We know. It’s that time of the year and it can be tempting to just put everything on hold until after the holidays, but the thing is that the holiday season is actually the perfect time to build stronger connections via video.
That is, if you do it right, because simply making some holiday-themed content won’t cut it. It comes down to the particular kinds of videos you create, and the message you try to send with them.
But as NY / NJ video production pros who’ve been through our share of holiday seasons, we know a thing or two about what kinds of videos, and messages, tend to work best this time of year. So, read on for a few tips to ensure you’re spending your time wisely.
1. Forget at least one big video marketing basic.
Now, most of the basics of video production and marketing still apply during the holiday season. You still need to strive to be authentic and to speak to the specific viewers you’re trying to reach, for example.
But one basic that you may be better off tossing out the window during the holiday season is the inclusion of an easy-to-use call to action, or any call to action for that matter, in your video content.
After all, this is the time of year for giving and selflessness. So, while you’ve probably read or been told to always include a clear call to action if you’ve been creating videos for some time, this time of the year is one exception to the rule.
The trick is to still figure out a way to brand your video content without actually coming right out and trying to sell something. It could be something as simple as your logo or colors, but the bottom line is that you still want the audience to know who made it.
2. Get the ball rolling early.
No, you don’t want to start sharing holiday-themed video content in June, but you do want to start sharing it before the holidays have officially arrived. It’s not just about building up some hype early, either.
If you come up with a holiday video plan early enough to have some content ready to release by October or November, then you’ll be able to get some valuable feedback about that content and what you can do to improve it.
That way, you’ll have some time to make the necessary adjustments to your strategy. Take it from us longtime NY / NJ video production experts, that’s a whole lot better than having to call it a wasted season altogether and waiting until next year to implement the changes.
Also, depending on what you do and/or offer, starting to share your holiday video content early can go a long way toward grooming viewers to choose you as their go-to shopping destination once they’re ready.
3. Make sure it keeps rolling to next year.
While the holiday season is all about giving and selflessness, it’s also about starting anew. We all have our new year’s resolutions, and we all like to use this time of year to reflect and to start thinking about making changes for the better.
That means that people are naturally inclined to give new things a chance during the holiday season, as well as to revive relationships they’ve had with people, brands, and businesses in the past.
So, it’s always a good idea to try and leverage this sentiment when creating holiday videos. Let new viewers know who you are and remind previous viewers, customers, fans, followers, etc., what you’re all about.
Use this time of year as an opportunity to tease viewers, to give them a glimpse of what you’ll be doing in the coming year. It could be a live event, a launch, etc. The point is that people are naturally more receptive to new ideas and to refreshing commitments to old ones this time of year, so take advantage.
4. Try to start your own traditions with your videos.
Another huge part of the holiday season is following traditions. Whether it’s a religious ritual or certain recipes, songs, or movies, we all have traditions that we like to keep up this time of year.
And while you may not want to celebrate any specific existing holiday traditions—more on that in a bit—that doesn’t mean that you can’t try and create some of your own. How?
Well, just think about the Coca-Cola polar bears. They’ve become a huge part of the brand’s holiday image. People have come to expect to see the bears at some point this time of year, and were disappointed when they took a short hiatus. You can read more about their comeback in this post from AdAge.com, Coke Brings Back Its Polar Bears for the Holidays.
Now, we’re not saying it’s easy nor simple to create your own polar bears. In fact, depending on what you do, coming up with your own traditions can be quite a challenge. But if you manage to do it, people will remember, and that’s always a good thing.
5. Don’t alienate any part of your audience.
From there, always remember to tread carefully in terms of celebrating specific holidays rather than just the season. It’s one thing if your entire target audience happens to celebrate the same one, but that’s seldom the case.
So, you may want to consider celebrating all the holidays within your video content, or going a more generic route and simply using a winter wonderland setting and/or other seasonal imagery in your videos.
For some more info and tips on getting the most out of your holiday video production and marketing, check out this recent post, How to Use Video Marketing to Take Advantage of the Holiday Hype.
But the bottom line is, no matter how tempting it can be, this is not the time of year to step back. It’s the time to step it up. Good luck and happy holidays!
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 commercial, corporate video, or a feature film, etc., at KVibe, we create to inspire.