Because of this, alongside the emergency of new trends and use cases, it’s important to take some time before diving into 2019 to assess what video marketing strategies are working for you and how they should be adjusted or changed for the new year. Evaluate Your Video Marketing Budget If you’re already investing in video marketing, you’ve definitely had a marketing budget. A lot of articles that you’ll read about video in marketing for 2019 tell you that the only way is to significantly increase your marketing budget in the new year. This may include using Stories for brand awareness, sharing product tutorials to YouTube, and using live video to engage viewers. You can test out different types of videos, including Q&A content, influencer content, and general education content. This could include having a list of product features or brand stories that you want to make sure you highlight throughout the next year. Make sure that live video is incorporated into your strategy. Do what you can to make your video content more engaging and interactive. This might include: Sharing Stories to both Facebook and Instagram Sharing an Instagram Live onto Facebook afterwards, increasing reach and views Embedding videos onto your site, blog posts, or landing pages to add value to the site and increasing relevant views on your page. Have you created your video marketing strategy for 2019?
What do you think about this?
For marketers and businesses, this time of year is one of the most chaotic seasons we’ve got. Not only are we dealing with the end of year insanity with holiday deals, we also have to be doing a year-end review and diligently creating the strategies that will carry us into 2019.
Video marketing has continued to grow in importance throughout 2018, and that won’t be changing any time soon. Because of this, alongside the emergency of new trends and use cases, it’s important to take some time before diving into 2019 to assess what video marketing strategies are working for you and how they should be adjusted or changed for the new year.
In this post, we’re going to show you how to assess and create your video marketing plan for 2019 so that you’ll be ready to hit the ground running and make it your best year yet.
1. Assess Your Current Content Performance
Before you do anything else, look at where you stand now. Create a quick report that dives deep into the results you get on each platform, and the strategies that you’re using. Look at factors like video length and style, the platforms you’re using, and the types of storytelling that you’re implementing in your content.
Once you do this, match up the different types of content with their performance metrics. Look for engagement like clicks, shares, and reactions, alongside number of views and view completion/retention rates. High views means that your reach on certain platforms are good, but a high view count with low completion or click-through rates indicate that the content is relevant or powerful enough to drive actions.
You can use native analytics tools to help with this. Facebook, Instagram, Twitter, and YouTube each of their own analytics information that can give you specific performance metrics on each video, along with overall trends.
At this stage, make a clear note of what working and what isn’t. Your 2019 strategy needs to be adapted based on this information, potentially improving what’s working in addition to some strategies that might be falling a little flat if you don’t decide to get rid of them all together.
How to Decide What Needs to Be Changed
There’s no real iron-clad way to know when a certain strategy can be improved more. This is true whether you’re seeing great results on a specific technique, or really terrible results.
Here’s my general rule of thumb:
- Even great strategies that are performing well potentially have room for improvement if we can find why they’re doing well and focus on that.
- Content that’s getting ok initial view rates but poor completion rates or engagement need some work. Maybe the types of videos aren’t resonating, or they’re too long, or the story doesn’t move the audience the way you’d hope.
- Videos getting almost no views and pretty much zero engagement are not at all relevant to your target audience. Go ahead and scrap these strategies because they aren’t working for you.
Testing will ultimately be the only way to know for sure and find new tweaks on strategies that will improve what you’re already doing.
2. Evaluate Your Video Marketing Budget
If you’re already investing in video marketing, you’ve definitely had a marketing budget. This budget will include what you pay for video creation, consulting, script writing, editing, and distribution, along with the tools to help you do so.
A lot of articles that you’ll read about video in marketing for 2019 tell you that the only way is to significantly increase your marketing budget in the new year. While we’d never disagree that a higher marketing budget is a good thing, having the right tools will ensure that the ad spend is going to the right places.
Hiring a videographer team to come in and shoot high quality clips, for example, is a good investment, as is investing into a distribution strategy that will help you maximize reach.
There are, however, tools available that will help you stretch your budget…