Whether this is a new venture for you or you’ve been using video for ages, you need a road map outlining what it’s for, where you’re going, how you plan to get there, and what success looks like. It doesn’t need to be incredibly detailed, but you should have concrete details on how you’ll match your content with the vision and goals of your company. This plan could be the difference between achieving return on investment (ROI) or throwing everything at the wall to see what sticks.
What Are Your Video Marketing Goals?
To help you build your map, try answering these seven questions from the Content Marketing Institute:
1. Has your organization used video? Why or why not? Results?
2. What’s the purpose of the video strategy? Brand engagement, direct response? Something else? Multiple purposes?
3. How can video help explain and assist with audience pain points?
4. What is the short-term goal(s) of your video or video series?
5. What is the long-term goal(s) of your video marketing strategy?
6. How will you ensure message consistency within all videos, other marketing collateral, and your overall brand voice?
7. What mediums do you want to optimize for?
For quick reference, you can also build a one-line video marketing mission statement that encompasses the basics. Try filling in the blanks on this template from VidYard:
“At (company name) we make (adjective) video content for (specify target audience) so that they (exactly what you want them to do.)”
What are The Video Topics And Types You Want To Make?
Before the start of the year, take a look at your previous strategy (if applicable) and see what worked well for you and what didn’t. Don’t fall victim to the “sunk cost” fallacy and feel that you should stick with something that isn’t working just because you’ve spent x amount of time or resources on it.
It’s also important to take a look at whether your videos will be used internally, externally or both. For example, you may want to break your video content down by function like product, human resources, internal communications, sales, etc.
Once you have that list, brainstorm the types of videos that will work well to tell those stories. Options include:
Helpful how-to videos
Thought leadership interviews
Product explainers and detailed demos
Company culture videos
Documentary-like case studies, and more
If you want to try working backwards, you can also start by looking at the questions your target audience is asking, and determine how best to answer them.
Who Is Responsible For Keeping Your Video Marketing On Theme?
Depending on the production quality and budget you’re planning for, you might be able to afford hiring an in-house videographer. For most small businesses, however, it will make sense to partner with an outside agency or studio.
Either way, take some time and sit down to determine the following:
Who is responsible for creative concepts?
Who will write the scripts?
Who organizes the logistics of a video shoot?
Who is responsible for distributing the videos once they are complete.
How are final approvals made?
You may also want to establish an editorial review process of stakeholders who are consulted for video feedback. You definitely don’t want to air a video unreviewed, but also keep in mind that involving too many people can lead to endless revisions and delays.
How Will You Measure The Success Of Your Video Marketing?
So you’ve identified the kinds of videos you want to make, and who’s making them, but how do you know if they’re successful or not? Now is where you look back at that road map you built and measure what you wanted to achieve against what’s actually happening using the following metrics.
Video Completion Rate
Video Completion Rate
Cost Per Completed View
User Interactions With Video (Likes, Shares, Etc.)
Cost Per Click
Cost Per Action
Are the numbers you’re getting in line with your budgetary and audience goals, or are they underperforming? For larger businesses it may be easier to recognize the ups and downs compared to past video series. Smaller businesses who are just introducing video marketing to their toolbox shouldn’t be discouraged if their key performance indicators (KPIs) aren’t where they hoped to be. Give your audience anywhere from six months to a year to provide a baseline of feedback before making any big changes.
What Your Video Marketing Plan Should Keep In Mind For 2019
Video consumption is rising at exponential rates, with mobile leading the way. According to the Digital Marketing Institute, 76 percent of marketers reported in 2018 that video helped increase their company sales, and exciting new ways to watch it are being introduced all the time.
Here are some of the upcoming trends that your business should keep in mind when building your strategy for next year.
It’s Hip To Be Square
Until recently, widescreen video was where it was at. Most people today have widescreen televisions to get that full cinema experience at home. But if viewer habits continue evolving on their current path, those TVs may soon be another relic of the past.
