Imagine you’re buying a house. The first thing you probably do is create a checklist of your “must-haves.” These are items that you absolutely know you want in a place to live. There may be many items or only a few, but there are some things you know you can’t compromise on.
But even in a perfect world, you know there are limitations to your dream home. For example, you can’t wish for a New York brownstone that doubles as beachfront property. Your house can be many things, but it can’t be all of them. You have to accept that it may not be able to tick every single one of your boxes.
The same principle applies to videos you create for your business. You probably have multiple channels and platforms you use to communicate with your audience. While many of these platforms are great outlets for video marketing content, that doesn’t mean you can use the same video across those platforms exactly as is. The video needs to fit the platform to guarantee the highest ROI.
That also doesn’t mean that you necessarily have to create different videos for every channel. It just means you can repurpose existing videos by getting creative when tailoring the videos you’ve already created for each specific platform.
Understand your goal and audience
Creating a video without having a goal in mind at the start is kind of like leaving your house without the directions to your destination: it’s going to create confusion and you’re not likely to get where you’re going!
When you create a video, the first thing you should identify is the goal of that piece of content. That will inform every aspect of your project: which members of your team you include in the production, the script or outline, and other considerations. It will impact every decision you make as you create it. The audience you’re speaking to also plays a role in how you develop and later edit the content.
How your videos will differ depending on their use
There are a seemingly limitless number of ways to incorporate video content into your overall marketing strategy. Each one of these videos will serve a different purpose, and therefore will require a different approach. Below are just a few examples of outlets you may use to display your videos that call for a different style:
- Conferences. If you want to create a video to play in the background of your conference booth or exhibition, it’s likely to be seen and not heard. That means less focus on dialogue and more focus on including clear visuals sure to grab your audience’s eye.
- Website. Videos posted to your website can have a lot of different functions. You may want to post a demo of your product or service. You may want to post a video of your CEO explaining the company’s mission. Or to prove your value to potential new customers, you may want to post a customer testimonial. Whatever the intent, you’ll want these videos to have clear audio recorded in quiet surroundings so the audience can absorb the message. That way you can include voiceovers or other audios that help emphasize the visual component.
- Social media. The videos you post to social media can have a lot of different purposes. They can be videos you’ve previously used for other purposes or new ones you created as a way of engaging in content marketing (more on this below).
While the goal of each type of video is different, that doesn’t mean you have to produce new videos for every platform. It means you can edit existing videos to work for other platforms. For example, a video showcasing your product with a voiceover on how it works can be re-cut and replaced with captions for screening at an event booth.
Creating customized videos for each stage of the sales funnel on social media platforms
When producing your videos, you’ll need to keep the initial platform on which you plan to post it in mind as well as where your viewer is on their buyer’s journey. Each channel has a different audience, and therefore the video content will need to be customized for that audience.
Your sales team can create videos for each stage of the sales funnel meant to speak specifically to the customers at those different stages. Some of those include:
- Initial outreach. When you first contact the customer and they’re a blank slate, so you have to do a bit more explaining than later on.
- Nurturing. After the customer has expressed interest and you’re still moving toward closing the deal.
- Email outreach. These videos can be included as part of your email outreach after the customer has signed up for your email list via your website.
- Presentations/In-person roadshows. If the customer has seen you speak at a conference or other event, you can follow up with a video that assumes they understand the product or service and prompts them to take the next step.
You can also promote these videos on your various channels of communication. Take social media. According to one survey, 78% of people referred to a brand’s social media posts to assist in their buying decision. There are many platforms and each one has a different purpose. Below are some examples of how each platform differs and how you should customize your video marketing approach for each.
- Facebook. Videos on Facebook should be short (1-2 minutes in length). Facebook mutes videos by default, so be sure to add subtitles and open the video with a striking visual.
- YouTube. The most popular video hosting site in the world, YouTube is the home for both short-form and long-form content. It may take time to cultivate a following by regularly producing quality content. Use targeted keywords to attract online attention from viewers at different stages of the sales funnel.
- Instagram. Initially only an app for photos, Instagram now features a video component. Instagram videos should be short, to the point, and visually appealing. Using hashtags can help generate interest in your Instagram content.
To get the most out of using video content on your various platforms, you don’t have to create multiple videos. But you may need to alter them depending on the platform and where your viewer is at in their interaction with you. First-time viewers require a different message than repeat customers. No matter what your message, it’s important to have a goal in mind BEFORE creating or editing your video to get the most value out of it.
If you’re looking to create videos you can tailor and edit for use on multiple platforms, it helps to partner with an expert provider who understands exactly how to create a video that helps you achieve your intended goal. Let Digivid360 be that trusted partner. We can guide you through the process of how to create and customize videos for whatever purpose you need. For more on how we can support your efforts, contact us today!