5 Elements of A Video Content Strategy

This blog was updated March 2017.

Who loves stats??? I love stats! And there is no topic with more abundant stats than the impact of videos on potential customers. Here’s data-driven confirmation showing why you need to start exploring the different elements of video in your content marketing strategy:

• 87% of online marketers use video content
• 90% of users say product videos are helpful in the decision process
• 1/3 of all online activity is spent watching video
• 80% of users recall a video they viewed in the past 30 days
• 22% of small businesses plan to post a video in the next 12 months

Making the decision to create video content opens you up to a lot of avenues so we’re recommending five elements of video that you should include in your video content strategy.

1. Mini Videos

Until recently, Vine was the king of mini videos, with its looping 6-second videos that were perfect for social media consumption. Now the king is dead, but that’s fine. There are plenty of ways to add a video to your social content strategy without Vine. The newest way to get quick videos into your social feeds is with the use of Boomerang. If you’re not familiar with Boomerang, it’s part hyper-lapse, part GIF, and lots of fun! With the use of the Boomerang app and the click of a button, you can create a 1-second looping video that can have a big impact. Even in such a quick burst, using Boomerang video you have the opportunity to:

• highlight a product feature
• show off your personality
• tease something new

2. DIY Videos

Some companies may be reluctant to get started with video content because they mistakenly think they need big budgets and professional resources to create a successful video. That’s not necessarily the case. So grab your iPhone and don’t be afraid to get a little down and dirty. Even though a DIY video is meant to have a grassroots feel you still want to take care to create a quality product, so take the necessary steps to stabilize your phone with a tripod, use proper lighting, and ensure good sound quality. Use DIY video production to create:

• a tips or advice video series
• instructional or how-to videos
• a “day in the life” video

3. Splashy Production Videos

While we advocate for giving DIY video a try, we also realize that there are circumstances when you’ll need the services of a professional videographer and big-time production value. Hiring a videographer will give you a more polished end product because he or she will expertly fine-tune all aspects of the production process, including lighting, sound quality, framing, and editing. Add a budget line item for professional video production when you want to create:

• product launch videos
• branding videos
• company culture videos

4. Animated Videos

Animated videos may be the trickiest addition to our elements of video list, as it not only requires professional video production but also a talented illustrator. That being said animated videos can play a special role in your content marketing strategy and have been given the nickname “explainer animation.” Animation’s strength is that it can break down complex information and present it in a format that simply and visually presents information to the viewer. Here are a few examples of explainer animation videos that consistently top the “best of” lists:

• Crazy Egg
• Federal Student Aid
• Mint

5. User-Generated Videos

Some brands have uncovered the secret of creating loads of video content – letting their customers do the work for them! User-generated content (UGC) is a photo, a tweet, or in this case, a video that features a user or fan promoting a product or brand, instead of the brand promoting itself. User-generated content is a fantastic tool to address the trend that consumers, especially those in the millennial demographic, trust personal recommendations and endorsements over traditional advertising messages. Use these examples of successful user-generated videos to inspire your own UGC campaign:

• GoPro Awards (their social media also features some amazing user-generated “Photos of the Day”)
• Lowe’s Fix in Six
• Starbucks White Cup Content (not a video, I know, but check out the amazing artwork)

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