According to a study by media agency Zenith, the average person spends 45 minutes a day watching mobile videos online. That number is predicted to climb in 2019 until it’s on par with television in terms of hours watched.
Because of the rise of mobile, video and images are transitioning from the wide, horizontal format we’re familiar with to vertical.
Thankfully this marketing trend is easy to keep up with by creating videos in a square format. Instagram has been on top of this trend from the beginning. When it comes to Facebook, square videos occupy 78% more space on its News section and receives a higher percentage of engagement.
Quick, It’s Behind You!
360 degree videos are on the rise, alongside virtual reality.
By providing users with a more immersive experience through video, they can really feel like they’re part of the experience from the comfort of their own pajamas.
These types of videos are particularly useful tools for the travel and tourism industry which allows businesses to give potential visitors a more in-depth look at their attractions and accommodations.
Several Broadway shows have also taken advantage of this new technology by allowing a viewer to feel as if they are on stage during intricate song and dance sequences.
Bring The Classroom To Your Corporation
Corporate training days can be a nightmare for employees. Having to take a day out of their busy schedule to sit in a stuffy room and listen to a lecture on the importance of x, y, and z isn’t something anyone looks forward to.
Video is a great substitution, particularly for complex subjects. Viewers can re-watch any segments they wish to review, and the videos can use elements like animation that don’t have the same impact when sketched out on a white board.
Also by using video employees can receive training at their own convenience and even from the comfort of their own home if they choose.
We’ll Do It Live!
Broadcasting live may seem intimidating, but it’s something you may want to consider as a growing trend.
Facebook Live broadcasts have doubled each year since they debuted in 2016, and Instagram launched the feature at the beginning of 2018. In fact, 13 percent of web traffic comes from live videos. Here are just a few of the perks:
Economical – Broadcasting live eliminates any time and financial investment that may have been put toward production and editing. The video then remains on the platform and can be shared immediately.
Authentic – Audiences viewing live streams know that the video hasn’t been doctored.
Compelling – The time sensitive nature of live video attracts a curious audience. The spontaneity and perceived jeopardy involved in a live broadcast is hugely compelling. In fact, users spend three times longer watching live videos online compared to pre-recorded.
Have Your Own Star Search
Digital influencers aren’t the only route when it comes to finding the right personality to market your content. Internal talent, or finding someone from within your organization, can create added value by partnering their industry knowledge with the sincere, personal quality of their content.
It also gives businesses the opportunity to tailor their branded content and create a cohesive tone and voice to their video marketing that they simply can’t control with outsourced influencer content
A great example is to look at the rise of the Bon Appetit’s test-kitchen crew. The chef’s-turned-on-screen-personalities have become beloved faces on Bon Appetit’s Facebook and YouTube channel’s. In fact, Claire Saffitz and Brad Leone have both become influencers in their own right with their respective video series Gourmet Makes and It’s Alive receiving millions of views per episode.
When One Screen Just Isn’t Enough
As people start spending more time on their smartphones, a new “second screen” phenomenon is beginning to make its way into the video marketing and advertising dialogue. Here’s what Shutterstock has to say about it:
“This second screen phenomenon describes when audiences are consuming content on a first screen, typically through broadcast television or streaming, and also browsing or viewing content on a second screen, typically a phone or tablet. While the two types of content are often unrelated – like a user watching a show on their television while online shopping on their phone – marketers see an opportunity for a more integrated second screen experience.”
In 2017 it was estimated that 75 percent of adult audiences were participating in this second screen phenomenon and that it could increase to 80 percent by 2019. While it would be easy to label this as evidence that viewers are paying less attention to what is on their first screen, marketers are identifying it as greater opportunity for greater brand engagement and awareness.
Video marketing is a vital piece of your promotions toolkit. It’s not too late to get started, and there are countless low-budget options are your disposal, but having a clear plan and objectives is important to make sure your story is getting out.
Tabrizi Productions would love to help you build your video marketing strategy for 2019. Contact us for a free consultation.