The speed your industry’s marketing communications affects the speed of your production. This turnover period forces you to assess your current capabilities compared to the projected demands and consumption habits of your audiences. Everything boils down to this: can you create something respectable within a reasonable period under a reasonable cost structure?
Timeliness varies based on factors such as organization size, internal resources dedicated to video marketing, and competitive climate. Small firms working in a local marketplace face different challenges compared to multi-national behemoths. Audience expectations may fluctuate or appear inelastic/elastic according to their patience levels and sensitivity to “regularly”-scheduled content. In other words, it might be OK for me to wait a while before sending out a video. That might be unforgivable for you.
Game Plan
Let’s say you’re attending a major industry function like HubSpot’s annual INBOUND conference. You decide to capture and publish several videos of varying lengths with varying approaches. Some content may be destined for social media. Some may be targeted towards your email list. You’re aiming to gather as much relevant material for different buyer personas at different conversion stages as possible.
First, you might release short (< 15 second) reaction videos as things occur. These videos largely contain your initial thoughts and feelings of what happened and what it means to you. You’re likely competing with other attendees on the bases of clarity and quality so remember to maximize good taste in composition. You’ve already optimized social media language specific to Twitter, Instagram, Facebook, etc. that best fits your video pitch. Take a look at this INBOUND 2015 overview done by IMPACT Branding & Design:
Next, you may decide to roll out a longer (1-2 minute) recap or summary that provides greater context and depth. Here, you’re able to analyze and better process major happenings, leading to greater insights shared with your viewers. You decide to release this material within minutes or hours of each milestone. YouTube, Facebook, and LinkedIn seem to be the safest bets based on audience relevancy and concentration. Check out this piece done by Tony Eades, Director or Brand Strategy at Sydney-based BrandManager, following one session from INBOUND 2015.
Finally, you decide to craft a retrospective of highlights to be released in the coming days. Perhaps your video takes the form of a “greatest hits” compilation of different sequences you’ve already recorded. Perhaps you decide to film something distinct and completely new. Here, you can offer several perspectives like:
-
predictions, implications, consequences
-
an even greater degree of analysis in regards to your initial thoughts
-
a collaboration with other stakeholders who also attended
-
sights/sounds/scenes of the event or timelapse
How do you measure market moments? Seconds? Minutes? Hours? Understanding timeframes influences how quickly you adapt to sudden video marketing opportunities. Thoughtful preparation maximizes your versatility in embracing the chaos and the whirlwind of commotion surrounding you. Who knows; you may strike gold while others hesitate.
Pingback: How to Make Videos Quickly: Build Your Own Studio (Tip #4) - Yup Video