The Death of “One-Off” Videos

Putting all your spend into a single video is the quickest way to limit your ROI. And who wants to do that!? 

When developing your marketing strategy and looking at your video content, make sure you have not only thought through a series of videos but also how you could potentially re-use your footage in the future. And I am not suggesting you ask your production partner to provide the raw footage for you to edit in the future. We all know that will never happen. You have better things to do with your time. 

Us, on the other hand, this is why we are here! We love to talk to our clients about reusable assets and future proofing content. If you would like an interview video, perhaps the overlay footage can also be cut into a short sizzle reel. First, think about the type of content your audience will want to engage with and brainstorm with your production partner to build out the filming schedule from there.  

Here are some ideas to consider when building out your video strategy and filming schedule. 

Swap messaging, branding, or CTAs to speak directly to different audiences without reinventing the whole piece. This means you can re-use the live action vision, but swap out any motion graphics to highlight different sales opportunities or messaging. 

Your evergreen content can be resized and re-delivered for different platforms. Think Reels or Youtube pre-roll or shorts.

Modular video reduces the need for fresh shoots every campaign, but keep that extra budget for your post production and marketing spend. 

Multiple videos allow you to build a narrative in stages, tailoring each piece to different themes, products, or audience needs. Think of your strategy like a mini series. With every episode, your audience will get to know you a little more. 

But what does all this mean if it doesn’t convert to sales, because let’s be honest, this is what we are all here for. 

In today’s market it can take around 12 touchpoints before your prospect is ready to hit that ‘buy now’ button. These touchpoints can come in many formats, like videos, user generated content, ads, emails, case studies, website visits, or direct conversations. 

But, the key is consistency across all your channels that your porpoises frequently visit. Each touchpoint should reinforce your brand message and move the prospect further down the sales funnel.

If you want to dive deeper into ‘what sort of video content should I look at’ you can go to that blog.

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