Getting Started With Video Content


Where digital content is concerned, video undoubtedly reigns supreme these days. With Facebook’s serious focus on its live streaming app Facebook Live, the explosive popularity of Snapchat Stories and Instagram Stories, and the continued success of YouTube, the hype seems to be justified.

People are drawn to video content, since the Internet has become the new television for many people. You may be itching to start creating your own video content to reach all those people, but might not know how. Here are some tips from our team of South Florida digital marketers and content marketers to help you get started with adding video into your content marketing mix.


1. Consider Your Audience

The first thing you have to do when you decide to start creating video content for your brand is to understand your audience. Obviously, your target audience should consist of those who are in your target market. When deciding what topic your video will be about, consider your audience’s needs and wants. What do they want to know about your brand? What do they want to learn about your brand’s field or industry? Catering to their needs and interests will add value to your videos. To find out what interests your target audience and get topic ideas for your videos, you can do the following.

  • Observe and engage in social media conversations about your brand.

  • Look over the most frequently asked questions your customer support inbox receives.

  • Monitor Twitter hashtags that are related to your brand.

  • Send out a survey to your customers, followers, or subscribers.

2. Align With Your Brand

When planning out your video content, not only do you have to consider the needs of your viewers, but also the needs of your brand. Just like all the other content you create, your videos have to serve the purpose of enhancing your brand. Video content should offer something new to your audience, but remain consistent with the other elements of your content marketing strategy. Make sure your videos adhere to your brand voice and promote your brand’s goals. Videos that cater to the target audience while aligning with brand objectives will provide the ideal content.

3. Share and Measure Your Content

Once you have created and uploaded your video, be sure to share it through all your social accounts over a long period of time, just like you would with other content like blog posts. Afterwards, measure your video content’s success, focusing on these key metrics:

  • Audience: To find out if your videos are reaching the audience you wanted, look at the number of views from your target demographic.

  • Expression: To find out how much your target audience is engaging with your videos, measure the total amount of watch time your video has accumulated, as well as the average viewing time of each viewer. Also, count the number of new subscribers your videos are getting you. Last but not least, measure how many clicks your video content is getting through to your website.

  • Participation: To find out if your audience is sharing your videos, check the number of shares each of your videos gets. Contrary to popular belief, the view count of your videos is not the most important metric for your brand. The amount of times your videos are shared is the most valuable metric and can better determine the success of your video content marketing.

Our team of South Florida digital marketers and content marketers at Keenability understand that video content can add incredible value to a brand. You can check out some of our own videos on YouTube, or follow us on Instagram, and Snapchat (Username: Keenability).

Call us today to find out how we can enhance your overall content marketing strategy and elevate your brand.