The New Year always brings about that inkling in people to make fundamental changes in their life. How often they follow through with their resolutions is a different story, but, regardless, it’s the time of the year when people feel the need to adjust.
Maybe it’s just that feeling of things wrapping up that makes people want to wrap up all their bad habits and start anew. That instinct can serve you very well, however, when it comes to your video production strategy.
Like anything media related, the entire video production process is in a perpetual state of evolution. New tools and practices are discovered all the time, as are new ways that video can bring your company heightened levels of success.
So, it only makes sense that, no matter how you use video at the moment, your entire strategy needs to be reviewed and most likely altered fairly frequently, and New Years is the perfect time to do so.
Make sure your information still adds up.
Many corporate or commercial videos love to proudly display company numbers or industry statistics. So, you must refresh any statistics that you display for site visitors, and that goes the same for any content at all that may appear dated.
You may have a video describing, for instance, how long you’ve been in business. In that case, you must update those numbers to give your company the credit it deserves or replace the total number of years with the date your company started providing those products or services to avoid future issues.
On top of that, the details presented in your video about your brand message, voice, or personality will often require tweaks or even sweeping changes based on industry trends or new information you’ve learned through analyzing your performance.
So, elements of the video like calls to action need to be reviewed and adjusted, if necessary. After all, what’s the point of utilizing these incredible new measuring tools if you don’t change your video marketing plan according to the results?
Basically, if you refine your mission, which you inevitably must, then you must also refine all your content to coincide with your new vision and direction, and that includes the information provided in your video production.
It’s a great time to assess and re-evaluate.
This time of year is also a perfect time to see which videos are working and which aren’t. That way, you can design and implement next year’s slate using this new information as a guide.
You may find that, if you’re doing your video production in-house, you’ve reached the point where the results justify some professional help. After all, anyone who knows anything about internet marketing knows that staying still, becoming stagnant and content with your efforts, is the worst thing you can do.
So, if things are working, you need to think about how to improve them. One way to do this is to rethink the basics, such as what your new goals for your video productions are, the kind of content you need to provide, any changes in your target audience and what, exactly, you want them to take away from the video.
And, of course, you need to research to see what new questions your target audience may be asking. You need to find out what’s bothering them and what they need a solution for because, by year’s end, they may have a whole new slate of issues.
This is also a good time to take a look at your investment, in both time and money, and your ROI. You need to determine what parts of your efforts are working and then decide if you should allot more time and money to creating certain kinds of videos.
Additionally, a company’s social media marketing efforts often slow down a bit during the holidays. That makes it a perfect time to evaluate and refresh your video approach on these platforms as well.
Going forward, it’ll be about mobilization and specialization.
So far, we’ve talked about the kinds of things to look for and the areas that will likely need some alterations at the end of any year. Now, let’s get 2015 specific, and one thing that you can expect to see a lot more next year: mobile video.
With products like the Apple Watch almost here, it’s all but guaranteed that the use of mobile devices will continue to grow. So, you’ll likely need to shift your video production efforts in that direction.
That means tracking and taking into account mobile user activities, and designing mobile-friendly/mobile-centric video content for these users.
Another trend to expect in the coming years is the need to design your video productions with more customized intentions. It seems that, in every walk of life nowadays, people are expecting to receive information exactly when and how they prefer.
So, very general video concepts intended to have a somewhat universal appeal may need to be discarded in favor of creating content customized to very specific audiences.
Lastly, while your goal with your use of video should always be to give something meaningful or entertaining to your audience rather than just shamelessly plugging away, that could become even more critical in the coming year.
Statistics show that there is an increasing number of people who start a video, but don’t actually watch it through to the end. As you’d guess, conversion is very low in those cases.
That’s why, in the coming year, companies will want to take certain measures to ensure that they’re getting their money’s worth with their video production efforts, and providing worthwhile content is the only way to fully leverage the medium.
Review, refresh, and revitalize.
New Years is the time of year when people re-evaluate their behavior from the previous year and make adjustments in light of new information. In that spirit, why not also make it the time of year you do the same for your video production efforts? Use this time to review, refresh, and revitalize your entire video marketing strategy.
KVibe Productions is a full-service video production company. Whether it’s a product video production, a corporate video, or a commercial production, KVibe offers the total package of multimedia services from development through distribution.