Online Video Strategy: Best Practices

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Brands today have an unprecedented opportunity to engage with consumers and employees in more meaningful ways. The media landscape has been transformed with video becoming an integral part of how we get information. Social networks have created an expectation that brands and employers will engage them directly. Everyone expects context, backstory, and even entertainment. All of these developments demand more video content.

Video’s exceptional power goes far beyond engagement. Video is a one-of-a-kind medium that can help people discover other forms of content: A properly positioned video can help visitors find your web pages, spend more time on site, click through emails, engage on social media, generate leads and convert customers.

In order to harness the full power of video, strategy is essential. Online Video Strategy Best Practices highlights the latest industry trends and statistics and outlines integral components of a successful video strategy:

• Plan early.

• Let business goals drive both the technical and creative.

• Use video when it’s the right form of content for an idea.

• Know your audience: Personalize content and placement.

• Drive conversions: Measure and optimize.

• Build a library of original, authentic and relevant content.

• Implement a consistent publishing schedule.

Compiled from leading industry sources and thought leaders. Sources: HUGE—Brands as Publishers; Phil Nottingham, Distilled; comScore Video Metrix; Dr. James McQuivey, Forester Research