If you’re looking to do business online, having a website or blog is no longer enough. Thanks to unreliable social media algorithms and decreasing user attention spans, video is now more of a necessity than a “good-to-have” content format, for both individuals and companies. Whether the videos are multiple minutes long or span not more than a minute, there is no doubt that content in the “video format” would continue to dominate the digital marketing circuit across the globe for years to come.
For marketers, the challenge lies in coming up with a blueprint for creating videos that would drive engagement, shares, and ultimately, revenue.
Implementing Digital Video Strategy
When devising digital video strategy, it’s important you pay good attention to the following three things.
• Content
Content would always be paramount. Even if every other aspect of your video is on point, the video would fail to create an impact if its core message is not strong or appealing enough. In other words, the video would not help you achieve yourdigital video strategy, objectives. Most marketers, particularly from large companies, believe avant-garde camera equipment is critical to creating a great video, which is not correct.
The content you create should not look outright promotional. It should tell a story, and the viewers should be able to relate to the story’s plot and identify with the characters. It shouldn’t feel as the product is being pushed onto the potential buyer. Long story short, engaging content is a lot more important than pushing a product or increasing the production costs.
• Consistency
Consistency is another key aspect. Humans easily develop habits. When they like something, they would like to know when and what to expect next. As a digital marketer, it’s your job to consistently deliver what they need. This consistency would also assist with community-building – an aspect that’s vital to the existence of any brand. The occasional viewer would convert into a loyal follower who would eagerly await and consume all future content you put out. Such followers are usually first in line to buy your next product.
• Community
Community is what encompasses and manages ‘content’ and ‘consistency’. A brand without a community is like a football team without a coach. An active user community continually puts out ideas and suggestions for brands to pick up and integrate into their future offerings. To keep the community active, it’s important the brand frequently engages with them, by acknowledging their suggestions, replying to comments, etc.
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