Brands and marketers in today’s digital society tend to understand the importance of using video in their content. However, video isn’t a “one and done” concept. While using one video to market your company is better than not using any, the benefits start to grow exponentially when video content is maintained over time. If you need more convincing, here are several benefits of producing ongoing video content for your brand.
“Expiring” Formats Require Ongoing Content
“Expiring” platforms like Instagram Stories or Facebook Live, where content typically goes away after 24 hours, are gaining traction compared to their non-expiring counterparts. However, the expiring nature of these formats means that you regularly need new content to keep up. In some ways, this content only generations maximum returns for the 24-hour window when it’s live. To maintain those benefits over time, you’ll need to consistently produce new content.
Keep Up with Trends
Video trends are developing on a daily basis. As more brands enter the video landscape, new platforms come to market, and consumers’ daily habits shift, trends and best practices are malleable. So, while a video that you made a year ago still has the potential to yield great results today, a better approach is to continue making new content to keep up with the changing times.
If you’re still slacking when it comes to A/B testing, you’re missing out on a wealth of consumer engagement data that could change the way you approach your business. One crucial benefit of filming videos regularly is that you have the opportunity to test various elements of the production over time. Because A/B testing relies on changing one variable at a time to isolate cause-and-effect relationships, you’ll need to run tests continuously to measure one element at a time.
Maximize Reach of Existing Content
One alternative to the strategies above is to continually share variations of the same content. So, rather than filming a new video every month, you could request a couple of variations of your original video and then share them over a longer period of time. This might mean a 30-second cut vs. a 90-second cut, a standalone testimonial video pulled out of a longer brand video, or even just a new dimension of the same exact content to optimize for a different platform. These approaches make it possible to meet the “ongoing” criteria without a consistent production schedule.
The takeaway is clear—video content should be an ongoing process, not something you check off your to-do list after the first attempt. If the idea of following through on video production is too overwhelming, that’s what video production companies are for! There’s no shame in bringing in the experts to expand your video presence over time, especially because that’s what we do best. Whether you do it yourself or bring in backup, we’re confident that your brand will see a boost when you prioritize consistent video content.
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