You may be familiar with the phrase, “Begin with the end in mind.” It’s included in Dr. Stephen R. Covey’s book, ‘The 7 Habits of Highly Effective People.”
It covers many areas of work and life, but I want to share how it can help promote your (or your clients’) video content.
I’ve worked in a few agencies over the years, and when I joined, the process was always the same (I know this doesn’t apply to every agency):
- Come up with a concept
- Produce the video
- Upload it to a few sites and forget about it
If you want your videos to get more traction and be seen by more of the right people, you guessed it; you need to begin with the end in mind.
I could write all day about this, but here are three quick steps:
Map the video’s purpose to your promotion strategy
For example, if you want to encourage people to pick up litter from their local beach, who’s already talking about this online? How can you include them in your video? Who influences them, and what other organisations are they connected to? Can you contact people in advance to let them know your video is coming? What awareness days does it tie in with?
All these things should be clearly documented and ready to go before you start producing the video.
Are you preaching to the converted?
Many videos are posted from an agency’s or client’s social media accounts and reach the same people as everything else they share. This ties in with the point above – how will you target more of the right people?
Again, before you get the ball rolling, you should research and map out a clear plan. For example, do you need to use paid ads on social media to increase your reach? If so, what’s the budget and has this been factored into the overall cost?
Will your frequency fall flat?
Too many video promotion strategies are focused on the short term. Unfortunately, a fantastic idea may have a short shelf life if you don’t look at the bigger picture.
Thinking about the ‘evergreen’ nature of a video before you start working on it means you can implement a longer and more comprehensive promotion strategy. For example, if you make a video about World Environment Day, you can only use it once because the theme changes annually.
However, if you explore how the theme ties in with other issues, events and awareness days, you can produce an evergreen video and share it multiple times throughout the year.
Do you reverse-engineer your videos to get more bang for your buck?
If you’d like to know more about my approach, please get in touch.