We’re living in a world where smartphones have become an essential part of our lives. According to Statista, people spend close to two hours daily on social media. For marketers, it is therefore essential to connect with consumers where their attention lies.
We have seen in the past decade how businesses and brands have invested heavily in creating content for social. In order to remain relevant in this ever-changing landscape, producing quality content consistently is the key.
Among different forms of content, video has gained a lot of popularity over the past few years. However, as a video production agency owner, I often see clients struggle with producing video content at scale. The greatest deterrent that causes businesses to shy away from creating a strategy around video is cost.
Producing videos regularly is definitely a more resource-intensive task compared to some other forms of content creation. However, considering the importance and benefits of using this medium, it’s not wise to pass up the opportunity of leveraging video content to attract and retain your audience.
By following the tips mentioned below, I’ve helped many businesses scale their video content without breaking the bank.
1. Perfection is the enemy of ‘done.’
I’ve seen many businesses hesitate when it comes to publishing their video content because, in their opinion, it’s not worthy of being shared with the world. The excuses I normally hear are “We need more professional gear,” “I’m not charismatic or funny” or “I’m not sure if people care about what I have to say.” In other words, when it comes to their own content, people are often critical to a fault.
To avoid this vicious cycle, adopt a simple, tried-and-tested strategy: put out content, and monitor the response to see what resonates with your audience. Once you have that figured out, produce more of what works.
2. Promote the video culture inside the company.
Video content creation can be time-consuming. As a business owner or executive, if you’re planning to create videos consistently, it can become challenging to allocate the time for it. Therefore, it’s important to involve team members who can be part of this process. Here are a few types of videos that you and your team members can share:
- Interviews and Q&As with thought leaders, customers or other team members.
- Behind-the-scenes videos that build trust and show your company culture.
- Thoughts around trends in your industry.
- How-to videos that help solve common problems your audiences face.
3. Repurpose your videos.
When it comes to sharing videos on social media, repurposing is probably the most powerful tactic. It’ll allow you to take full advantage of your macro video content. In addition, it is also imperative to respect the context in which each platform is used by your consumers. Without going into too much detail, let me share a few practical methods for repurposing your videos:
- Start by creating one long-form video (ideally no shorter than five minutes), and host it on your YouTube channel. Add necessary on-screen graphics such as a title screen and an end screen that includes a CTA to subscribe to the channel and your social handles.
- Edit this video into shorter clips that you can share on your social media channels. Add closed captions (since a big percentage of consumers watch videos without sound) and the title of the video at the top, which takes close to 20% of screen space. Typically, you should be able to create anywhere between five and 10 short clips from a long-form video that can become part of your content calendar.
- In addition, you can repurpose the long-form video into other forms of content, such as a blog post, audio podcast, and quotes in the form of graphic images that can be shared over social media. You could also embed a version of the video on your landing page.
Video content creation at scale doesn’t need to be expensive. Successful businesses learn to quickly adapt to changes in consumers’ content consumption habits and preferences. Just like putting out other forms of content consistently, video content creation also requires commitment and a well-thought-out strategy.
With these simple tips, I hope you’re one step closer to producing video content at scale and connecting with your consumers at relevant touchpoints.
Originally published in February 2020 on Forbes.