Reviewing Your 2016 Online Video Strategy to Prepare for 2017

The more your brand is aware of which video efforts were worth your time and which weren’t, you’ll have a better chance at succeeding at whatever strategies you’d like to implement. Knowing what video strategies worked well for your brand in 2016 will help slingshot you into 2017. The more you understand about your company’s successful online video efforts and why they worked, the more you’ll be prepared to repeat them for the coming year. Granted, just because one of your video strategies was successful in 2016 doesn’t mean it will be in 2017. Let’s say you just started experimenting with video advertising on Facebook and YouTube (which will continue to be big in 2017). Push out new iterations of this past year’s online video efforts if you believe you can make them work the next time around. Or maybe you were hoping to work more mobile video advertising into your marketing campaigns (you should probably do this, as almost anything mobile—especially digital video—will be one of the biggest trends in 2017). Online video trends come and go. And you can’t know if trends are worth your brand’s time if you don’t already understand what video-related efforts have been successful for your company in the past. Your brand will thank you for it next year.

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It’s that time of year in which every expert wants to provide advice on what next year’s trends will be. Sometimes, focusing on trends that have yet to occur means companies forget the progress and success they’ve made over the last year. This lack of hindsight can cause problems going into the upcoming year, especially if overlooked flaws clash with future goals.

Instead of the traditional “online video trends in 2017” piece, I’m going to cover what brands should be focusing on in their past in order to safeguard their future and expand in the long term. Companies who used online video or video marketing in 2016 should start by performing an audit of related strategies. The more your brand is aware of which video efforts were worth your time and which weren’t, you’ll have a better chance at succeeding at whatever strategies you’d like to implement.

Ask yourself the following questions about your brand’s video efforts from 2016.

  1. What worked really well and why?

Knowing what video strategies worked well for your brand in 2016 will help slingshot you into 2017. The more you understand about your company’s successful online video efforts and why they worked, the more you’ll be prepared to repeat them for the coming year. For example, if you garnered lots of measurable brand awareness in 2016 thanks to Instagram videos, continue to keep these as one of the top priorities in next year’s marketing efforts. Granted, just because one of your video strategies was successful in 2016 doesn’t mean it will be in 2017. In this sense, you need to make sure you are staying up-to-date on the latest trends in online video and…

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