Developing A Video Strategy

Developing A Video Strategy

by John Fitzgerald, Tuesday, Nov. 12, 2013

Video is the most important element of any heavy content strategy, and for good reason: when done right, one video can convey more information and emotion than a photo or a blog post. Studies have shown that videos keep users on a web page an average of two minutes longer and can increase conversion rates by up to 80%.

But before you hit the record button and yell, “ACTION!” you should take the time to create a video strategy that assess your needs and resources, while also working to complement your existing marketing plan. The answers to the questions below will help you determine the types of videos you will create, the method for distributing the videos and who will ultimately film and edit your videos.

Why Video?

These days, it seems like everyone is creating videos for their business. As the owner of a creative agency, I certainly welcome this trend, but I worry that many businesses are making videos without examining why they want to create videos.

It may seem silly, but doing so will help you determine what types of videos you need to create. If your goal is to increase sales, you may want to create a series of product videos. If your goal is to increase brand recognition, you may want to create high-quality branded documentaries about your company or product. If your ultimate goal is to spark customer engagement across social channels, you may want to focus on short videos that are shot by employees.

What Types of Videos?

The aforementioned product videos and branded documentaries are just two types of videos that you can create. Customer testimonials let your customers speak positively about your brand. Event videos give viewers a front row seat to grand openings, wacky promotions and any other special event you can think of. Anything your business is doing – from unveiling a new menu to having a table at a conference – can be turned into a video.

In addition, you can “create” a video by repurposing existing content. If you have photos from an event, they can be turned into a video slideshow and uploaded to YouTube. On the other end of the production cost spectrum, an existing TV spot can be uploaded to YouTube and cross-posted to Facebook, Twitter and your company website.

Where Will People See Your Videos?

Once your video is finished, you’ll need to distribute it. If you are going to put these videos on Facebook/Twitter, you will want to create many short videos with a relatively low production value. However, if you want your videos to be prominently displayed on your website, you should probably focus on creating fewer videos with a higher production value. In many cases, this will mean hiring a local video production company to script, shoot and edit your videos. Which leads us to…

Who Will Shoot Your Videos?

Who is going to shoot your video? The answer depends on the types of videos you will be creating and, ultimately, your budget. Social media videos don’t require high production values and, therefore, can be filmed on an iPhone by an employee. These types of videos also require little or no editing, but the overall production quality is going to be low. On the other hand, videos that will be used on website landing pages should exhibit higher production values, which usually means bringing in a professional videographer.

John Fitzgerald is the founder and creative director of Harlem Line Media.

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