In 2023, it’s almost a necessity to have video content included as part of your business’ holistic marketing strategy. Both long-form and short-form video content are rising in popularity, encouraging brands to proactively jump on board.
Despite many apprehensionsassociated with its planning and execution, video content offers a convenient and valuable way for consumers to resonate with your company’s story, mission and selling points for your products or services. However, it’s important to keep in mind that as you aim to reach your target audiences with video, the way in which you share and distribute your content is just as important as what you’re actually sharing.
What does this mean? Well, just because you have a few video clips in the inventory doesn’t necessarily mean you should be in a rush to post them on TikTok. Instead, step back and ask yourself questions like:
Who am I trying to reach?
Is this the platform that will give me the best opportunity to do so?
What message(s) am I trying to send?
What are my goals?
Perhaps, it may be better to share your videos as part of a paid ad campaign (or even organically) on Facebook, Instagram, or Twitter. Maybe it would be effective to set up a PPC (pay-per-click) Google campaign where you send people to view a video hosted on your website or a landing page. Essentially, it’s all about what will drive the most results for your business based on the goals you’re trying to achieve.
Let’s be clear – there is absolutely nothing wrong with posting on different channels, or mixing up your tactics to gauge how they perform. In fact, doing so will provide perspective into what you should consider pursuing as part of your long-term strategy.
For example, WordWrite’s StoryCrafter’s Studio video series provides viewers with valuable insights and tools that show how they can leverage their most powerful marketing asset – their Story. Although the series is hosted on YouTube, our strategy to promote it has included advertising using paid campaigns, posting on our organic social channels, providing links to videos in marketing emails, running PPC campaigns, and more.
At the end of the day, you want to make sure the time you’re putting into these efforts is providing ROI and helping to communicate your key messages and story. No matter how you tell it, that will always be of paramount importance.
