Get started with your video content creation strategy
With video consumption doubling since 2018 (Forbes), it’s no wonder that nearly every company and marketing team is feeling the pressure to start producing video content. I know first hand, video can be overwhelming. It takes time, resources, and a decent amount of planning.
Not sure where to begin? No worries. With years of experience creating both paid and organic videos and motion graphics, I know what you need to get started. Let’s break down what you need to kick off your video content strategy like a pro.
Laying the foundation for your video content strategy
Start with a goal in mind
First things first—what’s your goal? Every video, whether it’s a one-off or part of a series, needs a clear purpose. Are you aiming to boost your brand’s reach and awareness? Or maybe you’re looking to increase engagement with your audience? Good news—video’s got you covered.
When planning each video, consider the key message or action you want viewers to take. Clarity is key here. It’s so easy to get caught up in flashy effects and high-end gear, but none of that matters if your message gets lost. Remember, if people don’t get what you’re trying to say—or what you want them to do—they’ll likely move on to the next thing.
Create a distribution plan for your video content
Before you hit record, consider where your videos will live. Each platform has its own considerations you need to be aware of, so ask yourself:
- What’s the ideal length for this platform?
- Should I shoot vertically or horizontally?
- Will I need to crop this video into different sizes and formats?
These questions will shape how you create your video. For example, if you’re filming a TV commercial but also want to use it on social media, you’ll need tailored scripts for your social cuts (likely 6 and 15 seconds) along with the full-length version. Otherwise, you risk ending up with a muddled story when you try to edit it down.
The production process
Determining your production level
If you’re targeting a younger crowd on TikTok, you’ll likely want a more DIY, casual vibe—which means less gear and more creativity. But if you’re creating educational content for enterprise clients, your video production should match the professionalism of your website or sales pitch.
This can vary from video to video, depending on your strategy. I mention it because too often, people dive headfirst into buying tons of equipment or even building a full studio before they really need it. Trust me, you can do a lot on a budget. On the flip side, there are times when investing in a proper setup is worth it.
Should you outsource your video content or produce it internally?
Video content creation takes time—I cannot emphasize it enough. From conceptualizing and filming to editing, the process can be long. It’s no wonder that one-third of marketers who don’t use video say it’s because they simply don’t have the time (Wyzowl).
Even if you’ve got a creative team in-house, that doesn’t mean they have the time, resources, or skills to churn out videos. Video production is a whole different specialization compared to static content. If you’re lucky enough to have someone with video expertise on your team, chat with them. In my experience as ‘the video person,’ it’s possible to do smaller projects like video ads, webinar edits, or short animations for social media in-house.
When it comes to bigger projects, it’s often a better idea to hire a freelancer or an agency. Maybe your internal team handles the art direction and storyboarding, but you bring in a freelance motion designer to bring it to life. Or if you need video testimonials, it might be easier (and faster) to hire an agency to handle the on-location filming and editing.
The downside to outsourcing? Costs can add up, and you’ll still need someone to oversee the project and provide input. Weigh the pros and cons carefully:
- Does my team have the skill set to produce videos?
- Do they have the time?
- Can we afford to outsource?
- Will outsourcing give us a better result?
Before you hit publish
Before you release your videos into the wild, make sure you’ve got the essentials covered: an eye-catching thumbnail, transcripts or closed captions, and a title, caption, or video description (depending on the platform).
Create a thumbnail for your video
The thumbnail is crucial—it’s the first thing people see, especially on platforms like YouTube. Along with the title, it can make or break whether someone clicks on your video. And don’t forget, the thumbnail will also show up when your video is shared. At a minimum, make sure the thumbnail isn’t just a random frame from your video—this won’t tell potential viewers anything. I’d recommend adding some branded elements, maybe the video title, and even your logo.
Don’t miss out on optimizing your video for SEO
Did you know you can optimize your video for SEO? By using keywords in your title, caption, video description, and hashtags, you can make your video more discoverable to potential customers. Adding closed captions and transcriptions not only makes your content accessible but also gives search engines more information to ensure your video reaches the right audience.
That’s a wrap
Video doesn’t have to be complicated, but you do need a plan. As long as you think through the production process, desired outcomes, and distribution strategy before jumping in, you’re setting yourself up for success. And remember, you can always tweak things along the way—upgrade your gear, refine your techniques, or outsource when needed.
Looking for some help? Consider hiring me. With over 4 years of video production experience, I can consult on your strategy, offer tips, or even produce videos for you. Let’s chat about your next project—get in touch!