Shaping the video for the channel: a quick guide to what kind of video to create when it’s time to make some noise.
From social media to the content marketing you’re putting together to convert those site visits, one thing has become a fact in recent years: if you want it to make an impact, make it move. The human brain can process video 60,000 times faster than text, and it will do anything it can to avoid cognitive strain. This is why we’re naturally drawn to video; it makes it so much easier to digest information.
In case you’re the kind of person who demands facts and figures, here’s a few points that help the case for video:
Now that you’re fully convinced of the power of video you may be thinking, granted, video is important but where do I go from here? If you’re not comfortable with the filmmaking process it can be a bit daunting. Here are a few simple questions you should ask yourself before setting up the lights and pressing REC:
What are we trying to communicate?
The format of your video depends on this question. Simple information for education purposes? Internal communication at your company? Conversation starters around your brand? What could be done with a simple standup interview in one case will fall on its face if used in a channel that demands more. If you’re after big fish on LinkedIn, you may want to think twice before using formats more suited to Insta stories.
Let your audience guide you.
The choice of channel and the format of your video all comes down to your audience. The same basic marketing question applies - who do we want to speak to? If you can answer that question, you’ll be just fine since nowadays it’s easy to pull in oceans of data to help you pinpoint exactly the right audience. If that’s not an option, consider this cheat sheet for the major channels:
The home of the professional for sure. Video based around thought leadership, big ideas or brand awareness in an industry sense is the key here. Also, your first stop for employer branding.
You can relax your message (and your budget) a bit on Facebook since it’s kind of a personal place that accepts less polished work. Get creative and don’t take yourself too seriously. Be prepared for any response, bad or good. If you’d like to inform an existing audience or start a conversation, do it here. It’s important to keep a presence on this platform so don’t let too much time go by before posting again. Keep your audience informed and entertained!
A good platform for product ads and quick B2C exposure. A younger audience for sure, and so another opportunity to be very creative; there’s a lot of competition for eyeballs out there.
A general catch-all for video hosting and a very powerful tool for campaigns. Maybe you need to have a home for your content to link it to your other campaign activities. Don’t expect anyone to go to YouTube specifically to see your films (unless you have a very devoted following) but this could be a good place to store your work. On the other hand, Youtube can be a powerhouse if you’d like to run a serious paid campaign and track every bit of user data. This point may be another blog post all on its own…
The artist’s YouTube in a manner of speaking. Fewer campaign tools but a cleaner interface for showpieces. Possibly good integration with your website, but basically a place to store your videos that isn’t connected to Google. If that’s important to you.
Here is where you would create content that can be a resource for information; product deep-dives, service tips, or general info about you and who you are.
Whether you’re stepping out for your first adventure in video or if you’ve been around the video-block a while, the shifting digital landscape can be daunting. What’s important to keep in mind is that the possibilities are multiplying and being present is very important. We can’t lose!