Sometimes, it’s helpful to see what others are doing. It can drive inspiration, collaboration and connection. Other times, it can be distracting.
With 5 billion videos being watched on YouTube daily, it can be both inspiring and overwhelming to see what others are doing. You know there’s a thirst for video and a push to produce it, and you may be wondering how to translate that into your own video strategy. Instead of getting caught up in what works for everyone else, take a breather to think about what’s needed for you.
What do your viewers want to see? How do they like to hear from you? Where do they like to hear from you?
You can find answers by looking inward, and that can help you drum up ideas for your existing audience as well as attract new eyes. You know your brand. Use what you know to create the best viewer experience.
Choose an approach. What are you trying to tell your audience? Why are you trying to get this message out?
Think about the tone you typically use in communications and the purpose of your video. Is it to entertain, inform or educate? Understanding why your audience digests your content and what you want them to see can help you shape the approach of your video.
Think about the story. If you don’t grab your audience in the first 10 seconds, chances are you’ve lost them.
The average video is under two minutes long (although that’s not to say you can’t go longer—when the situation calls for it and if you do it right). Tight, compelling storytelling is key. We love to tell and hear stories. And now it’s increasingly important to tell interesting stories with so much content for folks to choose from.
Ask yourself: Why should audiences hear my story?
Optimize your video for your audience. You’ve made your video. Don’t post it on YouTube and sit back waiting for views. Think about how your audience will want to watch the video. Are they on YouTube? Facebook? Instagram?
Make adjustments to your video so it plays well on each platform—and make sure it’s on your audience’s preferred platform. Don’t forget about your own communications either. Push your video out to your clients in an email newsletter and tease behind-the-scenes or promo content when appropriate.
Think about the different ways and times folks may view it. Then continue circle back to promote again, at different times and in different ways.
