Unless you’re a television station (remember them?), it is a massive and expensive headache to roll out high-end video on a regular basis.
Actually, unless you’re a television station, or a super brand, it is pretty much impossible.
Smaller retailers and SME's feel this pain particularly keenly.
How will we make a demo every week?
How can we make enough video to stay ahead of demand?
When is enough video enough?
One solution is to create a video stash, a bank of content that you stockpile, host and drip feed to your customers.
Follow these steps and give yourself at least a headstart.
1. Always think in terms of a series
Never ever record once-off material.
If you owned a cake shop, you wouldn’t bake a single Victoria sponge on Monday, then bake two fruit scones four days later, and then half a cheesecake two days after that. Your customers would have no idea what was going on.
Every video idea can be developed into a series of episodes.
If you can’t think of ten episodes for your series, it’s not a series. It’s a once-off. And you need to start again.
The good news is that almost every idea can be developed into multiple episodes, and twelve is a handy number. So if it’s a product demo, come up with twelve products or twelve ways to use one product or two people commenting on six products.
There’s a series in every good content idea. And if you invest the time to make the video content evergreen at concept stage, your video will pay back many times over.
2. Batch record
When you have settled on your series, assign a day, a location, a contributor - whatever the series needs, and batch record the lot.
This leads to greater efficiency in terms of cost, talent-time, production etc.
It sounds obvious, but hiring a videographer to produce one video at a time is a huge waste of resources.
Make the day pay, or the week, or whatever it takes to get your series in the can.
Then edit the series with a uniform style, average duration, and call to action.
Your customer will enjoy an episodic series that makes sense as a whole.
This is also a much easier brief to manage for a third-party video provider.
3. Upload and host
People often worry about revealing all the goodies at once by uploading a series of videos together.
Again, greater efficiencies and less stress result from uploading in a batch at once.
All you’re really doing is holding the videos in a bank somewhere, like YouTube or Vimeo. You can make videos visible or invisible as you wish.
The point is that your series is now uploaded in the one place, and you can apply a uniform style to titles and short descriptions.
‘Our Chocolate Yogurt: Miriam’s Take’ and 'Our Chocolate Yogurt: Tony’s Take’ ties your series together, also using lookalike thumbnails and text.
Now that you have a nice neat stash of content hosted on your video platform of choice, you also have a bank of tidy, responsive URLs that you are going to share around over time in the most effective way for your business.
4. Drip feed over a period of time.
It’s tempting to get all those great videos out there quickly, but if you have made evergreen, considered content, you don’t want to waste it.
You have no doubt identified which social platform your customer lives on, and now you can use those video URLs judiciously to make them work brilliantly for you.
If your customer is on Facebook, schedule the video posts over a period of time - weekly is absolutely fine. So you will get a twelve-week run out of one series.
And then, depending on how evergreen you made the series, push out the series again, maybe with a different call to action on Facebook with the same video. The same video URLs can be re-purposed across different platforms at different periods of time.
You really want to get maximum value from your long-game video content.
It’s time-consuming to plan, and to make, so the return needs to be quantifiable.
Thinking like this about it will get you ahead of yourself.
And it gives you a decent amount of time to dream up the next batch of baking!
Niamh Guckian is the Director of Go Motion Academy
Providing Training in Video for Social Media & Digital Marketing