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Video Distribution: 10 Platforms and Strategies
By: Luke Willoughby
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More than ever before, video is an accessible and powerful method for communicating brand stories. Today's wide-ranging content goes far beyond the traditional push of :15 and :30 second ads, and now invites audiences to engage in new, compelling ways. Of course, people have to watch, and distribution and viewership are the new currency in media. Here are 10 strategies and platforms that comprise today's ecosystem.

Facebook will sponsor videos with preferred placement, where the embedded player can quickly rack up views within news feeds. Twitter is also undergoing a redesign that will be more conducive to visual formats and sponsorship.

Unruly will craft your video specifically for viral success, taking into account tested elements like comedy, length, or call-to-action. They will then distribute, track, and optimize across the social landscape to maximize views and shares.
Brightcove is a massive platform that programmatically manages every solution a large-scale video producer would require, from building customized players to robust analytics. Videos are converted to format any screen, and then distributed to selected partners from a wide list of partner networks beyond the social realm. Publishers like AOL, the New York Times, and Time Inc. are all partners that opt in to access not only Brightcove's traffic, but also the suite of tools for their own video platforms.
Publisher-direct placement. Almost any site with traffic will offer preferred placement, or seeding, amongst their own editorial or crowd-sourced video inventory. This is a great way to guarantee audience alignment and content integration. The audience becomes a demographic breakdown similar to advertising targeting. For example: Men 18–34: Break and College Humor. Women, 18–34: Glam Media and Conde Nast.
YouTube provides paid support solutions primarily through SEO, although companion assets and video can be used. YouTube is also integrating TV-like buying opportunities based around purchasing audiences upfront. Hulu and other Full Episode Players (FEPs) will allow for preferred placement on homepages and other high-traffic areas.

Tumblr provides a sponsored posting similar to Facebook, but in a less-cluttered environment that is more conducive to video.

Blinkx specializes in vertical organization with categories like News and Politics, Celebrities, Sports, and more. The platform is simplified in comparison to YouTube, with larger pictures and a single column of scrolling videos. This caters to a more engaged, casual, and likely mobile-based audience that is scrolling through interests rather than searching specifically.
Dailymotion is a European-based alternative to YouTube, similar in overall experience but with unduplicated reach to international audiences.
Oneload is a syndication platform that allows for instantaneous uploading to multiple players, similar to the distribution methods in Unruly and Brightcove. The benefit is coverage of all players, and also the tracking and optimization towards increasing viewership. Movvit is another platform with a similar model.

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About the Author
Luke Willoughby works in the digital media landscape of New York across varying agencies and brands. He also has a background in video and content production, and is invested in the resurgence of the full-service advertising agency and the associated opportunities for the marketing industry. Originally from Denver, Colorado, he's a fan of most outdoor activities and otherwise enjoys reading and film.
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