Have you got a video strategy in place? If not, then here are some of our top tips to get you started.
Most companies will have a good marketing plan in place which is reviewed each year. However not everyone has a video strategy. If you’re using video in your business it’s key that you have a separate video strategy that feeds into your overarching marketing or communications plan. This ensures any content you create is delivering against your main marcomms objectives, hitting the mark and helping you to achieve the results you’re looking for.
When thinking about your video strategy it is important to understand how video is going to be utilised on the website. We’re not just talking about creating a video and putting this on the homepage. This is only the start…
If you have multiple pages on your website detailing specific products or service areas, it’s important to think about how your main brand film or corporate video can be re purposed into smaller bitesize chunks. This will help your audience to move through your website and benefit from smaller, more specific pieces of information delivered through engaging video content.
Video works best when it’s short (unless its for a specific purpose like a training video for example) so it’s important to remember NOT to cram every message into one video. Break it down, make it more accessible for your audience so they are leaving each video with one simple overall message or call to action.
Social Media Video
There are lots of ways that social media can play a big part in delivering key video clips. We always talk to clients about using the best from what you have already. In our opinion short clips (ie 5/10 seconds) of video to enhance a post about an event; or a clip of a person or product in action specifically for social media ONLY, can be self shot. These types of clips don’t need to be professional. They are ‘in the moment’ ‘off the cuff’ type posts that are quick and simple. Keep them basic and keep them authentic.
These types of clips should be delivered by key people within the company so remember to use your brand ambassadors. These are key personnel with a good profile within the company and online. They will often have a large network which is advantageous for social posts.
We see so many company social posts are too generic and lack that personality which is often the main thing that creates the engagement in the first place. Get your ambassadors posting regularly for you. It’s important to ensure they understand the company tone of voice but give them the opportunity and flexibility to be creative, it will work wonders!
Video for blogs
Through our own content we’ve noticed that including an embedded video within a blog, or using VIDEO within the subject line, it will get more engagement. Your blogs should be consistent too. There isn’t much point writing on a subject and then leaving it 6 months before another one is posted. This shows that you’re not an active company so it’s better to remove the blog from the website altogether if this is the case.
If you are posting regularly (ie every week, 2 weeks or monthly) remember to include video content within your blog posts. The videos should be relevant. For example a post on a technical process, supported by a video to demonstrate it visually. Video links on YouTube can be embedded on your blog post and this will enhance your SEO. You can also link to other videos on your website which leads me back to our first point.
Essentially you want to create a never ending circle when it comes to your online content, moving your audience from one place to another. This will give your content momentum, it helps to keep things fresh and it makes you memorable.
These three tips are relevant for every single video strategy, no matter what your business does. Working these into a plan is a good place to start if you haven’t done so already. It’s important to remember though that this is just the start. The more specific and detailed you can be with your strategy, relevant for your business and your target audience, the better your content will work for you.