Video content is more important than ever from a marketing perspective, but the high profile status it has attained also brings challenges with it.
The main hurdle to overcome is that of creating compelling clips that outshine the competition in a marketplace that is already overflowing with attention-grabbing content.
With all that in mind, here are just a handful of strategies that will empower you when making promotional video content for your business or brand.
Use the right software tools
The video editing tools you choose will form the foundation of your content creation strategy, so it pays to give this plenty of thought and not to just stick with the same old package you have been using for years.
For example, leveraging collaborative video editing software could take your projects to the next level, not only in terms of creativity but also when it comes to compressing cycles of work.
If you can have multiple team members collaborating on the same project in unison, you can hit deadlines and capture the zeitgeist with your content, rather than seeing viral trends pass you by.
Choose types of content that serve your advertising aims
The extent to which your video content is able to engage and connect with your target audience will partly be determined by the format it takes. As such you have to choose wisely and avoid producing clips that don’t gel with your marketing goals.
For example, if your business makes a product that has practical applications, you could gain views and shares by making tutorial content that explains how best to use it.
On the other hand, if your business offers services within a particular industry, then you may earn more traction with videos that explain a particular aspect of the niche you occupy.
Both of these types of content provide value to viewers as well as being promotional, and can also remain relevant for long periods. The more evergreen your video content, the bigger the potential ROI.
Extrapolate ideas from your existing content
Working out what video content will hit home with your ideal demographic can feel like it involves a lot of guesswork, and a lot of risk-taking as a result.
However, you don’t have to go all-in on a concept for a video without knowing if it will hold water, because it is more than likely that you already have tried-and-tested ideas that have proven themselves and are ripe for video adaptation.
For example, if you have a post on your brand’s blog that attracts a lot of attention and views, then this could be well suited to recreating in video form.
This is also a way of squeezing more value from your earlier marketing investments, and making better use of analytics.
Look at what rivals are doing right now
Taking inspiration from the videos which competitors in the same space as you are posting is often worthwhile. You can see which clips are finding an audience and which are falling short, then base your own efforts on the most popular iterations.
View counts and interactions are often displayed prominently, especially on social media sites, so you do not need to delve particularly deep to keep tabs on rivals.
Of course you also need to avoid copying content from competitors outright. Aim to put your own spin on what you see, and of course if there isn’t a unique angle to take, then it is sensible to sit this one out rather than jumping on every bandwagon for the sake of appearances, which could backfire.