Video Content Strategy 101

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We spoke last week about how crucial video marketing is for your brand. But knowing how important video is to your brand is one thing. Having a video content strategy in place is another thing entirely! Biteable predicts that by 2022, “online videos will make up more than 82% of all consumer internet traffic — 15 times higher than it was in 2017.” Of course, your video content strategy will take the same level of planning any other market strategy does, but if you’re not sure where to start, you’re in the right place!


How to Create a Video Content Strategy

Determine your Goals and Platform

The most important thing to remember with videos, no matter the goal, is that people don’t have very long attention spans. Video view times are generally more generous than digital ads, but it’s still best practice to make sure your video is short and sweet! Depending on where your videos are going to live, they should abide by the recommended view times for each platform:

Instagram: ~30 seconds

Twitter: ~45 seconds

Facebook: ~1 minute

YouTube: ~2 minutes


In addition to that, you’ll want to make sure your video is targeting the correct audience at the appropriate stage of their journey. According to Lemonlight, your video content strategy should slot into one of the three stages of the sales funnel:

Awareness: Here, a challenge or opportunity is defined, and the viewer realises they have a problem. Videos in this stage should attract users and introduce your brand to a new audience.

Consideration: The viewer is now considering how they will solve the problem they’re faced with. They’re researching, asking for recommendations, watching product reviews, and trying to find cost-effective solutions.

Decision: The solution has almost been found, and you want to remain top of mind. Present your prospect with proof of customer satisfaction and prove why your product or service should be chosen over your competition.”

video marketing funnel

Decide What Story You Want to Tell

Before any video making can commence, you must sort out the purpose of your video content. For example, you could share the brand’s story or a customer story or testimonial, focusing on their experience with a product and how it’s fulfilled the purpose they purchased it for. Instead, you may opt for a brand awareness video that highlights your brand presence in the marketplace and reminds customers what products you offer and where they can purchase. It could also be a product-driven video, focusing instead on a specific product or lineup. This video could provide facts and info about your product, giving more detailed and technical information the deeper they go into the sales funnel.

Not Every Video Needs to Tick a Checkbox on a Marketing Plan

There are a million other versions of video content your brand could create as well! And not every video needs to fulfil a certain checkbox on a marketing plan! Some can be just for fun, engaging and entertaining your audience. Videos that entertain your audience will only further strengthen the bond between them and your product and make them feel favourably towards your offerings. Once you land on which story you want to tell, it’s time to…


 Build an SEO Strategy

SEO isn’t just for blog posts and websites; it’s for videos too. YouTube is the second largest search engine online and so having your videos optimised for the same kind of broad and longtail search terms is the best way to get them in front of your audience.

When titling your videos, make them as informative as possible so that people who are looking can easily find your content. Adding keywords to the video description box will help your video display in relevant searches. In addition, it will give the audience a better idea of what they can expect from your video. Finally, social media is all about aesthetics, right? So make sure your video thumbnail is styled, branded, and clean.


Curate Your Videos and Set them up for action

You’ll want to ensure your videos are tailored to the customer’s needs. For example, are they looking for usability or tips on your product? Are they looking for general information? Or are they wanting some entertainment? Having a curated aesthetic and video content strategy that fulfils what your audience is looking for from your brand will be the best way to make your video engagement soar.

When making video content, you’ll also want to think about the CTA. You’ll want your videos to have a call to action in them in some way. Videos are different from the typical display ads in that there can’t be a clickable button. However, most social media platforms offer a clickable bar underneath your video to lead to a landing page. Even still, your video should build up to an actionable end, leading the customer to shop more, try it out themselves, or take their journey to the next step.


Monitor the Success of your Videos

As with any marketing campaign, you’ll want to monitor your video’s success on each platform. You may find that what works on one platform doesn’t necessarily work for another. Being able to pivot and tailor your content to the platform and the audience on that platform will be essential to the success of your video content strategy.

Developing a video content strategy is crucial for the success of your videos online. Understanding what platforms your audience favours and what purpose they’re looking to your videos to provide will make sure that your videos hit the mark, each and every time!

Do you want to create premium video content for you or your client? Then contact TBM today!