September/October is an ideal time to reflect on your current video strategy and think about where you want to take it in 2024. By planning ahead, you’ll be better positioned to create videos that move the needle.
Get started by answering these three big questions:
1) Who’s Your Audience?
I’m not talking about b-to-b vs. b-to-c. I’m talking about human beings who roam the earth. When it comes to video, which has the power to make someone feel something, it’s important to remember they’re more than personas. They’re people.
2) What Do They Care About?
What makes them laugh? What makes them cry? What keeps them awake at night? Showing your audience that you truly understand them is a powerful way to build trust. Video storytelling has the ability to tell them, “I see you”.
3) What Problem Does Your Video Need to Solve?
The customer journey can be highly complex. Think carefully about where and how you want to insert video along that journey. Video is a powerful tool for building brand awareness, trust, loyalty and advocacy. Depending on your business model, it might not be so great at converting customers, for example. There are other forms of content (graphics, written content, still photos, etc) that may do the job more effectively.
Whether you’re working with an internal content team or external video partner, video is an investment of time and money. Use those resources wisely to get the biggest bang for your buck.
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