5 Ways to Get Your Video Seen (and How to Measure What Matters)

A great video can explain complex ideas, shift mindsets, and drive action. But none of that happens unless people actually watch it. Distribution isn’t a final step—it’s part of strategy. And yet, it’s one of the areas where many organizations struggle most.

Before you jump into production, it’s worth asking: How will people find this video? Where will they watch it? How will we measure success?

Here are five effective ways to get your video in front of the right audience, plus the metrics you should track for each.

1. Embed It on a Landing Page to Leverage Existing Traffic

If you already drive traffic to a landing page through SEO, ads, or email, adding a video can significantly increase conversions. It helps move viewers through a key point of your funnel—a micro-conversion that makes the next step easy.

Measure:

• Play rate (the percentage of page visitors who click play)

• Conversion rate before vs. after adding the video

• A/B test results (page with video vs. page without)

A strong thumbnail and relevant message can boost play rate substantially.

2. Optimize It for Search

YouTube is the world’s second-largest search engine—but it’s not always the best place to host B2B or conversion-focused content.

You have two main SEO pathways:

A. YouTube Search

• Massive built-in audience

• Great for top-of-funnel visibility

• Best for educational or “how-to” content

B. Search Engines (Google, Bing, etc.)

Webpages with video are far more likely to rank than text-only pages. Hosting on your own site (via Wistia, Vimeo, etc.) gives your domain the SEO benefit.

Measure:

• Organic traffic

• Video views

• On-site conversions

• YouTube subscribers (if hosted there)

• Search ranking for key terms

Remember: People search for solutions, not sales pitches. Educational content performs best.

3. Promote It with Paid Placements

Paid promotion gets your video in front of highly targeted audiences—fast. Options include:

• YouTube pre-roll

• Facebook and Instagram video ads

• Google Ads video campaigns

• TikTok ads

• LinkedIn sponsored video (especially strong for B2B)

Advanced targeting lets you reach:

• People who have watched your past videos

• Visitors who have been to your website

• Narrow demographic or behavioural segments
  

Measure:

• Retention rate

• Conversion rate tied to a landing page

• Cost per view (CPV)

• Cost per conversion (CPC)

• Return on ad spend (ROAS)

Paid campaigns should always be optimized for conversions—not views.

4. Send It Through Email

Email is still one of the highest-ROI marketing channels. Adding video to your newsletters or campaigns boosts:

• Open rates (just using the word “video” helps)

• Click-through rates (a thumbnail with a play button can be irresistible)

Since embedding video directly in an email isn’t reliable, link to a page on your website where the video is embedded—that way, you also capture analytics.

Measure:

• Open rate

• Click-through rate

• Video play rate on the landing page

• Post-video conversion rate

You can A/B test subject lines, thumbnails, and email copy to improve results.

5. Make It Easy (and Worthwhile) to Share

There’s no guaranteed formula for “going viral,” but certain storytelling elements dramatically boost shareability:

• Authenticity

• Emotion

• Surprise

• Clear, relatable storytelling

• Content that makes the sharer look smart, informed, funny, or compassionate

Longer videos can actually be more shareable if they build a strong emotional connection—think documentary-style storytelling.

Measure:

• Shares

• Likes, comments, retweets

• Referral traffic

• Sentiment in comments

Just remember: “Increasing awareness” isn’t enough. Set a measurable goal tied to viewer behaviour.

Bonus: Play It for a Captive Audience

Conferences, training sessions, and presentations give you guaranteed viewers. Even without hard analytics, you can often gather real-time feedback:

• Follow-up questions

• Emotional reactions

• Audience engagement

Live settings also help validate whether your message is landing.

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