Maximizing Video Content with a StrategyCreating killer videos that showcase your culture and value can drastically improve the way consumers perceive and recognize your brand. But, producing a video just to have one doesn't necessarily mean it's worth your while. In this article, I discuss a few ways to enhance the purpose of your video content while maximizing the corresponding reach.
Video presentation is becoming more and more popular in the marketing and branding realm. Not only can it summarize written content, but it sheds light on the culture and competence of a brand. Finding ways to take advantage of different forms of content to can shed more light in areas of opportunity for businesses and personal brands. In this article, I want to touch on a few ways I’ve been maximizing video content in hopes to inspire you to harness your own originality.
As I mentioned in the first article of this series on blogging, I love giving away free advice. It gives me a chance to prove my worth and helps me build trust. At the end of the day, there are tons of ways to improve video views. But the simple tweaks and extra work on every production is far more fruitful. So give this strategy a try and let me know how it plays out for you and your brand!
Key 1. Harnessing Value and Differentiation.
When it comes to maximizing video content, starting with genuine purpose is essential. Forget the fluff already. One of the most common fails I see in video production is: too much information and zero personal connection. We’ve surpassed the persuasive talking head era. Creators need to understand that perception is everything now. But this doesn’t give you a reason to be cheesy, fake or lie. Talking about yourself, what you do or how you’re better isn’t impactful either.
Don’t get me wrong – every video has it’s place. Sometimes you have to explain things. But purposing every video is key. TV commercials and video ads are a completely different spectrum. Even on-site, youtube or social media video campaigns should involve unique messaging. A strategy helps you take advantage of organic search traffic, consumer intent and relevant viewing. The more original you are, the easier it is to stand out within your industry.
There are plenty of things to consider when it comes to videography. Spending a lot of money on a stiff production script (or a predetermined talk-track) can be counterproductive when a vision or identity isn’t involved. Engaging your audience with an authentic presentation makes it easier to tap into emotions and develop trust.
Don’t Rush the Idea Process and Maximize Your Reach.
Before creating individual videos for sales, promos, insight and processes – try to focus squarely on your definitive value. When building a house, you don’t start with the roof. Take the time to uncover your brand identity so you can establish clarity and speak with intention. In my opinion, who a company is and “why they are” should always navigate marketing movements.
When brands waiver from their purpose and value, it confuses consumers while altering credibility. Consistency matters. You don’t always need a $5000 budget to curate an effective video. With mobile technology advancing, anyone can record at any time. Take advantage of this and don’t be afraid to be a little vulnerable.
In case you’re not sure where to start, let me dive into a few ideas..
Key 2. Capturing Purposeful Topics.
Video content doesn’t always need to follow a certain set of deliverables. When you think about it, videos are rarely the last step of the conversion cycle. They tend to be viewed during the awareness phase. In other words, hard selling via video can create a negative first impression from the jump. PreFocusing on topics that nurture your audience is a great way to encourage them to buy in – whether they intend to buy now or down the road. This is where my passion lies in maximizing video content.
What I’ve learned over the last decade is that consumers are beginning to value who they give their money to. Deals, promises or ego-boosting-media has created purchase hesitancy. This is why I encourage clients to avoid popular topics and consider the power of your origin story. Most consumers want to know why you launched and how you came to be! They want to see where you’re committed to them! Video topics that don’t tie into a brand’s value propositions is strictly informative or entertaining. Do you want attention or company growth?
Although competitive corporations often invest in smear tactics, losing sight of the customer can cause you to tarnish the sale altogether. There are a number of ways to position your product or service without seeming pushy. Instead of telling people why they should buy in, discuss 3-5 ways they benefit from you. Instead of shoving features down consumer’s throats, talk about why you developed them. Instead of promoting a general testimonial, sit down with the customer and talk with them about their experience.
Walking Through All of These Video Details is a PreFocus.
I recently completed a video series for Green Zone Health and Fitness in Glendale, Arizona. They wanted to promote their online vegan meal plans and custom workout regimens. Instead of piecing together a commercial-like production – we focused on why they started, how they’re competent and who they’re serving. We were able to come up with 10 different topics by simply hashing out these foundational elements of their brand. The best part is, they should all be unique!
Before I explain how I maximized their videos, let’s talk more about breaking down topics.
Key 3. Breaking Down Videos to Expand Topics.
Video content is a lot different that blogging. In most cases, on site copy requires an introduction, body and closing. With video, you only have a few seconds to engage and attract. Not everyone is going to get through the entire video because the initial point won’t always be interesting. That doesn’t necessarily mean there isn’t an element of the video that won’t speak to them.
Earlier this summer, I did a live podcast on purposeful social media posting. To kick off the recording, I spoke about a few things I was working on and how I was planning to expanding my services. Although some people viewed the entire video, I’m sure most could care less about my endeavors. I’m sure a lot of them stopped watching. Throughout the video I discussed chasing likes, popularity, imagery, competition, perspective and hashtag use. I could have blasted this video across all channels in hopes that a quantitative method worked – But, I knew that would be ignorant and lazy.
Increasing Views on Long Videos With High Drop Off Rates.
So, I created separate videos (with titles) for every idea within the topic. To date, my 60 second “hashtag video” is one of the highest performing posts on my Instagram feed. It’s not amazing but it was worthwhile. Breaking down the video garnered more views on the podcast and improved organic search traffic for my business. Leveraging the credibility of one key point allowed me to engage users with something that interested them.
In turn, people wanted to see what else I had to say about different areas of marketing. Maximizing video content isn’t always about the topic. It’s about strategically presenting the information you’re capturing and repurposing it with value statements. Let’s look at another example..
When I was working with Green Zone, we used a similar strategy. The initial proposal called for one video discussing their three online fitness packages. During the shoot, I had them explain what types of people benefitted from each option. I quickly realized that they created separate packages because a meal and workout plan isn’t for everyone. Duh!
I ended up talking them into breaking this video down so they could target certain people with a relevant option. They would have essentially limited their reach by bucketing everything into one video. Not only were we able to create additional video content with original answers, but more traffic to their membership page. The results gave them confidence to continue hiring me for other projects.
Key 4. Sharing Your Videos Wisely.
The last step in maximizing video content pertains to publishing. The easiest way for most of you to share video content is through Youtube. But don’t overlook the little details. Things like the featured image (the picture that previews your video) can play a big role in click through rates. Using a screen shot or standard header image is better than nothing. But creating a video graphic with the title is worth the extra time.
Without “sharing” too much detail, I wanted to revisit something I’ve reiterated throughout this article. Don’t force feed your followers or overwhelm them with information. Avoid spammy lingo and nurture them with intrigue. This creates more comfort in pressing play. Just keep it simple and make sure your channel is cohesive. Themed title images, consistent tags, detailed descriptions and correct links go a long way.
Some Last Second Reminders for Video Strategies.
If you’re going to take the time to maximize the reach of video content then it better look professional. And don’t forget to link all of the videos together and point to the full feature. This ensures the experience is sound and it’ll enhance your SEO.
Lastly, when you solidify your brand identity, you should also know exactly who your customers are. If your audience doesn’t log into social media until 6pm at night, don’t post your videos at 10am. You can automate the process for certain times of day so you’re not manually posting everything. Make sure there is a rhyme and reason for everything. The results will reward you!
Want to Learn More?
I’m passionate about helping businesses and professionals improve the way they present themselves. Video content is just another opportunity to do so. If you’d like to discuss possibilities with me, I’d love to learn more about your story how I can help.