How often should you be producing videos?
You might have seen on Twitter and LinkedIn that we’ve been running a survey on video marketing. Given the 40% year on year rise in video on YouTube it was a surprise to see that the majority of respondents are producing videos once a quarter or less often.
There is still time to add your results to our survey //www.humanoid.uk/blog/what-video-marketing-statistics-should-you-know/#survey and be in with the chance to win lunch on us, a charitable donation or amazon vouchers.
And is there a one size fits all approach?
The short answer to that is no there isn’t.
The longer answer is that it depends on how you are selling, raising awareness or promoting your brand/business.
Let’s revisit some useful statistics first, we know that:
- 87% of marketers said that video has helped them increase traffic to their website
- 93% of marketers said they landed a new customer thanks to a video
- Hubspot reported a consistent trend in all ages wanting video content
At present, we can say that video should not be used in isolation. Hubspot still shows a trend in other types of content such as email marketing (for a certain age) as well as static images on social media.
If you are a B2B marketer reading this, don’t worry. We can also generalise and say that B2B trends are different. Our survey so far reveals that, when watching for work, the majority of people are viewing on desktop.
So, what’s the longer answer? It depends on who you are selling to.
If you are a B2C brand with a range of products you wanted to sell in high volumes, we will advise you to create a video marketing strategy that focuses on large amounts of social media videos. You might not necessarily be producing a new video every day but we’d recommend video content is posted daily for maximum engagement. If budget is a challenge, have a read of our tips on achieving cost-effective regular video.
However, if you are a B2B brand selling in lower volumes to a smaller group of targeted individuals, we’d recommend a video strategy that had videos at key stages of the sales funnel.
What if I’m not selling at all?
If you’re not selling at all, it is understanding your objective. Is the video for training purposes? Or brand awareness? Perhaps it is for internal communications?
Brand awareness in a B2C environment might still require regular posting of social media videos. But for a B2B brand this might be a video on your annual report or a round-up from your MD once a quarter.
If it is to train your team or form part of internal communications then it might be a monthly series of videos that are longer in length. A good video agency, such as ourselves, will help you work out the purpose to develop a video strategy that adds continuing ROI.
A good video strategy is worth investing in whether you produce all planned videos or not
It is why investing in a good video strategy will deliver you ROI. A video agency like ourselves will step back and look at the bigger picture with you. We can help identify how a series of videos will achieve your goals and where video content will be more beneficial than static copy or images.
On the flip side of that, as budgets can change especially with the energy crisis and recession forecast, a well planned video strategy doesn’t necessarily need to result in all the videos being produced. It should allow you as a marketer to optimally plan your content but include alternative tactics depending on budget or time constraints.
