We live in a visual world where adorable pets, impactful speeches, and sentimental storylines can go viral in an instant. Videos are a tool in your toolbox, but understanding the impact it can (or can’t) have on your business is important. Whether you are an individual, a major corporation, or a small business — just because you can do video doesn’t mean it’s worth your time and resources.
Will Video Content Make Your Brand Stronger?
It is easier to create and edit videos than ever before but that doesn’t mean it’s right for your brand. Consider your mission, talk through goals, and assess your resources. If those all lead you to a strategy which you believe should include video, then it’s time to think through your approach.
Figure Out How This Content Makes You Better
Before jumping into video it’s important to figure out who you are, who your current audience is, and who you want your audience to be. Maybe you already have a huge following but you are struggling to engage them; or maybe you know you should be able to reach more people but can’t figure out what you need to do differently to make that happen.
Work Toward Hitting Your Goals
Can you reach your goals by creating content on a low budget or do you need something with more production value? Are you trying to engage current clients, potential clients, internal team members, or all of the above? Will whatever you create resonate so much with your audience that they will choose to share it with someone else? Engagement (likes, comments, shares) is your most valuable result and metric. Creating content is easier now than ever before — but you still have to be thoughtful and make sure you have what you need to get it right.
Think About Content People Will Share
Whatever business you are in, whatever audience you are speaking to, make sure your focus is on creating content that people will share. You need to show them something that triggers an emotion. That can be for a range of reasons — maybe they agree with your message or heartily disagree. Maybe you’ve taught them something or inspired them in some way. No matter what type of business you are running, there are unique ways to engage and capture the share.
Lots of Options When Creating Content
Be authentic in what you create. You’ve seen that word thrown around a lot, but there’s a good reason it. If you need on-screen talent, make sure they represent the brand in the way you want them to. Be sure to create videos that feel organic and align with your overall mission and strategy. That will be key to your success. Whether it’s an animal expert like Dave Salmoni helping to lift up the Georgia Aquarium or a complementary side show for a storied family like the Irwins, approach is important.
Think Through Distribution
If you are active on social then you already know that video content surfaces more than static images. Remember that each platforms will deliver differently. Should your content go on LinkedIn or Instagram or Facebook? Is X worth it? Are there advantages to Bluesky? Is TikTok your audience? Maybe all of them are right for building your brand. Maybe none of them. Wherever you decide to distribute, be sure to tweak your approach for each platform. Different platforms have different audiences so you will see better results if you optimize how you post your creative to each platform.
Video Is a Powerful Tool
While at Animal Planet I launched the first ever digital shoot for their tentpole show, Puppy Bowl. It was a huge campaign and a tremendous success. In leveraging talent (and puppies) that were on-site for the show’s production we created dozens of high performing assets. This led the way for additional advertisers, year over year, to engage with our audience at a scale they’d not seen before
Let me help guide your business with a clear and concise digital strategy that will optimize your outreach.
Triley Media, Inc. 