Do you want to have content that always generates traffic leads and conversions?
Don’t go viral
A good marketer can use an unexpected viral hit in their strategy or include the potential for it to happen in their initial planning but the truth is viral videos don’t happen every time and with more competition they are likely to become less common.
Not going viral does not mean your video cannot be useful. With planning, strategy and a focus on engagement, conversions and other metrics instead of just views your content can be hugely profitable.
Therefore instead of aiming for viral video aim for content that lasts forever. It takes the element of luck out of the process.
Make it evergreen
When you put video online there are two stages: release and the rest of that content’s life.
It is all too easy to focus only on the release phase; to build up posts to let your audience know it is coming, to include some behind-the-scenes pictures of the day you filmed it etc.
You should never forget however that (for most content), although you will get a burst of activity and engagement when you first put video out, it is always going to be online and available to view.
This means that you should create content that will always represent your brand, your products, your ethos, your style. I’m not saying every video has to be produced this way but by including evergreen video in your marketing mix you can ensure a constant flow of engagement and views long after the release – bringing stability to your online presence.
How to make video that lives forever?
Creating video that lasts forever is actually easy there are just certain things you should avoid. These are:
- Don’t show employees. Showing founders/owners of a business are fine but employees, even/especially at a senior level can change – immediately dating content.
- Avoid too many modern pop culture references. Spoofing or referencing tv, film and music can make for funny, engaging and interesting video but how well the show or movie you mention will age is unknown. If something has been popular for over 10 – 15 years it is probably going to be ok though.
- Never mention the date or year. You can refer to a ‘few years ago’, ‘when this project started’ etc. Keep times vague!
- Keep your logo until the end of the video. If you ever change your branding this will make it easier to swap out or cut (depending on the platform) without needing to re-upload the video.
- Produce it in 16:9. Ratios can and will change but 16:9 has been around for a longtime and is unlikely to go anywhere.
The final and absolute for making evergreen content is… make it interesting! Content will only work forever if it is something that is genuinely well put together and engaging.
Don’t forget about it!
Once a video has been released markers tend to forget about it. DON’T.
Re-post it every now and then to keep generating traffic, use it in a blog 6 months / a year later, use it as a video response to someone’s post.
The simple point here is that content can and should be reused. The only caveat is, as always, it should be part of a strategy.
For more information about Smarter Video take a look here.
Please get in touch and let me know what you would like to learn or read about.