Video: The Content you Can't Afford to Skip

Most organizations I work with don’t use video. Why? It’s too costly. Too time consuming. Nobody feels comfortable in front of a camera. Etc. Etc. Etc. I’m here to debunk those myths. More importantly, I’m here to tell you that you can no longer afford to ignore video when putting together your communications/marketing strategy and budget.

Data point after data point show us that video is critical. It is watched. It has greater reach. Calls to action via video work. Ignoring it because it appears daunting is putting your team at a disadvantage.

So how do you begin to incorporate video? Here are three quick tips to get started.

DO: Go live at least 1x/week. You can now go live on Facebook, Twitter, Instagram, and most recently, LinkedIn. DON’T go live without a plan.

  • Look at your content calendar and find a day of the week to add in live video. Sketch out a plan for the content you want to capture and ensure that messaging is consistent with your broader communications and brand strategy. Don’t be camera shy. Utilize all of your assets — your staff in the office, content from ‘the field,’ client interviews if/when appropriate. They sky is the limit!

DO: Carve video into your strategy and therefore, your budget.

  • You need organizational buy-in to do this, but the ROI to back up the resources is there. Pull out the stats. Put together a plan. Show your supervisor that this is a worthwhile way to spend some of the organization’s time and money. Video, when done well, gives a very real and authentic face to an organization/business/campaign.

DO: Create high-impact, low-cost videos on a weekly or bi-weekly basis.

  • You have two options here. Produce these in-house with some inexpensive equipment, OR partner with a business like ours to create high impact, low-cost videos on a weekly basis. Every video doesn't have to be a $5,000+ production. Don’t get me wrong, there is space for those videos, but there is also space for well-produced, 30-60 second videos that you can drop on your social channels every, single week. Again, look at the data. You need video to gain traction on social platforms.

This is by no means me telling you to only produce video content. Your daily content that contains links or images is also important, and there is a place and a time for that type of content–but there is also a place and a time for video. You need to look at your analytics on a daily or weekly basis and determine what type of content is producing what type of results. What engagement are you seeing? What’s the best time of day to post? Who is clicking through? Start a spreadsheet with that information so that you begin to incorporate analytic feedback into your content development.

If you need help with any piece of this puzzle: developing a content calendar, creating content, analytics, etc., don’t hesitate to reach out. You got this.