When you’re planning your video content, it can be hard to narrow down exactly what you want your video to do.
Video can do so much and can be used in so many different places, that you can easily become spoilt for choice.
You want to use it on your website homepage, in your email campaigns, on social media, on YouTube, at offline events and presentations. How can you best cram in everything you want to say into one perfect video?
Hold on a minute.
That might be where you’re going wrong.
Although videos can do a huge number of things, most videos are better off being focused on one outcome, rather than trying to do everything.
Here’s a phrase you might want to commit to memory:
One Video. One Purpose.
Before we think about all the different places we could use videos, let’s go right back to the beginning and ask ourselves what do you want your video to achieve? Or, to put it differently, what is your video’s purpose?
How does each individual piece of video content become part of that bigger picture?
Video can do extraordinary things. It can increase trust and credibility, it can sell more products, it can save on costs, it can drive engagement and retention, it can educate and entertain. It can do all these things much better than plain text alone.
But no single perfect video will achieve all of those goals by itself.
You can make much more effective video content if you keep in mind that each video needs to have a very specific targeted purpose.
This is nothing extraordinary when you think of the rest of your marketing, you might have website pages with one primary purpose, you might send emails with one primary purpose, you most definitely publish tweets with one primary purpose. You just need to apply this marketing sense to video content.
Any content that is specifically designed and targeted will achieve that purpose more effectively than content that is trying to do multiple things equally well.
So you need to decide what purpose you are trying to achieve, then design your video around that.
Here are some specific examples of how to apply this idea:
For example, if you want to use videos to answer your customers most frequently asked questions, you would use separate videos for each question and answer. Not only does this make the content easier for your viewers to navigate, it also means they can get an answer to their specific question much faster than having to watch longer videos.
Homepage videos are used to capture people and draw them in, this could be a general introduction to your company, and you might find you want to use this on social media profiles as well, but surely they would end with a different call to action.
Landing page videos would highlight a specific marketing offer and wouldn’t be used anywhere else.
Entertaining videos produced for YouTube would probably only make sense to be on YouTube, and might not fit anywhere on your website.
Personal videos introducing yourself might work very well on LinkedIn, but may not fit in anywhere else.
If you have two purposes that you need to achieve, then in most cases you probably need two videos. They can be very similar, even re-edited versions of each other, if appropriate, but they need to be composed with their specific purpose in mind. So you might be able to use parts of your homepage video, or parts of a landing page video to add to your social media videos. Reusing video footage is a great way to make your videos targeted and to be able to produce more content in a shorter amount of time.
So next time you’re thinking about what videos you should be making to enhance your marketing, don’t try to make a video that does everything at once. Make videos with just one purpose and they’ll be much easier to measure and give you even better results.