With the vast amount of new tools and distribution channels in video production and marketing these days, there are more possibilities in video than ever before, but for those same reasons, it’s also become more important than ever to design a solid plan before jumping right into the water.
Believe it or not, far too many businesses and marketers are still essentially tossing a bunch of ideas at a wall and hoping something sticks, and to make matters even worse, when something does stick, they often have no way of knowing why.
We’ve been in video production in NY and NJ for long enough to know that, in this industry, things change fast, and with all these new channels and tools out there, if you don’t have a plan, you’re simply wasting your time. So, read on for some tips for putting together a video plan in this new landscape.
The basics are more important than ever.
Yes, all the video production basics still apply, and for more on that, check out this post, 4 Essentials of a Solid Video Production Plan, but the truth is that the basics have actually been rendered even more important as a result of the new possibilities in video marketing and production.
For instance, it’s more critical than ever to ask yourself the right questions early on in the process so that you have a firm idea of your specific goals for the video content you’re creating before creating it. So, for starters, is your main priority to make money off the video itself, or to create/enhance your brand awareness?
Are you trying to drive viewers from your social pages to your website, or are you simply trying to get viewers who are already on your website to spend a bit more time exploring it? Or perhaps one of your main objectives is to simply grow and engage with your social followers? You get the idea.
Why do you need to ask these questions? Because your answers will determine what kind of video you should create, what length you should aim for, where you should go with the content once it’s complete, the best ways to go about sharing it, etc.
Videos intended for social use, for example, tend to be better off on the shorter side as they’re often used to drive new people to lengthier or additional content, whereas website videos are typically aimed at existing audiences and should therefore be more concerned with keeping that audience immersed in your content and website experience.
The point is, while it’s always been crucial to have firm goals in mind before creating your videos, with all the new tools and channels, it’s more important than ever before.
Look for partnership opportunities.
While your specific goals for your video production efforts will help to determine the kind of content you create as well as where and how you share it, there are also opportunities to partner your videos together to get more out for your efforts, and you need to start factoring those kinds of opportunities into your video plans from the get-go now.
For instance, you can use the fact that shorter videos tend to find more success on social media to your advantage by creating teaser videos for the social sites that you’re trying to build a presence on which then directly connect with extended, related videos on your website.
That way, you’ll be able to create the right kind of content for the particular platform you’re using yet, with some careful planning, you’ll also be able to keep those separate pieces of content connected in some way, and you can use one to help the other.
Now, the key here is the quality of the content itself. If your short, social video does its job of enticing viewers to shift over to your website, then the video content they find there must be highly relevant and valuable. To put it simply, it needs to worth their while so that they continue to explore or even frequent your site moving forward for more content like it.
For more on what you need to keep in mind when creating videos for social use specifically, check out this post, How to Design Your Video Productions To Succeed on Social Media, but the bottom line is that while all these new video tools and channels have made designing a video production and marketing plan that much more complicated, they’ve also presented new opportunities for partnering your videos to get more for your efforts.
Trust your instincts.
Yes, analyzing successful videos within your industry or those created by competitors is a great way to get some ideas brewing for your own video production plan, but that doesn’t mean your strategy should be to simply duplicate their success. First off, it doesn’t work like that.
Even though you may be similar, every brand is unique in some way, as is their target audience. It’s not that there won’t be anything of value for you in these other videos, because there will be plenty, it’s just that your brand identity is and should remain your own, not a variation of someone else’s.
And the thing is, who knows your identity, mission, message, attitude, and audience better than you? Who has a better grasp of what your specific viewers expect, prefer, want, and need? The answer, of course, is no one.
So, if after doing your homework and getting a good feel for the kinds of videos that are working and where, you have some completely original video ideas of your own that you truly believe could be of real value to your audience then, by all means, do all you can to bring those ideas to life.
The video production and marketing industry is in a constant state of evolution, and while keeping pace with the latest best practices always helps, if you figure out a way to pioneer the next best practice, that’s even better.
Whatever the plan is, make sure it’s adaptable.
As you can see, putting together a video production plan isn’t what it used to be, but while all these new tools and platforms have complicated the matter, they’ve also led to some new possibilities.
And no matter what kind of plan you design, try to be mindful of the fact that it shouldn’t be set in stone. Remember, the video production and marketing landscape is constantly evolving and you need to be able to adapt, but you can’t adapt your strategy until you’ve got one first. We hope these tips help.
About Us: KVibe Productions, a full-service film & video production company in NJ / NY, can handle every aspect of the production process. Whether it’s a corporate video, a commercial, a feature film, etc., at KVibe, we create to inspire.