Creating an Effective Video Strategy for the Present and Future

Creating an Effective Video Strategy for the Present and Future

Videos have become a crucial component of marketing strategies for brands across various industries. According to recent research conducted by CMI, 84% of marketers are utilizing videos in their campaigns, marking an 11% increase from the previous year. However, the demand for more video content continues to grow, with executives and managers often pushing for additional video production within their organizations.

While it may be tempting to create more videos simply to fulfill these requests, it is essential to have a well-thought-out strategy in place to maximize the effectiveness of these videos. In fact, 60% of marketers believe that having a video strategy is key to achieving better results. Without a clear plan in place, your videos may not effectively engage your target audience or drive the desired actions.

During a recent CMI Live session, Bean Porter, the manager of brand and content production at Grainger, and A. Lee Judge, co-founder of Content Monsta, shared valuable insights on how marketers can approach video creation for their brands. Here are some key takeaways from their discussion:

Build a video strategy with your customers in mind

Bean emphasizes the importance of always putting the customer first when developing a video strategy. By considering what will attract an audience to watch a video and what action the brand wants the audience to take after viewing it, marketers can create more impactful and engaging videos. Whether the goal is to increase brand recognition or drive product sales, having a clear objective and call to action from the outset is crucial for success.

For example, Grainger’s “Everyday Heroes” video series was designed to spotlight various customers and align with the brand’s objective of increasing brand recognition. On the other hand, a short YouTube bumper promoting a product and directing viewers to a landing page would be more appropriate for driving sales.

Combine customer considerations and brand objectives

A customer-centric video strategy should encompass a variety of content types, tones, and lengths to cater to different audience preferences. Short, attention-grabbing videos work well for product promotions, while longer, emotionally resonant videos are effective for top-of-the-funnel objectives. By tailoring video content to meet the needs and interests of their target audience, marketers can guide viewers through the sales funnel and ultimately drive conversions.

Bean suggests using a mix of video formats, such as Q&A sessions, product demos, and customer testimonials, to keep the audience engaged and interested in the brand. Repurposing video content across different platforms and channels can also help maintain viewer interest and drive traffic to key landing pages.

Use storytelling to create human-centered video content

While the subject matter, tone, and length of videos may vary, the underlying theme of human connection should always be present. By focusing on the people behind the products or services, marketers can create emotionally engaging narratives that resonate with viewers on a personal level. For example, instead of showcasing a product demo, tell the story of a customer who uses the product and the impact it has had on their life.

Bean suggests exploring different storytelling techniques, such as recording the sounds of product creation, showcasing day-in-the-life scenarios, or conducting Q&A sessions with product specialists. By incorporating these elements into video content, brands can forge deeper connections with their audience and foster loyalty and trust.

Devise a distribution plan

Once the video content is created, it’s essential to have a strategic distribution plan in place to ensure maximum reach and engagement. Bean advises marketers to focus on platforms where their target audience is most active and receptive to video content. By testing different platforms and analyzing engagement metrics, brands can determine which channels are most effective in reaching their audience and driving desired actions.

By tailoring video content to suit the preferences and behaviors of their target audience, brands can create more engaging and impactful videos that resonate with viewers and drive desired outcomes. With a well-defined video strategy in place, marketers can leverage the power of video to enhance their brand presence, engage their audience, and drive business growth.