How to Get More Value from Your Video Content

Credit: Achmad Fahmi Rosyad | Dreamstime

Video has fundamentally changed the way we communicate. From watching news events unfold to connecting on social media and even sharing information at work, video is a powerhouse for engaging your online audience. We now watch one billion hours of video on YouTube every day. In two years’ time, online video will account for more than 80 per cent of all internet traffic.

It’s the perfect fit for short attention spans and the desire to consume content on-the-go.

Many businesses have already jumped on the video bandwagon, but they’re missing out on value by using a churn and burn approach. They create content and then set it adrift with no way to extract real value from the video.

That high budget product launch video from a year ago is gathering dust on YouTube. A great recruitment video profiling your corporate values was shared once on Facebook, but where is it now? Maybe your Head of HR thought it would be great to connect with employees via video to launch the new corporate strategy - it’s just a shame that everyone who joined the company since then doesn’t know the video exists.

Video is only valuable if your audience can discover, share and engage with it time and time again. To make the most of your videos, you need a strategy.

Create A Content Library

The success of TED Talks offers a great template for generating value from your presentations or events. Even if you've never attended a physical TED event, chances are you've listened to a podcast, watched a YouTube video or stumbled across one on Facebook. You probably don’t know it, but these talks are almost always recordings of conference presentations.

The creators embraced an opportunity to make their presentations freely available online. That bred an army of loyal followers who were keen to share ideas and draw inspiration from speakers across a range of fields.

Credit: Mohamed Ahmed Soliman | Dreamstime

Viewers have watched Ken Robinson's 'Do schools kill creativity?' 45 million times since it was posted in 2006, and TEDxSydney talks alone have racked up more than 80 million views. Clearly, they know what they’re doing.Yet most businesses don’t think about leveraging their own presentations, events or conferences. If you weren’t there, you missed it. And if it is recorded, it’s hosted somewhere randomly, and that 40 minutes of inspirational insight from your founder is simply titled ‘Conference Presentation 2017’, giving no indication of its value.

A single home for content should be a key part of your video strategy, whether you’re creating product videos, customer case studies, or recording training sessions.

Make It Discoverable

It’s also critical that people can find the information that exists in your videos. Titles, and even descriptions, give a mere abstract of what was actually said. Use captions and transcripts to make videos searchable based on keywords, phrases or moments that resonate. That way, people can find exactly what they’re looking for in your videos.

This is a great strategy to enhance SEO for marketing, but it’s also key to video adding value to your internal communications or learning and development.

Credit: Wavebreakmedia Ltd | Dreamstime

This is especially valuable for marketing campaigns built on new audience reach. If someone sees your video on their phone while in the back of an Uber, they probably won’t act on it then and there. But the ability to come back to it gives you another chance at getting them to engage. Likewise, if you’re using video to extend the value of your live events, an organised gallery means attendees can find recordings of speakers or presentations that had an impact.

This helps your event content gain life beyond the four walls and the one day schedule of the day.

Engage Your Audience

Watching a video doesn’t have to be a passive experience. Social media proves the value of offering people a chance to react, respond and start conversations. Bringing this level of engagement to your corporate videos can be as simple as adding a commenting option, but you should really push further and look at adopting clickable elements in your video (also called call to-actions) or interactive polls.

Keeping people interested is essential in an age where we have a shorter attention span than a goldfish. Providing options for viewers to interact with the video, or click through to another relevant piece of content will help to hold their attention. It will also move customers further down the funnel, and help make sure employees are really engaged with your message. For instance, think about adding a pop quiz at the end of a training module or a ‘book a demo’ to a product video.

Credit: Antonio Guillem | Dreamstime

A searchable and interactive content library gives you a single source of performance data. Measure where people come from, what they engage with and what they skip. This gives you a full picture of how valuable your video content is for the whole business.

Not every corporate video will go viral or bring a lift in employee engagement. But grab and hold their attention, and you’re well on your way to success.

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Nick Whitehead

PC World
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