Discover how to increase your brand's online presence using your own media. Websites, social media and email marketing are key to engaging your audience.
In digital marketing, video content creation has become an indispensable tool for brands looking to strengthen their online presence. The quality of the video production is just as important as the strategy behind its distribution. There are several ways to disseminate content: through owned media, paid media and earned media, each requiring a specific approach and investment. In this article, we will focus exclusively on owned media, exploring the distribution channels that companies can directly control to maximize the impact of their videos.
Owned media refers to any communication channel that a company has full control over. This includes websites, blogs, and email newsletters. Distributing content through these channels allows brands to maintain a consistent narrative and strengthen relationships with their audience.
The heart of owned media is a company’s website and apps. Embedded videos on these platforms can increase user engagement and clearly highlight brand value.
Controlling the presentation of content is crucial to positive brand perception. Videos placed on the homepage, in selected blog articles, in important sections of the app, or even in chatbots or FAQ areas are effective strategies for exploring all possibilities for customer interaction.
Email marketing and newsletters offer a direct line of personalized communication with the public, through carefully segmented email lists. This allows brands to send videos and messages directly to their followers, promoting products, services and maintaining an ongoing dialogue. Here, the company can use more targeted or more promotional content, depending on the strategic direction of this communication channel.
Additionally, email marketing is a great place to experiment with different video formats, from tutorials to customer stories, which can help build a deeper connection with your audience. With the ability to directly measure open and click rates, brands can continually fine-tune their strategies to ensure they’re sending content that truly resonates with their followers.
There is a common debate about whether social media platforms qualify as owned media. While companies have control over the content they publish on their pages and profiles, these platforms are owned by third parties, which limits the total control over the distribution and exposure of the content.
This means that while social media is a crucial component of a company's digital strategy, it functions more as an extension of owned media, where content and audience engagement can be managed but within the parameters set by the platform.
Therefore, it is essential to understand the limitations and opportunities that social networks offer, taking advantage of them to build relationships, share videos that capture attention and engage directly with the public, always aware of the restrictions imposed by each platform.
Owned media brings the challenge of creating content that resonates and engages audiences, but it also brings the opportunity for complete control over the message. The key is to align videos and content with your brand identity, creating a unified and compelling online experience.
Using owned media to distribute videos is essential to any successful digital marketing strategy. It helps maximize engagement and conversion, as well as strengthen your brand’s identity and online presence, establishing a lasting connection with your audience.
In the Silvertake Video, we create videos based on strategic needs. Get in touch to develop a video project for your website, social media or any other purpose.
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