Currently, the time spent watching videos make up a third of online activity. At one point, all major social media platforms including Facebook, Twitter and Instagram adopted the video-posting function, which was originally not part of their platform when they first launched.
Videos are considered to be the top contender for the number one content marketing tool these days. However, companies are still mainly making use of text and images to disseminate information to potential customers and partners.
Although this is a tried-and-tested method of reaching out to their target audience, videos are now a top contender against all the other marketing tools these days as they make a great storyteller. Videos follow the 2 in 1 combination of the two things that captures our attention the most – audio and images. Videos have thus been proven to be the most engaging form of content when it comes to retaining messages in an average viewer.
Here are Gram’s tips to help you create the ideal corporate video strategy for your company.
Set Your Goals and Direction
What are the goals you seek to achieve with the videos that your company is going to put out? Perhaps the aim is to increase site traffic, or improve brand awareness. Your goals should be tied in with the direction that your company is set on. What kind of content do you intend to put out in your videos? Do you want to do reviews for products, or share tips with others? You could even do a combination of both.
However, do keep in mind that setting more goals do not necessarily bring in better results or higher viewership. While strategizing content for videos, it is best that you keep it down to one or two main goals to make clear to your viewers the intention and purpose of your videos. It is very important to demonstrate the intention and purpose of your videos to your target audience. If they resonate with your content, they will definitely follow your postings. For example, a viewer whom is interested in technology reviews would definitely follow your video content if it consists of solely reviews on technology products. However, if your video content consists a mix of technology reviews, tips, and tricks, that particular viewer might not follow your content consistently.
Hence, demonstrating the intention and purpose of your videos will help you build up a steady base of loyal viewership, which is always something good to have as a content creator.
Therefore, the goals and direction that you set for your company will help you to craft out a more concise winning video strategy for your company.
Identify Your Target Audience
After setting the goals and direction that your company will be moving towards, you should identify your target audience. Who are the intended audience for your videos? What kind of people are going to watch or search for your content? Will your viewers understand the technical jargon that you’re going to use in your videos? If your target audience is a group with specific psychographics, such as industry experts or people already educated about the topic of your video, you could keep the technical jargon in your scripts. However, if your targeted viewers are part of a broader target audience, you might want to break the script down into simpler terms so that they can understand the content of your videos better, allowing your messages to reach them more effectively.
When it comes to identifying your target audience, you should definitely conduct market research first. Research about the kind of consumers that are most likely going to watch your videos. For example, if you are going to produce videos about technology, such as reviews about the latest technology products, your viewers would definitely be technology junkies. Find out their psychographics, interests, habits, likes and dislikes through primary and secondary research. From here, you will be able to derive what kind of video content to put out in order to catch the attention of your target audience, and ensure that they stay tuned to your content.
Create A Strategy
Your corporate video strategy should be one that is specifically tailored to your company in terms of scheduling, timeline, and the budget set aside for the production of videos.
This should be a strategy that your company sticks to until there is a need for revision. You should keep your company’s branding, directions and goals in mind while planning out the strategy.
To start off, you could compile all the videos that your company has put out. From there, plan out a schedule that best suits your company, as well as the budget your company wants to set aside for videos.
If you want your corporate video strategy to be more tailored and detailed, you could also come up with a mission statement for each video that you put out. This includes the purpose of the video, the target audience, as well as the call-to-action, if any.
Determine Placement in Company’s Marketing Strategy
After coming up with the perfect corporate video strategy for your company, determine where the video strategy is to be implemented in your company’s overall marketing strategy. For example, it could be after conducting SEO (Search-Engine Optimisation) research, or after evaluating the monthly performance of recently posted videos and content. Either way, the placement of your corporate video strategy in your overall marketing strategy is important and will aid in boosting efficiency.
Plan the Evaluation Process
Always remember to evaluate the performance of your videos. This will help you sift out the video content that is effective in reaching out to your target audience, and the type of content that your viewers would like to watch. The evaluation process is definitely one of the most important steps in your corporate video strategy, as it gives you first-hand information on what your viewers prefer to watch.
There are several ways you can take to evaluate the performance of your company’s videos. You can start off by engaging websites that provide basic analysing services. If you post your videos onto your company’s website page, you can observe the site traffic of your company and note the changes in traffic from the time the video is posted. Website domains such as WordPress offers analytical services that directly provides you with data on the performance of your videos, e.g. the number of clicks per day. Video posting platforms such as YouTube also provide similar analytical services. Of course, the most basic form of evaluation is the number of likes, dislikes, and comments on the videos that you post.
With this information, you should be able to gather and sift out the video content that your viewers would most likely watch, as well as the video content that is most effective in catching the attention of your target audience. If there is a need to, make sure to sit down with your team and revise the content of your videos every few months, in order to ensure that your company is up-to-date with the current trends, keeping your videos fresh and engaging.
Enjoyed reading this article? Read our article about 5 Types Of Corporate Videos And When To Use Them
