Directing your video strategy
With video providing so much opportunity for organisations to expand their reach, tapping into this medium is becoming a priority.
But failing to implement a strategy around your video content could see you spending a lot of money creating videos that fail to hit the mark. If you want to take a leap into video, getting it right needs to be more of a focus than just simply doing it.
Gone are the days where one corporate video can tick all the boxes.
Today, there are different platforms, different audiences and different needs and expectations to be met. Understanding your organisation’s priorities is the first step to getting your video strategy on track.
Recently, Innovate Media Creative Director Ben Amos outlined the three main goals of video content.
He says each goal requires different pieces of content to reach different audiences at a different stage of the customer experience.
This comes quite early in the process – think customer stories and experiences, advertisements or even Snapchat or Instagram stories. Video content aimed at increasing brand awareness needs to be fun and fresh, and not aim to sell or protest.
This is light-hearted content aimed at creating social engagement, such as video blogs, interviews, or a how-to. Think of a video that’s gone viral. It’s not trying to sell to teach you anything, yet it reaches and engages with thousands of people.
This is the business end of the strategy that taps into the rational side of your audience. You’ve built your brand awareness, you’ve engaged with audiences, and now it’s time to convert.
These videos may be embedded on your website or dedicated landing page, or even in EDMs promoting, offering, or selling a product. While they have a more of a sales metric behind them, it doesn’t mean they have to be void of fun and interesting content.
Importantly, across all your video content, your unique brand and personality should shine through.