It’s no secret that video content performs well. Studies show that 85% of internet users prefer video over other forms of media. Algorithms also favor video, increasing reach by up to 25%. While creating video content takes time and effort, the return on investment is often well worth it.
But how do you ensure your video strategy stands out and delivers results? These seven expert-backed tips will help you maximize your video marketing impact.
1. Use the Hero, Hub, and Help Framework
Before diving into video creation, it’s crucial to establish a strategy. What are your goals? Who is your target audience? The Hero, Hub, Help model is a useful framework that categorizes content into three types:
- Hero: Large-scale, attention-grabbing campaigns designed to increase brand awareness.
- Hub: Ongoing content that keeps your audience engaged and encourages them to follow your brand.
- Help: Practical, educational content that answers common questions and aligns with search intent.
Use this framework as a blueprint to structure your video marketing efforts. Determine which campaign will be your standout Hero content, what serves as your Hub, and how Help content will address your audience’s needs.
2. Prioritize Topic Over Format
One common mistake in video marketing is deciding on a format (“We need a video!”) before considering whether the topic is well-suited for video. The power of video lies in its ability to show, not tell, but not every topic translates well visually. Always start with the subject matter, and with the help of an expert, determine the best format to convey your message effectively.
3. Visualize Your Video Concept
Some people are visual thinkers, while others prefer outlining ideas in text. Regardless, visualizing your video is essential for effective storytelling. While much of this falls on the video producer, planning in advance improves briefing and execution. For example, if you’re creating a recruitment video, list the key shots, locations, and people you’ll need to feature.
Related: Crush Video Testimonials With These Four Steps
4. Focus on Engagement, Not Just Length
Ever searched for the ideal video length for LinkedIn, Instagram, YouTube, or TikTok? You’re not alone. Generally, TikTok videos perform best between 1-2 minutes, while Instagram videos are most effective at 15-30 seconds. However, don’t get too caught up in specific lengths—what matters most is capturing attention quickly. With shrinking attention spans, starting with a bold visual or compelling quote is key. Go in with a bang!
5. Optimize for Each Platform
Every platform has different requirements and best practices. This includes technical specifications, aspect ratios, and engagement styles. Simply reposting a LinkedIn video on TikTok is like throwing darts in the dark—it’s unlikely to work. Customize your video for each platform and ensure it follows SEO best practices for better discoverability.
6. Plan for Content Repurposing
Ever created an amazing video but never got around to using it in multiple formats? Avoid this by planning how to repurpose content upfront. Short clips for social media, Instagram Stories, and still images can all be created from a single video. Involve your video producer early in the process to ensure all necessary materials are captured at once.
7. Map Out Your Touchpoints
Posting your video on LinkedIn and calling it a day? That’s not how it works. Video should be part of a larger marketing strategy. Identify all the touchpoints where your audience will encounter your content and be realistic—consumers don’t always follow the exact funnel you envisioned. Monitor engagement throughout the campaign and adjust your strategy in real-time to maximize impact.
Bonus Tip: Leveraging AI in Video Marketing
Is using AI in video production a bad idea? Not at all. AI can be a great brainstorming partner, helping speed up concept development, research, and even editing. However, AI-generated videos aren’t a replacement for human creativity. Take Coca-Cola’s AI-generated holiday commercial, for example. While it gained attention, it lacked the emotional warmth of the brand’s traditional holiday campaigns. Video storytelling is ultimately about emotion, and for now, humans still do it best.
