How to share your marketing videos for maximum reach

How to share your marketing videos for maximum reach

Producing a great video is a major milestone, but making sure it reaches the right audience is just as important. For many small to medium-sized businesses, the biggest challenge isn’t producing video content. It’s knowing how to share it in a way that actually drives results.

That’s where a smart distribution strategy comes in. Video marketing isn’t just about making engaging content — it’s about making sure the right people see it, at the right time, and on the right platforms.

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What this article will cover

In this article, we’ll walk you through practical and effective ways to share your business videos for maximum reach. Whether you’ve just launched a brand story video or have a bank of content waiting to be published, we’ll help you build a video distribution strategy that gets your content seen -  and working hard for your brand.

Why distribution matters just as much as creation

Even the most polished, professionally produced video won’t deliver value if no one sees it. That’s the reality many businesses face after investing in video marketing without a plan for what happens next.

Hitting “publish” is only the beginning. Without a distribution strategy, videos often get buried on social feeds, overlooked on websites, or lost in email inboxes. And when that happens, the time, money, and effort put into creating them doesn’t result in real outcomes — like brand awareness, engagement, or leads.

Distribution is “the last mile in content marketing” - the final step that determines whether your content actually reaches and connects with your intended audience (Forbes, 2018). A well-executed video distribution strategy ensures your content is shared in the right places, tailored for each platform, and timed to match your audience’s behaviour.

It's not just about working hard, it's about working smart! With a plan in place, your videos can do exactly what they were designed to do: build connection, deliver value, and support your wider marketing goals.

Building a video distribution strategy for your business

Before you start sharing your video across every platform available, take a step back and build a plan that aligns with your goals, audience, and content type. A strong distribution strategy ensures your video gets the visibility it deserves — and supports your wider marketing efforts.



Here’s what to consider when creating your video distribution strategy:

Know your goals

Start with the outcome in mind. Are you trying to raise brand awareness? Drive traffic to your website? Increase sales or enquiries? Your goal will influence where and how you share your video — and the type of call-to-action you include. Defining this early gives your distribution plan structure and ensures every share serves a clear purpose.

Identify your audience & where they spend time

Different platforms attract different audiences. Think about who you’re trying to reach and which channels they use most. For example, business to business (B2B) audiences may engage more on LinkedIn, while business to consumer (B2C) audiences might respond better to Facebook, Instagram, or TikTok. This helps you focus your efforts where they matter most.

Choose the right format and length

Tailor your content to each platform. A 90-second brand video might work well on your website or YouTube, but a 15-second teaser could be better suited for Instagram reels or stories. Portrait, square, or landscape? Your choice should match the platform’s native style.

Plan for multiple placements

Don’t rely on a single upload. Consider using a mix of owned (your website, social channels, email list), earned (media coverage, partnerships), and paid (ads or boosted posts). This not only increases visibility but also reinforces your message across different touchpoints, building stronger brand recognition.

Where and how to share your videos

Once your video is ready and your distribution plan is in place, the next step is choosing the right platforms to share it. Each channel serves a different purpose, and getting the most from your content means tailoring it to fit the strengths of each one — rather than sharing the same version everywhere.

Sharing your video across multiple platforms isn’t about being everywhere - it’s about being strategic. When you tailor your approach to each channel, you give your content the best chance to be seen, remembered, and acted on.

Repurposing your video content to extend its value

Creating a strong video is an investment, but its value doesn’t end once it's published. With the right approach, a single video can fuel your content strategy for weeks, or even months by being repurposed into multiple formats. This not only extends its reach but also helps you show up consistently across platforms without always starting from scratch.

Start by identifying which parts of your video can be used elsewhere. A full-length brand story, for example, can be broken into shorter clips for social media, quotes for graphics, or even audio snippets for use in reels or podcasts. You can turn behind-the-scenes footage into Instagram stories, or pull standout customer testimonials into standalone video posts. These shorter versions can help tease the original video, or serve as their own pieces of value-driven content.

Repurposing also gives you the chance to tailor content to different platforms and audiences. What performs well on LinkedIn might need a tighter, more visual edit for Instagram. A video filmed in landscape might be re-edited in portrait format for stories or reels. By adjusting content style and format, you can maximise how and where it’s shared without diluting your brand message.

The benefit of this approach isn’t just creative efficiency, it’s also about staying visible. Video algorithms often reward consistency, so showing up with fresh content, even if it's drawn from the same core asset, can increase your reach over time. Plus, it makes your marketing efforts more sustainable by getting more mileage out of every video you produce.

Repurposing is not about recycling for the sake of it - it’s about being intentional. When done well, it helps you stay top-of-mind, fill your content calendar with ease, and make the most of every piece of content you invest in.

How to measure the success of your video sharing efforts

Sharing your video is one thing - knowing if it’s working is another. To get real value from your video marketing, you need to track how your content performs and use that data to guide future decisions.

Conclusion

A strong video can capture attention - but a smart distribution strategy is what ensures it actually makes an impact. For small to medium-sized businesses, sharing your content effectively is just as important as creating it.

By planning where and how to share each video, tailoring content for different platforms, and repurposing it into multiple formats, you give your video a much longer shelf life. More importantly, you reach the people who matter most - your target audience. Distribution doesn’t have to be complicated. With clear goals, the right tools, and a consistent approach, you can turn a single piece of content into a powerful marketing asset that works across channels.

If you’re ready to get more value from your video marketing, Clarke & Clarke can help you build a strategy that’s not only creative, but strategic - helping your content reach the right people, in the right places, at the right time.

Frequently asked questions

Still have questions about how to get the most out of your video content? These FAQs cover some of the most common things SMBs want to know when it comes to video distribution - from platforms and formats to performance tracking.

Sharing your video across multiple platforms isn’t about being everywhere - it’s about being strategic. When you tailor your approach to each channel, you give your content the best chance to be seen, remembered, and acted on.