Keeping Up in the Age of Video

The power of video

The potential power of video marketing is its greatest pull for marketing teams. Think about your own internet habits: if you have the choice between watching a video or reading an article or blog, which one are you choosing? The reality is that while video is ultimately more engaging than written copy, it can also be a passive activity. If you’re reading a blog, your focused on the words that you’re reading because your brain is hardwired to read like that. But if a video is playing in the background while you are focused on something else, you can still gain some value from the content.

Building a budget

Establishing a budget is a great place to start with your marketing videos. Each company is going to have a different budgetary approach, but there’s no reason to expect that you need to pour an excessive amount of money into the production of your video content. If you have the money to put into a specialized video team, that’s great! But it’s not necessary to produce good content. Most smartphones can take high-quality video without the need to buy a brand-new camera for your office. Take the time to map out what you want to spend and where you want to spend it. 

Target your content

Video marketing is just like any other piece of content marketing: once you begin to create and produce these pieces, you need to target it towards your audience. Your videos need to be optimized towards your audience, but also for the specific channels they are going to. For example, your Facebook videos should be uploaded directly to the channel, kept short, and captioned with a targeted message. These videos would operate differently than videos on Twitter and YouTube.