In the world of marketing, it’s easy to fall into the trap of wanting a quick and easy solution to promote your brand. One common mistake many businesses make is excessively repurposing video assets in ways that don’t align with their strategic goals. While banking on a singular video to suffice for all your needs might seem like a cost-effective solution, it can actually end up costing you more in the long run.
In this blog post, we explore the dangers of reusing one video across all your marketing real estate and why it’s important to tailor your video content based on campaign objectives. We also discuss how this one-size-fits-all approach can aimlessly eat up budgets on channels like paid social. But first, let’s clear something up.
Platforms vs. Channels: What’s the Difference?
A marketing platform refers to any service that provides businesses with the capabilities to manage their marketing efforts in a centralized location. A marketing channel, on the other hand, refers to a specific medium or method that businesses use to reach their target audience.
To further clarify the difference between the two, think of a marketing platform as a toolbox and a marketing channel as a tool within that toolbox. A marketing platform provides you with a range of tools to manage your marketing campaigns, while a marketing channel is a specific tool that you can use to engage potential customers and delight repeat clients.
For example, when we talk about social media as a marketing channel, it’s important to note that social media can be broken out into several different platforms, such as TikTok, Instagram, LinkedIn, etc. Each platform has its unique features, audience, and advertising capabilities. Therefore, it’s crucial for businesses to understand the nuances of each platform and how they can leverage them to achieve their marketing objectives.
The Problem: Different User Behaviors
With so many options available between marketing channels and platforms, you need to think granularly when designing your video marketing strategy. This way, you can tailor your content to fit seamlessly into the user’s experience, rather than disrupting their flow.
On social media platforms like Instagram and TikTok, users are accustomed to scrolling through short-form videos quickly. They expect to see visually engaging content that captures their attention within the first few seconds. As a result, reusing the same video marketing assets that were created for YouTube, where users might be more willing to watch longer videos, would not be the best approach.
Similarly, users on LinkedIn are generally seeking out more professional, informative content. A product video that might work well on an OTT streaming platform like Hulu could come across as too informal and off-brand on LinkedIn; you might be better off having a separate video that speaks more to your brand’s story and mission. All in all, it’s important to create content that aligns with what users are expecting to see, no matter which avenue you choose. Understanding the user’s behavior and expectations is critical to creating successful video marketing campaigns, but can also be frustrating for a brand who is expecting to extend a singular video asset across their entire marketing portfolio.
The Solution: Create an Ecosystem of Video Content
One of the key advantages of having multiple videos produced for your brand is the ability to create unique calls to action (CTA) tailored to specific videos and marketing channels. By creating a range of videos with different messaging and content, brands can experiment with various CTAs, such as attending an upcoming event, following the brand on social media, or crowdfunding a new product launch. This approach allows brands to test different CTAs to see which ones resonate with their target audience, and then optimize their video content accordingly. In addition, by using different CTAs in different videos, brands can avoid oversaturating their audience with the same message, which can lead to ad fatigue and decreased engagement.
4 Tips for Tailoring Videos to Different Marketing Needs
- Define your marketing goals: It’s crucial to have a clear understanding of your marketing goals before creating video content. This will help you tailor your video content to the specific needs of your target audience. For example, if your goal is to increase brand awareness, your video content should focus on introducing your brand, showcasing its unique features, and highlighting its benefits to your audience.
- Consider your audience: Your target audience should be at the forefront of your video content creation process. Different audiences will respond differently to video content, so it’s important to understand who you’re trying to reach and tailor your content to their preferences. For instance, if you’re targeting new customers via email, you may want to link to a video testimonial from a happy customer or brand advocate to inspire more trust in your brand and give your email marketing campaigns a higher chance of funneling in leads.
- Try different video types: Not all videos are created equal and using different types of videos can help you reach your target audience more effectively. For example, explainer videos can be used to educate your audience on complex topics, while promo videos can be used to showcase your products or services. Testimonial videos can be used to build trust and credibility, while behind-the-scenes videos can be used to provide a more personal look into your brand.
- Track your results: It’s important to track your video marketing efforts to see what’s working and what’s not. Use analytics tools to measure engagement, views, and conversions for each video, and adjust your video marketing strategy accordingly. This will help you tailor your video content to different marketing needs over time, leading to more effective and impactful video content.
Partner With a Professional Video Production Company
A professional video production company can work with your brand to determine which channels and platforms will be most effective for your target audience, and then create videos that are optimized for each one. With this approach, you can ensure your videos are reaching the right audience with the right message, increasing engagement and brand awareness.
Of course, the most attractive benefit of partnering with a professional video production company is the potential for cost savings. By partnering over an extended period of time, your brand can create an ecosystem of videos that share similar themes, messages, and branding. This approach can allow both parties to use resources more efficiently, saving you time and money. Additionally, by streamlining the production process, brands can reduce the time spent on revisions and post-production, further reducing costs.
Looking for a professional video production company partner? Choose Lemonlight. We’ve produced over 16,000 videos for brands just like yours, making us the perfect solution for a multi-channel video marketing approach. Contact us today and let’s talk about your next project!