Video series’ are a strategic way to add substance to your content calendar on an ongoing basis. They also – potentially more importantly – provide your audience a reason to keep coming back to your content. And lastly, video series’ help you to build a sense of familiarity with your prospects and thus, the beginnings of a relationship!
AT&T has created a pretty outstanding series called “Frank and Charlie – the Networkers”. With more than 15 videos, published over an 8-month span, this video series is entertaining, ‘chuckleable’, shareable, and believe it or not, subtly communicates exactly what they do and why they’re good at it. Check out our fav three below:
So You Want to Create a Video Series – now what?
You’ve been taken by the magic of the video series and now you want to create one yourself. Smart choice! …It all starts with a plan.
First and foremost, what are you creating the series for? What’s the purpose? What will your audience get out of it? What will they do afterwards? So many questions, I know! But this is a sampling of the sorts of things you’ll want to decide on before deciding on the overarching plan for your series, never mind the specific content of each video.
Based on these higher-level goals, you might choose a theme or type of series. Some common series’ are:
- customer interviews
- thought leader chats
- content drip
- best practices
And remember: if you start it, finish it. It’s all too common that video series’ are started with good intentions, but end early and abruptly, leaving the audience hanging when continuous content production becomes demanding.
So only bite off what you can chew and make sure you plan all the way to the end at the get-go (and budget accordingly!). Know how many videos you want to create and what topics each one will be on. You can also try filming a few of your video series’ at once so you have a bit of a bank to pull from and aren’t waiting on your video team each time you’re ready to publish.
How to Make a Couple of Individual Videos into a Series
There’s a few things you’ll want to think about when building a video series so that you can avoid having your video series fall flat while each video seems like a bunch of awkward, loner clips.
- Make the connection for your audience: let your viewers know that there are more of these great videos (or there will be!). It might seem straight-forward, but use a title screen to actually call it a series. If viewers want more, they’ll be more likely to go looking for it if they know it exists!
- Have consistency: stick to a similar topic, theme, or video style so your audience knows what to expect, understands that it’s a series, and will keep coming back for exactly what you’re offering.
- Let them see the bigger picture: Have a way for viewers to access all of the videos in the series. For example, you might use a dedicated video hub on your website or a specific YouTube channel/thread.
- Make multiple-video consumption easy: Encourage viewers to view other videos in your series like AT&T does with their “See more Frank & Charlie” clips at the end of each video.
What better way to learn than from example – right? Check out a few of the great video series’ from around the web, and let us know if you have others to add in the comments!
Content Marketing Best Practices by Kapost
Experts share best practices in content marketing.
Thought Leadership series by Vidyard
The Modern Mark Campaign by Oracle
Modern Mark’s journey to Modern marketing.
(P.S. you can learn about the success of this campaign here).
Jay Today by Jay Baer
Best practices on social media and/or business every day.