4 key steps to a successful video strategy | Mosaicoon Blog

4 key steps to a successful video strategy

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Video is the new king of content strategy. We’ve already highlighted the reasons why companies are increasingly leveraging videos to reach their objectives in a recent post.

The secret of success is not video itself, but how it is used to communicate. If you want to build an effective video strategy and take the most out of your marketing budget, you should take the following facts into account.

1. Not all videos are equal

Videos that “don’t look like advertising” are the users’ favorites. People stick with informative, authentic and engaging contents, and are more likely to share them. For this reason, invest in branded video content besides making product videos. Produce videos in which the story comes first, designed to share your brand’s values and create an emotional connection with the viewers.

2. Each medium has its own best practices

Since every social network has specific characteristics, video performance may vary depending on a set of factors, such as the format of a video, its length, and the underlying creative idea.

That’s why repurposing videos originally made for one channel cannot be a winning strategy. It is unlikely that a TV commercial will work as well on Facebook. Similarly, a video designed for Facebook will not perform at its best on Instagram or on YouTube.
For optimal results, tailor your video content for each medium, taking into account their peculiarities.

3. Performance is unpredictable

Creativity is not an exact science. The results of a video cannot be forecasted in advance; performance is influenced by too many variables, many of which are impossible to control. Just think about the context or the moment in which a video is viewed, or the personal taste of who’s watching. Running A/B tests is essential. Compare two or more video versions and see which one performs better, then allocate your budget accordingly in order to boost the most effective one. This way you’ll avoid investing 100% of your budget in the “wrong” video advertising campaign. You can test many different aspects, from creativity to music, from format to duration, from voiceovers to copy and branding.

4. Repeating might not do good

Have you ever heard of banner blindness? It is an effect of overexposure to advertising and refers to when a visitor to a website tunes out any banners or advertisements on a webpage. Since 86% of web users get affected, underestimating the issue may end up frustrating your advertising efforts.

You can react by updating your video contents frequently, in order to retain your target audience’s attention with varied and interesting messages.

Summing it all up: when structuring your video strategy, rely on data rather than on gut instinct and put these 4 steps into action.

  1. Use different videos for different communication goals
  2. Tailor your content based on distribution channels: what works on Facebook might not do on YouTube or Instagram!
  3. Test different creative ideas and video versions to identify the one that performs best on your target.
  4. Launch, monitor and optimize video campaigns on a frequent and consistent basis to keep your audience engaged and increase your click-through rates.

If you think all this is unaffordable, you still haven’t tried Mosaicoon!
Register for free and learn how to scale your video marketing campaigns.