One of the biggest mistakes businesses make when producing their corporate videos doesn’t have anything to do with the production itself. The mistake actually happens afterwards, but it’s a result of what didn’t happen before the first frame of video was shot.
The mistake is how the video is used once it has been produced. We’ve had plenty of clients who know they want a video, they think it’s something important for them to have, but they have absolutely no plan for how they’ll use it.
The default, of course, is we’ll put it on our website. Okay… that’s a good idea, but that doesn’t have to be the end of it.
Back in the day… companies would produce a video, make a bunch of VHS copies, then send them out when a potential customer would request information about the business. Putting a video on the company website is today’s equivalent. Nothing wrong with that… every business should… it’s just there are now many other options.
Social media, email campaigns, blogs… they’ve changed everything, and they’re the way we’re sharing information. Why wouldn’t a business take advantage of all these new ways to pump out their message to the masses!?
That’s why before business leaders start discussing their video, they should first have a plan for what they’re going to do with it. Maybe the primary role is for it to live at the website. Great. Maybe a secondary plan is to share it via Facebook or Twitter. Fantastic! But that’s where the plan comes into play.
Once isn’t good enough
There are a lot of business leaders who think you share the video once on Facebook and that’s it. Okay, we shared it. Good enough, right? Wrong. You have to have a strategy for when and how often to share that video. Maybe it’s once a week… once a month… alternating days of the week and times of day.
The point is not everyone who follows you will be looking at social media when you decide to share your video. Which is exactly why sharing a video isn’t something you do just once and walk away from. The more you work on a strategy for how you’ll share it, the better the response will be.
Don’t know how to develop a successful strategy? Let us know. We work with all sorts of marketing and PR pros who can help.