Ask yourself, do you have the finances required to invest in this long-term strategy?
5. What social platforms do you want to focus on?
Do you already have solid presence on major social media platforms, like Facebook, Instagram, LinkedIn, Twitter? Are you seeing substantial results through them? If yes, then focus on creating videos for these platforms and further strengthening your hold on the audience there. If not, then conduct a research to find out which social platforms would get you the best results.
According to Animoto’s extensive research, ‘64% of consumers say that watching a marketing video on Facebook has influenced a purchasing decision.’
Video content is a fickle thing. Each platform has a list of dos and don'ts for the kind of the videos that work on them.
For example, a video on Facebook works without audio, so you’ll need to make one that’s visual-heavy with captions (if need be). Square videos outperform landscape videos when it comes to engagement, views and completion rate, so for social media (and particularly for mobile devices) you need to create square videos.
So, you need to be very clear about the social platforms you want to focus on initially, and back it up with solid data instead of hearsay and i-think-this-might-work thoughts.
6. How will your video set you apart from your competitors?
Find out if your competitors are using video to market their brand or not.
If they haven’t yet started using video marketing for their brand, then you already have an advantage over them. But if they are, you need to figure out how you can create a video strategy that sets you apart from your competitors.
With so much video content going around in the digital world, it’s hard to come across content that’s different and refreshing. It’s the same old, rehashed crap everywhere that everyone's tired of now. So try to come up with a different concept, a different marketing strategy, a different something.
It can be anything - the kind of videos your produce, your video personality, the social network you’re using for promotion, your video CTAs, and so on.
You can outline your brand’s USP and determine to use it to create video content that is different (and more appealing) than your competitors. Or you can simply choose a social platform that they’ve neglected to use, and start marketing to your audience there.
Use video to stand out, not blend in.
7. Do you have a distribution strategy?
A strategic distribution strategy is vital for your video marketing to work. After all, there's a reason why the content marketing community follows the 80% 20% rule - spend 20% of your time creating content and 80% distributing it via the right channels. This will help you score more shares, conversions, and achieve your marketing goals within a much shorter time.
If you already have solid online presence, say a couple of thousand followers on major social platforms or a good list of email subscribers, you can use those to promote your videos and save a ton of time and effort. Eventually you can add in more distribution channels or amplify video promotions on platforms that are showing best results.
However, if you’re starting from scratch, you need to build a strategic and effective distribution channel, or at least some semblance of it, before you start creating videos. Because otherwise your videos won’t get a lot of traction, you’ll end up pulling-your-hair-out frustrated and ready to ditch video for good.