C r e a t i v e C o n t e n t S t u d i oC r e a t i v e C o n t e n t S t u d i o
9 Steps To
Nail Your Video
Deﬁne Your Goals
Getting time to do the strategic, “thinking”
part is half the battle… but if you want a
campaign that’s measurable and successful,
you’ll need to consider what you actually want
your videos to achieve.
Of online marketers
use video content*
The %growth in revenue
experienced by marketers
that do use video*
• What’s the purpose of your videos?
• Who will be watching your videos and where will
they do this?
• What are the key messages you want to
• How will the videos play into your wider business
• What do you plan to measure to monitor their
Know Where Your
Knowing what your audience likes will help you decide on
your videos’ content, but knowing where they hang out
digitally will ensure you’re actually reaching them.
Google Analytics is a great place to start in learning
which social channels are most popular in bringing trafﬁc
to your site.
Optimise assets to suit the
device most commonly
used by your audience.
Change the size formatting of your
video depending on the social
platforms your audience use.
Of B2B viewers consume
Of businesses using
video content do so via
Make the length of your videos ﬁt
your chosen platforms. (Ideally less
than 1min for Social Feeds and less
than 2mins for YouTube).
Be sure to…
3 Plan Content Around Key Events
Think about public events/holidays coming up
in the calendar that are likely to resonate with
your audience and tie content in with these.
Equally, tying video in to events happening
within your business is a great way of
raising your brand’s proﬁle and reach.
Business events could be brand-focused, e.g…
…or customer-focussed, e.g…
CSR Activity Public Relations
Of people have been
convinced to buy a
product or service after
watching a brand’s video*
Of people say they’d like
to see more brand video
Plan Content Around Your
Stills Shoot (…and vice versa)
It’s important not to view your assets in isolation.
Often you can create multiple assets, combining stills and video, all from
the same shoot and crew to save on the cost of starting from scratch!
Click here to ﬁnd out how
to get video out of stills
Click here for your guide
to Stop Motion & stills
Economies Of Scale
Look at the demands for video across your
business, rather than just the needs of one
Sharing content evenly throughout the year will get
you a good spread of engagement, but shooting it
all in one hit will ensure you get a cheaper cost
per video through economies of scale.
After all, no one likes to ﬁnd out they’ve paid 3
times for 3 videos of a mince pie!
Tackle Video From Various Angles
• ‘How To’ ideas
• Life Hacks
• CSR focus
• Brand Culture
• Micro content
• Case Studies
• Product Demos
• New Releases
• Brand Heritage
• Brand Stories
• Live Broadcast
7Be Equipped To Stand
Out From The Crowd
Invest in creative ideas that will give your
brand an identiﬁable style - not just with
content but also in how you distribute it.
The number of hours of
video content we consume
in a typical day**
The number of people
watching video on
Facebook every day*
With ,you might make the most of it’s
square wall display with split-screen video?
For , why not try out your own branded
TV Channel and build a loyal, engaged
Some ideas to get you started…
Play to the strengths of different social channels
and adapt your asset delivery in unique ways
to set yourself apart from the crowd.
Know the KPIs you want to track based on your objectives and measure results
that speciﬁcally link to your goals. Examples include…
Likes, Comments, Shares, Follows & Watch Time for Engagement
Click throughs, Enquiries & Emails Captured for Boosting Leads
Media Mentions, Quality Linkbacks & Webinar Attendance for Thought Leadership
Of marketers in 2017 say
video helped them
Of marketers in 2017 say
video helped them
Of marketers worldwide
name video as the type of
content with with best ROI**
Be Prepared to Adapt
Once your assets are out there and the results are in,
it doesn’t stop there!
Keep looking for ways to improve on those metrics
and re-visit your content to boost results further.
This could include:
• Re-editing video length if you’re commonly
experiencing drop-off at a certain point?
• Changing a call to action if it’s not having the
• Posting at a different time or day to attract
your audience at a time that works for them?
For more tools to build
better campaigns, visit:
0113 204 7000
Powerhouse Office & Studios:
1912 Mill. Sunnybank Mills.
Leeds. LS28 5UJ