Creating Incredible Company Videos Part 2: Executing Your Video Strategy

In our previous post, Creating Incredible Company Videos: Planning Is Key to the Process, we spoke about the five steps required to get your video off the ground: First, you have to brainstorm a creative idea. Then, you have to draft a storyboard, followed by defining your target audience, determining the video’s details, and choosing your distribution channels.

In this second post, we’re talking about executing the detailed video strategy that you developed in the first five steps. After all, a great idea isn’t worth anything unless you can follow it up with a powerful finished product.

It’s only when you can put it all together, piece-by-piece, that your videos will give you an 81% increase in sales and a 53% reduction in support calls, according to Wyzowl’s 2017 State of Video Marketing survey.

Here are the four steps you need to follow to create a video that people will watch:

Step 1:  Film the clip

The first step to executing your video content strategy is to film the video. Simple right? If you have a storyboard and you know your video’s details (length, style, and tone), then it should be fairly straightforward. But, if it were that easy, more than 41% of marketers would use video (Aberdeen).

There are more elements than you think when it comes to filming. You’ll most likely need:

  1. A script
  2. Actors
  3. Music and sound effects
  4. An editor

You could also use a video creation platform to simplify this process. These platforms usually already have an entire media library with film clips that you can choose from. So, all you need to do is gather the relevant assets to stitch together into the video, instead of filming from scratch.

Click here to learn about how to turn your content into video

Step 2: Edit & Format to Fit Selected Distribution Channels

In our first post, we talked about how to select where your video will play based on your target audience as well as the benefits of each channel. Now, you need to make sure that your video is optimized for each channel.

Instagram

The key thing to remember is that Instagram users are mostly mobile, so basic and small videos are preferred.

  • Preferred Format: MOV or MP4
  • Frame Rate: 30fps or less
  • Dimensions: 1080px wide
  • Length: Less than 60 seconds
  • Size: Less than 4GB

Facebook

Facebook will accept almost any type of video you upload, but that doesn’t mean you should just throw anything up there. If you don’t follow the preferred format you can risk too much compression, leading to blurriness.

  • Preferred Format: MOV and MP4
  • Frame Rate: 30fps or less
  • Dimensions: 1280px wide
  • Length: Less than 120 minutes
  • Size: Less than 4GB

YouTube

YouTube has fairly open guidelines when it comes to video format preference. However, they do recommend videos all follow the 16:9 ratio, though they can be uploaded 4:3.

  • Preferred Format: MOV, MP4, MPEG4, AVI, WMV, MPEGPS, FLV, 3GPP, and WebM
  • Frame Rate:
  • Dimensions: 3840px wide
  • Length: Less than 12 hours
  • Size: Less than 128GB

Twitter

Twitter is picky when it comes to frame rate and size, so make sure you follow these specifications.

  • Preferred Format: MP4
  • Frame Rate: 40fps or less
  • Dimensions: 1280px wide
  • Length: Less than 140 seconds (preferred .5 – 30 seconds)
  • Size: Less than 15MB

LinkedIn

LinkedIn is still in the very early stages of video content adoption, but since 75% of business executives say they watch online videos every week, there’s no doubt that it will continue to grow.

  • Preferred Format: ASF, AVI, FLV, MOV, MPEG-1, MPEG-4, MKV, and WebM.
  • Frame Rate: 60fps or less
  • Dimensions: 640px wide
  • Length: Less than 10 minutes
  • Size: Less than 5GB

Don’t rely on any single channel as your only distribution. Make sure you get your video up on your website, share it across all your social media channels, and send it out via email marketing. By crafting a multi-channel campaign you can ensure that your video gets discovered by the right people.

Step 3: Analyze Results

Once your video is out in the world and is viewed by your audience, it’s time to see how successful it is at reaching your goal. This is where measuring your success and analyzing the results is key.

At the very least, you should analyze these metrics:

Total Number of Views:

This simple metric tells you if people are actually watching your video content.

Number of Shares:

Are people sharing your video with their friends and coworkers? How many people are they sharing it with, and how many times has it been shared? It’s also important to look at who is sharing your video. If an influencer shared your video with 10,000 followers that has a huge impact and indicates more success than 100 people sharing your video with 10 followers each.

Total Number of Leads Generated:

Your video should include a strong call to action usually with a link that a viewer can click to get back to your website or call your sales team. According to Aberdeen, video marketers get 66% more qualified leads per year, so you want to track this. To do so, you can use a link tracking software such as ClickMeter to track leads from your video to your website.

Sales/Revenue:

Finally, you want to track the actual revenue that your video brings in, which means you need to track leads from videos and follow them through the sales funnel.

You should also look at each channel separately to see which distribution was the best. For each channel, determine:

  • Which Had the Most Engagement: You’re looking at likes, shares, clicks, and comments to determine the best engagement.
  • Cost per Lead: To determine cost per lead, you’ll want to take the total video cost divided by the number of leads.
  • Market Engagement: If your purpose wasn’t to generate leads but to create conversations around your brand, then you want to consider market engagement. This KPI looks at metrics such as brand mentions after video release, comments generated on your website, and length of view.

Click here to learn more about the social video KPIs you should measure.

Step 4: Continually Optimize Your Videos  

The final step is to optimize your videos for conversions by analyzing your results, as mentioned above, and performing A/B testing to see what works best. Try changing out which channels you post your videos on, the type of video content you share, the titles of your videos, and your calls to action.

You can’t expect to create one exceptional video and reap the rewards for weeks, months, or even years to come. A video you posted a month ago won’t be as interesting this month. Instead, make a plan to post a new video at least once a month with different goals, target audiences, and focuses. We recommend following your sales cycles so you know when to post a lead generation video, when to post a product review video, and when to post a case study video.

By 2020, Cisco expects more than a million minutes of video per second crossing the Internet with 82% of all consumer web traffic being video. Video isn’t going anywhere and the longer your company takes to jump on the bandwagon, the further you’ll fall behind in the marketing world. The first step to video marketing is to execute a solid video. So, start filming, editing, formatting, distributing, and analyzing today, or ask how Wochit can help you.

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