When thinking about using video for your organization, I always say think beyond just doing one video. If you include all of the aspects of your business into one video, that video can get watered down and overloaded with information that you actually lose the audience you hope to keep. It becomes bloated and a little long. So what’s the alternative? Make a shorter more focused video on each of the things your business does and build a series around these.
Why do it this way? Well, there are several reasons:
1. Easily consumable. People who are on the go can easily digest a shorter video while waiting and or researching.
2. There’s more to use. if you create one video that’s long, that’s all you have, but when you create a series, then you can have periodic fresh updates that you can build a campaign around or easily insert into a campaign.
3. Retention. The subject matter is focused so your audience won’t lose track of the message. Not only that, you can title it appropriately to revolve around that one subject.
4. Branding. As an add on to number two, while developing a series you are building a brand. People will get familiar with your logo, choice of music and people involved. There’s trust building going on that one video will just not make.
So, when thinking about adding video to your marketing plan think about what your business does and how you can highlight it by one service at a time. A series of videos is much more effective to have current and potential customers understand exactly what, how, and why you do what you do.
Here’s an example of what I’m talking about when talking about a focused subject: