Mastering Your Video Rollout Strategy
If you aren’t a marketing pro, but you know you need video content to keep your company credible and relevant, you may struggle to come up with ideas for the actual implementation and rollout of your video. Where should it be hosted and distributed? Should you pay for google or facebook or TV ads? And, perhaps more importantly, who’s your target audience?
It’s enough to make your head spin.
Strategizing your Video Rollout: Leveraging Your Investment
A video project is an investment. Videos, when done well, take a lot of time, creativity, equipment, and energy to make. What’s also key to remember is that, whether you’re making a brand story, a promotional video, or a virtual tour, the project doesn’t end when you receive your copy of the video. A video with an ineffectual, halfhearted implementation is about as useful as no video at all. You need a roll-out strategy.
The best rollout strategies come from knowing three things:
Knowing your audience:
If you’re releasing a video promoting your product or service, it’s important to be aware of which demographic is most likely to buy that product and to tailor your videos toward them. For example, if you’re a company that makes children’s toys, you’ll likely want your advertisement to either appeal to children or, perhaps more prudently, their parents. If you’re a realtor making a virtual tour, you may want to tailor your video to young families (depending on the house or unit you’re showing). If you’re a commercial construction company – perhaps in roofing or landscaping – you’ll want to target property owners and building managers.
Knowing your platform(s):
It’s beyond just knowing which platform you’re going to be hosting on – it’s about understanding your demographics well enough to know which platform will make your video most visible. If your demographic is young, use tiktok or instagram. If your demo is a little older, use facebook. Even with paid ads, such as on Meta or Google (or even TV spots), it’s important to have some degree of awareness of each platform in order to maximize the effectiveness of each. There’s a lot to know here, so make sure you do research – prior to starting production.
Knowing your own intentions and goals:
This is where it gets a little more abstract: your overall goal for your video should generally be a little more concrete than “sales”. Are you reinforcing your brand? Trying to increase visibility? Are your goals short or long term?
Your entire video should align with the overall brand and outward visibility you’ve cultivated as a company, so even when it comes to rollout, you should consider how your implementation – your selected platform and its connotations – will reflect on your business.
Strategizing Video Rollout Logistics: More to Consider
Here are some more tips for effectively launching your video.
1. Plan Your Rollout Strategy Early
Start planning your video rollout strategy early – before and during the production process. Knowing which platforms you’ll use and what audience you’re targeting will change the tone and messaging in your video. The more integrated your strategy is with the content, the better your results will be.
2. Use Teasers and Behind-the-Scenes Content
Building anticipation is great for a successful launch. Use teaser clips, behind-the-scenes footage, or even countdown posts to create buzz around your upcoming video. Teasers give your audience a taste of what's to come and can help significantly boost engagement when the full video is finally released.
3. Engage with Your Audience
Encourage viewers to comment, like, and share your video. Respond to comments to foster a sense of community and show that your company values audience interaction. Engagement drives visibility drives further engagement.
4. Use Paid Promotion to Boost Visibility
Using paid promotion is a great way to extend the reach of your video. Facebook, LinkedIn, and YouTube (Google) offer targeted advertising options that allow you to reach a broader audience beyond your existing followers. Know your audience to effectively leverage your paid promotions for the broadest reach.
5. Measure Performance, Gather Insights, and Review and Optimize for Future Campaigns
Using analytics tools to track key metrics like views, watch time, click-through rates, and audience retention helps measure what’s working – and, more importantly, what isn’t. Moreover, understanding your video’s performance across different platforms can provide valuable insights into what resonates with your audience. Use this data to refine your future video content and distribution strategies.
6. Repurpose Content
A well-crafted video is an asset that can provide value beyond its initial launch. Consider repurposing your video content into shorter clips, blog posts, instagram or tiktok posts, or infographics to extend its lifecycle. This approach not only maximizes your investment but also ensures your message continues to reach your audience in new and engaging ways.
Need Some Help?
A successful video rollout is more than just hitting "publish." It requires a comprehensive strategy that includes planning, promotion, engagement, and analysis.
The good news? We can help with your video production needs and your rollout. We’re proud to offer comprehensive services from start to finish. Get in touch today for all your video production needs!