You’ve introduced your company with an explainer video, shared your product offerings, and your content is developing a strong viewership, but what’s your next release going to feature?
Although it’s more accessible now than ever before, video content can be difficult to maintain once you’ve started – it could be the factor keeping you from starting altogether – so we’ve compiled eight practical tips below (including a condensed SlideShare) to make creating great video content on a regular basis a bit easier:
1. Start with a schedule
A roadmap scheduling releases not only keeps your ideas organized, but also provides a motivating sense of urgency, especially if you communicate target release dates to your eagerly awaiting audience. Whether or not your viewers know you’re aiming for biweekly Thursdays, a schedule keeps you actively planning timely content in advance.
2. Find your format & keep it simple
When working on a video series, don’t overcomplicate production. Backgrounds and the way you deliver information can be simple and consistent once you establish an overall look and feel. If your videos are normally interviews, two chairs and a mic might be the format that allows you to focus on content versus an elaborate set. If filming episodes becomes a breeze, you’re able to deliver content quickly.
3. Package it up in parts
Attention spans are shorter these days and you can make your content go further by breaking it down into easily consumable pieces with just one major point per video. Releasing a snippet of story per week can integrate with your social media posts and gradually build interest over time. The goal is to keep your audience coming back for more versus delivering just one video. Using analytics here can mean that the first set of content you produce can influence the performance of the next set with the insight gained along the way.
4. Use a current video to spark Q&A for the next one
What would your viewers like to learn about next? You can use your most recent video to come right out and ask. Opening up an opportunity for a Q&A session can provide added insight into your customer base and establishes honesty as your company’s policy with compelling answers.
McDonalds swept award shows and impressed customers when answering user-generated questions in their successful ‘Our Food. Your Questions’ campaign, ultimately proving that transparency can be a great approach.
5. Try out a video type to match your target’s needs
You could make a fantastic animated video with an informal tone, but B2B sales to a C-level executive might require a formal product demo with a whiteboard illustration depending on the stage of the buying process you’re targeting. Explore the options available and map your video type to specific goals you’re setting (i.e. aiming to educate? Film a tutorial. Focusing on features? Film a product demo).
6. Give ‘em a backstage pass
You and your team are part of your brand story and building a narrative around who you are can include showing off what you get up to on a regular day at the office. Maybe your team plays laser tag on Wednesday nights and an inside look at your customer service personalities is a great way to build trust and your likability factor.
7. Respond to issues in your industry
If you run a bakery and there’s an ongoing debate on whether cupcakes are still a hot item, your next video might feature your team of decorators weighing in on the issue. Chances are other food industry professionals and news outlets are searching for more information and your brand can be the one to deliver and increase your credibility.
8. Partner with an expert
Similar to a guest blog post, you can call in an expert to communicate your brand message. For the 100th anniversary of Hellmann’s mayonnaise, Unilever wanted to tell a story about bringing people together around America’s kitchen tables; they leveraged video and partnered with top chef Mario Batali who cooks with a twist on their classic product. The videos feature Batali’s how-to tips and great storytelling by assistant cook, Mamma T.
Overall, if you know your audience is interested in your brand and topics surrounding what you do, develop content that speaks to this interest. Focus on simplifying production and engaging your audience with compelling stories and be sure to follow up with a strong call to action.
Want to Learn More?
Visit Vidyard’s Video Space Academy for more tips (including more on how to make the most of your video once it’s released into orbit!)
Jennifer is the Customer Success Content Strategist at Unbounce. One day she wants to direct the ads you skip on YouTube. Follow her on Twitter @PeppersWrite.