How to: Create a video distribution strategy

Stuart Stubbs, industry contributor for Cedar, highlights the importance of a video distribution strategy to enure your content gets the recognition it deserves

For many years distribution has been planned on the back of creative executions. But with the growth in both opportunities and challenges around content discoverability, it’s important to map out distribution first.

According to comScore, only 25 per cent of video views come through YouTube or YouTube-embedded players. That means a huge 75 per cent of video views are happening in the open web with platforms such as Facebook achieving over four billion video views per day. Given that how, where and when people consume video is rapidly changing, one can’t just expect to upload content to a platform and for it somehow to find its audience.