy that reels in the most ROI.


You Need a Multi-Platform Video Distribution Strategy

According to Birchbox’s team, the most successful videos are created with best practices for different channels in mind. With a multi-channel online video distribution strategy, you’ll reach more customers and reel in the most ROI.

Interested in blowing up your video marketing strategy? Learn exactly how your team should approach video content and ensure your video marketing success.

5 Responses to 7 Channels for a Killer Video Distribution Strategy

  1. Daniel (Dan) Loeb says:

    Hi, Thanks for the excellent suggestions. For a long time, my video marketing work was limited to youtube and vimeo. I really appreciate the specific guidelines for each video platform. I was looking for an article like this for a while. All the best, Daniel Loeb

  2. vidcredible says:

    Great Blog Post!

  3. April MacLean says:

    Was this before IG allowed 60s, or is this 15s best practice in spite of that?

  4. Village Talkies says:

    Great resource!

The Business of Beauty: Video Strategy Advice from Birchbox

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